The best creative work happens when writers and designers align from the start. But too often, designers are brought in late, handed incomplete information, or expected to work with content that’s still changing. To avoid frustration (and endless revisions), writers – as well as other stakeholders like project requestors and marketing managers – can set designers up for success by providing a few essentials upfront.
From word counts to finalized copy and the right file formats, here’s what every designer wishes they had before starting a project.
1. Word Count and Size Requirements
Before any copy is drafted, writers and designers should agree on length and format. This is especially important for projects with limited space, like one-pagers, brochures, or social media posts.
If a writer is imagining a detailed exposé, but the designer only has room for short blurbs, someone will have to compromise. Getting on the same page from the start helps avoid frustration later.
It’s also important to remember that a page in a Word or Google Docs doesn’t equal a page in design software. In design programs, text might flow into columns, wrap around images, or adapt to different screen sizes. What looks like “one page” in a document could easily take up two once it’s laid out.
That’s why it’s helpful to bring a designer into the conversation early – they can give you a sense of how much copy will comfortably fit the space.
To give you a starting point, here are some general guidelines:
- One-pager (8.5” x 11”): 250-400 words, depending on how many visuals need to be included.
- Tri-fold brochure: 300-500 words across all panels.
- Infographic: 100-200 words, with a focus on visuals and data points.
- Social graphic: 25-50 words max.
These aren’t strict rules, of course, but they help set realistic expectations for both copy and design. When in doubt, less is more. Designers are skilled at making white space look intentional, and the final piece will look cleaner when the content has room to breathe.
2. Finalized Copy (For Real This Time)
Designers aren’t being difficult when they ask for final copy upfront – there’s a reason for it. Good design is intentional. Every decision, from spacing to hierarchy to font size, is made with purpose. These decisions hinge on knowing exactly what text needs to fit into the design.
When copy changes frequently, the designer must constantly adjust the layout to make everything work again. What often starts as a “quick edit” ends up impacting the entire piece.
That’s why at Version A, we follow a tight editorial process. Content is finalized and approved by all stakeholders before it reaches the design team, allowing designers to focus on making the piece look great instead of playing catch-up with ongoing changes.
This doesn’t mean small tweaks are off-limits, but they should be rare and intentional. When copy is final from the start, design flows more smoothly, timelines stay on track, and the final product looks better.
3. Background Information and Context
It shouldn’t come as a surprise that designers need context to do their best work. After all, the design approach for a white paper aimed at industry experts should look very different from the design for a playful, consumer-facing product brochure.
When writers hand off content, they should also pass along important background information, including:
- Target audience. Who is this for? What do they care about? Are they busy executives skimming for key data or casual readers looking for inspiration?
- Messaging, tone, and voice. Should the piece feel formal and authoritative? Quirky and conversational? Knowing this upfront helps designers match the right fonts, colors, and visual style.
- Brand guidelines. If the organization has set rules around fonts, colors, logos, or imagery style, designers need those too.
It’s also helpful to share any creative inspiration or research that influenced the writing. If the content was shaped by a larger campaign, a competitor example, or a mood board, include that. The more designers understand the thinking behind the piece, the better they can visually reinforce those ideas.
4. Clear Message Hierarchy and Call to Action
Not all content is created equal, and designers rely on writers to know which elements to emphasize. Clear message hierarchy helps designers guide the reader’s eye through the piece in the right order – from grabbing interest to driving action.
Think of it like this:
- Headline: The showstopper that grabs attention right away.
- Subhead: Adds helpful context to keep readers interested.
- Body copy: Where the full story unfolds.
- Callouts, stats, or quotes: The eye-catching extras that deserve special treatment.
- Call to Action (CTA): The final, most important step. What should the reader do next? Call, click, sign up? The CTA needs to stand out visually, so the action is clear.
It’s also helpful to flag any content that could be cut if space gets tight. Knowing what’s essential and what’s flexible allows designers to make smart edits without losing the message.
5. Required Imagery and Visual Assets
If specific imagery needs to be included in the piece, designers need those assets upfront. This includes:
- Photos or illustrations
- Logos (all variations, including full color, black and white, and any horizontal or stacked versions)
- Charts, graphs, icons, or infographics
- QR codes
Designers also need these assets in high-quality formats. For logos, icons, and illustrations, vector files (like AI, EPS, or SVG) are ideal because they can be resized without losing quality. For images with transparent backgrounds, PNG files are best. For web, JPEGs usually work well because they load faster while keeping decent quality.
Along with providing the files, it’s helpful to clarify how important each asset is. Should the chart be the focal point, or just a supporting visual off to the side? The clearer the expectations, the smoother the process and the fewer revisions needed later.
When applicable, writers should also share any visual references that inspired the project, including examples from previous projects they want to emulate. This helps designers align their creative approach with the original vision and keeps the process more efficient.
Bonus Tip: Keep it All Organized
Gather everything, final copy, background notes, assets, and instructions, into one well-labeled folder. It makes handoffs smoother and saves everyone time.
Set Your Next Project Up for Success
Strong creative work depends on collaboration, and a little extra prep goes a long way in keeping projects on track. By providing finalized copy, clear visual direction, and all the necessary assets upfront, writers make it easier for designers to do their best work.
From first draft to final file, Version A brings your content and design together seamlessly. Reach out to get started.
