Whether it’s an advert, poster or brochure, the words you use go hand in hand with graphics and images. What you say is important, but how those words look can speak volumes to your audience too. Here are 5 ways to make your copy work harder:
1. Context
Make it work in context. You want to make sure your message lands and, more importantly, gets read in the first place. Billboard on the side of the M6? I suggest avoiding a long message, as people will read it in a few seconds. Billboard at a train station? People will have longer to read it as they sit waiting for a train. The environment people are in will also reflect how much a message resonates with them and how likely they are to act on the call to action. Understanding the context that your copy will be seen and read means you can make the most of the audience you have.
2. Font
Choosing the correct font is a must. Sometimes it’s a quick decision dictated by your brand guidelines. Or sometimes, for a campaign, you require something new which is evocative of the message you’re communicating. I’ve previously written a blog about the importance of the right font, you can see it here. A handwritten font can give a personal touch or feel like a scene from a horror movie. Pick wisely!
3. Colour
Then there’s colour, whether in print or digital, ensuring the colour is ‘on brand’, but also accessible, is a big consideration. We want to make sure contrast is clearly legible, and for digital executions, that means following WCAG guidelines.
4. Hierarchy
The size of your text is an important consideration. And it can be as simple as having a minimum size to ensure readability. But where size really matters is through the organisation of your text, or hierarchy. This ensures that your messaging has light and shade, making it easy to read and understand and draw in your audience. In short, it’s about how you organise information by establishing a clear order of importance. But there’s more to hierarchy than just size. There are a few different ways to play with the hierarchy of your text:
• Size
• Colour
• Font weight
• Spacing – both between lines (the leading) and each letter (kerning)
• Capitalisation
• Font style
• Contrast
5. Craft
And last but not least, find a talented Copywriter. We can see those ChatGPT em dashes coming from a mile off, and those titlecase headlines are a sure giveaway. The best copy is crafted for your organisation, so it feels truly authentic to your brand and resonates with your audience. Audiences are increasingly seeking authenticity from brands. When they find it, it builds trust and trust equals support. Whether you’re a charity looking for donations or a company seeking new customers. Be unique, and be memorable for all the right reasons!
You can probably tell that a Designer, and not a Copywriter wrote this blog! But hopefully you’ve found it useful.
