Before Opening Figma, Don’t Forget Content Design
Before I transitioned into the user experience (UX) field, I was a graphic designer for several years. I saw just how frequently that the visual elements we were trained at school – color, shape, scale, hierarchy, typography, and more – would change repeatedly depending on the written text, or what we call as “copy”. As the document would be added upon and removed in every iteration, effectively increasing the project’s timeline, it showed to me how important to the early phase of the project content design is.
Notably, I had one freelance web project where I was told to complete my high-fidelity wireframe before the website would be filled with content. Despite my attempts to suggest meetings to content structure and the target audience, unsurprisingly, the project never took off. I learned a valuable lesson as a young designer to push the importance of content before opening Figma.
But first, what is content design?
More than just fancy words, content design is the backbone of any UX product. What is the product even about, and what do audiences need to know? How can they get the information they need clearly and concisely? Through user research, journey mapping, and testing, those are the questions content design aims to answer. All navigational steps considered, every word inspected closely.
Graphic Designers in an Increasingly Digital World
At my job, I was tasked to do web design work half the time. In our digital world, companies require websites more than ever. Wix shares that the purpose of websites in 2025 lies in marketing, credibility, and setting you apart from the competition. At my job, I’ve had to create and refresh websites to help promote conferences and company brand re/launches.
Web design projects pushed me to imagine myself in the audiences’ point of view. Not only did I consider the visual identity, but I also found myself asking, was this ‘Register Now’ button in the appropriate place? Is this About Us section readable and digestible? How can I structure the organization’s important List of Services without it looking too boring?
In graphic design, we are more focused on how our work supports company branding and marketing in static formats. In user experience, I started to think more about user journey and interaction through different interfaces. I found it wasn’t enough that I designed the layout of the copy, I needed to guide users to find the Call-to-Action button so they can consult my client’s business.
3 Things I Learned About the Importance of Content Design
First, visual design reflects the quality of the copy: the more final it is the better. Each time I was provided good content by the client, it set up a structure where I was able to foresee and fix issues beforehand. Normally, graphic designers are constantly asked to design within vague parameters in a short amount of time, but I would argue it is productive for everyone involved when the content is complete, with clear direction and key messaging. Same goes for UX design.
Secondly, the brand’s tone of voice comes first before any design style. Overall, informative content asks for designs that reduce distractions using serious typefaces and the support of visual iconography. An informal voice asks for light colors, rounded edges and even playful illustrations in its content. In addition, a respectful tone of voice asks for sincerity and respect with grounded colors and classic typefaces.
Lastly, a foundation in writing can get you far. We may not be communication majors, but graphic designers must also understand the importance of information hierarchy and flow through effective typography. With intentional use, basic copy becomes engaging text that would give users a reason to seek out information from. To go even further, remembering grammar rules means using proper punctuation. Quotes, dashes, and brackets may look like nice embellishments, but they allow readers to pause, speed up, and slow down to aid in flow.
Without content, there is nothing for us visual designers to work around. Just like how a humble poster answers the questions of where, what, when, how, and even why, so do digital interfaces. Visual communication aids us in retaining information better through a variety of mediums and pairing that knowledge together with quality content design makes for a smoother user experience that reduces friction as much as possible.
Since then, my workflow has improved after understanding a project’s content and its purpose, deeply. In what ways has content design helped you in your work? You can learn more about content design and why it matters.
By Unna Regino, UX/UI and Graphic Designer — August 19, 2025
Unna Regino is a designer with a focus on visual brand and digital experiences based in Vancouver, BC. With a Bachelor of Arts degree in Design from Concordia University, Unna leverages the power of design for clients in civic, culture, and tech. Their professional background is in graphic design, visual identity, and UI/UX experience, and their phone background is of their black domestic shorthair kitty, Trinity.
