It’s rare for originality to pass by nowadays. Instead new writers take old products and remix them for new advertisements, which is a form copyediting. I’m not saying there is something wrong with this approach, but be careful not to be a victim of a design issue. Sam Wright from Smashing Magazine shares his knowledge on this matter. He offers multiple tips and approaches on how to avoid designing issues when copying content.
He mentions that, “Self-Awareness is perhaps the hardest and most important thing for any writer to learn.” We are thought to plunge in and start designing, writing or drawing without uncertainty. Once we pause we allow doubt to consume our thoughts, we began to ask questions like, “What if I’m not any good?” or “Why would anyone want to read this?” At this point self-awareness has knocked on your door. Sam mentions, “when you start trying to read their work with eyes other than their own; and if you can’t do that, then copywriting really isn’t where you want to be.” As writers we need to aware of the message we are sending out. It’s okay to switch places and be the audience and approach your writing in a different angle. He also talks about the importance of tone and self-importance. Take a second and advance your knowledge and avoid simple mistakes.
The common misconception about editing is that it’s about fixing the grammar and punctuation, removing repetition, and making text easier to scan. But there is much more to editing. A true editor takes into consideration the audience and the message. For instance, the image to the left was a Burger King ad that got innumerable complaints of how distasteful and inappropriate it was and later banned. When this ad was first launched feminists, women and parents were pissed, because the images promoted oral sex and sexist remarks through picture. Consequently, instead of BK promoting its new burger it left a nasty taste with some of its audience.
It may sound good, it may look good, it may be catchy and it may even work, but is it really speaking to the audience and saying what it needs to say? Is it really advertising the product the way it was intend to be sold? Unfortunately, in magazines and billboards we constantly see the repetition of copy design issues. Don’t be part of the misconception, be the educated professional and design an amazing campaign.