minimalist approach small webpage size - fastest possible download speed emphasis on information, content and transparent organisation novel ways of displaying information sought after straight-forward orientation use of colour, tables and fonts rather than high level, costly state of the art graphics design of mtnsms.com, a free sms text-messaging company, is a "role model" for this approach low cost - quick delivery staged approach - get something up & running quickly with infomation added as required ie built in managable stage