Then the question arises: whereтАЩs the content? Not there yet? ThatтАЩs not so bad, thereтАЩs dummy copy to the rescue. But worse, what if the fish doesnтАЩt fit in the can, the footтАЩs 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 thatтАЩs unhappy for a reason is a problem, a client thatтАЩs unhappy though he or her canтАЩt quite put a finger on it is worse. Chances are there wasnтАЩt collaboration, communication, and checkpoints, there wasnтАЩt a process agreed upon or specified with the granularity required. ItтАЩs content strategy gone awry right from the start. If thatтАЩs 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.
