Acquired Hellblade Developer Ninja Theory for $117 Million

You begin with a text, you sculpt information.

You chisel away what’s not needed, you come to the point, make things clear, add value, you’re a content person, you like words. Design is no afterthought, far from it, but it comes in a deserved second. Anyway, you still use Lorem Ipsum and rightly so, as it will always have a place in the web workers toolbox, as things happen, not always the way you like it, not always in the preferred order. Even if your less into design and more into content strategy you may find some redeeming value with, wait for it, dummy copy, no less.

I’ve heard the argument that “lorem ipsum” is effective in wireframing or design because it helps people focus on the actual layout, or color scheme, or whatever. What kills me here is that we’re talking about creating a user experience that will (whether we like it or not) be DRIVEN by words. The entire structure of the page or app flow is FOR THE WORDS.

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.

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.