01FOUNDATIONS
Wow never blocks the path.
Fifteen principles in three groups. Craft earns attention, conversion turns attention into a next step, and accessibility means everyone can take that step. When two principles conflict, the order below decides.
01.1
How LUMEN looks and feels. Surgical precision meets editorial calm.
Design
01
Precision, made visible
Show the measurement, not an adjective. Calibration marks, units and annotated drawings make exactness tangible.
02
Calm is a feature
Luminous whitespace, hairlines instead of shadows, one accent. Clinicians work under pressure, so the interface shouldn’t add any.
03
Proof you can touch
Every claim carries a citation chip that opens its study. Credibility comes from what visitors can check.
04
Human at the right moments
The serif and warm photography are for patients and people. Data stays in grotesk and mono.
05
Motion at resting pulse
Timing is derived from 60–72 bpm. Nothing bounces, nothing loops except live indicators.
01.2
How pages move visitors from evidence to decision, ethically.
Conversion
06
Wow never blocks the path to action
Signature moments run in parallel with content. The value proposition and primary CTA are readable and clickable from the first frame.
07
One primary action per viewport
Scrub marks the single next step. Secondary actions are always lower-commitment. The header CTA is outlined so it never competes.
08
No dead ends
Every section and every page ends in a contextual next step, including 404, empty and error states.
09
Right proof, right person
The audience router swaps stats, proof and CTAs per role and remembers the choice. Patients never see HCP-only content.
10
Ethical by design
No fake urgency, no pre-checked consent, no confirmshaming. "Reject all" has the same weight as "Accept all".
01.3
WCAG 2.2 AA minimum everywhere. AAA for body text where possible.
Accessibility
11
Never color alone
Status pairs a shape, a label and a color. Charts pair color with markers or direct labels.
12
Keyboard first
Mega menu, sliders, calculator, drawers and the router all work with Tab, arrows, Enter and Escape. Focus is always visible.
13
Targets for gloved hands
44 × 44 px minimum touch targets, with generous spacing between destructive and primary actions.
14
Motion is optional
Every animation has a prefers-reduced-motion fallback that shows the final state immediately.
15
Plain language by default
Patient content targets grade 6–8. Video ships with captions and a transcript. Charts include a text alternative.
01.4
The principle, applied
Precision, made visible.
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01.5
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