We believe in design for humans, by humans.

Most of the internet sucks. Clutter, clickbait, and heaps of garbage content. Websites too often serve the site owner rather than us, the users. They insult us by using tired manipulative tricks in a weak attempt to override our actual interests.

We are passionate in the belief that all websites should be purpose-driven, user-friendly, and beautiful. A perfect website makes the user feel proud to be the kind of person that visits this kind of website.

With no further ado, we present our web design manifesto:

Less is more

Perfection is achieved not when there is nothing left to add, but when there is nothing left to remove. Nothing should be said in a page that could be said in a paragraph. Nothing should be said in a paragraph that could be said in a sentence.

Every word, image, and line of code on a good website has a purpose.

Genuine connection

A good website mimics genuine human interaction. People want to do business with real human beings, not brands or marketing bots.

Aim to create a connection with your audience rather than being an obnoxious salesperson. Look at your website content and ask yourself, “Would I say this to a potential client in real life?” If not, take it off.

Honesty and clarity

A website needs to communicate the purpose of the business/organization within the first 1500 pixels. If we’ve scrolled down two screens and still we're not quite sure what you do, you’ve failed.

Also, if you want the user to take action, just ask them. Don’t leave them guessing.

Let the user drive

A good website makes the user feel in control. Any movement or animation on the website should be controlled by the user. Stuff doesn't slide in or pop-up that the user didn’t initiate. Sliders don’t progress until clicked. Videos don't start playing with sound if the user didn’t click play.

If the user senses that their browser just got carjacked by an over-caffeinated designer/developer, they’ll simply click back and never return.

Easy navigation

Don’t be New Jersey. A good website allows a user to get from Point A to Point B by following the shortest possible path.

Most users know what they’re looking for—do not make them jump through unnecessary hoops or navigate a triple-tiered menu to find it.

Accessible for all

Websites shouldn't just cater to the average, able user. Make sure everything on your website can be accessed by anybody who has a computer or smartphone, regardless of ability, education, or tech-savviness.

Design is the vessel, content is the substance

Typography, colors, and images work together to prime the user’s emotional expectations for the content. You can’t design your way out of shitty content though.

Content is always king. Good content is clear, concise, and it leads the user through a compelling narrative.

The best websites use quality design to deliver quality content.

Design should be contemporary but not trendy

You need your website to appear fresh and updated but beware of the trendy. Some trends have made the web better (e.g. larger images and text, responsive layouts, etc.) whereas many are just fluff (e.g. most things that animate, IMHO).

You want to "wow" them with your work and impact, not your fancy-pants web design.

Final words

The best websites are memorable but familiar. Memorable because they are unique and intelligently designed. Familiar because the menu is right where the user expects it to be, content is organized logically, and other helpful conventions are followed. And also familiar because the elements parallel real-life things: the text in a hardcover novel, the layout of a creative workspace, or nostalgia of a previous era.

We believe in design for humans, by humans.