Form wins over content.

This is a favorite selection of mine from Richard Farson's The Power of Design:

Why is form so important? The short answer: In human affairs, form rules. For example, form always wins over content. How you say something dominates what you say. A written message carries more weight than a spoken one, a printed one weightier than one that is typed, which is weightier than one handwritten, even though all the words may be identical. These are metamessages, sent by the form of the message, and they are powerful.
— Richard Farson, The Power of Design