K01 — PRINCIPLES

Ambitious in vision.
Sober in proof.

Fifteen rules in three sets. When two rules conflict, the one lower on this page wins: accessibility over conversion, conversion over spectacle.

10⁰ — Design

Design principles

How FLUX looks and why. The visual language is borrowed from the instruments that make frontier tech possible.

  1. 01
    Controlled force
    Every visual shows a force being held in check. Field lines stay orderly, energy stays contained.
    DO
    Let the field-line canvas frame the headline and settle when the user reads.
    DON’T
    Fill the viewport with particles, glow and lens flares.
  2. 02
    Instrument-grade
    Numbers look like readouts: value, SI unit, uncertainty, source, timestamp.
    DO
    20.1 T ± 0.2 · Mar 2026 · Helix Test Labs
    DON’T
    “Record-breaking magnetic field!”
  3. 03
    Readiness is visible
    Every technology and claim carries TRL and a Demonstrated / In testing / Target chip.
    DO
    Show the Target chip with its year and a forward-looking link.
    DON’T
    Mix demonstrated results and targets in one unlabeled stat band.
  4. 04
    Engineered geometry
    Radius 0 / 2 / 6 only, 1 px hairlines, containment brackets. Depth through luminance steps, not shadows.
    DO
    Separate surfaces by stepping ink-950 → 850 → 800.
    DON’T
    Use soft drop shadows and 16 px rounded cards.
  5. 05
    Cinematic pacing
    Monumental type, generous space, one idea per viewport on marketing pages.
    DO
    Give the hero headline 10–12 vw and let it breathe.
    DON’T
    Pack four messages and three CTAs into the first screen.
10¹ — Conversion

Conversion principles

The kit is judged on qualified pilots, capacity requests and offtake registrations, not on page views.

  1. 01
    Spectacle never blocks the path to action
    The primary CTA renders before and independent of WebGL, video or scroll effects.
    DO
    Put the CTA in HTML above the fold; the canvas is decoration.
    DON’T
    Hide the CTA until a scroll-driven animation finishes.
  2. 02
    One primary per viewport
    A single filled amber action per screen. Everything else is outlined or text.
    DO
    Outline the division CTAs when the hero primary is visible.
    DON’T
    Show three amber buttons side by side.
  3. 03
    No dead ends
    Every section and page ends with a contextual next step.
    DO
    End the safety explainer with “Read the safety case”.
    DON’T
    Finish a case study with only a share button.
  4. 04
    Proof beside every ask
    A credibility stack sits next to each primary CTA: dated milestones, verifier, standards, response time.
    DO
    “Response within 2 business days” under the form submit.
    DON’T
    A bare “Contact sales” button with no context.
  5. 05
    Ethical by design
    No fake urgency, no pre-checked consent, no confirmshaming. Honest scarcity only.
    DO
    “Cohort 3 opens 14 Jan 2027 · 12 slots”.
    DON’T
    “Only 2 left!” counters or “No thanks, I don’t like savings”.
10² — Accessibility

Accessibility principles

WCAG 2.2 AA is the floor. These rules win every conflict.

  1. 01
    Contrast verified
    AA minimum for all text, AAA for body where possible. Ratios are documented in K02.
    DO
    Use Amber Deep #8A5A00 for amber text on Cleanroom.
    DON’T
    Set amber #FFB020 text on a light surface (1.9:1).
  2. 02
    Motion is optional
    Full prefers-reduced-motion fallback; a visible pause control for anything running over 5 s.
    DO
    Replace the live field with a static streamline poster.
    DON’T
    Autoplay an infinite marquee with no pause.
  3. 03
    Never color alone
    Status pairs color with shape, icon and text. Warning always carries the hazard stripe.
    DO
    Filled dot + “Demonstrated”, half dot + “In testing”, ring + “Target”.
    DON’T
    Red and green dots with no label.
  4. 04
    Keyboard complete
    Mega menu, 3D viewer, sliders and calculators all work with keys; focus is always visible.
    DO
    Arrow keys rotate the viewer; Esc closes overlays and returns focus.
    DON’T
    Remove outlines or trap focus in a canvas.
  5. 05
    Built for real hands and languages
    44 px touch targets and +35% text expansion without breaking.
    DO
    Test every component with German copy.
    DON’T
    Fix button widths to fit the English label.
10¹ — Before you ship

Quality bar

Unforgettable in 3 seconds, credible in 30. Check every page against this list. The boxes are interactive; nothing is pre-checked.