This is what my boss would tell us, and this statement is indeed true. This is not a theory this is a law that most clients, copy writers, and designers should know and apply.
I often get frustrated when some clients don’t give much effort on their content and expect me to come up with a brilliant design.
A good design without a good content is like a fireworks display on some random street show, it can “wow” you for a while and after a few minutes of dazzle you go home and forget what happened. You burn money for nothing.
Content is the backbone of the design. And the design will attract people to read the content. Design and content is a partnership. I’ve read an article a few weeks ago (I apologize I forgot where I found this) and this quote sums it all up:
“No matter how great a designer you are, you’re only as good as your content.”
Give me a good content and I will give you a great design. Give me a bad content and I will still give you a good design. But I have to warn you though, some people will take their time to read. And a crappy content brings crappy results.
Now my challenge as a designer is to ask and (politely) force my clients to come up with good content. To help them and give them ideas that can spark creativity and attract potential buyers. Also, to my fellow designers, be a copy writer as well.