Creative Cut: Ross-Simons

Miriam Frawley, president of e-Diner Design and Marketing in Highland Mills, NY, uses this example of a level of pre-planning that doesn’t go on in print: When creating a Web catalog, you can tie a lamp to a lampshade in the copy, with a hypertext link that takes you to a table.

Logic should take precedence over design in the realm of Web creative, Frawley says: “[Unlike with a print book,] it’s not so much about ‘Wow, what a great looking Web site!’ It’s more about ‘Wow, I need that lamp!”