Form and function should be one, joined in a spiritual union. (Frank Lloyd Wright)
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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.
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Accessibility, logical content presentation, and ease of use are addressed in such a way that they complement, rather than complicate, the design.
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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.