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In this paper, we study the content-aware layout generation problem, which aims to automatically generate layouts that are harmonious with a given background image. Existing methods usually deal with this task with a single-step reasoning framework. The lack of a feedback-based self-correction mechanism leads to their failure rates significantly increasing when faced with complex element layout planning. To address this challenge, we introduce SEGA, a novel Stepwise Evolution Paradigm for Content-Aware Layout Generation. Inspired by the systematic mode of human thinking, SEGA employs a hierarchical reasoning framework with a coarse-to-fine strategy: first, a coarse-level module roughly estimates the layout planning results; then, another refining module performs fine-level reasoning regarding the coarse planning results. Furthermore, we incorporate layout design principles as prior knowledge into the model to enhance its layout planning ability. Besides, we present GenPoster-100K that is a new large-scale poster dataset with rich meta-information annotation. The experiments demonstrate the effectiveness of our approach by achieving the state-of-the-art results on multiple benchmark datasets. Our project page is at: https://brucew91.github.io/SEGA.github.io