Typographers of yore didn’t come up with the concept of dummy copy because people thought that content is inconsequential window dressing, only there to be used by designers who can’t be bothered to read. Lorem Ipsum is needed because words matter, a lot. Just fill up a page with draft copy about the client’s business and they will actually read it and comment on it. They will be drawn to it, fiercely. Do it the wrong way and draft copy can derail your design review.
While we are now seeing a return of the on trade there are a lot of businesses that have not survived and those that have survived have changed their buying patterns and are operating much shorter term as there is no confidence yet that they will be able to trade without restrictions.
Martin Green
Lorem Ipsum actually is usefull in the design stage as it focuses our attention on places where the content is a dynamic block coming from the CMS (unlike static content elements that will always stay the same.) Blocks of Lorem Ipsum with a character count range provide a obvious reminder to check and re-check that the design.
High Back Lounge Chair
If that’s what you think how bout the other way around? How can you evaluate content without design? No typography, no colors, no layout, no styles, all those things that convey the important signals that go beyond the mere textual, hierarchies of information, weight, emphasis, oblique stresses, priorities, all those subtle cues that also have visual and emotional appeal to the reader. Rigid proponents of content strategy may shun the use of dummy copy but then designers might want to ask them to provide style sheets with the copy decks they supply that are in tune with the design direction they require.
Asking the client to pay no attention Lorem Ipsum isn’t hard as it doesn’t make sense in the first place, that will limit any initial interest soon enough. Try telling a client to ignore draft copy however, and you’re up to something you can’t win.
