‘What is tone?’ Maybe it’s in the air this year but a lot of people have been asking me this question. The short answer is attitude. This is a particular view or feeling you show on a subject.
Whatever your view/feeling, it’s going to come through your writing and colour your words in a particular shade of tonality — sincere/devious, witty/inane, caring/indifferent, cold/warm, melancholy/joyful, affectionate/callous, aggressive/considerate, the list goes on and you can view it down below.
Pictures and words (art and copy) go hand-in-hand. Both the copywriter and the art director are idea makers. Sometimes ideas manifest in the form of words. Other times, they manifest in the mind’s eye as a visual. It’s only natural that this “seeing” comes easier to an art director than a copywriter, simply because they […]