“Content precedes design. Design in the absence of content is not design, it's decoration.”

-Jeff Zeldman

What is Content-First Design?

Definition:

Content-First Design is an approach to product and website development where the actual content—text, images, and other media—is developed before the design. Instead of using placeholder copy (like Lorem Ipsum), the content is prioritized and used to shape the layout, structure, and design elements of a digital product. This ensures the design supports the content and not the other way around.

The Content-First Approach

<aside> 💡 Jeff Zeldman coined the phrase, content-first approach to product development. In 2008, he proposed that in order to create the right layout and structure for a digital experience, we must first create the actual text of the digital product.

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Why is Content-First Design Important?

The content is the primary reason users visit websites and interact with apps. Whether they are looking for information, trying to complete a task, or making a decision, the content provides the answers they need. When content is developed after the design, it often feels like an afterthought, leading to poor user experiences where the layout doesn’t fit the needs of the message.

Key Reasons to Prioritize Content-First:

1. Content Drives User Experience:
   • Users come to websites to consume content, not just to see a design. If content is central to the process, the design will better serve the user’s needs.
2. Improves Communication Clarity:
   • Content that is created first is usually clearer and more relevant to the user’s journey. Placeholder content can lead to designs that misrepresent how much or what type of content will be used.
3. Avoids Design Mismatches:
   • Placeholder text or generic content can result in designs that don't fit the actual message, leading to frustrating back-and-forth revisions. Content-first ensures that the design adapts to the content rather than the other way around.

Real-World Example for Our Company:

Imagine if we designed our Budget Calculator tool without considering the specific instructions users would need. If placeholder text like "Lorem Ipsum" is used initially, the design may not accommodate important content elements, such as step-by-step instructions or clarifications about how to use the calculator. By starting with the actual content, the design can better guide users through the tool, making the process smoother and clearer.

Container-First Design vs. Content-First Design