Who reads copy anyways?
BA Dissertation in Graphic Design, Akto Art&Design College.
During my last year in college I did a research that focuses on the role of copy in print advertising and its real importance in communications.
The reason I wanted to investigate this particular element in advertising was two-fold. Firstly, I wanted to emphasize on the importance of the copy and how it affects the art director in their visual job and vice versa. When copy and art find the right balance the message becomes an inseparable endeavour between the two that decodes as one and, in some cases, works so well that makes advertising border with art.
The second reason was to stress the fact that a piece of communication is not partly visual or partly informative. A piece of commercial advertising delivers a single message. And many art directors have not necessarily appreciated the role of copy thus risking creating fragmented pieces of communication.
Copy can be "measured" in quantity and quality. But, how do we know the length of copy that should be written and the exact tonality it should have, in order to compliment and highlight the visual? It is not a simple question. Every product and every consumer audience will identify with something different. And most importantly, the idea will guide the amount of each ingredient to be used.
Any piece of communication needs both stakeholders to appreciate the idea and the balance of copy and visual that will successfully bring it to life.
You can find my research here: http://issuu.com/dimkarable/docs/copybook
"Design is the how. It’s the foundation of all communication, the process and production of typography, colour, scale, and placement. Art direction is the why. It’s the concept and decisions that wrap itself around the entire product."
Jarrod Riddle, Sr. Art Director, Big Spaceship