How to integrate content in design systems

Align content and design for a design system that genuinely scales.

Let’s be clear

This is not a piece about why you should consider integrating content specifications into your design system. You want this essay instead if you’re not sure about the business value.

But if you’re down with the idea that content and design should work together in a design system, then let’s go. Here’s how and where to integrate content.

Content at every level

Audrey Hacq’s thoughtful article Everything you need to know about Design Systems references Jina Anne’s view of design systems as bringing together tangible and non-tangible elements of design.

Let’s apply the same thinking to content in design systems.

The non-tangibles

Content principles

The vast majority of content work is designing solutions to problems. Content work is mostly understanding:

• what your user needs
• what the subsequent message is
• what content type to use to communicate the message
• where to place it in a site, and how to ensure it so doesn’t conflict with existing messages
• how to store it and manage it, so it can be reviewed and maintained in the future.

Any design system should include content principles to give a framework for approaching content creation. These content principles from GOV.UK are an example of what everyone should be aiming for.

Content voice and tone vs. language

Much has already been written about voice and tone, so I won’t go on about it. This is a nice site for reviewing multiple approaches.

Voice and tone defines the way in which you communicate consistently with users. It’s a core part of brand or product identity, and is as foundational within a design system as…