45 Hole Bubble Gun
4th Street Sweet Rose Wine 750ml
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500-Piece Elephant Puzzle
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7 Hills Natural Sweet Red 750ml
8PM Grain Blended Whisky 750ml
8PM Grain Blended Whisky Special Celebration Edition 750ml
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Aace Food Spices Garlic Powder 70g
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45 Hole Bubble Gun
4th Street Sweet Rose Wine 750ml
4th Street Sweet White Wine 750ml
5 Alive Pulpy Orange Fruit Drink 500ml
500-Piece Elephant Puzzle
64Karat Natural Spray Perfume 100ml
7 Hills Natural Sweet Red 750ml
8PM Grain Blended Whisky 750ml
8PM Grain Blended Whisky Special Celebration Edition 750ml
919 VIP Apparel Spray 100ml
919 VIP Fabric Perfume 100ml
Aace Food Spices Garlic Powder 70g
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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.