if it doesn’t read quickly, it doesn’t work.

this rule applies to everyone -- from the lofty creative director to the junior designer to the boss who employs them. by "read" i mean a viewer’s ability to comprehend the advertisement or message in less than three seconds. that’s right! you have only three seconds to convey your message. if you have not successfully captured your reader or viewer by then, they will simply move on.

design is critical to successfully selling your product to the public. your web site is literally your storefront or advertisement to the world. make sure it’s designed to invite, inform and intrigue.