Then the question arises: where’s the content? Not here yet? That’s not so bad, there’s dummy copy to the rescue. But worse, what if the fish doesn’t fit in the can, the foot’s too big for the boot? Or too small? To short sentences, too many headings, images too large for the proposed design, or too small, or they fit in but it looks iffy for reasons.

A client that’s unhappy for a reason is a problem, a client that’s unhappy though he or her can’t quite put a finger on it is worse. Chances are there wasn’t collaboration, communication, and checkpoints.