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Consider this: You made all the required mock ups for commissioned layout, got all the approvals, built a tested code base or had them built, you decided on a content management system, got a license for it or adapted open source software for your client's needs.

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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. Rigid proponents of content strategy may shun the use of dummy copy but then designers might want to ask them to provide style sheets with the copy decks they supply that are in tune with the design direction they require.

Or else, an alternative route: set checkpoints, networks, processes, junctions between content and layout. Depending on the state of affairs it may be fine to concentrate either on design or content, reversing gears when needed.

Or maybe not. How about this: build in appropriate intersections and checkpoints between design and content. Accept that it’s sometimes okay to focus just on the content or just on the design.

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