From the course: Learning to Write Marketing Copy

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Using typography effectively

Using typography effectively

From the course: Learning to Write Marketing Copy

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Using typography effectively

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- As a copywriter, you focus on words. But you can add a whole other dimension to your work if you learn to focus on letters and lines, basic typography as well. If you're working in print, you may not have control over typography, but you can still provide guidance and anticipate type layout in the way you edit and organize your work. If you're working online, you may actually have much more control and be able to directly impact the look of your work. I'll give you some quick typography rules to follow as well as a tool or two. The basic rule is this, make your copy easy to scan no matter what, long sales letter, short brochure, webpage, movie script, it has to be easily scanned because that's how humans read short copy. And by short, I mean not a book. This isn't super scientific, but I've tested pages with a solid global copy and pages that are broken into chunks, and it's clear that…

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