They seem so simple... so logical, and in some cases, so humorous... those words that compel a reader to follow through from the ad's headline to the final punctuation... those words have to be worked and re-worked as if they were musical lyrics, or the finest poetry.
What comes first, the words or the design...? Actually, neither. What precedes both is what size the advertisement is going to be? How much display ad space did the client purchase in "XYZ magazine"? One small block ad? A full column? Half a page? Full page? It's the size of the purchased ad space that dictates both copy, photo(s) and overall design. Then, what follows next is powerful and deliberative thinking.
How large is the projected direct mail piece? What are the physical dimensions... how many pages?
