Creative Cut: Ross-Simons

Marketing and creative are often at odds, but with all the things that can go wrong in the fledgling online shopping world, too much is at stake. Frawley refers to marketers’ common complaint that designers design for themselves. Customer confusion and frustration are the result: “Even though it’s getting better, you go on the Internet and see so many pages [obviously] created on a large monitor,” which designers typically use, Frawley laments. The reality is that many people have small monitors: “You never want viewers to have to scroll sideways.”