Victor Moreno discussed the pros and cons of using Lorem Ipsum in place of content in your designs at the March Commpose meeting.

2. • What is Lorem Ipsum?
– Common name for placeholder
text used to demonstrate the
graphic elements of a document,
visual presentation or layout.
– Name comes from specimen of
Latin text written by Cicero ‘On
The Ends of Good and Evil’.
• Lorem ipsum dolor sin amet,
consectutur adipisicing elit …
– Popularized in advertising art
industry in 1960’s when Letraset
provided it in dry transferable
sheets for use in comps to clients.
– Used by designers in draft stage
because the latin ‘gibberish’ looks
like words when copy for ad or
web layout is unavailable to
designer.

3. • For Example
– Lorem ipsum dolor sit amet,
consectetur adipisicing elit,
sed do eiusmod tempor
incididunt ut labore et dolore
magna aliqua.
– Ut enim ad minim veniam, quis
nostrud exercitation ullamco
laboris nisi ut aliquip ex ea
commodo consequat.
– Duis aute irure dolor in
reprehenderit in voluptate velit
esse cillum dolore eu fugiat
nulla pariatur.
– Excepteur sint occaecat
cupidatat non proident, sunt in
culpa qui officia deserunt mollit
anim id est laborum.
– It looks like ad copy &
represents what copy would
look like in the final ad/page.

4. • So what’s the problem?
– Changing norms in design
process
• One argument is that prior to
advent of web 2.0, design was
king.
– Thus, you might have busy,
media-rich Flash-driven sites
with complicated or forced
navigation that load slowly
• Today, more often than not, if
one goes to agency or
freelance professional, the
agency or freelancer provide
or have access to content
specialist. Content drives the
page and brings and
maintains traffic.
– Thus, Lorem Ipsum would be
irrelevant. The content is
essential to the design of
page from the beginning, so
no need for filler text.

7. • So is Lorem Ipsum
necessary?
– PROS
• By using Lorem, designer
separates their job from
copywriter. Clients can be
picky, often copy can change
from early in process to
finished product & seeing it in
comp can stall design
process. By using Lorem, you
have filler and only have to
change text when project is
about to go live or in beta
stage.
• Content Management
Systems. Sometimes you get
limited copy. In draft stage,
Lorem is useful in testing
layout options (div classes,
footers, sidebar content, etc)
Lorem is good for organization
of content

8. • So is Lorem Ipsum necessary?
– PROS
• In certain fields, clients are not
concerned with content, so much
as creating an immersive
experience or extension of their
brand (music sites, film,
entertainment). Here, some
direction is given visually with
understanding to leave space for
some content (tour dates, film
releases dates, synopsis). Here,
Lorem Ipsum is helpful in defining
these areas in comp stage.
• Client can be confused by filler
copy you provide without
prompting. Don’t confuse your
clients. If not having copy
concerns you, its opportunity to
add copywriting on top of design
services

9. • So is Lorem Ipsum
necessary?
– CONS
• Content should be stressed
over design. In world where
Twitter, Facebook, & website
are integrated & feeds provide
content in your inbox, design
is distant second to content.
Optimize site according to
content to ensure traffic.
• Content should enhance the
design of your page. The
aesthetic of your page/ad
should serve the message,
not vice versa.
• Designer can ask for content
before start of project. Explain
upside to client. Honesty &
communication lead to better
end result and referrals to
others.

10. • SOLUTIONS?
– Work with copywriter from
beginning.
• If client approaches designer with
need for site/ad, but not much
beyond that; meet with them &
explain importance of knowing
concept behind business or
product. If designer doesn’t have
copywriting experience, learn or
work/refer with copywriter.
Everyone benefits.
– Use headers in sections where
content will go
• Instead of Lorem – use TEXT
GOES HERE or header /
subheader /copy
– Use Lorem in comps where it will
change hands b/w many
individuals.
• Bureaucracy can be good or bad.
If big company is on the ball,
they’ll have copy. If your judgment
shows theyre a bit scattered &
don’t have it, then Lorem is your
friend.

11. • SOLUTIONS?
– Sell yourself!
• If client is clueless on this
field, you as designer/writer
can benefit twice. Both by
charging for your services as
a designer and as a
copywriter. Communication is
the key to making a
successful page or ad from
both the design and copy
stage.
• CONCLUSION
– Open
– Content is what drives sites
now in most fields. Look at
what is happening in that
area and communicate with
your client, so that lorem
ipsum is just on your comp
and not between you and
your client.