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

1. “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

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

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

4. User experience isn’t just
visual design.

5. Design is about
communication.

6.
Delight
Comfort
Efficiency
Intuitiveness
Functionality
Design Goals

7. Where to start
Writing on your own
Working with copywriters

8. Take a look inside
1
Align business goals with user needs

9. Business
goals
GOLD
User
needs

10. Understanding
What is the business trying to accomplish?
What do they need?

11. Empathy
Who are you writing for?
What do they need?

13. Thinking
Doing
Feeling

14. Where to start
Writing on your own
Working with copywriters

15. Writing on your own
2
Design principles and best practices

16. Design principles

17.
Delight
Comfort
Efficiency
Intuitiveness
Functionality
Design Goals

18. 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

21. Voice & Tone

22.
Delight
Comfort
Efficiency
Intuitiveness
Functionality
Design Goals

23. Voice
The voice of your writing reflects the brand
personality and should stay consistent

24. “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

25. What are 3-4 characteristics you’d use
to describe your brand’s personality?

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

27. “Be FUN,
but professional.”

28. “We are fun…”

29. “…and professional. ”?

30. FUN?
youthful
silly
witty
playful
merry
lighthearted
casual
PROFESSIONAL?
slick
qualified
sharp
formal
polite
polished
savvy

31. this not that

32. Universal Guidelines
Be authentic
Be engaging
Be specific
Be appropriate
Be polite
Be concise
Be consistent
Be careful
via @mulegirl

33. “Writing influences perception and
understanding. Writing shapes
the experience.”
- @nicoleslaw

34. Working with
copywriters
3
3
We’re better together

35. Get strategic

36. R-E-S-P-E-C-T
Give visual and verbal design equal priority

37. Consider content types

38. Use message hierarchy to inform
visual design

39. When possible, plan site architecture and
wireframes collaboratively.

41. “Just try. You’ll improve.
Keep going. Enjoy it.”
- Frank Chimero

42. THANKS
Questions? Comments?
Tweet @rebekahcancino or @fortydesign