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You begin with a text, you sculpt information, you chisel away what's not needed, you come to the point, make things clear, you're a content person.
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Rigid proponents of content strategy may shun the use of dummy copy but then designers might want to ask them to provide style sheets with the copy.
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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 the folks in the meeting can't quite tell right now, but they're unhappy.
It's content strategy gone awry right from the start. It's like saying you're a bad designer, use less bold text, don't use italics in every other paragraph. True enough, but that's not all that it takes to get things back.
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.
