Design can be summed up as the translation and organization of information. Just like a spoon or weed whacker fits well in your hand, a brochure or billboard fits well in your eyes. The art of getting the viewer’s attention to the most important parts could be called “visual ergonomics.” As attention deficits reach an all time low and the public is drowning in messages (no one “can’t wait” to read your ad) – it has become even more important to make sure you get your main point across – without a doubt. That could be an arresting image, a provocative headline or an arrow pointing… but to assume that the viewer will start at the top left and make their way through all you have to say is unreasonable and highly unlikely.
The best approach is to think of one thing to say loudly and strip everything else away (or way, way back). Now that’s something the user can latch on to.