The primary job of design is to ‘disperse’ your attention in predetermined ways.

If you want your customers to click on ‘buy now’, the design should, in one way or the other, work towards that. Many-a-times, a design will take all the attention with the content being pushed in the background.

And by design, I am not referring to graphic design only but also information design. The following video of people missing out on your message should emphasize the importance of establishing the focus and then working towards it.

via Seth Godin’s blog