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How important is Design?

There seem to be two schools of thought in the world of internet and advertizing. 

One is that design doesn't matter, what matters is the message and quality of the content

The other is that everything is design. And the message of any piece of content is delivered through it's design. 

Now those are very opposing views. And it's hard to imagine the real world being that extreme. 

What I have learned over the years; is that the same message, in a different design, can have a very different effect on the reader. And it works the other way around too. 

So I would say that both are important.

You can't convey you message well without a good design. 

And no design is going to help if your message is crap. 

How do you feel about this? Do you have experience with this?

Let me know in the comments below!