# Design that's carrying the content

Beautiful work. Considered palette. Then we read the copy with the design covered up.

"Good design sells."

We reviewed a client's marketing recently. Beautiful photography. Clean layout. Considered brand palette. The kind of work that makes you think "they've got their act together."

Then we read the copy. Everything in it was true of the category generally. None of it was specific to them.

The design was carrying the piece. The content was along for the ride.

That split shows up often enough that we now read the copy first, with the design covered up. If it still says something on its own, the piece works. If it goes quiet, the design has been doing a job the content was meant to do.