Archive for November, 2006

Designed to annoy

Friday, November 24th, 2006

Ah, the relationship between the designer and the copywriter – ain’t it a beautiful thing? Like Lennon and McCartney, when they chime just right, there’s no end to what creative heights can be achieved. But when they don’t, the results are more Mills and McCartney: a publicly fought power struggle that embarrasses (more…)

A question of empathy

Monday, November 20th, 2006

One of the secrets of writing well is empathising with your reader. A good writer avoids making assumptions about their audience’s background or level of knowledge, and never uses difficult, technical or specialist language. Even in the jargon-filled world of corporate life, you’d be (more…)