Striking a balance between art & copy

The most effective advertising strikes a perfect balance between stunning visuals and powerful copy, creating a message that truly resonates with the audience. Whether it’s a print ad, social post, TV spot, or website, the magic lies in how these elements come together. When words and imagery complement each other seamlessly, they create a more compelling and memorable brand experience.

In this edition of By Design, we’ll explore key website design tips to align art and copy and showcase how hotels are finding their perfect balance between the two.

Tip #1: A headline should never echo the image, it should enhance it.

Lotte Hotel Seattle demonstrates this with a headline that not only enhances the hero visuals but elevates and reinforces its luxurious brand identity. The seamless integration of widescreen video and impactful hero copy establishes the brand’s sophisticated tone instantly.

Take a look at another great example. The Inn at Carnall Hall effectively showcases two key selling points: its prime location on the University of Arkansas's campus and its inviting atmosphere. By blending collegiate iconography with beautiful video assets and a warm, inviting headline, they find their perfect balance between art and copy.

Tip #2: Less is more.

It’s tempting to share every detail of your hotel’s story online, but less is often more. Focus on the key points that drive bookings and, when it makes sense, let your visuals take center stage.

At Lake Nona Wave Hotel, design takes the spotlight, with minimal copy that perfectly complements its bold, vibrant aesthetic.

See it in action: The website’s hero video sets the tone.

From there, short, impactful copy follows—no long-form text, and that’s intentional. As users explore the site, every message is to the point, never overloading them with too much information.

Here’s a look at how the hotel highlights its rooftop pool—again, letting the visuals do the heavy lifting while the copy keeps it fun but purposeful.

Tip #3: Harness the Power of Brand Voice

Since your website is often the first point of interaction visitors have with your brand, it’s important to harness your brand’s voice to attract the right audience. Your brand voice serves as a powerful tool to maintain consistency and authenticity across every touchpoint, from your website to the signage in your lobby.

Take Little Mod Hotel, for example—it seamlessly combines retro-inspired storytelling with sleek, mid-century design, guiding visitors with a distinct, engaging voice that easily establishes its brand identity.

Every hotel has a unique story, and the key to telling it lies in the perfect blend of design and copy. While guidelines like simplicity, consistency, and brand alignment provide a strong foundation, the ideal balance is different for every brand. It’s about crafting a visual and verbal identity that resonates with your audience, reinforces your brand essence, and creates a seamless, memorable experience.