Ferrari’s Coffee Siena Whole Beans, 1kg
Original price was: £19.52.£14.48Current price is: £14.48.
Filippo Berio Organic Extra Virgin Olive Oil, 1.5L
Original price was: £18.26.£14.48Current price is: £14.48.
Finish Dishwasher Rinse Agent, 2 x 800ml
Original price was: £11.20.£9.31Current price is: £9.31.
Finish Lemon Sparkle Dishwasher Cleaner, 4 x 250ml
Original price was: £10.07.£8.43Current price is: £8.43.
Finish Ultimate Plus All in One Lemon Sparkle, 90 Pack
Original price was: £18.24.£14.99Current price is: £14.99.
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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.
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.
