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Then the question arises: whereās the content? Not there yet? Thatās not so bad, thereās dummy copy to the rescue. But worse, what if the fish doesnāt fit in the can, the footās 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 thatās unhappy for a reason is a problem, a client thatās unhappy though he or her canāt quite put a finger on it is worse. Chances are there wasnāt collaboration, communication, and checkpoints, there wasnāt a process agreed upon or specified with the granularity required. Itās content strategy gone awry right from the start. If thatās 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.