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Then the question arises: whereâs the content? Not there yet? Thatâs not so bad, thereâs dummy copy to the rescue. But worse, what if the fish doesnât fit in the can, the footâs to big for the boot? Or to small? To short sentences, to many headings, images too large for the proposed design, or too small, or they fit in but it looks iffy for reasons.
A client thatâs unhappy for a reason is a problem, a client thatâs unhappy though he or her canât quite put a finger on it is worse. Chances are there wasnât collaboration, communication, and checkpoints, there wasnât a process agreed upon or specified with the granularity required. Itâs content strategy gone awry right from the start. If thatâs what you think how bout the other way around? How can you evaluate content without design? No typography, no colors, no layout, no styles, all those things that convey the important signals that go beyond the mere textual, hierarchies of information, weight, emphasis, oblique stresses, priorities, all those subtle cues that also have visual and emotional appeal to the reader.