Every component in PROOF answers to these. When a design decision is unclear, pick the option that shows more work, asks less of the visitor and reads for everyone.
Work comes first on every page: above the fold, before the bio, before the services. The person behind it appears in context, not in a headshot hero.
Red marks the chosen next step: CTAs, selections and annotations that matter. Nothing else is red, so the eye always knows where to go.
Crop marks, hairlines, frame numbers and radius 0 come from the proof sheet. They frame the work and never compete with it.
Five presets change type, color mood, grid, motion, cursor and image treatment. The accent logic and the conversion system stay fixed.
In the header, at the end of every case study, on pricing and in the footer. The brief builder does the qualifying so the first call can be about the work.
Serious clients qualify themselves. A price anchor saves both sides a call and signals confidence.
Results, context and the decisions behind them, instead of adjectives. Label illustrative figures as such.
Every project names its collaborators. Credits build trust, and they are how this industry refers work.
WCAG 2.2 AA is the floor everywhere; body text aims for AAA. Ratios are listed next to every token pair in K02.
Body copy is at least 16 px (18 px in Editorial) at 60–75 characters per line. Numbers that get compared use tabular figures.
Everything respects reduced motion. No scroll-jacking, parallax under 10%, sound off until asked, and forms stay calm in every preset.
Labeled cursor states (View, Drag, Play, Zoom) appear on fine pointers only, next to the native cursor. Touch gets tap-to-inspect and 44 px targets.
Primary conversion is “Start a project”. Secondary is “Book a 20-min call”. Everything else is a micro-conversion that keeps the relationship going.