Then the question arises: Where is the content? Not yet? That’s not so bad, the rescue copy will do. But worse, what if the fish doesn’t fit in the jar, the foot is too big for the boot? Or too small? Short sentences, lots of headlines, images too big for the proposed design, or too small, or they fit but the reasons seem questionable.

A customer who is unhappy for a reason is a problem, a customer who is unhappy but can’t pinpoint it is worse. Chances are, there is no collaboration, communication, and checkpoints, no agreed-upon or defined process with the necessary detail. This is a content strategy that went wrong from the start. If you think like that, how can it be the other way around? How can content be evaluated without design? No typography, no colors, no layout, no style, all those things that convey important signals that go beyond simple text, hierarchy of information, weight, emphasis, oblique emphasis, priorities, all those subtle cues that also visually and emotionally engage the reader.