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Design considerations for content
Some web designers may think they are perfectly justified in glazing over this chapter. It is
after all, about content, not design, or even traditional information architecture. But the
reality is that the two elements are fundamentally bound, like hydrogen and oxygen atoms
in a water molecule. In fact, their symbiosis is driving many designers to become increasingly
conscious of web content??”what messaging works and what doesn??™t, how people
react to typography decisions, how people scan content within a page, and so forth. Every
day new research offers deeper insight into how the masses interact with content. Those
theories and best practices filter down and permeate the decisions driving how interfaces,
navigation elements, body text, and more are actually designed.
In a traditional marketing structure, designers design and writers write. Large organizations
might even have a dedicated copywriter for the Web. A medium-sized business might
retain a copywriter who handles both print and web content. But in a small company, one
person could easily comprise the entire in-house marketing team, and their job is to both
write copy and get it live on the site.
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