What does "Paratactic" mean? Is it even a real word?

"Parataxis" is a word I picked up in a college comparative literature class. It stuck with me because it describes something that is often overlooked in everyday life. Something that can be used in design to great effect.

From Wikipedia:

"Parataxis (from Greek for 'act of placing side by side'; fr. para, beside + tassein, to arrange; contrasted to syntaxis) is a literary technique, in writing or speaking, that favors short, simple sentences, often without the use of conjunctions...in which two images or fragments, usually starkly dissimilar images or fragments, are juxtaposed without a clear connection. Readers are then left to make their own connections implied by the paratactic syntax..."

Phones. Commercials. Texts. Ads. Status updates. All as interactive as a Scantron test.

Rapid communication leaves little room for craft or nuance. We are so immersed in the syntax of information that we are known to put ourselves in danger to experience mystery or excitement.

By using parataxis, one engages the mind, creating a visual riddle that presents a challenge and makes and impression.

Over 10 years of making websites gives me an advantage over the average coder or designer. I have the expertise to give your ideas both form and function. I'll design it along with you, and code it quickly and cleanly.

Hand-coding HTML since 1995 Using Photoshop since 1990 Using Apple Computers since 1985

Project Management, Information Architecture, Wireframes, Original Page Design, HTML, CSS, JavaScript

Art Direction, Original Page Design, HTML, CSS

Timeline Animation, ActionScript Modification

Wireframes, Minor Design Edits, HTML, CSS, JavaScript

HTML, CSS, JavaScript

Modifying existing ASP, JSP, PHP

Information Architecture, Wireframes

Basic design, HTML, CSS, JavaScript

Starting a project right means planning it out in as much detail as possible. First we develop a marketing strategy, explore design themes, and discuss the goals of the site. An information architecture is created to map paths to information visitors will seek. Then wireframes or "page skeletons" are made to give the pages structure.

Mockups that represent the site's overall visual design are produced via graphics software. After one or two rounds of revisions the design is finalized.

The final design is sliced into Web graphics and coded into templates with functional navigation, links, images and scripting effects. The templates are tested for cross-platform compatibility.

Content is added to the pages and they undergo more testing. Functionality is perfected and the result is reviewed by the client.

Any remaining issues are fixed before the finished, fully-functional site is released into the wild. Search engine optimization is performed to ensure the highest ranking in search results.