Summary: Great content follows six principles: clarity, accuracy, context sensitivity, transparency, cohesiveness, and inclusivity, making it memorable, trustworthy, and engaging for a diverse audience.

In the digital landscape, content is king. But what makes content not just good, but great? Whether you’re crafting a website, a user interface, or a blog post, sticking to the six key principles of content design can elevate your work from the every-day to memorable. Let’s break these down using CACTCI; the content should be Clear, Accurate, Context-Aware, Transparent, Cohesive and Inclusive.

Freelance Web Designer Harrogate - Six Key Principles Of Content Design 1

1. Clarity

Clarity is the cornerstone of effective communication. Your content should be straightforward, avoiding jargon and complex terminology. It’s not about dumbing down; it’s about making your content accessible and understandable to your audience. Use short sentences and active voice. Remember, if your message isn’t clear, your audience won’t stay.

2. Accurate

Credibility is non-negotiable. Ensure that your content is not only error-free but also factually correct and up-to-date. Deep research and regular reviews of your content will safeguard its reliability. Accurate content builds trust, and trust retains users.

3. Context sensitivity

Context is key in content design. Understand the circumstances, emotions, and expectations of your audience. Tailor your content to reflect the user’s situation, whether they’re reading for leisure or seeking specific advice. Context-sensitive content resonates more deeply and drives meaningful engagement.

Freelance Web Designer Harrogate - Six Key Principles Of Content Design blog post

4. Transparency

Transparency builds trust. Be clear about your sources, intentions, and the purpose of your content. If there’s a sponsorship or affiliation, disclose it. Users value authenticity, and being transparent about your content’s nature fosters a loyal user base.

5. Make it cohesive

Your content should tell a coherent story. Keep your style, tone, and messaging consistent across all platforms. Cohesiveness ensures that your content is recognisable and reliable, reinforcing your brand’s identity and message.

6. Inclusivity: design for everyone

Inclusivity in content design means creating content that’s accessible and relevant to a diverse audience. Consider different backgrounds, abilities, and perspectives. Use language that is respectful and avoid stereotypes. Inclusive content not only reaches a wider audience but also demonstrates social responsibility and empathy.


In conclusion, integrating these six principles into your content design process can significantly enhance the quality and impact of your work. Remember, content design is not just about what you say, but how you say it. By focusing on clarity, accuracy, context sensitivity, transparency, cohesiveness, and inclusivity, you can create content that not only attracts but also retains and resonates with your audience. If you get stuck, contact me to get help with your UX Writing.

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