Content v. Design: The Future is Bright

In professional terms, I have always found Romanians to be particularly perceptive and insightful communicators in a variety of roles, but especially when it comes to digital marketing. This is why I thought it would be exciting to find out Romanian professionals’ insights into the industry. This week, I have chosen an article on the perpetual argument of content versus design.

Below, Romanian copywriter and designer Daniel Pinitile narrates the collaborative struggles content writers and designers have faced in recent years. His conclusion? Content writers and designers have learnt to work in harmony. Now, we can look forward to the exciting future of the Internet of Things. Bring on 2019!

Content v. design – 2011

One of the most debated issues in 2011 was the matter of content v. design. Many articles were written on this subject and were the most highly requested types of articles at that time. Some content writers claimed that their work was more important. The most frequent argument used was that people visit a website for information, not for an attractive design.

Designers, on the other hand, argued that their work would not exist without content. Another very common argument was the idea that content could be fascinating, but has no chance of success if it is not properly segmented within the page.

In response to this “contest”, content writers and designers have been constantly improving the services they provide.

Content v. design – 2015

Mashable marked 2013 out as the year of the revolution of “responsive design”.

Aside from the fact that responsive design has enabled websites to adapt to any type of display screen or device, as time goes by, we can see it making more and more of an impact. Without a doubt, responsive design is a milestone in the evolution of the internet and in the gradual establishment of content being prioritised over design (or vice versa).

As it stands in 2015, the user has patently won this competition. Current website URLs are the most complex they have ever been since the Internet began, but the time it takes to create them is further and further reduced. Content and design are connected and combined to create a satisfying user experience. In this context, content writers and designers, whether they like it or not, make up a team; prioritising one over the other is out-dated. Both must work together in order to stay competitive. Any pride jeopardises ongoing projects and digital design agencies are always keen to gain new clients!

At the same time, alongside the emergence of responsive design, independent designers are disappearing, though they were already in considerable decline. Today, only very few designers can successfully create a complex website without any outside help. Creating a website is increasingly becoming exclusive to a team whose members must be able to work well together.

To conclude, in 2015, content writers’ and designers’ prideful contest to be better than each other has dissipated, just as mobile devices have arrived on the scene – yet another unexpected positive effect of the increase in the number of smartphones and tablets. So what seemed like a fierce power struggle in 2011 has become the basis for close cooperation in 2015!

Content v. design – 2019

In 2019, I think we will see the first signs of a new revolution – this time, the revolution of the “Internet of Things“. Yes, soon we will be starting the washing machine with our phones! Most websites’ online presences will be relatively similar to today’s mobile applications.

Content writers will have to be more pragmatic, expressing more ideas in fewer words. Nobody will value content written for the sake of content.

Imagine wanting to try a new recipe and being able to access the Internet through the oven or the microwave! Of course, browsing on a device meant for cooking is not necessarily practical or pragmatic. The oven’s display screen is small, and any unclear phrasing may confuse the user. In conclusion, pragmatism is the key concept to look out for.

Amongst other tasks, designers will have to create interfaces for household items. Websites will be created for a wide range of display screens, including washing machines and microwaves.

I could be being too ambitious in my predictions but – while not wanting to be accused of false advertising – I think the future is definitely bright.

Original Blog Post in Romanian:

Continut vs design, Romanian Copywriter


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