Content precedes design. Design in the absence of content is not design, it's decoration.
"I make the most of all that comes, And the least of all that goes." -Sara Teasdale 1884 - 1933
"The excellence of a gift lies in its appropriateness rather than in its value." --Charles Dudley Warner (1829 - 1900)
"They are never alone that are accompanied with noble thought" -- Sir Philip S Sidney (1554 - 1586)