Content-driven design is the process of using the content that you have to determine the design and layout of the site. For decades, it has been the normal order of things to create a great-looking design based upon demographic keywords (mood, feeling, industry, etc.) and then create content to fit that space.
Though there is nothing wrong with this, per se, it leads to a lot of frustration between designer and company. The designer works hard to create a strong design only to see compromise after compromise until his design is no longer recognizable. The flip side is that the design is so great that no one wants to compromise it with the content. Therefore, the company isn’t always able to say what it needs to in order to reach the target customer.
In comes content-driven design. Start with the content first and then let that lead the direction, feeling, mood, etc. of the design. It’s a more harmonious way to design for the Web, ensuring that both the design and the content work together instead of against one another.
There are two parts to content-driven design: content and design.