Joshua Porter:

There are cases in which no amount of visual design will significantly improve the state of thingsā€¦instead we need to focus on making people care.

This isn’t just true about designing a page or email, it’s about most things a business does. Your competition is always non-consumption, so don’t assume people care – they usually don’t.

Related: a fantastic resource for how to make people care is Stephen Anderson‘s book, Seductive Interaction Design, which dives into the psychological principles of why people care in the first place.