In the job of copywriting, empathy is all. As you know, solid relationships are made from mutual respect and rapport that leads to trust. In most human encounters, it mostly starts with a conversation for relatedness.
‘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 […]
