"The medium is the message", was a phrase coined by Marshall McLuhan, meaning that both the medium and the message are important to an overall feel because the medium used to convey the message will affect how the message is received. Good design can make poor information more interesting, but bad design can make good information go unused. Because of this, I agree completely with this phrase.
It would seem, from browsing the web, that a lot of people design for information, which is good. However, if you disregard design, your audience might never acquire that information. User experience can vastly influence whether someone wants to stay on your site and even come back future times, or immediately leave, read/browse nothing, and never come back. The design of an idea is almost as important as the message is is communicating.
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