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Profile > Philosophy The Indiglow Philosophy We see a web site as a product rather than a marketing tool. Web design is really like software development. It is not about creating a piece of communications for the marketing department. Web design is about building a product that will generate money for the company while you sleep. We are therefore more than just designers, we are business consultants as well. Our mission is to innovate and use technology to challenge the limits. We indeed are more than just Web Designers emphasizing appearance and formatting. We are Information Architects emphasizing content and structure as well. This requires more than just a change in title, it requires the evolution of a mindset. We construct our clients' sites with a unique blueprint - a foundation of testing, a floor plan of accessibility and a tower of functionality. As Information Architects we offer a more holistic approach to design.We combine several skills: a psychologist's ability to listen and prioritize, an architect's ability to create a framework, a writer's ability to simplify and a designer's ability to provide selective emphasis. Good information architecture, unlike good design, is not easy to recognize. According to Jakob Nielsen, author of the best selling Designing Web Usability: The Practice of Simplicity, "Information architecture is invisible since it concerns the 'structure' of the information and not the way the information is presented." We distill the best from each discipline to offer skills to perform the job well. We understand far more than just the tools of traditional image manipulation and page layout.
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