- Clients often accuse designers of not reading.
The accusation isn't due to a designer's preference
for visual imagery over text or level of intelligence,
it's usually about the reality that it's all too common
for a designer to work with copy and not bother to read it.
Unread copy leads to oddly placed headlines
and meaningless incorrect captions.
We've all seen work that, at first glance, looks good,
but is impossible to navigate.
A designer's job is to create
an item that communicates effectively.
Making something pretty with text that is confusing
is kind of like putting lipstick on a pig,
no offense meant to pigs.
In the defense of writers, the converse is true also.
I've seen the most beautiful text poured into heartless
rigid layouts, effectively killing it.
A client may have text already prepared and give it to me,
or they don't have any text written,
so either the client or I
will need to work with a copywriter.
And, sometimes, the client will ask me for a word count
based on my design solution to give to a writer.
To find the correct word count,
I design a project using placeholder text.
I can provide the number of words
once I know how much text will fit in my layout.
You can find the number of words by copying and pasting
your placeholder text in a word processing program
and identifying the word count.
If there is no copy and I work with a copywriter,
I provide the pertinent information
from the client and a word count.
I also suggest a tone that matches the design concept.
Should it be light and easy,
serious, academic, or any other attitude?
The copywriter will take this information
and return it at an agreed upon schedule with text.
If possible, I prefer to give the client text raw,
so they aren't distracted by the layout or typography.
Once they approve and return the text,
I place it into a design document.
Now this is important.
The client is responsible
for the final approval of the text.
The copywriter can proofread for spelling content
or punctuation issues.
There will always be some information that only the client
will know, such as the spelling of a name.
You can't be held responsible
for using incorrect information if the client provided that.
I ask my clients to sign an approval on the piece.
You can use Adobe Acrobat and create a PDF
requesting a signature or use another digital process.
People tend to look more carefully
when they are required to sign their name to it.
Another helpful habit is to check phone numbers,
websites, and dates.
Is July 19th a Sunday?
Does the phone number call the right person?
Is the website address complete
and connecting to a working site?
The client, and others, reviewing the text
often take for granted that it's correct.
I've seen headlines with spelling errors,
as everyone saw it too many times.
A single incorrect letter or date
could send the recipients to a different event.
Some people think they are obnoxious
by requesting the client to approve the copy at each step,
but it is always better to be overly cautious
and sign approvals on every project phase.
It protects you, the client,
and creates a successful product.