Explaining to my teams of writers that Art Direction and Design are different disciplines. What would be a good comparison for writing oriented jobs. Copywriting and ______?

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There are writers that write website copy, long copy for collateral materials, etc. Very technical pharma or healthcare copy, and those writers are usually not the same people who are very conceptual and write big idea campaigns.
It’s a the same with art direction and design. The difference is the focus, it’s either very granular or more top view.

likesmart

I’m more confused that a team of writers doesn’t know the distinction already?

likefunny

I think going down a level of the types of writers would be easier. Conceptual writer vs technical writer vs CRM writer.

likesmart

I think the reason why it’s challenging for them to grasp is BECAUSE there isn’t a split like this in copy, but another discipline to compare it to that they might grasp is a director vs an editor.

likesmart

A designer is to a an art director what a writer is to an editor. The way an editor decides the topic/tone of a publication and uses writers to achieve it, is similar to the way an art director develops a visual language/concept and uses a designer to bring it to life.

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I’m not sure I agree here. Art Directors might not use a designer at all. And editor plays no part in the hands on creation of the actual asset. It doesn’t distinguish between the skillsets. There are plenty of art directors who “design” they simply focus on different aspects of a visual aesthetic.

And editor to a writer is a CD to an art director, or a design director to a designer. Shaping the direction but (in theory) not doing the writing, sketching, layouts, concepts etc

smart

Traditional Copywriter vs Editorial, maybe?

One is more creative, one is more technical, values precision over innovation.

It’s partially focus. But mostly that it’s two actually different roles. Art direction is about breaking and standing out from precedent. Separation. Design is about organisation, and structure. Distillation.

Copywriting (albeit doesn’t have the same distinction in title is the same).

One is about information and understanding.
The other is about being provocative and persuasive

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