I understand you’d like to make some changes to the design of your web site. It's certainly your prerogative to do so, but please allow me to provide some rationale and justification for the design and recommend the best way to make changes.

While planning the design, specific requirements were determined that dictated several aspects of the design: style, structure, features, and ease of maintenance to name a few. During the creative process these requirements were integrated into the design along with current designs trends, compatibility with existing collateral, and coexistence with the company logo. The designer and creative team also infused their vision and expert judgement into the design and the results are the culmination of several iterations of this process.

Once completed, a design has balance between individual elements and overall integrity. Any changes to these elements should be done to maintain this balance and integrity. The best way this is achieved is by using, through repetition and variation, the graphical lexicon already available from the design: colors, type choices, textures, lines, shapes and effects. Introduction of any new elements into this lexicon can easily upset the balance and weaken the integrity of the design.

You like the design, or at least you say you do. We like the design. It represents your company well in the market place. It stands up against current trends and styles and it meets the requirements. Before changing anything, we ask to go through the same process as initially done, letting those you trusted to create the site workout a solution that addresses the need for a change. Don’t just go with someone’s suggestions even though they may seem valid at first and the person is respected. Before making changes, the benefits of the changes should be fully considered and weighed against the potential impact and resulting expense.