The question then arises: where is the content? He’s not here yet? That’s not so bad, a dummy copy comes to the rescue; But worse, what if the fish doesn’t fit in the jar, is the foot too big for the boot? Or is it too small? Short sentences, too many headlines, images too large for the proposed design or too small, or they fit but look unconvincing for reasons.

A customer who is dissatisfied for a reason is a problem, and a customer who is dissatisfied even though they can’t identify the reason is even worse. Most likely, there was a lack of collaboration, communication and checkpoints, the process was not agreed upon or it was not defined with the necessary detail. It’s a content strategy that went wrong from the start. If you think so, how about the opposite? How can you evaluate content without design? Without typography, without colors, without layout, without styles, without all those things that convey important signals beyond just text, hierarchy of information, weight, emphasis, oblique emphasis, priorities, all those subtle features that also have visual and emotional appeal to the reader.