Words go first. Design follows.

Design and words are the form and function of communications. Design is form: it is to words what tone, volume, intonation and gesturing are to speech. Words are function: they provide structure and purpose. Design and words are each worth 50% of successful communication. When the balance shifts, trust fails. Similar to the person who always has a point, but he is arrogant and wearing too much cologne so you just want to get away. Or that thing in the middle of the art gallery that looks really cool, but you’re not completely sure it’s okay to sit on. Or the massive amount of copy on the page after the magazine ad for a life-changing medication. The expression "form follows function" is only part of the design story. The other part is that both are equally important.

Though design and content are equally important, it is key to remember that content drives design. The flavor of the copy informs and often dictates design. This is not a chicken and egg question. Words come first. A designer takes the words, organizes them, makes them easy to follow and understand, beautifies their presentation and then gets out of their way. 

Don’t expect good design if you can’t provide copy first. Take the time to write. For example, before you design a logo, make sure your mission, vision, values and personality are figured out. Get a good writer to pare down what you’ve written into a clear, smart toolbox of organized text. Then work on design. The designer will internalize the words and express them visually. Design grows from words. Without words to inform design, there is only meaningless decoration.