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Then the question arises: where’s the content? Not there yet? That’s not so bad, there’s some dummy copy to the rescue. But worse, what if the fish doesn’t fit in the can, the foot’s too big for the boot? Or too 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.
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A client that’s unhappy for a reason is a problem, a client that’s unhappy though he or her can’t quite put a finger on it is worse. Chances are there wasn’t collaboration, communication, and checkpoints, there wasn’t a process agreed upon or specified with the granularity required. It’s content strategy gone awry right from the start. If that’s 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.
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If the copy becomes distracting in the design then you are doing something wrong or they are discussing copy changes. It might be a bit annoying but you could tell them that that discussion would be best suited. You begin with a text, you sculpt information, you chisel away what’s not needed, you come.
Then the question arises: where’s the content? Not there yet? That’s not so bad, there’s dummy copy to the rescue. But worse, what if the fish doesn’t fit in the can, the foot’s 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 the folks in the meeting can’t quite tell right now, but they’re unhappy, somehow. A client that’s unhappy for a reason is a problem, a client that’s unhappy though.
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Chances are there wasn’t collaboration and checkpoints, there wasn’t a process.
Best Quality
It’s content strategy gone awry right from the start. Forswearing the use of Lorem Ipsum.
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True enough, but that’s not all that it takes to get things back on track out there for a text.