Do you like Cheese Whiz? Spray tan? Fake eyelashes?

That's what is Lorem Ipsum to

many—it rubs them the wrong way, all the way. It's unreal, uncanny, makes you
wonder if something is wrong, it seems to seek your attention for all the wrong
reasons. Usually, we prefer the real thing, wine without sulfur based
preservatives, real butter, not margarine, and so we'd like our layouts and designs
to be filled with real words, with thoughts that count, information that has value.
The toppings you may chose for that TV dinner pizza slice when you forgot to shop
for foods, the paint you may slap on your face to impress the new boss is your
business. But what about your daily bread? Design comps, layouts, wireframes—will
your clients accept that you go about things the facile way? Authorities in our
business will tell in no uncertain terms that Lorem Ipsum is that huge, huge no no
to forswear forever. Not so fast, I'd say, there are some redeeming factors in
favor of greeking text, as its use is merely the symptom of a worse problem to take
into consideration.

You begin with a text, you sculpt information, you chisel away what's not needed,
you come to the point, make things clear, add value, you're a content person, you
like words. Design is no afterthought, far from it, but it comes in a deserved
second. Anyway, you still use Lorem Ipsum and rightly so, as it will always have a
place in the web workers toolbox, as things happen, not always the way you like it,
not always in the preferred order. Even if your less into design and more into
content strategy you may find some redeeming value with, wait for it, dummy copy,
no less.

Consider this: You made all the required mock ups for commissioned layout, got all
the approvals, built a tested code base or had them built, you decided on a content
management system, got a license for it or adapted open source software for your
client's needs. Then the question arises: where's the content? Not there yet?
That's not so bad, there's dummy copy to the rescue. But worse, what if the fish
doesn't fit in the can, the foot's to big for the boot? Or to small? To short
sentences, to many headings, images too large for the proposed design, or too
small, or they fit in but it looks iffy for reasons the folks in the meeting can't
quite tell right now, but they're unhappy, somehow. A client that's unhappy for a
reason is a problem, a client that's unhappy though he or her can't quite put a
finger on it is worse.

But. A big but: Lorem Ipsum is not t the root of the problem, it just shows what's
going wrong. Chances are there wasn't collaboration, communication, and
checkpoints, there wasn't a process agreed upon or specified with the granularity
required. It's content strategy gone awry right from the start. Forswearing the use
of Lorem Ipsum wouldn't have helped, won't help now. It's like saying you're a bad
designer, use less bold text, don't use italics in every other paragraph. True
enough, but that's not all that it takes to get things back on track.

So Lorem Ipsum is bad (not necessarily)

There's lot of hate out there for a text that amounts to little more than garbled
words in an old language. The villagers are out there with a vengeance to get that
Frankenstein, wielding torches and pitchforks, wanting to tar and feather it at the
least, running it out of town in shame.

One of the villagers, Kristina Halvorson from Adaptive Path, holds steadfastly to
the notion that design can’t be tested without real content:

I’ve heard the argument that “lorem ipsum” is effective in wireframing or design
because it helps people focus on the actual layout, or color scheme, or whatever.
What kills me here is that we’re talking about creating a user experience that will
(whether we like it or not) be DRIVEN by words. The entire structure of the page or
app flow is FOR THE WORDS.
If that's what you think how bout the other way around? How can you evaluate
content without design? No typography, no colors, no layout, no styles, all those
things that convey the important signals that go beyond the mere textual,
hierarchies of information, weight, emphasis, oblique stresses, priorities, all
those subtle cues that also have visual and emotional appeal to the reader. Rigid
proponents of content strategy may shun the use of dummy copy but then designers
might want to ask them to provide style sheets with the copy decks they supply that
are in tune with the design direction they require.

Or else, an alternative route: set checkpoints, networks, processes, junctions

between content and layout. Depending on the state of affairs it may be fine to
concentrate either on design or content, reversing gears when needed.

Or maybe not. How about this: build in appropriate intersections and checkpoints
between design and content. Accept that it’s sometimes okay to focus just on the
content or just on the design.

Luke Wroblewski, currently a Product Director at Google, holds that fake data can
break down in real life:

Using dummy content or fake information in the Web design process can result in
products with unrealistic assumptions and potentially serious design flaws. A
seemingly elegant design can quickly begin to bloat with unexpected content or
break under the weight of actual activity. Fake data can ensure a nice looking
layout but it doesn’t reflect what a living, breathing application must endure.
Real data does.
Websites in professional use templating systems. Commercial publishing platforms
and content management systems ensure that you can show different text, different
data using the same template. When it's about controlling hundreds of articles,
product pages for web shops, or user profiles in social networks, all of them
potentially with different sizes, formats, rules for differing elements things can
break, designs agreed upon can have unintended consequences and look much different
than expected.

This is quite a problem to solve, but just doing without greeking text won't fix
it. Using test items of real content and data in designs will help, but there's no
guarantee that every oddity will be found and corrected. Do you want to be sure?
Then a prototype or beta site with real content published from the real CMS is
needed—but you’re not going that far until you go through an initial design cycle.

Lorem Ipsum actually is usefull in the design stage as it focuses our attention on
places where the content is a dynamic block coming from the CMS (unlike static
content elements that will always stay the same.) Blocks of Lorem Ipsum with a
character count range provide a obvious reminder to check and re-check that the
design and the content model match up.

Kyle Fiedler from the Design Informer feels that distracting copy is your fault:

If the copy becomes distracting in the design then you are doing something wrong or
they are discussing copy changes. It might be a bit annoying but you could tell
them that that discussion would be best suited for another time. At worst the
discussion is at least working towards the final goal of your site where questions
about lorem ipsum don’t.
Summing up, if the copy is diverting attention from the design it’s because it’s
not up to task.

Typographers of yore didn't come up with the concept of dummy copy because people
thought that content is inconsequential window dressing, only there to be used by
designers who can’t be bothered to read. Lorem Ipsum is needed because words
matter, a lot. Just fill up a page with draft copy about the client’s business and
they will actually read it and comment on it. They will be drawn to it, fiercely.
Do it the wrong way and draft copy can derail your design review.

Asking the client to pay no attention Lorem Ipsum isn't hard as it doesn’t make
sense in the first place, that will limit any initial interest soon enough. Try
telling a client to ignore draft copy however, and you're up to something you can't
win. Whenever draft copy comes up in a meeting confused questions about it ensue.