It is not surprising that many great advertisers were both copywriters and designers. For example, one of the most productive American copywriters, Joseph Sugarman, was also a professional photographer and graphic designer. The experience of many other advertising luminaries also confirms that design and copywriting must work together.
This is clearly evident in web design. Here is a real-life example:
The diamond-shaped red CTA button and the outline of the data form - such a dynamic, eye-catching design perfectly supports the direct call to action placed above the form fields. We especially often use such techniques when developing landing pages. For example, when creating a landing page for a fitness center .
Inconsistency between the designer and the copywriter undermines the user's trust in advertising promises. Let's look at some examples.
1) The copywriter wrote the words: "You can rest easy..." And the designer placed a bright red sign right there. How can the user heed the above call if his subconscious perceives the red color as a signal of danger/need for active action?
2) The copywriter wrote: "You will lose weight in just a month!", and the designer highlighted this headline in bold…. The same incongruence between design and copywriting that undermines the user's trust is evident. Of course, such an advertising message should have been written in a thin, feminine, slender font. This would have elegantly emphasized the message put in by the advertisers.
3) On a page with a dynamic composition and italic fonts, the copywriter in the text emphasizes the stability of the company, its steadfastness in the principles of corporate ethics, etc. His words cause hidden mistrust in the reader, because the above-described background simply contradicts these statements.
In this case, it would be more appropriate to make statements about the company’s rapid development and constant changes for the benefit of the user.
Make sure that copywriting and design are in harmony - to convince the user, they must support each other.
4. Compliance with typography principles
Typography is an area where mistakes are often made. There are many rules, and uk whatsapp number list few people in the RuNet follow them fully. At the same time, ignoring the principles of typography "hurts the eye" of an advanced user and weakens his trust. Therefore, it is worth adhering to these rules.
The lack of seriousness towards typography is common.
Here are just a few of these nuances:
avoid using more than 2-3 fonts (read about fonts here );
Use a legible line spacing of approximately 150% of the font size (this may vary depending on line length and typeface);
combine only contrasting fonts, or better yet, use proven font pairs, such as: Verdana and Georgia, Tahoma and Garamond, Fira Sans and Courier New, etc.;
keep the line size within 50-70 characters;
space out (i.e. increase the space between capital letters);
do not use spaces in lowercase letters;
do not leave hanging lines - "widows" (very short lines at the end of the page) and "orphans" (hanging lines that fall at the beginning of a new column);
Do not use hyphens or minuses instead of dashes.
If you stick to typography principles, you'll gain two benefits: you'll make it easier for users to digest information about your business, and you'll look more respectable to potential customers.
