"Design is the careful orchestration of visual and content elements into a composite whole -- a singular gulp with an intended purpose: to deliver a message. "

Web Page Review Mission

We are driven by some very simple messages:

"The design must be transparent. Only the message should impress itself upon the viewer."

In these days of technology and overstimulation of visual information, White's words -- now several decades old -- ring truer than ever...

"Originality per se is not the purpose of the exercise. The true purpose is to make dull material interesting, thus to catch the reader's attention, hold it, and transmit a message.
      To do this successfully means that we must make the most of those special qualities that are inherent in the material, be they thoughts, facts, words, images, charts, tables, diagrams or whatnot.
      We must bring those qualities out and give them unmistakable visibility, so they can do their attention-attracting and story-telling."

"'First-glance value' is not just a catch phrase. It is the very kernel of functional communication, given today's frantic competition for attention... Content and form are one. Design is a lubricant for ideas."

Clement Mok, in his landmark book Designing Business, modernizes White's teachings, and puts them in clear purpose for web designers...

"People adopt ideas when social, personal and financial trends intersect -- a confluence that may seem random but that usually happens 'by design.' Design, in its broadest sense, is the enabler of the digital era -- it's a process that creates order out of chaos, that renders technology usable to business. Design means being good, not just looking good."

In this spirit we approach your web page.

Thank you for reading.