content
- tailored to client, message and set objectives
- aimed at targeted markets
- informative
- straightforward
- whimsical—when appropriate
- mindful of people’s short attention span
navigation
- simple
- logical
- intuitive
- reliable
- no bells and whistles no one hears
text
- sparse—unless otherwise justified
presentation
- structured
- designed
- compelling
- attention-getting
- branded / branding