It's always nice to see an article on the importance that design plays in an ad's attention getting factor, it's readability and it's overall success. So even though I didn't write this, I'm passing it along. This describes how we look at all projects whether they are an ad, a mailer, an email or a package.
You need to hook a reader's/customer's attention and lead them through to your intended conclusion. Otherwise, they are gone or worse confused! Also of note in this article please remember that white space is your friend. No need to fill every inch of space with are or words. Happy reading: B2B Article