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Our Website Design Principles


Simplicity, Consistency, Elegance


Visually complex websites are consistently rated as less beautiful than simple ones.

A study commissioned by Google in August 2012

Our website design principles are based on, consistency, elegance and simplicity. Presentation and Branding require consistency. An easily identifiable logo, with the same font and colour palette through out your website will enhance your user’s experience. Our website design primciples are based on a real understanding of the use of:


The ideal font size for reading easily online is 16px. We recommend using no more than 3 typefaces in a maximum of 3 point sizes to keep your design streamlined.


Complementary colours create balance and harmony. Using contrasting colours for the text and background will make reading easier on the eye. Vibrant colours create emotion and should be used sparingly (e.g. for buttons and call to actions)

White space

White space is the portion of a web page left “empty”. It doesn’t have to be white. It’s the space between graphics, margins, columns, lines of type and visuals. White space is all about the use of hierarchy. The hierarchy of information, be it website copy, pictures or images. Proper use of white space makes a website look ‘clean’.


The right images for your website helps branding positioning and connecting with your target audience. We can supply quality professional photos, infographics, and logos.


Placing content randomly on your web page can end up with a haphazard appearance that is messy and difficult on the eye. We use Grid based layouts to arrange content into sections, columns and boxes that line up and feel balanced.

“F” Pattern design

Eye tracking studies have identified that people scan computer screens in an “F” pattern. Most of what people see is in the top and left of the screen. The right side of the screen is rarely seen. We design websites that will work with a reader’s natural behaviour.

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