Which comes first the copy or the design?

Tuesday, 29th April 2014

Categories: Creative

If you ask that question in a typical creative agency you could be in for a long debate.

The copywriter will say that nothing can be considered until the concept, tone and content has been at least mapped out and agreed, the designer will argue the media is the most important factor so the mechanical constraints should govern the copy.

And the account staff will probably not care as long as the margin is right!

But  - and it’s a BIG BUT the recipient will care and will reward the company that gets the question right with higher response, improved loyalty and less concern over price.

So what does come first - copy or the design?

It depends on what leads the solution and then both creative inputs must work together.

If it’s an ad or leaflet then the copy comes first, but if it’s a prestigious report and accounts then the design concept takes the lead.

So what about a business card – I would say the design and also the type of material

Packaging is all about purpose, material and design and then the copy – unless you have branded persona like a cartoon character and then sometimes the copywriter will have to impose constraints to keep within the brand identity guidelines.

Online is primarily copy and content driven or should be, but currently in most cases the poor copywriter has to cope with the limitations of the CMS and the variable nature of navigation menus.

So please consider the solution required and then think about how the copy and design must work together and not compete!

Author: Gamze Bilgili