Image & Copy
Don't be funny. Be interesting
Image & Copy
- Image and copy go hand in hand
- In advertising, copy is just as important as the visual design
- In advertising, a designer is often paired with a copy writer to concept and brainstorm ideas
- Creative directors are often copy writers
Be Visual
- People don't read long forms of text unless their reading an article or a book
- It's better to have a highly visual ad that communicates the message and the copy supports that message
- Visuals work fast, they communicate across barriers and can often be more impactful
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Brainstorming visuals
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Explore.
- What does your product look like upside down, on fire, in feathers or wrapped in chrome? Try to pair it with it's exact opposite
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Be Different
- Avoid common used imagery. This will change depending on what is being advertised. Do market research to see what's being over used.
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Show, Don't Tell
- Try using imagery show show a benefit of a product
- Don't make it look like an ad
- Think in metaphors
The ordinary is expected and boring.
Where do i get my visuals From?
- Do NOT take them straight from a google image search
- Use usage rights filter
- Take your own photos/Draw your own illustrations
- Have a friend take photos or draw illustrations
- Use royalty free images from stock photo sites
- istockphoto.com
- unspalsh.com
- stockvalut.com
- bigstockphoto.com
- If it's NOT your photo/illustration, you must give credit to the person who did it
What to watch out for
- Resolution - make sure it's high enough for print
- Color - test print it
- Size- is it large enough so you don't have to scale it up?
- Type- Tiffs are best for print but jpegs are also okay. Stay away from gifs
copy
Don't treat copy like a second class citizen. It will create a weak ad.
Remember: Some of the most celebrated Creative Directors started off as copy writers
Writing headlines
- Avoid puns. They're over used and not funny..at all
- Explore different attributes and benefits of the product
- Like thumbnail sketching, write a bunch of headlines and pick the best one. Write at least 50-100
- Save the punchline for last
- Never use fake names
- Let the visual take the lead if it's doing the heavy lifting
- If using just a headline, it better be a darn good one. In other words, you almost always want a visual to accompany a headline
- Avoid common headlines
- Don't use model numbers, dimensions or anything tech about the product in the headline
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Body Copy
- Write well. Use proper grammar and punctuation. Check spelling and read it out loud to yourself
- Write like you talk. Don't over do it with fancy or made up words
- Write like you would talk if you were the brand. How does Apple write?
- Don't ramble. Get to the point...quickly
- Reflect the concept of the ad
- Provide detail
- Use short paragraphs and bullet points
5 Rules of effective speach writing
From Winston Churchill
1. Begin strongly
2. Have one theme
3. Use simple language
4. Leave a picture in the listener's mind
5. End dramatically
Image & Copy
images & copy
By shadow4611
images & copy
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