This is a tough issue to tackle, but simply moving forward without placeholder text won’t resolve it. Incorporating real content and data into the designs can help, but there’s no guarantee that every issue will be discovered and addressed. Want to be absolutely sure? Then a prototype or beta site with real content from the actual CMS is essential, but you’ll need to go through the initial design process first.
Secondly, use placeholder text like lorem ipsum if you think the real copy will be too distracting. For certain projects, collaboration between copywriters and designers might be most effective. However, as Karen McGrane pointed out, draft copy tends to shift discussions toward word choice rather than layout. Don’t hesitate to use lorem ipsum to keep the focus where it needs to be.
A word of advice: make sure your client understands that lorem ipsum is placeholder text. You don’t want them to think you’ve filled their website with a foreign language, and you definitely don’t want anyone publishing it prematurely.
Secondly, consider using placeholder text like lorem ipsum if the real content might distract from the layout. In some cases, collaboration between copywriters and designers works best, but as Karen McGrane points out, draft copy often shifts the conversation from layout decisions to word choices. Don’t hesitate to use lorem ipsum to keep everyone focused on the bigger picture.
A quick note of caution: make sure your client understands that lorem ipsum is just filler text. You don’t want them to question why your site has foreign language text, and you certainly don’t want anyone rushing to publish it prematurely.
But what if the situation is reversed? How do you evaluate content without considering design? Without typography, colors, layout, or style, you miss the important elements that convey meaning beyond words—information hierarchies, weight, emphasis, subtle stresses, and visual cues that also have an emotional impact on the reader.
While some content strategy purists may resist using dummy copy, designers might want to ask for style sheets or copy decks that align with the design direction they need. Alternatively, setting up checkpoints and processes where content and layout intersect might be the best route. Depending on the situation, it may be fine to prioritize either one.