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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.

Do it the wrong way and draft copy can derail your design review. 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. Usually, we prefer the real thing, wine without sulfur based preservatives, real butter, not margarine, and so we'd like our layouts and designs to be filled with real words, with thoughts that count, information that has value.

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.