Readers don’t behave in surprising ways. That’s good news for content design. People skim for seconds, search for their keywords, and follow visual hierarchy (that's not just the old-fashioned “Z” eye pattern), so you can deliberately organize information to make it easier for them to process and build trust in your brand. To help build a useful, repeatable content design system, follow this primer that explains content design, how it works, and how to use it now.