Content design principles in 4 real-life examples

1. Content design is knowing when not to write copy

You’re sitting in a restaurant, waiting for your soup. Here comes the waiter, they put the plate on the table along with a fork and a knife. Naturally, you make a comment on the cutlery, as in your case, these two are useless. They apologize very politely and rush to get you a spoon. Only for you to discover that they brought back a teaspoon. Your patience is wearing thin (we know what it’s like to be hangry) and you make a second comment on the cutlery. Just like the first time, the waiter showers you with apologies and excuses. Finally, they bring you what you need.

2. Content design is never a dead-end

I ordered jeans online once and when they came in, they were the wrong size. To make an exchange, I had the option to go to the store and pick the right one myself. I thought it will be a lot easier trying them on rather than ordering another 3 pairs. I got there, I asked the staff member where can I find them, and they scanned the code on the label, simply adding “You can find them on the second floor on the left”. “Great”, I thought and headed to the second floor. What do you think I found there? Clothes rails after clothes rails there stood all the jeans in the store.

3. Content design is designing with words

Drizzle. Spitting. Raining cats and dogs. Pouring. Nice weather for ducks. The English language has a lot of words and phrases to describe the intensity of one occurrence. Each of them conveys a different meaning and creates a different association in your brain (have a jacket with a hoodie; get an umbrella; put on your rain pants, etc.).

4. Content design is using the context (and data)

Here’s a heart-warming situation from the other day: every morning I go to a nearby café and order cappuccino. I like to sprinkle a bit of cinnamon on it. One morning, my cup was waiting for me on the counter with cinnamon already sprinkled on top. Since the barista saw me every day and noticed a pattern of the same type of order, she’s decided to start doing that for me. A little gesture that changed the whole experience, an informed act of context.



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Kaliya Aneva

Kaliya Aneva

Words create worlds. I go by many names — Copywriter, UX writer, Content Designer.