Foundation All visuals rely on these elementary styling rules

Information Convey your message deliberately and with character

Presentation Create coherent and appealing visual layouts

Navigation Make finding the right content fast and effortless

Confirmation Show visitors they've come to the right place

Publication Get your knowledge, data and opinions out there

Impression Take on a more graphic approach to tell your story

Persuasion Convince that what you offer is valuable and important

Connection Get in touch with your audience

Conversation Stay in touch with your audience

Adaptation Define how patterns respond to varying environments

Optimization Make performance as good as it can be