With so many new scripts, fancy flash, ajax, jquery and java, we have to be reminded that our challenge is to find the right balance and create usable, elegant and clean websites with simple layouts, allowing the most important part of the site to be shown… the content.

For a website to be truly simple and effective, you have to dig deeper and get to the core of what the brand is about. It is our goal to clearly communicate the brand promise throughout the site by maintaining focus on the core message and steering clear of unnecessary details. If the brand is all about user friendliness and simplicity, then why over complicate the site?

There is a difference between the dumbing down kind of simplicity, which is all about taking things away from the user, and intelligent simplicity, which is about enhancing the performance of a website, improve readability and making sites that work.

The simple solution: Don’t just throw stuff away. Instead, find what’s core and align the designs to the users’ actions. That’s the path to creating something insanely great.