The old days of the Art Director and the Lead Copywriter may be behind us, but designers and writers still need to work closely together.
How can you get designers and writers to talk to each other and feed off each other's ideas?
How to bridge the gap between copy and design?
Here are some ways in which we get our designers and writers to work together for better results:
Create synergy through communication
Communication is the first step on the road of collaboration.
Creative digital projects call for excellent synergy between writers and designers.
Whether it's a website, or an infographic, copy and design need to be harmonised.
We've found that the first step to achieving synergy is having open channels of communication between departments.
- Whether a meeting takes place in a meeting room, or at a designer's desk, both parties need to be able to share their ideas.
- Both parties need to take responsibility for sharing their work with others for feedback and edits. Use online team and project management tools like Trello and Basecamp to help creatives talk to each other.
- Synergy needs to be part of your company culture. Don't create unnecessary boundaries and fences around your creatives. Let them communicate.
- Include both writers and designers in strategic meetings and conversations.
Clarify project boundaries and roles
Healthy boundaries make for healthy projects.
Make sure that writers and designers understand project roles, responsibilities and boundaries.
Boundaries boost creativity by giving people something to strive for; clearly defined roles help projects run smoothly.
- Who has the final say?
- Where can creatives go if they reach an impasse?
- What is most of the budget being spent on?
- What is the project's strategic outcome?
Don't be afraid of boundaries. No one likes creating in a vacuum.
Creativity needs space
Let go of the rules.
Writers and designers are of a creative mindset, so you have create a space where creativity and ideas can flourish.
You'll need a working environment that is fluid, not rigid.
- Office space can have a big impact on employee welfare. Encourage plenty of walks and breaks to clear the mind.
- Be careful about crowding creatives when they are working.
- Interruptions can really hold up creative work, so do updates all at once.
Don't make assumptions about creative capabilities
Can you get more from your creatives by simply doing something different?
Seize the opportunity to do something different and unleash your creatives.
Use all those untapped ideas bubbling under the surface to your advantage.
- Give creatives plenty of training so they can discover new skill sets.
- Disrupt usual working patterns.
- Get departments to feedback on each other's work.
- Encourage creative techniques like group brainstorming and free association.
Manage for results
Manage the creative madness.
With all these creative ideas flying about, you need to keep track of people and make sure that targets are being met.
- Creative projects have the tendency to go over time and over budget; this is something that needs to be tightly managed.
- Implement meetings to track progress.
- Discuss any reasons why projects are being held up.
- Conduct creative feedback sessions after the work has been completed.
Do you think writers and designers need to collaborate more?
Share your thoughts with us @gwsmedia
