I fully agree with Tim Rich’s view (DW 2 April) that writers are often commissioned by designers far too late in the creative process, thereby missing the great benefits to be had from interaction at an early stage.
But I suspect that this is not always a matter of wilful neglect on the part of the design community. The key issue is that of raising client expectations, and educating them in the value of writing.
While design is seen as a black art that few clients would think of undertaking themselves, writing is something that they have all done since primary school.
Designers need to believe – and persuade their clients – that a DIY approach to copywriting is not more sensible than using the office camera to take the pictures rather than a photographer.