1. Aesthetically Pleasing

A Web site should have an appropriate look for its purpose, its branding, and its audience. Once a style is established, every single element on every page should sustain that style. Visual design is not mere decoration; it colors the visitor's view of the product, the organization, and the site's credibility.

2. A Unique Experience

While all good Web design should be based on the principles of print publishing - such as consistent typography and page layout - it should also strive to leverage Web technologies like color and interactivity. All of these elements should combine to create a unique experience, thereby drawing the visitor into the site.

3. Evocative

Effective Web design should evoke positive emotions in the viewer, whether it be the result of color, images, copy, or a combination thereof. The harmonious use of color and appropriate choice of fonts are two simple ways in which we offer the viewer a positive web experience.