Every Sunday, we drive past a billboard. In fact, we’re often stopped right in front of it. And try as we might, no one in the car can read the subhead below the headline, which is in all caps and is super small. Worse, none of us can make out the logo of the advertiser — which means we couldn’t respond if we wanted to. An anomaly? Maybe not. Whatever medium you use, every decision you make should maximize the likelihood that your message connects with its intended audience. Bad design kills sales.