Balancing Copy and Design

The two basic building blocks of advertising creative are visual design and copy. Either one, if done in an exceedingly creative way, can make a campaign or website more efficient and eye-catching. Of course, the inverse is what is much more common. Ads that are overloaded with copy and overcomplicated in their designs run rampant across most of the industry. Advertising and websites that have clear and concise messaging tend to rise above the rest and be much more functional in the long run.

Display Ads

Display ads are most commonly viewed as banner ads or side-scrolling ads that live on specific websites. One of the most crucial aspects of creating a successful display campaign is setting the groundwork for your campaign. Even the best creative will falter if your targeting is off, so choosing where your content will be displayed is immensely important. The creative itself needs to be eye-catching, short, and sweet. The visuals usually contain the product or service being featured and the copy should be less than 20 words in total. The biggest pitfall in display advertising is attempting to write a company’s life story in just a few pixels. This creates a mass of text that is as displeasing to the eye as it is impossible to read.

Video

Video, on the other hand, comes in a wide variety of lengths and forms. The most important part of video copy is for it to tell a story efficiently within the time constraints of the piece. In the age of digital, many videos are created to be 30-second pieces to be utilized on YouTube. For YouTube, keeping the messaging concise and the imagery bright and eye-catching is immensely important. Since YouTube is audio based, writing a script for a voice over is recommended. On Facebook, it is oftentimes more beneficial to have your copy written out in the video itself since, according to the Amercian Press Institute, 85% of videos on Facebook are viewed without sound.

Websites

Websites create a bit of a balancing act when it comes to copy and design. The goal of any modern website design is to create a site that is extremely mobile friendly while retaining the ability to be optimized for search engines. In 2017, 60% of all web traffic came from mobile devices, making mobile optimization extremely important.

From websites to display ads, creating a balance of copy and design is immensely important. With over 90 Google certifications and a team of experts in their fields, 2060 Digital can help you navigate the ever-changing digital landscape. Contact us today if you are interested in taking your marketing to the next level.