What comes first, copy or design?

I’ll admit, this is one of my favorite debates over the years. I love seeing writers and designers share their perspectives, and I’m always amazed at what I learn.

For me, the answer isn't black and white. For example, if I am wireframing a website for a new client, I don’t necessarily need all the copy before building out the wireframe. I can anticipate where banner images might go, and allocate potential spaces for icons, headings, text, etc.

On the flip side, when I think about print ads that are moderately copy-heavy, the amount of copy, its details, and its tone can guide the design elements such as colors, fonts, and icons. In this case, I would say the copy should come first.

If you're a writer or designer working in an agency, we both know that having all the details upfront isn't common. Instead, we build as we go. In a perfect world, whether it's copy first or design first, we don’t always get those accommodations and often have to improvise!