If your design's wrong, should you really invest in copy?December 9th, 2008 8 Comments
I’m curious. My gut tells me that if the design of your website or brochure is wrong for your audience, you’re wasting your money investing in copywriting.
Well, maybe not wasting it, but certainly not making the most of it.
First impressions count. And I reckon if your design’s tacky, people will conclude that your product or service is tacky too. So when they read the headline, instead of being already in harmony with you, they’re at odds with you. They’re not ready to be engaged by it, or compelled to read on. They’re ready to doubt it, and to MOVE on.
In fact, I’m convinced that this is true.
What I question is whether you’re likely to get any benefit out of copy at all, with a crap design? Again, my gut tells me that even the best copywriting will make little difference to a site that screams cheap and nasty (unless, of course, cheap and nasty is your niche). My gut tells me you’d be far better off investing some money in a new design. Better yet, invest in a new design AND new copy!
But I don’t have any stats to back me up.
What do you think?
Please comment below with your thoughts. I'm not so old a dog that I can't learn a few new tricks!