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Copy writing

The difference between the almost right word and the right word is really a large matter.

It’s the difference between the lightning bug and the lightning.

Mark Twain

Pictures are inspiring. Texts convince.

In times of digitization, text is one of the most important pillars of any communication: Machines read images schematically and put them in categories; the copy, however, is recorded and categorized 1:1.

If the text does not hit the mind very quickly and well, not only the machine turns away, but also the human.

Text therefore plays an important role at Lünstroth.

In a time of visual abundance, it is the text that’s convincing or bores the viewer.