The criteria of any form of design is that it must function; should do whatever it is meant to – impart knowledge; book flights; sell houses; promote a cause; give information. Colours, typeface, images, are all style 'extras'. At ace we work on a website from the inside-out. A website should link simply page-by-page; images need to appear quickly; databases accessed efficiently; searches fine-tuned; all to ensure the attention-span of the 'visitor' is maintained. We work out the most efficient ways of putting the elements together according to a client's requirements (sometimes this can be a trial-and-error operation working alongside the client) to ensure that our brief satisfies his or her needs. Once these factors are achieved, then the "gloss" is added. Just because a website is a dynamic environment, it doesn't mean you have to have bells, whistles and dancing girls – we've all been there! Briefly. And 'briefly' is bad business.