The Importance Of Words In Design
Design isn’t just about colours and shapes. Words play an important role too, and in this opinion piece Chris Round, copywriter for design agency Hulsbosch, argues they’re the ill-forgotten aspect and why they shouldn’t be.
I’m not quite sure how much heated discussion there is nowadays about the role of writing in design – the old ‘what comes first, the design or the words’ question. But to me it’s mostly a pointless discussion, because the two are inextricably linked; words are always part of great design.
Chris Round
The first thing to consider is that great design always starts with a great idea. And, more often than not, a great idea is born out of great strategy, preferably one that’s articulated using clear and concise language. Even designs that don’t include words in their execution will have been born out of a clearly defined strategy or vision. An obvious example of this is architectural design; Churches convey the ‘written word of God’; banks project the message of power and wealth; the skyscrapers of Shanghai express modernity and China’s economic rise.
The same applies to any decent strategy behind graphic design. For example Rolls Royce will use words like ‘exclusivity’ and ‘refinement’; Diesel clothing will use language like ‘provocative’, ‘irreverent’ and ‘daring’; McDonald’s will talk about ‘happiness’, ‘family’ and ‘surprise’. This strategic writing feeds into the creative executions. Therefore, even before the first ideas are dreamt up, words have played a vital role in the design process, and in defining a brand’s language.
Another point to consider is that designers are not just image-makers; they are first and foremost communicators. And, more often than not the best communication includes a combination of words (type) and visuals. These two elements must work harmoniously in order to be effective; the right combination of words and visuals create powerful and effective messages.
These elements also create personality, one that speaks to, and emotionally engages with, the audience. We all know the most effective form of communication is via word of mouth: a message from someone you trust and listen to. And in the absence of an actual human voice, brands must create their own. So, building brands through design requires having a clear and defined tone of voice that sits together with the brand look and feel. Words and language provide that tone.
As people, we all have our own tone of voice, our own idiosyncrasies. One person may be comedic and light-hearted, while another might be serious and erudite. Someone may speak slowly and clearly, while another might be energetic and fast-paced. Either way it’s distinctive, recognisable and unique. The same applies to a brand’s voice. Are they formal or informal? Do they use jargon or technical terms? Are they lively, fun, down-to-earth, self-effacing or rebellious? If humour is used, is it sophisticated, subtle or slapstick? These types of things must be considered and, once decided upon, be consistently adhered to for a brand to be believable. And, if the audience believes the brand, they’ll be willing to converse with them for many years to come.
The importance of words in design cannot be overstated. Words are not only the catalyst for great design; they’re the glue that holds great design together, by forming and maintaining a clear and consistent dialogue with a brand’s audience. So, next time you’re having a sophisticated conversation with Lexus, a simple and precise chat with Apple, or a bit of a laugh with Old Spice think about if these brands are being true to their word.
Latest News
Voting For B&T’s 30 Under 30 People’s Choice Awards Is Now Open!
Of all the awards B&T hands out, THIS is one of our favourites. That & our in-house 'staff f@ck-up of the month' trophy.
Those Stories About Your Brand’s ‘Social Impact’ Are A Waste Of Time – And Money
Lauren Quaintance (pictured below) is co-founder and managing director of content agency Storyation. In her latest post for B&T, Quaintance offers expert tips for brands aiming for a woke message… Recently one of the more prolific content marketing commentators in the US declared that social impact storytelling was “the hottest content trend of 2021”. The […]
Sacked Channel 7 Presenter Simon Reeves Settles Court Battle With Network
Simon Reeve, formerly a presenter on Sunrise and game show host, was made redundant by Channel 7 in June 2020. Reeve sued the network last September on the grounds that they had breached his Fair Work rights. He has requested more than $500,000 in unpaid entitlements and compensation. Seven countersued, arguing that he was not an […]
Data, Identity And The Art Of Keeping It Simple
Shifting sands in the digital landscape mean we need to find new ways of recognising our customers. Verizon Media ANZ managing director Paul Sigaloff explains why keeping things simple is the best approach for success. By Verizon Media ANZ MD Paul Sigaloff Do you know your blood type off the top of your head? I […]
Working Mums Are Always Asked, How Do You Manage Career And Family? Let’s Build A Society Where This Isn’t The Norm
According to the World Economic Forum, Australia is among the few developed nations that does not actively set targets for gender equality and measure progress towards nationally agreed goals. As a result, we’re falling behind. By Jessica Miles, Country Manager, ANZ at IAS The pandemic caused lockdowns around the globe—Australia was not spared. We lived […]
Never Not Creative Launch Never Not International Women’s Day Campaign
A platform that shares talks addressing the challenges of women in society by women and male supporters in our industry, live, on-loop 24.7.365.
First-Party Data, Transparency And Aggregation: Tips On Surviving A Cookieless World
Google’s latest announcement around the future of web tracking and online privacy reinforced what most marketers already know. First-party data is a must for a business hoping to effectively market and create meaningful relationships with customers. Making the announcement, Google’s director of product management, ads privacy and trust David Temkin confirmed Google would continue to […]
UnLtd Big Clash Cricket Tournament Returns To Raise $160,000 For Children At Risk
The annual Big Clash industry cricket tournament, organised by the industry’s social purpose organisation UnLtd, has raised over $160,000 for children and young people at risk. The highly competitive tournament saw the different corners of the industry battle it out on the ovals in Sydney, Melbourne, and Perth during February and March. Since its launch […]
QUT And BCM Launch Campaign Celebrating Women In STEM
QUT’s long-term agency partner, BCM, has developed a thought provoking and impactful campaign for the university to coincide with 2021 International Women’s Day.
NRMA Insurance Unveil Next Instalment Of ‘Every Home Is Worth Protecting’ Campaign, Via The Monkeys
To demonstrate that every home is worth protecting, NRMA Insurance has released its latest campaign that sees the return of young boy Sammy as he continues his quest to look out for the homes of Australia’s iconic but vulnerable koalas. Created by The Monkeys, part of Accenture Interactive, the campaign centres on Sammy as he […]
Westpac Launches New Campaign To Highlight Life’s Eventful Moments, Via DDB
Westpac has launched its new brand campaign, created by DDB Sydney, highlighting life’s eventful moments where all the surprise, excitement, vulnerability, and challenges can lie; in moments both big and small. Westpac Group Head of Brand, Advertising and Media, Jenny Melhuish said, “our new work builds on our ‘help’ series, which focused on those really […]
GHO Strengthens Equity Team With Hamish Stewart Promoted To Creative Partner
GHO has appointed Hamish Stewart as an equity partner in the business. Hamish joins GHO’s four existing partners to round out the diversity of experience offered by the agency across research, strategy, design, digital and creative marketing.
The MINT Partners Expand Client Line-Up For 2021
The MINT Partners, one of Australia’s leading integrated brand communications agencies have added a number of new clients to their roster for 2021. Using the exceptional disruption of 2020 as an opportunity to evolve the business, MINT has enjoyed recent success with an expanded portfolio across categories including food & beverage, fashion, design, and property. […]
Spotify Launches EQUAL: Global Commitment To Women In Audio
Coincidence this was unveiled on International Women's Day? Well, we don't think so. Well, we don't know, to be honest.
Northern Rivers Based Agency Barefruit Marketing Launches Innovative Campaign For Raine & Horne Office
The agency produced the commercial in just a few short months, when they were awarded the brief by Raine & Horne Ocean Shores, Brunswick Heads and Murwillumbah at the end of last year.
Institute Of Data Launches New Education Program For Marketers
Institute Of Data & the Ponds Institute are easily confused. Yet, one's the science of the epidermis & the other isn't.
Pinterest Launches International Women’s Day Campaign To Uplift Female Entrepreneurs
They say "the world's your oyster". That is unless you happen to be a Sydney Rock with a Kilpatrick or mornay dressing.
Tinder Supports LGBTQIA+ Community In Rural NSW With ‘Pride Ride’
Tinder is supporting the LGBTQIA+ community in rural NSW with a double-decker bus. Sounds like a plot to a film to us.
The Women Who Shaped Technology In 2020
Here's more confirmation of B&T's commitment to International Women's Day. And just wait for International Hot Dog Day.
Pymble Ladies’ College Collaborates With United Nations For New Brand Platform Via McCann
Thinking of sending your daughter to Pymble Ladies' College? Confirm the exhorbitant school fees with this new campaign.
Global Women Creates International Women’s Day Campaign Focused On ‘The Motherhood Penalty’, Via Saatchi & Saatchi
Here's some top work from "across the ditch". And by "ditch" we mean the Tasman Sea to New Zealand and not North Sydney.
Enero Group Snares 10’s Carla Webb-Sear For CFO Role
Enero's new CFO Carla Webb-Sear is down Officeworks getting supplies as we speak. Including a "JOHN" pencil case.
For International Women’s Day, Look Back At B&T’s Past Women Leading Tech Winners: 2021 Applications Close Today!
It's a fine line between retrospective & blatant rehash. As you'll discover in B&T's Women Leading Tech winner rehash.
LEGO Revises Its Iconic 1981 ‘What It Is Is Beautiful’ Campaign In Celebration Of International Women’s Day 2021
LEGO's undoubtedly a brilliant toy for kids, yet few grow up to design Barbie's camper or build the Millennium Falcon.
Taboola To Give $500,000 In Free Advertising To Women-Owned Businesses As Part Of International Women’s Day
It's top work from B&T's good friends at Taboola today. Not that we saw a card or fruitcake last Christmas, mind you.
Clarins Launches #LiveBeautifully Series Of Films To Celebrate International Women’s Day
Everyone needs a top Clarins moisturiser to fight the signs of ageing & the signs of putting up with dickheads all day.
BWS & M&C Saatchi Celebrate Mardi Gras With Store Makeovers & Drag Queen Deliveries
There's a few sore Mardi Gras heads in the B&T office today. We've not enquired to what else is sore, to be honest.
DDB Marks International Women’s Day By Recreating Iconic Phyllis Robinson Speech
Need motivation that doesn't need chocolate from a vending machine? Watch this & avoid anaphylactic shock from the nuts.
Sunday TV Wrap: Ultimate Tag Premieres To Play Chasey With The Competition
Last night's TV numbers proved robust indeed. Suggesting everyone was too hungover from Saturday to get off the couch.
Sportsbet Goes In-House For Latest Lunacy
Arguably not really reading the mood in the room, Sportsbet's gone and launched a campaign on global women's day.
