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Kris 𐫱 Imprimatur.studio

@multipleks

Calm copywriter and typographic designer. Making beautiful publications & crafting compelling stories for discerning brands. Thinking about typefaces.

 Stockholm
imprimatur.studio
Joined June 2009
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To write well, you have to edit well. Whether you write a small note or a long essay, you can’t just write and publish. When the words are written down, you’re only halfway there.
Screenshot of an essay titled 'To write well, you have to edit well'. The content discusses the importance of editing in the writing process, emphasizing that writing is only half the task. It includes three key points: 1) Beginner writers mistakenly believe the writing process ends once they reach the bottom of the page, while editing is where essential revisions occur. 2) Reading one's own work can inspire new ideas and improvements. 3) Allowing time to pass before editing helps in making more critical and necessary changes. The text highlights that effective editing involves reorganizing content and eliminating unnecessary parts, ultimately improving clarity and structure.

ALT Screenshot of an essay titled 'To write well, you have to edit well'. The content discusses the importance of editing in the writing process, emphasizing that writing is only half the task. It includes three key points: 1) Beginner writers mistakenly believe the writing process ends once they reach the bottom of the page, while editing is where essential revisions occur. 2) Reading one's own work can inspire new ideas and improvements. 3) Allowing time to pass before editing helps in making more critical and necessary changes. The text highlights that effective editing involves reorganizing content and eliminating unnecessary parts, ultimately improving clarity and structure.

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Typographic design is a largely invisible art. When I take thousands of words from a text document and transform them into a book, brief, catalogue or any other form of text-heavy publication, a lot goes into it.
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- making sure footnotes actually are footnotes (and not formatted in some other strange way) - checking that URLs work as intended Very few people know that I do this stuff. Not even my clients. But they receive a much cleaner publication after I’ve ‘designed’ it.
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And it reads a lot better. And all is well that reads well.
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Many wonder why a publication still feels wrong after weeks of writing and editing. They’re often missing the third step: typesetting.
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• The publication will have an aesthetic. Not another long text document, but a combination of colours, contrasts, typeface choices, grids and styles that highlights the content. It will not only look good, it will also communicate its value.
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Designing a book or other publication isn't a third step that comes after the writing. It is a part of the process that begins the moment your text grows from one page to two. It helps form an impression of the content. It directs the eye and dresses up (or down) the message.
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If you have no map, you don’t know where to go. Writing is a good tool for clarifying your thinking. You have many ideas, and by writing them down, they start to make sense. But one idea leads to the next one, and suddenly you’re knee-deep in something else. What happened?
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You didn’t have a plan. Start by outlining your idea. Write headlines. Explain, expand. Create your own map and start walking.
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Contrary to what I used to believe, there’s no shortcut to great writing. But with a good structure, thorough editing and a helpful review, you’ll make sure the ideas you present come through as intended. Here are 3 steps to improving your writing:
Screenshot essay titled 'The path to publishing is best walked several times' discusses the journey of writing and publishing. It presents the idea that great writing requires multiple iterations, detours, and collaboration. The essay emphasizes the importance of having a good structure, thorough editing, and receiving feedback. It includes three key tips for improving publications: 1. Write well by having a solid outline and clear sections; 2. Edit well by reorganizing content and removing unnecessary information; 3. Review well by sharing the work with a trusted individual for constructive criticism. The final message encourages persistence in writing.

ALT Screenshot essay titled 'The path to publishing is best walked several times' discusses the journey of writing and publishing. It presents the idea that great writing requires multiple iterations, detours, and collaboration. The essay emphasizes the importance of having a good structure, thorough editing, and receiving feedback. It includes three key tips for improving publications: 1. Write well by having a solid outline and clear sections; 2. Edit well by reorganizing content and removing unnecessary information; 3. Review well by sharing the work with a trusted individual for constructive criticism. The final message encourages persistence in writing.

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Writing a good text is not only about typing. I used to think that a good writer started with the first sentence, wrote everything in one go, and ended with a full stop at the end of the piece. And that was it. Now, I know better. Great writing takes time, effort and practice.
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Have you published a report, but no one is reading it? You have to tell people: - that it’s available - what it’s about - where to read it. And you have to tell them many times, on many different platforms. A fourth reminder might be the one that makes the click.
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When your publication is done, where does it go? Simply uploading a file on your website isn’t enough. You have to promote it, through your: - blog - email newsletter - personal messages - social media If people don’t hear about it, they won’t read it.
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Did you know that more than half of the content online is being read on a small mobile screen? If you’ve ever tried to navigate a PDF on a mobile screen, you know how annoying it can be. A PDF on the phone turn readers away. A dynamic web page invites them in.
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When I was working in newspapers, there were always compromises being made on the page. It was a puzzle trying to fit news stories and regular columns on the same page, as well as modular ads of various sizes. Deadlines taught me to make quick design decisions.
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