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These cases are perfectly simple and easy to distinguish. In a free hour, when our power of choice is untrammelled and w...
Just fill up a page with draft copy about the client’s business and they will actually read it and comment on it. They will be drawn to it, fiercely. Do it the wrong way and draft copy can derail.
Even if your less into design and more into content strategy you may find some redeeming value with, wait for it, dummy copy, no less.
To short sentences, to many headings, images too large for the proposed design, or too small, or they fit in but it looks iffy for reasons the folks.
Chances are there wasn't collaboration, communication, and checkpoints, there wasn't a process agreed upon or specified with the granularity.
Whenever draft copy comes up in a meeting confused questions about it ensue.