Here is Why Web Designers Should Work with Writers … Or Even Be Writers Themselves
Only a few years ago, it was normal to hire designers and writers separately to work on any marketing product, be it website, banner, landing page, infographic, or simply a blog post with images. But did you notice it too that design and content are too interrelated now? Truly good products are created only in those environments where designers and writers cooperate.
If you compare the websites that were done 5 years ago, with those that are created today, the difference is striking, and it’s not just about design – it’s also about the way content is presented. Now, it looks like it’s integrated within the design and is a part of it. This interaction has 3 key benefits:
Shorter Design Project Lifecycle
When writers and designers work together, it rids them both of any project-related confusion. Ideally, they sit together to create the entire product structure. Writers choose the information they would like to include on the website, banner, or elsewhere, and designers immediately suggest the ways where and how to locate this information. It’s not a writer who should create an informational infrastructure of the website or any other page. The role of a designer is important here too. As a result, it is possible to avoid endless structure confirmation updates and reduce project lifecycles. Who wins? Designers, writers, managers, and, for sure, customers.
Better Readability and Scannability of Your Content
When text and graphics are created independently from each other, the final marketing product lacks consistency and doesn’t look like an integral piece. But when designers and writers exchange their ideas since the very beginning of the project, the chances are higher all the elements will look coherent together. No difference in styles should be felt. Let’s say, if a writer wants to convey a message in a formal business style, it is important to make sure a designer will use the same style for graphics. However, such aspects have to be discussed in detail, and this is where content & design interaction makes a real difference.
New-level Approach in Creating Marketing Materials
Everyone keeps repeating: “Content first”. But there are over a dozen of reasons to disagree. Content-and-design interaction presupposes that content is not written until design structure is confirmed, while design is not created until content elements are ready. Sounds like a paradox, but this is how marketing materials should be written and designed today. In other words, content and design should always be done simultaneously.
How to Make Content and Design Interact?
If you own a local business, you could just transform your in-house business processes and increase interaction between writers and designers. But if teams work remotely or you simply need to find someone to design a website or any other marketing product for you, it will be more difficult to encourage interaction between them. Substitute face-to-face meetings with web conferencing where your designers and writers could freely discuss their ideas and suggestions. Need someone for your one-time project? Hire teams where designers work together with writers.
If it’s a small project that does not require extended teams, it is actually possible to find one person who can handle both writing and design. It can be an infographic, a few banners, or blog posts with suitable custom images. Industry professionals with both writing and design skills are a rare but precious find. They could easily work on some small projects that require both writing and design expertise.
The importance of good content structuring makes design projects tricky. Designers often easily get stuck only because they don’t know what content is going to be placed on the page. In the same way, writers get stuck because they don’t know how the designer is planning to locate the elements, which length and style will be suitable, etc. Proper interaction between designers and writers will serve as a favorable solution to this problem. It will make project processes only healthier and smoother. It is no longer possible just to leave a designing part to designers and a writing part to writers and expecting them to figure out what is what independently.
© 2016 Natalia Fesak