For some art directors, designers marketing specialists and other visual thinkers, writing can be an intimidating process. But, successful visual communications solutions begin with clearly defined objectives and solid “concepts” or “big ideas.” In advertising and graphic design, problems are defined in writing — and writing plays a key role in articulating and executing creative solutions. In other words, it takes great art, great headlines and great copy to deliver a complete message. So in order to create effective communication, visual thinkers must learn to express themselves — AND to sell their ideas — using headlines, subheads, taglines, copy and other forms of promotional writing.
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