O'Reilly logo

Effective Copywriting by Smashing Magazine

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

Design With Dissonance

By Tad Fry

You might consider yourself knowledgeable, but you've probably never heard of this powerful communication and design technique that I'm about to share. I'm sure you've seen it in practice but never knew it was working on you  —  that's how good it is. I'm here to shed light on this technique so that you can use it as an approach to your design or writing.

See what I did there? I introduced you to dissonance by using the technique itself. If used correctly, it can enhance your approach to design and copywriting in certain projects. Welcome to designing with dissonance!

What Is Dissonance?

To understand dissonance, knowing first what consonance is would help. Consonance is when you feel comfortable with your beliefs; ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required