Too often, the goal of a company — and sadly, of the creative professionals it enlists — is simply to make their website, brochure or other marketing messages look pretty. But while visual appeal matters, it can — and often does — undermine the primary purpose of any marketing vehicle, which is to sell. An ad can be beautifully designed, but if it doesn’t reach out and grab the reader (who usually isn’t there to read the ads), that money was wasted. A clever TV spot that fails to drive home the brand and benefit is just expensive entertainment. Which would you rather have: pretty or profitable?