Less is best
Less is what we want. Less is what we crave. More is everywhere, less is rare. Like any great work of art, or piece of music, or great architecture, or city planning, any element that is not absolutely required should be removed. This is most important when it comes to code, as well as design. Unnecessary code slows your site down. Unnecessary design elements draw the eye away from what is essential. We help remove the distractions from your site so that the visitor can focus on your message, your culture, and your brand. When they can find what they want, they are more likely to move naturally towards your desired outcomes.
Gimmicks get old fast
We've all seen trendy bits of animation come and go. The reason they show up is that they look cool, and make you feel like something is happening. The first time you see them, they entertain and look modern, the fourth time you see them they become annoying. We happily employ animation or new techniques wherever it helps achieve the desired result for your site, but recommend against them if they have the potential to aggravate, or if they are not essential to your message.
Eliminate the aggravators
Aggravators are elements in your site that tend to annoy the visitor. They can be form elements that are not intuitive, navigations that hinder the natural flow of information, push elements that delay movement, or something that just slightly grates on the visitor. These aggravators can seem like slight impediments, but they add up. People like things fast and friction free online. We work to make sure your site stays that way.
Harmonize with the brand
Your brand is not just your logo. It is the feeling you want a potential customer, client, fan or buyer to have about you. It is your public persona. It communicates a mood, a culture, a mission, a world view. The design of your site should always be in harmony with your brand and never forced to fit within a narrow set of parameters from a generic idea of "good design." That is why your brand and your website need to be unique.
Break the right rules
Not all rules are worth breaking, just for the sake of being innovative. Just as you might want to redesign a door handle to be creative, the first time you see someone show up, try to enter and leave because they can't figure out how to use it, you know the cost of that innovation. Working within proper standards, rules can be broken without risking losing the right visitors. This is why you need a company with years of experience in the design of such tools to help you. We are just such a company.