There’s little surprise in the idea that a job description for a content designer at GDS would be well written. It’s matter-of-fact, it has clarity without over-simplification, it’s resigned without being obsequious and it manages to avoid being officious or patronising. It’s a language like that of pre-war, Reithian BBC- the voice of the establishment. Now that the BBC’s voice is that of impartiality and diversity, it feels that in our internet age, the words of GDS could become the voice of the establishment. It’s the kind of language that I would like the robots of the future to use. I want most of my communication with services to be utterly characterless. In fact, if I could just have a button on my browser that could ‘GDSify this’, I wouldn’t hesitate to use on most websites.
Content design isn’t a common job title. There isn’t a ready and able workforce of people already calling themselves Content Designers ready to take this work up. It’s a new role for linguists, designers, IAs, UX and CX folk, call them what you will, those people that still haven’t really found a role for themselves between strategy, planning, design and analysis. But the idea of someone actually taking the time to design (not just write) content is quite new. It’s not an opportunity for someone to express themselves creatively. It shows a serious belief in the structure of words and their absolutely inseparable purpose from the colours, fonts, layout and structure of pages on the internet that we use.
Another thing that jumps out at me about this description is the idea that design can be a framework for other design- there is a visual language of boxes and type sizes and colours and all that, but the words also need a standardised and structured and useful framework too.
Government is setting new standards of behaviour, like it probably should. The creation of public information isn’t an opportunity to emotionally engage with our audience. If only brands could understand that when someone takes the time to visit their website to read about their product, that’s often just what they want to do, they don’t want to bathe in adjectives that ’emotionally resonate’, usually they’re after facts- they probably just want to find out if they contain wheat or where the stuff is made.