Then the question arises: whereu2019s the content? Not there yet? Thatu2019s not so bad, thereu2019s dummy copy to the rescue. But worse, what if the fish doesnu2019t fit in the can, the footu2019s 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 thatu2019s unhappy for a reason is a problem, a client thatu2019s unhappy though he or her canu2019t quite put a finger on it is worse. Chances are there wasnu2019t collaboration, communication, and checkpoints, there wasnu2019t a process agreed upon or specified with the granularity required. Itu2019s content strategy gone awry right from the start. If thatu2019s 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.