Content design bridges content and user. It's not about decoration, but about presenting information so it actually works. While content strategy defines what gets communicated, content design determines how it's perceived. The visual treatment of content decides whether messages land or get lost in the noise.
Scannability as a principle
80% of users scan instead of reading. Content design accounts for this: through clear heading hierarchy, short paragraphs, visual anchor points, and progressive information depth.
Scannability isn't simplification – it's respecting how people consume digital content. In practice, this means: paragraphs of 3–4 lines maximum, bullet lists for parallel information, bold key terms as visual anchors, and subheadings that are understandable in isolation.
F-pattern and Z-pattern: how people read
Eye-tracking studies reveal two dominant reading patterns on screens:
- F-pattern: On text-heavy pages, users scan the first lines horizontally, then vertically along the left edge. Consequence: the most important information belongs in the first two paragraphs and at the beginning of lines.
- Z-pattern: On visually designed pages (landing pages, hero sections), the gaze moves diagonally from top-left to bottom-right. Consequence: place logo and headline top-left, CTA bottom-right.
We design content layouts that support these natural eye movements rather than working against them.
Visual hierarchy
Not everything is equally important. Content design defines what users see first (headline), what they perceive next (subline, key visual), and what they can dive into when interested (body text, details).
An effective visual hierarchy uses four tools: size (larger elements are perceived first), contrast (dark on light, color on neutral), position (top and left dominate in western reading directions), and whitespace (isolated elements attract attention). These principles apply to every page – from the homepage to the FAQ.
Typography for readability
Font choice is not an aesthetic decision but a functional one:
- Line length: 45–75 characters per line is optimal. On wide screens, we constrain text container width accordingly.
- Line height: 1.5× line spacing for body text provides breathing room between lines and makes it easier to track back to the line start.
- Font size: At least 16px for body text on desktop, 18px on mobile. Headings follow a modular scale (e.g., 1.25 ratio).
- Contrast colors: At least 4.5:1 contrast ratio between text and background – not just for accessibility, but for all users in sunlight, with tired eyes, or in distracting environments.
Whitespace as a design element
Whitespace (or negative space) isn't wasted space – it's one of the most powerful tools in content design:
- Macro whitespace between sections signals thematic separation and gives the eye resting points.
- Micro whitespace between paragraphs, list items, and form fields improves readability and reduces cognitive load.
- Asymmetric whitespace directs the gaze toward specific content – a CTA button with generous surrounding space gets noticed more than one in a packed layout.
Websites that equate "more space" with "less content" misunderstand whitespace. It's about hierarchy, not reduction.
Progressive disclosure
Not all information needs to be immediately visible. Progressive disclosure shows users the essentials first and offers deeper layers on demand:
- Accordions and expandable sections: Ideal for FAQs, technical details, or long specification lists.
- Tab interfaces: Different perspectives on the same topic (e.g., "For businesses" / "For agencies" / "For freelancers").
- Read-more patterns: Teaser text with the option to go deeper – especially effective on mobile devices where screen real estate is precious.
- Tooltips and inline explanations: Technical terms or context that don't concern every user but are accessible when needed.
Progressive disclosure reduces perceived complexity without sacrificing information depth.
Content-first design
We follow a content-first approach: content defines the layout – not the other way around. This means:
- Wireframes start with real content, not Lorem Ipsum. Only then can you assess whether the layout works for actual text lengths and image formats.
- Responsive design follows the content: Breakpoints are set where the content demands it – not at fixed device sizes.
- Flexible component architecture: Content blocks are designed to work with varying text lengths, image formats, and without images.
Data visualization in content
Numbers and data are often the most persuasive arguments – when presented correctly:
- Infographics for complex relationships that are difficult to explain in text.
- Statistic highlights (large number + brief explanation) as visual anchor points in running text.
- Comparison tables for feature comparisons or service packages.
- Timelines for processes, project workflows, or company histories.
- Progress bars and metrics for achievements, goal attainment, or customer satisfaction.
Every visualization must be understandable without color (accessibility) and offer an alt text or textual alternative.
Accessibility in content design
Accessible content design goes beyond technical compliance:
- Plain language: Short sentences, active voice, avoiding chains of jargon. Not just for people with cognitive disabilities – but for everyone who wants to understand quickly.
- Color-independent information delivery: Information must never be communicated through color alone (e.g., "red = error"). Additional icons, text, or patterns are mandatory.
- Text-based alternatives: A descriptive alt text for every image. A transcription for every video. A textual summary for every infographic.
- Structured content: Correct HTML (headings, lists, table markup) enables assistive technologies to interpret content correctly.
Content patterns
We develop reusable content patterns: How is a service area structured? A blog post? A landing page? Patterns create consistency and accelerate production.
Each pattern documents: the content building blocks and their order, optional vs. mandatory elements, recommended text lengths, image formats and sizes, and the page's role in the funnel.
Writing for different screen sizes
Content that works perfectly on a 27-inch monitor can fail on a smartphone:
- Mobile headlines: Keep them shorter – 6–8 words maximum so they don't wrap across three lines.
- Mobile paragraphs: Even shorter than desktop – 2–3 sentences per paragraph to eliminate the wall-of-text effect.
- Touch-friendly interaction: CTAs large enough for thumbs, sufficient spacing between clickable elements.
- Prioritization: On mobile, every pixel counts. Content that works as a sidebar or supplementary info on desktop gets tucked into accordions or moved to the page bottom on mobile.
Content design isn't a one-time formatting exercise – it's an ongoing system that ensures every piece of content reaches its full potential.