Latin is a dead language, so Lorem Ipsum is nonsense. And nonsense serves no one when trying to explain how a digital experience will come to life.

‍

We prefer to create meaning and understanding during the website creation process wherever possible rather than remove it. So, while using Lorem Ipsum provides a rough idea of how much space copy will take up on a page, using more descriptive but still "draft" words gives us an opportunity to speak to the ideas we will convey.

‍

Examples might be “Benefit-led headline goes here and will be about this long.” And “We’ll talk in this short paragraph about the features of the new product, which may include its price and superior construction.” You get the picture. Pretty handy, eh?

‍

Notional copy also lets our Content and UX Designers collaborate in a more true-to-life way and sparks easier discussion when building more complex or compelling experiences. 

‍

Oh, and it's also great for painting a picture for clients during wireframe presentations without distracting them from the tasks at hand, like mapping content to user needs and defining narrative flow.