To build a house, you would hire professionals to complete the interior and exterior of your house. To build a Web site, you'll also need professionals with different skill sets to build the "front end" (design) and the "back end" (programming) of your Web site.

Professional Web design requires these skills:

• Information architect
• Information design (graphics)
• Software programming
• Interactive marketing

You require at least three of these skills to build a Web Site that meets your business objectives.

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We provide the expertise; you provide the direction. A Request for Proposal (RFP) is a document that clearly states your objectives and is an effective starting point for the project. Click here to see a sample RFP.

If you do not have an RFP, you need to give us visual direction. It will save us a great deal of time if you tell us up front what you like and don't like. If you hate green or love circles, tell us. We will develop designs that reflect your business and your preferences.

We suggest that you look at different sites, including those of your competitors. Let us know what you like or dislike about those sites.

The more specific the direction, the more the project stays within the budget.

Web design projects are based on the estimated TIME it takes to complete the project.

Typically, web projects can take anywhere from 50 to 100 hours or more, depending on the complexity of the projects. Static pages (text and images) take less time than complex functions such as forms, shopping carts, database searches and other interactive components.

Any material that you provide - copy, images, logos - must be in digital format. We can convert your materials but you may incur additional costs.

Image Requirements

Logos

Logos must be provided as EPS files with the relevant PMS color number for maximum rendering of the color. Other images should be provided as JPGs and should be:

• 600 pixels wide (optimum for shopping cart enlargements)
• saved with file names that indicate the image, i.e., "girl-black-jacket.jpg" or "girl_black_jacket.jpg" with no spaces, provided on a disk

Catalogue Images

To make the product stand out in a catalogue, the optimal images should be

• "silhouetted" with no distracting background elements that would compete with the product
• clear and crisp to show as much detail as possible
• at least 150 dpi resolution and no smaller than 600 px wide

The Color Wheel

We know that color may be very important to your company's image or product. However, colors do not look the same on all monitors. What you see as fuchsia, someone else may see as purple. Colors also often look different on PC than they do on a MAC.

We strive to get the closest color match that also offers maximum compatibility with all computers. For the closest match, pick your design and layout colors at Color Cube or Color Wheel (These links will open in a separate window.)

Converting print publications

Unlike a printed page in a magazine, an image on the Web is seen differently by each viewer. We program a Web site to ensure maximum compatibility with all types of:

• machines and operating systems
• browsers
• screen resolution
• connectivity speeds

Changes Big & Small

There are always changes, but they make a difference in time and cost. Small changes can include text or moving of images at minimal cost.

Big changes relate to the site architecture. Removing or adding a section requires changes to the navigation and how the pages are connected. Changing the sequence affects the entire site.

It is critical to consider the flowchart before any programming begins. Any change to the navigation adds time and expense to the project.

Let it Go!

At Pink Rat, we maintain the highest standards of information design. We are committed to your success. But sometimes, we have to insist that you make a decision. Don't agonize over every little detail. Your hesitation over the right shade will not affect the success of your site. It will cost you money. WE BILL FOR TIME. And since you delay the launch of your site, you're losing potential customers as well.

So we will do whatever you want, but ....

RELAX! Keep in mind:

• Web visitors spend 30 seconds on a Web page and if they don't find what they want, they click off
• Your customers don't make the decision to buy based on the site graphics - unless you're a graphics firm
• The color of a line won't encourage or deter someone from making a purchase
• The only people scrutinizing these details will be your competitors
• Your competitors are NOT your customers.

You should be aware of the intellectual property rights regarding your site.

• Are you sure that you have the right to use the content on your site?
• Is it your content?
• Is it copyrighted?
• Do you have the right to use the name under which you're doing business?
• Is the name of your business a registered trademark?

If you are not sure of any of the above, we suggest you contact your attorney. If you need an Intellectual Property attorney (patents, trademarks, copyrights), you may contact, Galvin & Palmer.