I recently read an enlightening article  – Tests Indicate Ogilvy’s Old-School Layout Still a Winner – where Jeff Sexton discusses some of the beliefs held by advertising mogul David Ogilvy. Ogilvy believed that in advertising:

“…messaging and relevance had to have highest priority. Everything else – creativity, design, layout – should be subordinated to the end goal of conveying a salient message in as persuasive a manner as possible”.

There are times when working on web projects that I see clients focusing prematurely on design and layout. (more…)