While the copywriter is more concerned with the message content, the graphic designer is more concerned with the message presentation (typography, pictures, layout, etc.).
Let us compare the spoken word and the written word. Just as a person uses gestures and facial expressions to enhance the meaning of the spoken word, a person uses graphic design to enhance the meaning of the written word.
Graphic design is not mere decoration of the written message; it is a conscious and meaningful effort to maximize the impact of the written message. It is through a graphic design that a written message acquires the power to stop and hold the target audience. A truly effective graphic communication is the combined result of both message content and message presentation.
According to Will Burtin, the main function of graphic design in contemporary communication is translating and condensing ideas or problems in such a way that they pave a shortcut to understanding.
The relative importance of content and presentation varies from situation. Where message content is being actively sought, message presentation may be no more than a succinct headline. For example, the appointment and tender advertisements are often dull in other hand, where message content is only passively sought, message presentation may spell the difference between awareness and stark ignorance. Let us take an example. Glossy magazines are literally packed with four-colour display advertisements for soaps, toothpaste and thousands of attractive products; yet most of us flip the pages and continue reading the editorial matter, stopping only at the occasional advertisement that is so unique that it's almost jumps out of the page to grab our attention.
Most written matter needs some graphic design to increase it's appeal. Headline size and typeface, placement on a page, margins and borders, color and a number of other things will determine whether a particular message will hit the target audience or just thrown into the dustbin without even a casual look at it.
Conclusion: Well written combined with well conceived designs make the print work.
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