Brands underestimate the relationship between copy and design. While often treated as adjacent or even separate art forms, messaging and graphics can be much more effective as one.
Advertisers have a small window to make an impact. In short-form digital marketing platforms (e.g., social media, email marketing, paid ads), customers consume information at lightning speeds.
According to research published in the Behaviour & Information Technology journal, the human eye takes only 50 milliseconds to receive, interpret, and even assess content.
When brands integrate copy and graphics effectively, they clear the clutter and offer seamless pathways. Many marketers have heard the “Rule of 7,” the idea that the average ad must make seven impressions to become memorable. However, messaging and graphics that complement one another will create more immediate and memorable first-time impressions.
Marry Word and Image in Your Graphics
Eye-grabbing images with captivating copy help you stand out in the crowd and establish your brand. To ensure messaging is clear and registers with readers quickly, practice these strategies:
1. Strengthen your foundation. Brands are typically driven by their why, whether that’s a product, cause, or service. Whatever the force is, it must be at the root of any union between image and word.
To ensure effective wordsmithing, brands must base content on a brand foundation with well-defined key messages, and structure it in accordance with visual brand guidelines. Establish a consistent tone, distinguishable voice, recognizable logo, and meaningful color story.
Review brands that are super recognizable, like Verizon. With minimal copy, a solid focus on typography, and a tightly controlled color story, Verizon consistently, reliably, and simply communicates its core values.
2. Invest in quality over quantity. Marketers tend to make marketing missteps when in a hurry to produce. In 2020, the demand for new content rapidly increased, leaving 73% of marketers surveyed for Bynder’s 2021 “State of Branding Report” saying they didn’t reach their content goals for the year.
Time and budget concerns are real when it comes to creating effective and engaging content. Establish attainable content goals that allow you to lean on your brand foundations to craft copy and collateral that align with those core values. These processes maintain storytelling consistency and simultaneously ensure you’re maximizing creative resources.
3. Paring down is tough but necessary. In today’s world, long-form content has its place. Gen-Zers are spending real time on TikTok, and according to Paramount, American adults are listening to podcasts more than ever before.
But boiling down content to its simplest form results in meaningful, engaging, and rapidly digestible messaging, and it helps guide audiences towards more in-depth publications, like podcasts or whitepapers. Wordsmithing helps brands reach their larger goals of sharing valuable, organic content to gain greater loyalty, exposure, and readership.
Being your best brand across channels isn’t easy. Start by doubling down on your brand foundation and devoting time to finding a union between copy and design to create quality brand messages that speak to consumers instantly and keep them coming back for more.