Content vs. Design: What Matters More?

It should be content, but truth is that I don't even read the content if the website looks awful ... so, I think the design is what conveys the first impression.
Once you get users' attention, content is as well important.

TL;DR: So, it's a bit of both :)

Personally from what I have seen design is what gets the user to actually stay on the website for those extra few seconds and start reading the content - post that its the content that keeps the attention span (could be due to relevance or any other factor that amuses the user)

It's not either or, it's AND.
Dieter Rams described this using the words Form and Function, and they go hand in hand, supplement each other. Great content will not be consumed if not presented well, and amazing design is pointless if what it communicates is pointless.

I am writing about Micro SaaS Ideas to 27K subs every week.

This is not even a question incase of newsletters. Content simply wins.

Hey everyone! Striking a balance is key, but content holds more weight for me. While a sleek design is essential, engaging substance is paramount. As a blogger, I prioritize content on my site , even if the design is straightforward. What about you? Content or design—what's your decisive factor? Let's discuss!

In all honesty, the design definitely attracts me more to read the content, if it's too bland then I won't make an effort to read.

This is a good question.

To be honest, This question made me struggle for a while, but finally I chose content.

Good content is the core of a website, but a good design can attractive more customers.

Hey Breezy 👋

This is one of those "no wrong answer" questions I love to get consumed by as a serial procrastinator.

In truth, it's both, and it all depends on the context. When it comes to a landing page (based on the area you posted in), one is fully dependent on the other, or it all fails.

However, specifically around your question (what drives subscription behaviour), it's only ever content for me. If they're not providing value (education or entertainment) then there's no incentive to subscribe, and no amount of pixel perfect design or layout can ever change that.

No doubt, both are important. But content, I believe, is at the core; And, therefore, is lot more important.

I have come across several sites that have shitty design but awesome content. And, no points for guessing - users love 'em - just for their content.

I daily come to IH for Design only. 😅

I think content matters most

I ghostwrite for a newsletter that reaches more than 10K product managers/operators. Great content > anything. Tbh, our design sucks cos both me and the creator are not the most creative people. We use BASIC canva templates for our deep dives, articles and promotion. We have a very engaged community. We do have to test if better designs help to get more readers, but current theory - not. Word of mouth and the right audience = lot of fans.

Good design can certainly capture anyone's attention, but it is the content that keeps me engaged.

In fact, regardless of its design, some subscribers may choose to import the newsletter into a read-later app such as Readwise.

In this case, the content will be formatted into a standard markdown format.

If the content doesn't resonate with my interests or add value, I am less likely to stick around.

I think design is super important, but if the copy doesn't make sense then a beautiful design means nothing.

I agree with others that it's both, but if you nail basic design principles – good visual hierarchy, contrast, spacing, and balance – that should be enough and it shouldn't take too long to learn.

I heard something along the lines of "well-executed, plain HTML is better than poorly executed, fancy CSS" when I was starting out in digital design, and find it to be one of the most valuable things I learned.

Content generally is king. Usually if the content is good you can always invest in better design later.

It's always a bit of both. There were times when I found myself reading a purely text based newsletter, but written so captivating, that I had to go to the end. On the other hand, if something is designed impeccably but is lacking in content, then that won't get much engagement. Both have to have purpose, a right proportion and then the magic works.

Both content and design play critical roles, but their importance depends on context. Content matters most for conveying information, engaging the audience, and driving the message. However, design complements content by making it visually appealing and accessible. In the end, a balance between compelling content and an engaging design is the key to a successful communication strategy.

Love IndieHackers, but their newsletter is horribly designed and overwhelming, so I unsubscribed. I'd stay subscribed if it was designed better.

The answer depends on context (what the product is). If content is the product, for instance, a magazine, content matters the most. If the product is a digital service, then content is a communication tool - the design of the digital service should take more importance.

Great content is design. Focus on the product offering using plain language, clear structure and hierarchy. Great design will then follow. A designer will then have a better idea of what it is they are designing.

Certainly, content takes the lead unless your product's core hypothesis revolves around design. Many successful startups began with basic-looking minimum viable products.
I regret spending too much time on design due to dissatisfaction – I hope you won't make the same mistake.

i would prefer great content rather than impressive design.

You can check out Justin Wells' website in 2021, but honestly, his newsletter design is pretty bad.
But hey, over a thousand people are still signing up for their newsletter.

So i think for the first time. Content #1, Design later

I'd say content, as long as the content is easy to read and navigate.

Not all can be included？:)

As per my knowledge content and design both both are most imortant part. A good content help us in ranking. while a good design make attractive and catchy.

I have a few sites that will bring in millions of views a year. They are the most basic and poorly "designed" pages you've seen. Semantically correct, but they didn't even have a proper menu on the site until about six months ago. Content will win every time over design if you are providing information.

Content matters more in my opinion. The better the content, the more value you have to give to the subscribers.

A good looking newsletter with no core content to add knowledge or benefits gives nothing.

Good design is important, yet it is there to serve the content. Design might attract subscribers but the content is what will keep them long term.

Both content and design are crucial, but their importance depends on context. Content matters more for information and education, while design shines in visually oriented or user-centric contexts. Striking a balance between the two is often the key to effective communication.

I think it might depend but for me, design matters to grab attention initially, then content starts to matter more!

Hello Tyler,

The debate between content and design in newsletters is a common one, and it often boils down to personal preference. Both aspects play crucial roles in attracting and retaining subscribers.

Compelling content is the foundation of any successful newsletter. It provides value to your readers, keeps them engaged, and encourages them to return for more. Quality content should always be a priority, as it forms the substance of your newsletter.

However, design should not be underestimated either. A visually appealing layout can enhance the overall user experience, making it more enjoyable and easier to consume the content. It can also help convey your brand identity and professionalism.

In conclusion, both content and design matter in newsletters, and finding the right balance is key. Strive for high-quality content while ensuring that your design complements and enhances the reading experience. Ultimately, it's the synergy between the two that will create a newsletter worth subscribing to.

Content.

Ideally, it’s both.
A digital product with great design attract people’s attention and create a positive first impression, but if there is no valuable content behind it, then it’ll not stick with them.
If a product has a great content but bad design then initially it can have a challenge grabbing people’s attention or will be overlooked. But once discovered, then it will likely stick with the audience who found it valuable.
Content matters more, but you shouldn’t sacrifice design as it’s the product’s visual representation.

Content absolutely! but the design should be at an acceptable level

If you are making newsletter doesn't great content what makes people open your email in the first place. Design might make them signup initially but it will not sustain your user to following up with your email.

I would recommend you to checkout this article 6 Thing You Must Do To Have Successful Newsletter to understand what make a newsletter successful and what the basic thing to focus on.

To create a great content that will have better open rate I would recommend you to use creativeblogtopic.com to do trend analysis for your niche and customer and get the best topic to talk about.

I'd agree with everyone else. Content for sure! I think people want more simplicity in design especially these days when everyone cares more about the mobile experience vs desktop. I used to use Webflow but found myself always getting too bogged down tweaking design.

I finally switched to Ghost to have limited design options to start shipping more.

Never looked back!

Content, no question about it.

Content is definitely more important but poor website design will make it impossible for the content to be consumed. So I would say both are extremely important!

Definitely content for me, my preferred medium is to read anyway, so well written words will always trump something that just looks pretty.

Design is for the content, so content is more important.

Content.

I'm a product designer. Content always matters first. In everything. Newsletters, websites, apps, books. Content is always first.