I think you make a number of really valid points here.
I've been thinking about this a lot lately through the lens of late-19th- and early-20th century European philosophy and literary theory, when guys like Gautier and Baudelaire and Mallarmé and Benjamin and Kraus were livid about the rise of the newspaper and, later, the feuilleton (early serialized novels). These men--poets, mostly, or at least advocates of the form--saw the confines of the newspaper column as a reduction of writing proper, where writing (in their strict poetic sense) necessitated a careful consideration of the placement of each word on the page.
The same considerations can well be applied to blogging, at least on an abstract formal level. You're very right: it all falls apart if there's not ample content to back up a thoughtful design. But it is probably still the case that while a great design may do little for mediocre writing, great writing can be held back by mediocre design.
I've been thinking about this a lot lately through the lens of late-19th- and early-20th century European philosophy and literary theory, when guys like Gautier and Baudelaire and Mallarmé and Benjamin and Kraus were livid about the rise of the newspaper and, later, the feuilleton (early serialized novels). These men--poets, mostly, or at least advocates of the form--saw the confines of the newspaper column as a reduction of writing proper, where writing (in their strict poetic sense) necessitated a careful consideration of the placement of each word on the page.
The same considerations can well be applied to blogging, at least on an abstract formal level. You're very right: it all falls apart if there's not ample content to back up a thoughtful design. But it is probably still the case that while a great design may do little for mediocre writing, great writing can be held back by mediocre design.