“Content precedes design. Design in the absence of content is not design – it’s decoration.” I find this quote by web designer Jeffrey Zeldman quite striking. I believe that the most successful design and that which is most satisfying to produce finds a balance between aesthetics and function. I mentioned this concept related to type in a previous blog post and want to dig a little deeper.
If aesthetics and functionality sat on opposite sides on a continuum, I would naturally be inclined to lean closer to the end of function – the logical side of my brain demands a purpose or reason. However, people naturally prefer things that are visually pleasing. I can enjoy pretty things as well, simply because they are becoming. The key is to marry the two in a way that resonates with an audience – good designers think of people first.
Let’s get a little more specific as to what we’re talking about here. Let’s say an entrepreneur builds a beautiful website with large photos and great colors. However, it’s not really clear what the person’s specialty is – what does she actually do? What does she want the website visitor to do? If the aim is to book a consultation for services, use an easy-to-find button that makes it clear. If a site’s primary purpose is to sell products, make the viewing and purchasing process simple. If it looks amazing, but the purchase process is frustrating, customers won’t stick around.
This same idea applies to layout design in a publication. For an annual report, is the focal point, differentiated by a contrasting color or size, a quote or a statistic? Is it a number you want to emphasize or a qualitative customer experience? The message may be unique to each piece, but in the end, you want it to be useful in the way you intended.
This leads into the next layer of communication through design – it is very possible that even if a design is both functional and appealing to the eye, it doesn’t align with your business. It may work for someone else, but not necessarily for you. That’s the beauty of the creative field – an array of possibilities exist by finding inspiration and interpreting those elements wearing the lens of your business values in order to come away with something that feels authentic to you.
Make the primary message primary. Strong content is the foundation that design elements – layout, color, font or shape – highlight. As a professional in the communication field, my role is to help you identify your purpose and message, then ensure that layout and/or copy is in proper alignment.