Four connected measures
Concept and relevance
We consider the clarity of the idea, its relationship to the audience and whether the experience has a compelling reason to exist.
Design and craft
Typography, composition, art direction, interaction and detail are assessed as parts of one coherent system.
Usability and access
Strong work must also function well. We consider navigation, readability, responsiveness, performance and inclusive access.
Original contribution
We look for work that shows a distinct point of view or advances familiar patterns with unusual care.