The fallacy of ‘content’

Why bad writing undermines great design — and what to do about it.

I have a favorite definition of the word ‘design’: “to do or plan something with a specific purpose in mind.” It’s a broad definition, sure, but I like that it puts concrete outcomes first — even before aesthetics and functionality.

The reason I’m rehashing it here is start a discussion about the crucial relationship between design and writing. All too often, I see the ‘specific purpose’ design aims to fulfill undermined by bad writing. That’s why I believe that as designers we need to sharpen our eye for copy — and stop considering text as mere filler.

‘Content’ is misleading

In recent years, all kinds writing have popularly been subsumed under the label of ‘content’. That may seem like an innocent umbrella term, but it matters: The terms we use are often reflective of the way we think — and vice versa. ’Content’ implies that writing just inhabits a design — without necessary contributing to it.

A verbal identity is enormously important in how a brand is defined, communicated, and ultimately perceived.