Good old “Lorem – Ipsum”; the poly-filler or generic padding of web design. It’s a big part of what makes some web designers and web owners often skim over and ignore what a piece of design is trying to communicate, focussing instead on whether their logo is big enough, how lovely the button styles are, or how #amazeballs the parallax scrolling on the website is. As an advocate of the importance of appropriately and contextually used content, it says something different to to me. It says:

‘The content doesn’t matter very much. I’ll just use this space to represent some sample content. Those that see this right now or when it’s lively likely don’t care. I have no real idea how much content ,or in what format the company wishes to present this for their audiences.

A great design is only great if it delivers the content that matters in a clear and accessible way.  Designers need to consistently design their digital products centered on the content and facilitating the most interaction and engagement with that content. For me, content IS the heart of successful web and digital application design.

How can a digital designer get a feel for page design, user experience or interactivity without a sense of its purpose, the audience needs and what it is all attempting to communicate? Writing from my experience of working on web projects over the past  decade, I have seen many examples of the projects that end up getting the best results for my clients; they are the ones that are designed around the message, and not those that are designed first, before real content and focussed messaging becomes an afterthought; something to fill a gap, that might be ill – defined.

For many it is a different way of working, but through working at Mammoth and realising beforehand the importance of branding through content – it is now the first aspect of “design” we consider. It does demand that clients think harder about what users want from the website or service, and how their content can deliver it. It’s more effort, but that can only be a good thing.

So this is a plea for the end of Lorem Ipsum and why we all need to say no…

 Why using Lorem Ipsum will make your project fail.

1. It shows a disrespect and lack of understanding of your audience and how they want to engage with your brand.
2. Lorem Ipsum shows you are approaching the project the wrong way round. Always think content first.
3. Designing the site around real content that answers genuine questions is what will get results for your site.
4. It shows a lack of collaboration between designers and content creators – the best projects see copy, imagery, video and design working iteratively, hand in hand.
5. It often shows you don’t have the central message clear from the start. If you don’t already have brand driver and the main story established then don’t design. You essentially have nothing clear and established to start with.
6. Designing around the content helps refine the thinking about the best way to communicate it; not how “nice” the page looks. The project is stronger for it.
7. The words on a page and the design of the page are inextricably linked. You can’t do either of them properly in isolation.
8. Valuable content is everything to a successful strategy at any level; large or small – one dimensional or multi-dimensional. If you treat content as an afterthought, you will fail in a content rich, time short online user landscape.

Content is key, and before design starts it is important to create or streamline the content that needs to be communicated. The… what, why, how, for whom, by whom, when, where, how often, what next?” Once this thinking is done, streamlined, tested and is matched to the brand – content creation and online design can work iteratively and with cohesion. All for the good of the users and the business.

No more Lorem Ipsum.