If the message is strong enough, it may not matter what the design is. Yeah, yeah, I could have picked a better example.
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Below s a link to a great blog entry on the importance of copy. Just as a football team depends on an offense and defense, effective communication requires a great message and a great design to propel it. This is true whether we are thinking conceptually about a postcard, urging readers to register for a given event or persuading consumers that one brand is better than another.
In corporate design, it is reasonably assumed that designers should work towards assisting clients in delivering an effective message on both fronts—copy and design. Just as we explain the importance of certain colors or imagery over others, an equal amount of energy should be exerted to develop a great message, if necessary.
http://www.directcreative.com/blog/2008/07/08/5-ways-bad-design-kills-good-copy/
