“Dammit, Jim! I’m a designer, not a copywriter!”

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Rebekah Baggs

A lesson on writing for designers at the AIGA AZ December 2013 ¡Luncha Learne!

Technologie Business Bildung

“Dammit, Jim! I’m a designer,
not a copywriter!”
A lesson for designers on writing and tips for working
effectively with content professionals

@fortydesign #AIGAAZ

That’s me, in the back there!
@rebekahcancino

“Just design it. We’ll flow the
content in later.”
- A client

User experience isn’t just
visual design.

Delight
Comfort
Efficiency
Intuitiveness

Functionality

Design Goals

Where to start

Writing on your own

Working with copywriters

Take a look inside

1
Align business goals with user needs

Understanding

What is the business trying to accomplish?
What do they need?

Empathy

Who are you writing for?
What do they need?

Writing on your own

2
Design principles and best practices

Ask questions
How might the reader be feeling?
How do we want them to feel instead?
What is the goal of the message?
How will we accomplish that?
KATE KIEFER LEE,
MAIL CHIMP

“Don’t play what’s there; play what’s not there.”
- Miles Davis

vs.
“The notes I handle no better than many pianists.
But the pauses between the notes—ah, that is
where the art resides.”
- Artur Schnabel

Tone

The tone of your writing will vary based on
situations and goals

FUN?
youthful
silly
witty
playful
merry
lighthearted
casual

PROFESSIONAL?
slick
qualified
sharp
formal
polite
polished
savvy

Universal Guidelines
Be authentic
Be engaging
Be specific
Be appropriate

Be polite
Be concise
Be consistent
Be careful

via @mulegirl

“Writing influences perception and
understanding. Writing shapes
the experience.”

- @nicoleslaw

Working with
copywriters

3
3
We’re better together

R-E-S-P-E-C-T

Give visual and verbal design equal priority

Use message hierarchy to inform
visual design

When possible, plan site architecture and
wireframes collaboratively.

“Just try. You’ll improve.
Keep going. Enjoy it.”

- Frank Chimero

THANKS

Questions? Comments?
Tweet @rebekahcancino or @fortydesign

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