I asked a question the other day on Twitter: What would you respond to the comment, “Content is more important than design.” The first response I usually get is content – content is king. If you go to a site and there isn’t any content to engage with or provide value, and it doesn’t get you thinking, there’s really no point or purpose to it. Content that changes, gets updated frequently and is genuine is usually the first element in any order of importance in relation to what people want to see when they visit your site.
Kyle Placy, a friend and designer responded, “Hmmm, content is more important than design… I think that is a relative statement. You can have great content and a terribly designed blog and the content is moot. I would say on a sliding scale content is more important but there is a fine line to draw between clean and easy design to terrible design.”
Vicky Hennegan said that content is more important but a good design can affect how long you stay on a site.
I read a lot of blogs and visit a lot of websites. We all do. Sometimes it’s part of my job to go find information from a website and sometimes that is all I’m there to do. If I like the look of the site I might spend a little more time and read some posts. If the site is appealing either because of its design or function capabilities I might click through and check out some features. I will definitely return if I like the content but I will also return if I liked the look (design) and feel (function) of the site. Things to consider:
1. Does everything your site/blog “say” it can do work? For example, links, pages, signup for RSS feeds, newsletters etc.? Do all the functions work the way they were intended to?
2. Do you have your contact info somewhere easy to find? You may not want people emailing you; that’s fine but chances are at some point someone is going to want to reach you. Will they easily be able to find this information? I sometimes have to collect contact info from websites and am so surprised when I have to hunt to find it. Home page is best if you want to be found.
3. Do you have all your social platforms listed on your site somewhere?
4. Not everyone has a designer. Not everyone needs one, in fact. WordPress, Blogger and Thesis have made it really quite easy and painless to customize your site. Twitter is a great resource as well – ask for help and you’ll get it!
Design, function, or content, which is more for you?
from Kathryn Jennex aka northernchick
photocredit – Anna Hape
Usability! 🙂 And I’d say that is a function of the design of the content. Hmmm.
Frankly, for a successful online presence both content and web design are important. Content communicates with your visitors and web design makes that communication pleasant and convenient. We also need to be clear about what we call “design”. I think as long as your website clearly presents your content, makes it easily accessible to almost everybody, doesn’t offend visual sensibilities, you have got a good design.
A functional design is absolutely necessary for a site to gain the type of visibility that all writers crave for.
You can write out the cure for cancer, and if your blog looks like poop, there is a good chance there won’t be a single eyeball there to see your genius.
I’m not saying that your site has to be a beautiful work of art (although that helps), it could just be plain, and easy enough to read, like this site. As you see here, the content speaks for itself and drives traffic. However, if you managed to get an audience without the looks, doing a face lift would greatly increase exposure and visibility.
It all comes down to what you’re trying to accomplish. My answer – why not have both?
Interesting post, Kathryn. I like Cory Doctorow’s take on this sort of thing a lot, too: “Content isn’t king. Conversation is king. Content is just something we talk about.”
I think it’s important to really focus on how your site’s content and style facilitate easy conversation. Is their a perceived obligation to be witty/insightful if you post a comment, or does the blog feel welcoming in its style and content so that anyone who just wants to chime in can do so?
Is the blog’s content/style framed in a such a way that it doesn’t appear to be pushing out content to be consumed and forgotten, or is it about trying to get everyone to talk together, and learn together, and have fun together?
Anyway, that’s the sort of thing I find fascinating about all of this (in large part because I’ve been finding I haven’t applied this sort of thing to my own blog!)
Hi Liz
Content is king, but a king needs a castle 😉
I tend to start with the design – on a blog-platform like typepad you have plenty of options in different designs. Does it feel ‘right’ for the subject (ie. not too girly when talking about a ‘boys-subject’ or not too suffy for a modern subject).
Layout follows: 2 or 3 collumns, what for the navigation needs to go where. Font-type and background colours: again does it suit the subject, design and does it make easy ‘reading’
Then the castle is ready to welcome the king 😉
And the content itself (posts, pages) have their own design: images and text-layout. Does it make easy reading, is it eye pleasing?
You can’t have one without the other I think
Karin H. (Keep It Simple Sweetheart, specially in business)
Like a song…
Always the message…
How it is presented is of no relevance if the message is clear.
Hi Kathryn I meant to say. Just call me a creature of habit 😉
Karin H
Kathryn,
Great point, and I agree with Kyle. However I have seen some really hideous stuff that still converts, so I always wonder.
As a designer myself, I was lucky to start my career for a company that made me design not decorate. I learned early on to make a business case for a color or a font choice. Because it looks cool doesn’t fly when presenting to the C levels. Ultimately designers need to remember that fine art is about pleasing yourself and hoping peole will buy, commercial art is about communication and solving business problems.
One of the biggest mistakes designers make is to treat content like shapes to be moved around instead of reading and understanding what needs emphasis.
The best design attracts the right eyeballs AND aids in accessing information. Design is a tool that should be used to help people understand and move through content better so users get what they need and react positively.
Great discussion, thanks for bringing up the topic.
Form follows function. Especially if we’re talking about text consumption. And the web is primary text, isn’t it?
This has been on my mind a great deal as of late.
I may be a princess (o’content & comments. wouldn’t assert I’m even close to queendom) but I’m still residing in an apt. & not a castle aesthetically.
Does it matter? I can’t decide.
I think it probably does BUT is it ok to apt.dwell until I can afford the web help, errr, castle?
Probably…
Great post.
Carla
Amrit – true true . Do you have a definition of “design” that you like to use??
Alex – I agree and you can have both! You’re right – it does come down to your goals. If your site is easy to naviagate around – that is always a good thing. Thanks 🙂
Joel – thanks. I agree. Are you saying that if I read a post & feel too intimated to comment (and I have at times) then the post itself did not provide value? I think it’s all about facilitating conversation and learning – really , what else is there?
Karin – love the KISS principle – and you’re right – contenet & design go hand in hand – thanks !
Gerrit – The web is primary text – interesting……. It’s definitely primarily visual
Great question Kathryn,
I can;t help but lean toward content as these platforms are defined as user generated content. But the culture of all engagements, not just SM, make function and design always relevant aspects. Ideally all three are present and support the goals and mission of the site.
I prefer to make a distinction not between “content” and “design”, but between “content” and “presentation.” Both content and presentation require good design to be successful. A well-written sentence is essential, but it must be presented using an effective font.
Design is the process of generating and integrating content and presentation. Both components are necessary. Varying design requirements (novels versus billboards) may place stronger emphasis on one element over another.
I love the comment: “Content is King but still needs a Castle”.
I guess my only add it about priorities and investment. There are minimum standards to design..the castle if you will. You also need to be constantly testing the castle to make sure it’s doing the optimial job for you. On the web, this means conversion to some other phase of the relationship (true for blogs as well)
But Content, the King, this is what drives both traffic and engagement. Without appropriate content volume and relevance your castle becomes like so many abandoned tract houses left over from the subprime mess. Expensive but useless.
@Kathryn: Do you have a definition of “design” that you like to use??
Personally, by design I would mean the interface the delivers your content, on your website. That brings another thought to my mind, never let your design come in the way of your content.
Mark – true, but great song lyrics can go astray if the accompanying music is a turn off…….
Richard – thanks for stopping by – 🙂 I like to hope things can be ideal
Robby – well put! I like that presentation – nice….Thanks! It’s a little more complcated than what appears on the surface.
Chris good point – they do really go hand in hand.
Kathryn,
As a functional short attention span surfer, I believe in that the two are both important, but in different ways.
First, if the content is not 1)emotionally moving, tell me a story, or rivet me with the info I am looking for, and 2) is easily readable (not wrapped in ads and excessive links) I will read it, dig it, and come back to it for more.
Second, if the design is too busy it is distracting to me, and thus not useful, so I will move on.
Simplicity seems to really keep me on point, and will get me to move around the page. If I stay longer, I may hit on your monetization links, but only if I feel your content is intended to help me, rather than sell the links.
The sites I seem to stay on right now have great content in the center of the page, incredibly personal in the writing. My favorite blogger curses like a sailor, makes me feel like I’m in a pub. I like Pubs. She puts up great content that is useful to my business efforts. She’s true to her message, and the ads are on the sides, cleverly written. Simple color schemes, easy navigation. I go to her site every day. I bought her ebook, but I had to go find it. She made me want to with her content. Her design made it easy to find.
Informative, entertaining, navigable. Im new to this world, but if a site doesnt meet those criteria, Im gone to the next site.
Great post. Great content. Great design! And now I like yours….
Beth – glad you stopped by – this has been on my mind for awhile. I’ve never really thought about designers using content like shapes….I agree design aids in accessing information. Thanks so much!
My thoughts on this are maybe a bit strange.
No doubt that content is king, and a king needs a castle. That being said, in the new paradigm we are in, we MUST factor in the king’s interaction with the people. Great content in a nice package does well, but the interaction and followup through comments, social platforms such as Twitter and the like can create an audience of trust, friendliness and take a site to a new level.
Who likes a king who never interacts with the people? Does your content, your king, entice interaction, sharing and diversification? It should.
Carla – I’d have to say, and I’ve been to your “apartment” that it is definitely ok! Not suggesting everyone hire a designer but just suggesting keep function and design, or presentation as Robby points out, in mind. Thanks you 🙂
Pretty much, Kathryn. If I don’t feel engaged or welcome enough to comment, then what was the point, you know?
First thing that pops in my head is that it always comes down to content. However, I like aesthetically pleasing things. The issue is upon first arrival at a site we engage our analytic judging tools: “Does it look good, oh look at that shiny thing over there, oh and it has that feature. Wow, what a pretty site. Now, what do they have to say?”
It’s rare when you come across a bare bones site will you immediately engage into the site. It takes a discriminating eye to see past the lack of design and the tremendous content (when it actually is there).
There was quote earlier that struck a chord. So quoting what was quoted once before, “Content isn’t king. Conversation is king. Content is just something we talk about.”
Bottom line is through a marriage of good content and good design which will give birth to your function, you can engage the user into a conversation.
That’s the connection and end result one desires and aims for, no?!
Jason – missed you up there 😉 hmmm is right – it’s always more complicated than it seems , thanks for stopping by!
Khayyam – I’ll just say I’m glad we’re in agreement here since you are helping me with my site! HA! Thanks for stopping by, and yep Joel hit the nail on the head – “Conversation is King”
I liked this. I think they are all equally important ~ I am very put off by blogs that have too much content, and where the layout is crowded. In fact I probably won’t even stop to read them. It’s complex as you say.A certain ambience or style for me is very important as it shows you care enough about how people view you and it shows self-respect for what you yourself have to say.
While everyone should strive for a well designed site, content is much more important than design. A poorly designed site and a well designed site, both with poor content will have the same traffic, none. In general, people come to a site and return on a regular basis for the content not the design. As an example, take a look at http://www.drudgereport.com. Politics aside, people go to that site for its content and not its design, as terrible as it is.
-Bill- not strange at all – I agree with your comment about enticing. Important. Wow I’ve learned a lot here today & have more things to ponder! Thanks so much!
– Mike – you maybe new but you know what you like – all good. Thanks. I hope you will like my site. Nothing up there yet but the thesis theme. :)Maybe I spend too much time pondering??
– Eva – thanks for stopping by and yes. I agree. Self – respect. Nicely said.
– LJ- Just took a look. That site is FULL of information and it has a newspaper style to it. My point exactly and many of the other commentors as well. Thanks 😉
My blog (www.obsessedwithconformity.com) is simple: I try to wrap compelling content into an aesthetically pleasing package. Its functionality exists in the hope to encourage enough writers to share posts so that it A) increases exposure to these writer’s blogs and B) increase # subscribers to my blog’s feed. In theory, it’s solid. In reality, like with everything else, it’s a trial-and-error process.
Between the three, design and function are not separate entities. Design is a function for delivering content. Design is making the content easily digestible through visual communication.
Content without design is not easily consumed and there for not aesthetically pleasing ( asthetics being a by-product of good design ). For instance, take all of the content on this page, remove all color,size, positioning/visual cues and text formatting and you are left with a non functional blob of content.
To add function you need to use design by providing visual hierarchies to establish a mode of communication. When design is used properly you maximize function.
Used improperly: OVER designing something, you hurt the function of your content and it becomes art. Which is to make you think, not to bring you clarity.
Poorly designed: Not knowing theory or fundamentals, just slapping something together is suicide, and will hurt the function of your content
As you can tell I like to ramble… sorry, in short “design is function, function is design”
calvin klein said that the right, gorgeous models (design) at the runway show (function)can make a great collection (content) a showstopping success. obviously, he strikes the right balance of the three. shouldn’t that be what we all should be striving for? – and looking fabulous too!
Jim – I have been to your blog before and I agree you have compelling content in an aesthetically pleasing package – well put. thanks for stopping by.
Vince – thanks, design and function are inseparable – nice to see you here. 🙂
hoong yee lee – love your attitude 😉 thanks!
Kathryn,
I love debates like this, they create great conversations. Thanks for starting the discussion.
I think it is a trick question and the answer is that all three are equally important. In Good to Great, Jim Collins described the phenomenon of the Genius of the AND vs. the tyranny of the OR. Good Blogs will have one of two of these elements. Great Blogs will have all of them.
This And vs. Or debate has also been settled by the Blue Ocean Strategy work. Michael Porter always taught that you had to choose a low cost strategy or a differentiation strategy. Blue Ocean Strategy teaches you how to choose both.
Thanks again for the post.
Howard
I’m a graphic designer and agree 100% with your friend Kyle. I’m a visual person so if it looks like crap or way too busy, I’m probably not staying more than 3 seconds. Content is key and will bring you back over and over again. Good design attracts you at first. One without the other… YUCK!
Unless you were looking for design inspiration for your site, I highly doubt you’d revisit a site that is designed well and has good function, but no content.
I’m sure it’s been said a few times already, but good design (for the web at least) IS functional delivery of content.
I think the confusion of the 3 lies in how you define ‘design’.
Some would say design is the stuff that makes it pretty, or simply ‘the graphics’.
Others (like myself and Vince…#29 above) prescribe to the thought that design is everything to do with how the content is delivered.
Also…conversation isn’t king!
Without content, you’d have nothing to talk about!