| | “Words are, of course, the most powerful drug used by mankind”
Those words were penned by the noted wordsmith Rudyard Kipling many years ago, yet they are as relevant today as they ever were.
You only have to listen to, or read, the speeches made by Barack Obama – on his campaign trail and since his inauguration - to realise just how powerful well-crafted words can be in influencing opinion, generating positive feedback and generally creating a supportive environment.
The same can also apply to a business in producing corporate or promotional literature which depends on three primary factors – print, design and content.
But which one is the most important? Good graphic design draws the reader’s eye to each page and print quality reflects a business’s high standards, but a brochure without words is not a brochure.......it is merely a collection of images and colour, yet it is the words which will encourage the reader to make a decision – to do business with the organisation or not.
Strangely, some business owners don’t seem to place the same level of importance on words as they do on the other two elements. For some obscure reason, they imagine that if they are paying, say, €1000 for design and €1,000 for print, that the words should only cost about that half that, when quite clearly they are, at worst, equal in importance, and at best, the most vital cog in the wheel.
Words also play a significant role in websites and as organisations look to the Internet to promote their products and services to a wider audience, so the choice of words – and the way in which they are crafted – will (hopefully) be accepted as being a critical factor in the equation.
As Jonathan Swift said (many years before the Internet!)......
“Proper words in proper places makes the true definition of a style”.
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