Should Copy or Design Come First?
When you work in a creative capacity, the answer to a question like, “What comes first? Copy or design?” can be—murky.
For many people (myself included), not having a concrete answer for this type of question can be a bit of a problem. How can you put together an effective process if there is no definitive explanation on how to prioritize the workflow?
Honestly, it can be quite difficult.
Add to that the fact that every creative professional has their own unique way of doing things, and it becomes basically impossible to provide one answer to “Should copy or design come first?”
Because, in reality, it depends.
This is an infuriating answer—because, of course, it’s not really an answer, now is it?
Which is why, in this article, I’ll do my best to shed some light on the age old question (at least in marketing!) of: “What comes first? Copy or design?”
The Endless Debate for Marketing Creatives
As a copywriter, I have been asked many times: “Would it be better if you work on this piece first? Or should we get it to the designer first?”
My answer always changes. It depends on a number of things, which vary from project to project and often include consideration of the following:
The Collaborators
If I’m working with a designer or creative team I’m familiar with, I’ll have a better idea of if I should give them some content to design with, or wait for them to come up with a design concept for me to fit my copy into.
On the other hand, if I’m working with someone for the first time, sorting out who should go first can take some time.
Often, it’s best if your copywriter and designer are able to meet beforehand and discuss their individual processes and ways of working.
The Marketing Piece
Some forms of content are better shaped with words first. Others benefit from having a design-forward creation process.
For example, if I was creating a case study or a whitepaper, I would likely do the copy first and then send it off to design. This is because each of those types of pieces are unique and it can be easier for the designer to create something from the draft.
But if I was working on something like social media graphics, I would want the designer’s perspective to come first. Often, in this scenario, the designer has created templates in order to streamline their efforts and keep everything on brand.
Then again, for something like a video advertisement, I like to collaborate immediately with the designer, so that we can storyboard together and create ideas in tandem.
The Timeline
While in an ideal world, we wouldn’t have to base creative decisions on a timeline, many projects operate this way. Sometimes, it’s not possible to do multiple revisions on a piece and this can contribute to who does what first.
For example, if I am to do the writing for a project before the design, my preference is to always review the piece again after the designer has created the visuals. This second look at what I’ve created helps me ensure that the copy flows and makes sense in the context of the design.
When a second look isn’t possible due to time constrictions, I find it most efficient to write the content after the design has been built.
So, what’s the result? Who should go first?
As you can see, there are quite a few variables that can impact who does what, when. However, there are certain instances in which you can typically determine if you should tackle your copy or design first.
I’ll cover these scenarios in the next couple sections.
Why Words Might Take the Lead
For years, all marketing professionals heard was "content is king". Businesses pushed out copious amounts of blog content and social posts in order to try and rank on Google.
And while strategies in today’s market should not be quite so basic in their approach, prioritizing content remains important for many companies.
Here are a few arguments for why you should start with copy:
Content Can Shape Context: Before any visual concepts take shape, knowing what message you wish to convey can help solidify the foundation of the design.
Text Can Guide the User Journey: Well-crafted copy can outline the roadmap for your audience, which, in turn, informs the design.
The Importance of SEO and Storytelling: In a lot of digital content, keywords aren’t just sprinkled on top; they're baked into the narrative. When copy comes first, the writer isn’t inhibited by design restrictions, and can better boost search engine visibility.
Going with a copy-first approach can provide other members of your creative team with clarity and purpose. Identify which pieces most benefit from the actual content. These are marketing materials where the design underscores the intended messaging of the text.
Copy-First Examples
Blog articles
Emails and newsletters
Case studies
Whitepapers
Remember, however, that these are examples based on my experience. They are merely suggestions to help you create processes for your own business.
Making a Case for Design First
Yet, sometimes, there are scenarios in which design should definitely come before your copy.
Starting with design can benefit your marketing materials when you want your visuals to communicate with your audience immediately. A design-first approach can help you with:
Emotional Impact: Some of the most well known brands have the ability to make you feel things. Not from what’s written within the depths of their website but from the imagery and design that they put before you. In the instances in which you want a piece to make your audience make decisions based on emotions, design should likely come first.
Brand Recognition: Colours, shapes, and layout play pivotal roles in evoking recognition of specific brands. Consistency in your marketing materials is key in order for that recognition to become consideration, conversion and loyalty. When leveraging your brand awareness, get your designer to come up with the first phase of your materials.
User Experience (UX): A user-centric design navigates practicality and aesthetics, creating an intuitive interface where well-integrated copy can take shape and elevate the piece.
Design-First Examples
Website
Brand guide
Social media collateral
For the above examples, leading with design can help build a structure or format ready for a copywriter to fill in. It sets the stage for your narrative to unfold with the confines of the piece. But, again, the above examples are suggestions based on my experience, and are by no means definitively correct.
Coastal Creative’s Process for Design and Copy
When Andrea and I first collaborated together, we encountered the roadblock of deciding who should work on what first.
We tried a variety of approaches, all of which resulted in pieces that we were proud of. But, it wasn’t until we began doing collaborative workshops together that we really began turning out incredible material effectively and efficiently.
Ultimately, this approach has enabled us to integrate our ideas from the start of a project, elevating both of our work, allowing for:
Holistic brainstorming
Immediate adaptations
Key takeaways and direction
After our collaborative working sessions, we both go our separate ways and create our respective deliverables.
Once finished, we reconvene and fit it all together—like a creative jig-saw puzzle. We then fine-tune, review, and ship it off to our clients.
It’s a truly collaborative process that makes for high-quality, effective brand materials.
So, in the case of Coastal Creative, neither copy nor design come first.
They come together.
FAQs: Creative Processes for Copy and Design
Q1: What if my design team comes up with an incredible concept before the copy is ready?
A: Embrace it! Great design can inspire copy that complements its strengths. Use the design as a launchpad for creating content that aligns with the mood of the visuals.
Q2: Can SEO really be effective if copy follows design?
A: Absolutely. While integrating SEO from the get-go helps, a stellar design can still host optimized copy after the fact. Ensure your SEO strategy adapts to the design without compromising user experience.
Q3: Is there a risk in letting one element dominate the other?
A: There is always a risk of imbalance. For instance, overpowering design might overshadow vital messages, while excessive copy can dilute visual appeal. Strive for equality where each component enhances the other.
