Design Principles
Five principles guiding the visual direction
These are the principles we keep coming back to across the project. When there's a question about how something should look or behave, this is where we start.
1. Clarity first
The site should be easy to understand at a glance.
- Clear visual hierarchy
- Obvious primary actions
- Minimal visual competition on each page
- Content grouped and spaced intentionally
Every page should help visitors quickly answer two questions: "What is this organization?" and "What should I do next?"
2. Readability for all ages
A big part of the audience is older adults, so readability is a top priority.
- Large, legible typography
- Strong contrast between text and background
- Comfortable line lengths
- Clear labels and headings
The design should feel comfortable to read without needing special tools or adjustments.
3. Calm and approachable tone
The site should feel welcoming and trustworthy, not busy or overwhelming.
- Generous white space
- Limited color palette
- Familiar interface patterns
- Visual consistency across pages
The goal is to reduce cognitive load, not impress with complexity.
4. Purposeful use of color and imagery
Color and imagery should guide attention, not decorate.
- Color used to highlight actions and key information
- Photography that feels respectful and authentic
- Avoid overly stylized or stock-heavy visuals
Every visual element earns its place on the page.
5. Modern, but not trendy
The design should feel current and professional without relying on short-lived trends.
- Timeless layout patterns
- Avoid novelty interactions
- Focus on durability and longevity
What we're not doing
To keep things focused, accessible, and easy to maintain, we're proposing to keep a few things out of scope:
- Not a content-heavy site. No expectation of frequent updates or blogging. The site should work well even if content changes infrequently.
- Not a complex or experimental interface. No unusual navigation patterns or hover-only interactions. Predictability and clarity matter more than novelty.
- Not a free-form page builder. Pages use defined structures and components. This helps prevent layout issues and keeps the site consistent.
- Not visually busy. No dense pages with competing calls to action. Less on the page leads to more clarity.