By definition, I am a copywriter, which means that I’m supposed to hold the written word above all, particularly when I’m working with an art director! By dictate, I should secretly feel that design is just a way to pretty up an ad and frame my perfect words perfectly. Well, this might get me kicked out of the copywriter’s club but not only do I not feel that way, I’m also jealous of designers.

I’m envious of how design communications on such a pure level. Words take a more active, intellectual engagement, while design communicates effortlessly. With the

right colors, shapes and images, you just get it.

I’m also envious of how design can exist in three dimensions. Words are great, but let’s face it, except in the reader’s mind, they’re pretty one dimensional.

A well-designed ad breaks through the clutter. It’s the first thing the reader sees and the thing that intrigues them enough to read the words some copywriter so carefully labored over. Alternately, bad or merely OK design makes you turn the page, leaving those poor words that poor copywriter wrote, unread.

Good design is also a thing of beauty. Smart companies like Target have embraced design and realized the inherent appeal of offering objects that are not just functional, but beautiful. And with good design comes an emotional — I’ve got to have it — feeling, which is also good business when it comes to selling something.

It’s a good time for designers: the global reach of the web, information overload, multiculturalism and a sheer lack of time have all paved the way for more visually designed products and communications. Superstar Designers like Phillipe Starck and Karim Rashid have made room for a lot more good design and designers, and I applaud it. The same way that I applaud, and envy, the designers I’ve worked with who have the ability and the desire to make something simply, perfectly beautiful.

Steven Stark is a writer and creative director who wonders why their aren’t any Superstar Copywriters. You can see his work and read some of his (not famous) writing here.

Article Tags: copywriters vs. designers | Design | designers | Karim Rashid | Phillipe Starck | Steven Stark | Writer | writing
Filed under: Advertising, Design, Steven Stark