Design or Copy?
By: Patrick Monahan, CEO
(2 minute read)

Design or Copy? Which do you think should come first when creating a Marketing piece? Does it make a difference?

Should you begin with Design, and use Lorem ipsum as a placeholder for copy that’s written after the graphics are created? Or, should your copywriter create the message, and then you support that message with appropriate graphics? It’s a great debate for Graphic Designers and Copywriters, but is there really one right answer? Not necessarily, but I will share this personal experience.

Years ago a prospect asked to see samples of Direct Mail pieces RGx had created. I arrayed them on his desk, and asked which one he thought was most eye-catching. Trick question because one Design (created by RGx) was clearly superior to all others. He chose that Design. No surprise.

I agreed with the prospect that the Design on that Direct Mail piece was amazing, but then I shared some useful background information. The client with the beautiful Design had a weak message. Consequently, sales never took-off and they were forced to close their doors.

Then I picked-up another piece with less eye-catching Design (created by the client), but a strong message. That client was thriving and couldn’t write orders fast enough. Life lesson learned: Your message is critical!

IMO, write Copy first, then create designs that illustrate the story you’re telling. Like the Miller Lite Ads – Less Filling/Tastes Great – this is not an ‘either/or’ question. Successful Marketing pieces need both – great Copy and great Design.

Your job is to decide which comes first.

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