Which comes first: Copy or design?

It’s the age-old debate - one that’s divided marketing teams, sparked heated discussions, and created an ongoing (mostly friendly) war between copywriters and designers for centuries.

Ok, maybe not centuries, but much like the question of the chicken or the egg, the answer isn’t straightforward.

Every professional has their own take on this debate, and if you ask a room full of creatives, you’ll likely hear passionate arguments for both sides.

Some designers will say that without a layout, the words have no structure. How can a copywriter know how much space they have? How can they make their words fit a design that doesn’t exist yet?

Meanwhile, copywriters will counter that words shape the message - without them, the design has no direction. How can you design something if you don’t know what you’re saying?

So, which should come first? Copy or design?

The ideal scenario: They work together

In a perfect world, copy and design would be created simultaneously, working in harmony from the start. The copy would influence the design, and the design would enhance the copy, ensuring everything flows seamlessly.

But in reality, limited resources, tight deadlines, and multiple moving parts mean this isn’t always possible.

When both can’t happen at the same time, prioritisation becomes essential. But how do you decide which to put ahead of the other?

Factors that influence whether copy or design comes first

Honestly, there’s no one-size-fits-all answer or set rules in place - it can depend on factors, such as:

1. The professionals involved: Every copywriter and designer has their own preferred process and ways of working. Some designers like having content in place first so they can structure the design around the messaging. Others prefer to create a visual framework that the copy can then be written to fit. If you’re working with a team, getting everyone on the same page is crucial to ensuring a smooth and efficient process.

2. The type of content: The order often depends on what you’re creating. A website, for example, needs copy that reflects the brand message and guides user behaviour, but it also needs a well-thought-out layout to ensure an intuitive user experience. In contrast, for something like a social media graphic or an ad, the design may lead, with copy then refined to fit.

3. The goals of the content: Is the primary focus storytelling? Conversion? Branding? If the goal is to deliver a strong message, copy might take the lead. If it’s about an immersive user experience, design might drive the process.

4. The flexibility of the content: Some types of content require a rigid structure, while others allow for more flexibility. Long-form content like blogs and articles often start with copy, as the messaging is the primary driver. Meanwhile, for more visually driven content - such as infographics, brochures, or slide decks—design may lead, shaping how the information is presented.

The reality: It’s a jigsaw puzzle

Regardless of whether copy or design comes first, revisions will always be necessary.

The two must work together like interlocking puzzle pieces - one without the other rarely delivers the full impact. A well-developed message can fall flat if placed in an awkward or cluttered layout. A stunning design can miss the mark if the words don’t guide the reader effectively.

This is why revision and refinement are essential.

Expect to tweak, refine, and adjust once the two elements come together. The goal isn’t just to make them fit - it’s to ensure they work in tandem to capture attention, engage the audience, and drive action.

Common mistakes to avoid

• Forgetting the audience: Whether you start with copy or design, always prioritise what will resonate most with your audience. A beautiful design that doesn’t communicate effectively is just decoration, and compelling copy placed in a poor layout won’t hold attention.

• Working in silos: Copywriters and designers should collaborate from the start, even if one takes the lead. Ensuring both perspectives are considered will prevent major revisions down the line. If you’re hiring independent freelancers for a project, make sure they have a line of direct with each other instead of channelling all communication through you as a third party - this is will make the collaborative process easier and more efficient. You’ll still be kept in the loop and your input listened to and valued, but enabling conversations that focus on the more minute technical details to happen without delay will bring you closer to the words and design happening at the same time.

• Ignoring adaptability: If content needs to be repurposed across multiple platforms (e.g. website, print, social media), keep flexibility in mind when deciding which comes first.

So, what’s the verdict?

If you’re in a situation where you have to choose one to start with, the best approach is to consider the project’s needs, the preferences of your professionals, and the intended outcome.

But most importantly, remember that whichever comes first, it’s never truly finished until copy and design are aligned.

Need a copywriter that will work seamlessly with your design team? Let’s have a chat over a brew and make sure your words and visuals work together to achieve your goals.

---