Beyond lorem ipsum


“Design is about communication, and it takes more than pixels to communicate” – Derek Powazek, veteran website developer and user interface design expert.

Web designers who think writing is not part of their job description are wrong. Text, whether it be attached to a link or a carefully crafted marketing message, is just as important, if not more important than the visual design. When it comes to experience on the web, there’s no better way to create it than to write, and write well. Web designers are more than pixels; they are creators of online experiences.


200428250-001Calling all web designers! Learn how to write! Developers may know user interface design and visual creativity, but what they don’t know is that marketing text is interface, too. A company’s marketing message carries as much weight on a Web site as color choice, graphics, design layout and links. Integrated marketing communications professionals understand the value of word choice, and it is time designers do the same. Web sites they develop are primary vehicles for this ever-so important and desirable text and writing it along-side the visual design of online media would ultimately enhance the user’s overall experience..


Consider as an example. If it were not for the “encouraging, happy and excited” text and random language, like “Hola! Salut! or Shalom!,” users would not grasp the “fun, friendly” personality the site embodies. Though sharing photos may facilitate some emotions, black text organized on a clean, white background connects with few users unless it inspires a feeling.


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