…but it won’t. Or maybe it will. Who can say?

Here goes a little copywriter’s rant. The phrase design to is one of the most badly used in the marketing and advertising worlds. Think about this: Our product is designed to save you money. Fine, but does it? Why not say: Our product saves you money? If it does something, say that it does it. Simple.

So how should you use the phrase design to? When you are talking about something that it not used for it’s original purpose. Something like this: Originally, perfume was designed to cover up body odour, now it’s become an essential accessory for many women (and men).

Everytime you are tempted to write designed to, remember: The Sinclair C5 was designed to revolutionise driving.

This entry was posted on Friday, April 25th, 2008 at 12:54 pm by Dan Elloway and is filed under Communication, Language. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.