Form and function should be one, joined in a spiritual union. (Frank Lloyd Wright)

• The look and feel of a website must be integrated with its overall objective to best serve the people surfing the web that use it.
  
  
• Accessibility, logical content presentation, and ease of use are addressed in such a way that they complement, rather than complicate, the design.
  
  
• As well, marketing considerations such as search engine optimization and branding are considered and incorporated into overall designs from the beginning, making their integration both natural and successful.