What is the job of a graphic designer?
I have a rather self-serving definition:
"The job of a graphic designer
is to make the copywriter look good."
By that I mean, I want my copy to be easily readable and communicate quickly. The last thing I want the designer to do is obscure my meaning with bizarre type styles.
Take a look at the body copy I saw in a full-page ad that ran in the New York Times recently:
How many people are going to read all the copy? Very few I think. (Did you?)
How did the designer kill the ad?
Let me count the ways . . .
1. The designer set the copy in reverse type. In other words, he or she used white type on a black field. You should never do this with body copy! It makes reading incredibly difficult. Yes, reverse type in small doses can work well but not the way this designer used it!
2. The body copy is set in all capital letters. When you set body copy in all caps you (again) destroy readability. Not good. Don't do it. Use upper and lower case in a conventional way.
3. The designer used a sans serif typeface. It's harder to read than a serif face.
This is a sans serif typeface.
This is a serif typeface.
Now before you accuse me of being a hypocrite because I write
The Levison Letter using the San Serif "Verdana" typeface, please note that Verdana was specially
designed for Microsoft to be extremely readable on computer screens.
The moral of the story?
As they say, "some of my best friends are graphic designers" but I work with them only if they are dedicated to making sales and not artistic statements.
Let's all remember that the only thing that matters in copywriting or graphic design is building profits for clients!
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Need me to write an email, web page, sales letter, whatever? Give me a call at (415) 461-0672 and let's talk. My fees are affordable and my copywriting can make you money. CLICK HERE for proof.
