
Our new Phi Series Websites are more than just a different look. They also feature sleek, database page delivery and management tools. Ultimately, the visual appearance is an integral part of this whole, dynamic technology that operates behind the screen. 
We use Phi for beginning page layout and design calculations. 
The ratio, or proportion, determined by Phi (1.618...) was known to the ancient Greeks as the "Golden Section" or "Golden Mean" and to Renaissance artists as the "Divine Proportion". In a triangle it forms the dimensions of the great pyramids of Egypt. A ruler and compass can be used to form the "golden rectangle" used by the Greeks in the Parthenon.It also defines the dimensions of a pentagon. 
In the lines above, A is 161.8% of B and B is 161.8% of C. For example, you can think of A as 8, B as 5, and C as 3, no matter what units of measure you choose. A and B might form the sides of a "golden rectangle" mentioned above and C an interior dimension. 
What can Phi have to do with website design?
Many things if you consider that Phi has been used extensively in art and architecture for thousands of years. Unknowingly, everyone has seen it repeated thousands of times in modern and historic culture.
Being so prevalent as an aesthetic principle, Phi is a powerful means to design web pages people enjoy by using dimensions they are already very familiar with.
Notre Dame de Paris demonstates vertical and horizontal dimensions based strictly upon Phi. Dimensions on this web page approximate Phi.
What makes Phi unusual is that it can be derived in many ways and shows up in relationships throughout the universe. It can be derived through mathematics, geometry and the Fibonacci* numerical series. Phi also appears in the solar system, music, population growth, the stock market, theology, the proportions of the human body, animals, plants and DNA.
*Fibonacci Numbers make a consecutive sequence in which each number is the sum of the two preceding it: 1,1,2,3,5,8,13,21,34,55,89... 



