Ease of usability for the majority of its targeted web users, in terms of the technologies used, the platforms complied with, the ease of navigation and the clarity of structure.


Strategic relevance for target markets.


Integration with the corporate identity and visual standards of an organization.


Meeting the clients brief in terms of the desired site look-and-feel and aesthetic.


Cutting through the “clutter” of websites on the internet to communicate the core messages prominently, powerfully and with a clear Call To Action.


Ensuring that, through the overall web design and branding, the site is positioned accurately within its market and against its competitors.


Having a strong presentation of the company’s core strategic and marketing messages.

Future Proofing

Future-proofing the site design so that it can remain as a valid and state-of-the-art website for as long as possible without requiring ongoing development and or redesigns.


As an extension of Branding and Corporate Identity, web design is a relatively new concept and discipline within the broader corporate identity and visual standards framework. It has been the subject of much heated debate as to what is “good” web design and what is “poor” web design. The reality is that web design is a very subjective medium, and different people have very different tastes.

This is evidenced by the fact that the average web user spends 7-10 seconds looking at a website front page before he/she decides to either click through to a page or to leave and go to another site entirely. The window of opportunity is extremely limited, and a site owner needs to communicate a level of quality, an appropriateness of content/product/interest for the user, and an ease of site “usability” within this 7-10 second window. All of this occurs with the user deciding if they like the style of the site as well. It’s a difficult proposition to say the least.
However, when one is presenting their business on the web, there are some base tenets that all websites should adhere to. This does not diminish the subjective nature of web design but it certainly does provide a basic framework in which web design should fit in the context of the commercial requirements of business.