The Beautiful Meme Talk

The Beautiful Meme is a creative agency with a core focus on branding. Copy is seen as one of the most important aspects of design and the following are their reasons why. It made me realise that content is extremely important in putting across an idea - there is no use simply inputting placeholder text into a publication, for example, without knowing what the content may be. The content may affect your design decisions and vice versa.

12 thoughts about copy

1) The strongest way to convey an idea is by using words as images are open to interpretation

2) The easiest way to sell is by using words (value proposition)

3) Copy and design are always at war with each other
- You need to find a balance between message & aesthetic

4) Hierarchy (order of importance) is everything

5) People like reading well written copy

"The consumer is not a moron, she is your wife" (Don't underestimate the consumer)
- David Ogilvy

6) Words make your brand human
- People need to engage with your product therefore the language you use must be appropriate

7) Simple is clever
- Good design is good thinking

8) Complicated is stupid

Don't use confusing terminology

9) Tone of voice is a subtlety
- How the type is treated
- Different rhythm, pace
- Alters how you read the copy

10) It's your job to challenge every word

11) A designer and copywriter should be partners

12) Good designers can spell. Great designers can write.


General notes

• Design & copy is the core part of their thinking
• Broad mix of clients
• Don't specialise in one sector
• Good, quality design

Engage with your client and guide them through the whole process from early design ideas

Long copy = Persuasive
Short copy = Subtle and easy to digest

Pitching

Thought like a creative process (hierarchy)
Rhythm, pace, tone of voice are all important
'Theatre' - building up anticipation