Progressive and open minded Business professional with over 4+ years of experience in digital media & Outsourcing Industries. Dedicated and self-motivated professional with the ability to thrive in collaborative work environment. Interested in Blogging & Digital Marketing and Passionated with Startup Eco-system.
The web world is a unique environment which is constantly changing and evolving. Every year, some trends are born; some fade and some just continue to prosper. Much like pixels are to an image, these design elements come together to create the face of the internet as we know it.
It’s no secret that the graphic evolutions we view on our screens are often the results of giant tech and web companies innovations. But design is also affected by a wide variety of time-sensitive elements such as fashion, news phenomena, cultural events and more.
In general trends are well-known changes that happen in all creative fields, and web design is no different. Born of experimentation and innovation, trends are the driving factors for change, which (for the most part) push an industry forward for the better.
So this article is specifically crafted and curved for freelance web developers and web designing agencies whom are looking to implement new trends on your products for your customers.
This concept (micro/mini interactions) has really swept the feet of many web developers since 2016 as it allows the users to feel a good experience on surfing a web page. No doubt that this method is going to be implemented by various dev’s with variety of UI experiences.
It’s not new that giving more priority to mobile devices, But with more peoples using their smartphones to connect to internet ad access their favorite apps, more companies are likely to pick this approach first which is going to be a rocking trend in 2017.
As because designing for mobile has more restrictions than designing for devices with larger screens like desktops and laptops, the mobile first approach will also give the brand insights on what core content and messages they really want to communicate.
Storytelling is one of the most powerful approaches that when done right, can attract a lot of visitors to your website. Here are the storytelling trends that brands are likely to implement on their corporate sites in upcoming years.
The use of videos to communicate brand messages to users has been abundant, and there is more to come in 2017. With video taking 79% of all consumers Internet traffic by 2018. More-over the development with HTML-5 , CSS and jQuery have allowed brands to include animations on their website to engage users. This is not just a trend but it’s a strategy that we have to implement particularly if the company is a product based.
The hamburger menu is a button typically placed in the top left or top right of a graphical user interface. It carries an icon consisting of three parallel horizontal lines and is named for its resemblance to the layers in a hamburgers, hotdogs, or pancakes.While some criticize this pattern’s use, there’s no doubt that it’s widespread use makes the function easily recognizable for users.
This is a huge trend and has become almost synonym with agency websites this year. Everyone has it. And so they should, because it looks great and it gives the visitor a feeling that the website is part of the brand. This shows an extreme symptom for a brand communication especially when it comes to a new business.
Having a background images that fills the whole browser window is nothing new, it’s probably at the top of the classic post Actual Web Design Trend, but this is taking it to a new level. Add some mouse hover effects on your background image and you’re good to go.
It’s not a new trend, but currently more brands are giving importance to this. Responsive design makes a website dynamic, allowing to adjust and rearrange its content depending on the screen size of the device. In result brands can make significant cost savings using this approach since they only need to build a single site, which effectively delivers content on various devices.
It’s a trending technology, which refers to the use of sense of touch in a user interface, such as a virtual keyboard, whose individual keys provides a tactile feedback when pressed. Through the years, this technology has undergone a lot of advancements.
It’s not a trending, but it’s always an evergreen fact for the uniqueness of a web-Page. We have seen a lot of websites that look and work in a very similar way for some time now. Because of this, more brands are more likely to move away from using stock images, videos and icons on their website and instead, produce original assets that can make them stand out from the crowd this year 2017.
Hope you all remember the material design introduced by Google back in 2014. With its flat colors and simple design users can interact with the website more fluidly and intuitively, making it a consistent trend in WebDesign in the upcoming years.
Another shift that we are likely to seen in 2017 is the number of brands that will use parallax scrolling on their websites. Parallax is a scrolling mechanic which gives the illusion of 3D to users. Again this is more useful for brands who want to make their website as unique and dynamic as possible while serving its purpose to users.
So, Anything we left //? Kindly comment down..
Color theory encompasses a multitude of definitions, concepts and design applications - enough to fill several encyclopedias. Web designers always tend to overlook is the influence of color on their website visitors. While a color palette may look visually pleasing, is it psychologically pleasing? When you go to design your next website pay special attention to your color choices and what they actually mean. To help you out with that we have created this beautiful infographic.
A color wheel (also referred to as a color circle) is a visual representation of colors arranged according to their chromatic relationship. Begin a color wheel by positioning primary hues equidistant from one another, then create a bridge between primaries using secondary and tertiary colors.
Color plays a major role in our visual perception as it influences our reactions about world around us. A fundamental grasp of color perception and psychology in graphic and web-design is much critical in order to create palettes that evoke the appropriate audience reactions.
So In this article we are going to cover the basic color theory which helps web designers to make their sites more prominent for their audience.
The hottest and the most dynamic color, red is activating, stimulating, passionate, exciting, powerful, and expanding.
Red is mostly used minimally in its purest form as an accent to draw attention to critical elements. In short it is highly used for depicting designs that portray power or passion.
Orange, a close relative of red, sparks more controversy than any other hue. There is usually strong positive or negative association to orange and true orange generally elicits a stronger “love it” or “hate it” response than other colors. Most of the digital agencies will apply orange and green on their logo.
Yellow is the brightest and energizing color. It stands for happiness, warm and expensive. Yellow is the most luminous of all the colors of the spectrum. It’s the color that captures our attention more than any other color. Yellow is mostly used to have an impression. In designs you can mostly see yellow in Reverse based color (In offers, deals & discounts).
Green is a cool secondary color which is calming, balancing and rejuvenating. Green represents stability and inspires possibility. Green has healing power and is understood to be the most restful and relaxing color for the human eye to view. Green can help enhance vision, stability and endurance. Green takes up more space in the spectrum visible to the human eye and it is the dominant color in the natural.
Green is mostly used to balance and harmony in a design. Dark Green is used to represent stability and affluence.
Blue represents dependability, trustworthiness and security. It can also characterize calm and spirituality. Blue is a cool and calming color that shows creativity and intelligence.
Dark Blues are excellent for corporate and business designs. You can highly see the domination of blue in big corporates, educational sectors. Lighter blues can be used for social websites that represents friendliness.
Purple represents nobility, abundance and dignity, but can also stand for creativity and imagination. Purple is a color intermediate between blue and red. It is similar to violet, but unlike violet, which is a spectral color with its own wavelength on the visible spectrum of light, purple is a composite color made by combining red and blue.
Brown represents wholesomeness and reliability. A stable color, brown can be associated with experience and comfort. Light brown (Ivory) represents calm, elegance and purity. Brown says stability and approachability. It is the color of our earth and is associated with all things natural or organic.
Mostly all these are used as a backdrop in designs in conjunction with brighter accent colors.
Black: Represents power, elegance and modernity. It can also characterize mysteriousness.
Gray: Represents neutrality and calm. A lack of energy can be associated with conservative design.
White: Always represents clarity, calmness & openness. Can be associated with simplicity and sterility.
So.. Anything I left to say ? Pls comment below
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Imagery & Typo always plays a vital role on making the website prettier & will add more professional flavor for your webpage. Selecting Images for website is always a hectic case for designers. Mostly high quality images will be priced much where freelancers / Beginners can’t access those packages. So I made a deeper analysis where you can get best stock-images for free.
Design is not just what it looks like and feels like. Design is how it works. - Steve Jobs
Picjumbo is a collection of totally free photos for your commercial & personal works. New photos are added daily from a wide variety of categories including abstract, fashion, nature, technology and much more.
Stockpic dishes up 10 new photos every two weeks that you can use on your website, as part of a template, in an ad, and ... well, pretty much anywhere. You can check out the latest 100 pictures here, or browse through categories like landscapes, people, and technology until you find the perfect fit.
Simple, trendy photos of the startup environment and equipment. An excellent resource for startups, bloggers, publishers, websites, designers, developers, creators & everyone else.
All of the photos on the Freerange website comes from a pool of both in-house photographers, as well as a growing community of external contributors.
Not only is there a lot to choose from, but the photos are good quality, too. Images provided directly (in-house) by Freerange Stock originate one of two ways. They are either digitally photographed on Canon DSLR cameras or they are a high resolution (4000 dpi) Nikon scan of an original 35mm slide," according to the resources.
Unsplash was one of the pioneers of free stock photos with “do whatever you want” licence, formally known as Creative Commons Zero (CC0), which means you can copy, modify, distribute and use the photos for free, including commercial purposes, without asking permission from or providing attribution to the photographer.
Hundreds of high-resolution images added weekly. All photos are free from copyright restrictions, meaning no attribution is required. It has a large selection of beautiful free stock photos and high resolution images. The site also has a very handy search feature making it easy to browse through the thousands of images available. In addition, the site tracks views and downloads so you can find the most popular photos available.
Life of Pix is a resource created by the LEEROY creative agency offering free high-resolution photos with no copyright restrictions. New pictures are added weekly. Free high-resolution photos under public domain, mentioned CC0 licence.
Gratisography offers free high-resolution pictures you can use on your personal and commercial projects. New awesome pictures are added weekly and are free of copyright restrictions. All pictures are captured by Ryan McGuire of Bells Design.
This collection of vintage photos comes from the public archive via Flickr Commons. According to the website, the photos are free of any known copyright restrictions.
That said, while it's likely that they are safe to use for things like blog posts and hero images, you'll want to read up on the rights and usage below before you use them for any type of commercial project.
Pixabay serves as a repository for a ton of quality photos that released under Creative Commons CC0 into the public domain. The site is clean and intuitive, making it easy to navigate your way through the 780K+ free photos, vectors, and illustrations.
The main search bar even allows you to filter your query down by factors like media type, orientation, color, and minimum dimensions.
A delicious resource of free realistic food images in high resolution and free digital goods related to food. You can download 1000+ beautiful realistic free food pictures in high resolution. This is also a marketplace where the photographers can submit their work & showcase their pixels.
One of the most exhaustive directories of open-source images, FreeImages is my go-to resource when I'm working on new web projects. While most stock-photo sites focus on a small niche (usually landscape photography), FreeImages offers thousands of pictures from a diverse set of categories.
Any talented graphic/web designer likes to use typography to explore the interaction with what type simply says and how it appears. The overall message of the work must be considered. To convey that message, a fine line must be walked between the visual language and the verbal language.
On some occasions, however, Typography dominates the effect of a Web designer. Those times are when the visual really does speak louder than words. The effect of any responsive web design depends on this.
Still, many people ask what is the importance of paying attention to something so small. Some examples of the importance can come through by also discussing brand recognition, film, furniture, and fashion.
Good typography can play a vital role in the success of a web design. It can help generate a visual hierarchy. It can make text easier to read. As the quote from Steve Jobs Stanford commencement address below notes, typography is not some random spur of the moment decision, there's many factors and values that should be considered to generate well-tailored typography that not only looks good, but provides the functional advantage of being easier to read and take value away from.
Why are new fonts needed? Why can’t web designers be content with Arial or Georgia? Of course, the same thing can be said about fashion or furniture. New designs are not strictly needed but many people wish to present a certain look or mood and want the design to match.
Few are truly “new,” but the use of existing items to create variations of those and new ways to combine them makes a “new” product out of those old ones. Just like in those contexts, typographic web design can combine those “old” methods in new and creative ways.
Let us discuss in detail about some facts that justifies how typography is the real key for a successful web design
When taking a look at a website, you can often say even from the first glance whether it is a fun or a serious, business-like vibe that it is sending out. A large part of this message is achieved through typography.
The layout and look of the website are complemented by the choice of colors and fonts and the way the content is arranged on the page to evoke certain feelings and emotions into the visitors. Just a quick glance of the page is enough to either grab your audience’s attention or drive them away for good.
You don’t believe that typography plays a part in branding? Then you should try this simple experiment out: Take a well-known brand and change its typeface and font. Then look at it again. Doesn’t that change your whole perception of that brand? Doesn’t it look out of balance?
As a designer, you want to choose a type style that best expresses the message you want to send.” - Ina Saltz, Foundations of Typography
A brand is largely defined by its logo. It is what establishes the brand’s identity among the users. There is no second opinion about that. However, if you have a great logo and don’t complement it with adequate web typography, you won’t go a long way as a brand. If, on the other hand, your font, logo and typeface go hand in hand harmoniously, then you have a winner!
Good content is not enough for building a great website. It should be well presented, too. The solution to that task is typography. Every element can have its impact on the way your content is perceived – starting from the size and font of the text all the way to its alignment and arrangement on your pages and the colors you’ll select. Good typography will emphasize on the most important parts of your content and draw the readers’ attention to them, and it will also define the whole structure and flow of your website.
Anything we Left //? Just ping over the comments section..
E-commerce is booming day-by-day in all aspects by expanding its arena and sectors. Back in 2000 E-commerce was started in banking sector. And now it has reached to all the retail sectors like fashion, electronics, gadgets, learning & so...
When you look after all sectors Books are the most hassle free product to sell online. It may be an E-Book or Paper craft, as it is so transparent on pricing and product description. For example in other sectors like clothing the problem is sizing & when it comes to gadgets and electronics issue may be damage or much price difference between the merchants.
So there are huge demand for apps like Amazon Kindle and online bookstore. So let’s get deeper into the rapid hole about how to build a website for online bookstore.
We recommend you the product Bookstore for your selling your e-books / books online.
What is Bookstore?
Bookstore is a website template for selling books online. Simply Bookstore is an E-Commerce product exclusively built to sell your books online.
Your search for the best responsive Joomla Template for e-commerce ends with Bookstore. Although it is a multi-purpose template that comes ready for any of your business choices, you can easily customize Bookstore when it comes to online book shop (selling books online).
Bookstore - One stop place for e-commerce & EBook Needs!
It's a robust, responsive, super-cool Joomla Template for e-commerce and EBook requirements. Bookstore gives a better facelift to your idea of running an Online Store. Be it your need selling physical products or eBooks, Bookstore comes as a perfect solution. What's more attractive about the template is, it comes with 5 different type of homepage layouts and 9 trending colors.
Bookstore is a perfect bundle of all latest technologies like T3 framework, Bootstrap 3x, Joomla 3.x, Akeeba Subscription, J2store Joomla Shopping Cart, 5 Layout Variations, 9 Predefined colors and preset themes and much more.
Bookstore is the one stop solution for almost all business needs of yours. From super-Joomla e-commerce website to eBook subscription, any of your electronic dreams comes true with it. Modify it, customize the feature as the ways you like them to be. Run your business with super-duper-ease.
How easy is Bookstore to customize?
Bookstore is a responsive Joomla template built on T3 framework. It is almost an half-baked product for E-commerce business. Any developer can easily develop the website less than 48hrs.
Why do people like a website? The answer lies in its design. Websites rely on gorgeous photography to keep readers intrigued. Your images are what stand out on your website, so these needs to reflect your cause in the best of ways. They are the first impression, which helps your visitors to be engaged. Be sure the images you choose reflect enhance the tone of your message. After all, most readers have a short attention span, and offering visual stimuli to break up the text and clarify the points in the article helps keep eyes on the site.
Large, pixel perfect, high resolution images always work best. Obviously, it is your design concept that determines the size of the image, but its size needs to be enough for it to make an impact. Such images look impressive and display a professional approach towards Web design.
Your images must be relevant to your brand identity. If a brand’s selling branded clothes for kids, the images must exude chubby and pretty babies with their brand dress. Visitors are left in doubt as to the brand’s purpose, purely because of its images. They do the talking for the brand.
Photographing your own team is always a great idea if it’s possible. However, you may not have the budget for a custom shoot, or you may not have the set-up to make it ideal. But if you turn to stock and royalty free photographs to represent either your own business or your clients, make sure you are realistic.
Related article: Essential Key-skills of Web Designer
Another way to help make things look a little more “real” is to avoid photos where the people are looking at, and smiling at, the camera. Once they start mugging for the camera, it takes away from the idea that you’ve caught them acting natural.
Is your image one of a kind? Show people that the content you provide is meaningful and unique. As tempting as it may be, steer clear of highly accessible freebie sites. What’s free and easy for you is also free and easy for everyone else. By picking a unique image from a micro-stock site, you show your followers that you’re taking the time to get great images. You can take it one step further by customizing it with Photoshop or other design tools to make it truly unique.
This comes especially when it comes for call to action. Your main focus should be on conveying the right feeling. You’re trying to connect with the person on the other side of that screen, and the quickest way to earn their interest and, more crucially, their trust is through their heart.
There is nothing sillier than looking at photo on a web site and having it look like the people are standing in front of a fun house mirror. Sometimes, when adding a photo to a design layout there may be a predetermined size and ratio that the photo must be. If it does not fit that size and shape it is either cropped or scaled to fit. If you are working within specific sizes like this, make sure you size and crop outside of your web site’s CMS for the best results.
I think we covered the basic and best tips for selecting images for your websites. If we missed out anything pls comment below..
Web Designing is an art of bulding an online identity to promote a product / service / organization. Every web designer must be a serial learner. Not only technology wise, but also there are several related skills to be developed. Almost 35% of the websites are done by Freelancers worldwide. It includes both corporate sites & some complex applications. So there are some common checklists for developing a website and lets have a look on it.
As always the requirements are same from every customer. “I need unlimited space & unlimited bandwidth”. But this is not the right selection process of choosing the best hosting provider. There are certain factors to be considered on s the best hosting provider for your website. Here are some of them…
Most developers and technical leads face this demand practically every time a new project lands on their dashboard. What constitutes the right decision? How do I ensure that I do not take up unnecessary technical debt because of the wrong technology.
My simple answer is the decision maker on selecting the technology must be a Business Analyst / Technical Head, not customer. Yes, sometimes customer comes up with a wrong technology by listening to the naysayers. A smart developer always chooses better tools to implement the solution.
The biggest example of the importance of typography in web design comes through brand recognition. Color, font, and text all come together to make any one brand distinct in the eyes of the consumer. Even so, some still question the further usage of typographic use in web design.
While the main content is any websites’ main goal, typography is important to its effect. Some sources say successful web design is 95% typography. For this discussion, we will go even farther and say that successful web design is 99% typography.
Companies and clients will often have a set of colors used in the corporate logo that they want implemented in the site design. It’s the web designer’s job to educate the client about how those colors will fit into the site’s style and gently encourage changes if necessary.
Colors have different meanings in different cultures and countries, so understanding the meaning of color in your target market is important.
A website with responsive web design is a site that is able to adapt to the screen it is being used on, regardless of what device it is. The website automatically reformats to give the user a better experience that it well suited to their device, and can give your site a number of benefits as well as being in line with Google recommendations.
This helps you all ways to improve your design, customer experience and Google ranking.
Good content is what sets your website apart from the masses and delivers the right message into the hearts and minds of your customers. The success of your website is determined primarily by its content.
High quality content is crucial to the success of any website in order to retain visitors and have a high ranking on search engines. Of course the design of the website is essential in making a good first impression on your visitors, but the content of the website is what will keep them coming back.
UX is key for complex sites (specially for E-Commerce websites) because users must be able to easily navigate the site and understand how to use it. Neglecting UX can result in a sloppy site that people will not come back to. Developing an interaction-rich experience will gain customer retention.
Majority of search engines users are more likely to choose one of the top 5 suggestions in the results page so to take advantage of this and gain visitors to your web site or customers to your on-line store you need to rank as higher as possible.
SEO is not only about search engines but good SEO practices improve the user experience and usability of a web site.
Choosing images is definitely one of the most fun and difficult tasks in creating a website. Different websites need different images for different reasons. You might need photos that convey atmosphere or you might be using photos as part of your marketing or sales strategy. Either way, there are some common ground rules that are true for almost every kind of website, and this short guide covers them all. Here’s how to select the right images for your website.
Not all web browsers are created equal. Some are exclusively compatible with certain operating systems, while some boast features they claim others lack, like privacy mode and auto-updating. Some browsers even restrict certain features to a specific operating system.
With so many variables on the surface, there are even more differences underneath that impact the way websites and web applications display and behave across difference browsers. For this reason, when a web application is in the process of being completed, it is good practice to conduct Cross Browser Testing.
This is the final list to be done after and it’s essential too. Sitemaps are not a novelty. They have always been part of best Web design practices but with the adoption of sitemaps by search engines, now they become even more important.
However, it is necessary to make a clarification that if you are interested in sitemaps mainly from a SEO point of view, you can't go on with the conventional sitemap only. For instance, Google Sitemaps uses a special (XML) format that is different from the ordinary html sitemap for human visitors.
Over the last decade CMS has overtaken all the HTML sites including corporate websites. Joomla has major role on that change. Every Joomla developer has a toolkit of extension they can’t live without that usually includes solutions for backing-up, images, forms, caching, security and adding other improvements that build on CMS core. JDE includes more than 8,600 components, modules and plugins that build on core, allowing you to bend the website to your will.
So here's a diverse collection of extensions designed to make your Joomla site administration a lot easier and extend your site's capabilities. Feel free to add your favorite tools via our comments area.
Safety first. With Akeeba Backup, backing up a site is a one-step process.
Akeeba Backup is a multi-platform plugin that is distributed under a freemium model. The Backup Core version is available free of charge; Premium version costs 40 euros (about $52) per year with additional features like enabling system restore points, automatic update, email notifications when there are updates or backups, and 128-bit cryptography. Not to mention some better support options.
Akeeba Backup is as easy to install as any other Joomla extension, and running the post-installation configuration is just a matter of clicking a single button and off you go. Backing up is just as simple; click the big blue button in the Akeeba control panel and in just a few minutes the site is backed up.
JCE adds a set of tools to your Joomla environment that gives you the power to create the kind of content you want, without limitations, and without needing to know or learn HTML, XHTML, and CSS. Installation of JCE is easy; to activate it, you simply go into your site's Global Configuration settings and select JCE as your Default Editor. One of the massive toolbar is the Full Screen toggle button, which expands the entire editor out to the entire browser screen.
JCE also includes a pro-version which includes more add-ons such as a Media Manager and an extended Image Manager. Pro-Version is available on annual subscription at 25 euros (about $32), with renewals starting a 15 euros (about $20). There's a demo site available if you want to see if the plug-ins are right for you.
Forms are the most essential thing in a website. Either it is a static / dynamic we need a form to connect your customers with their customers. A well-designed form always plays an epochal role in any website and provides the right aesthetics. We are simplifying your job on incorporating any form easily with the help of our Easy Form Maker.
EFM (Easy Form maker) is a premium plugin which is available for 10$ only.
This awesome form builder is exclusive for Joomla lovers. Easy Form maker will make your job easy on building stylish forms. The user-friendly back-end interface allows users to use it easily without any technical knowledge. The drag and drop function helps users in time consuming.
K2 is an award winning extension made for blogging. K2 provides an out-of-the box integrated solution featuring rich content forms for items, nested-level categories, tags, comments, a system to extend the item base form with additional fields, frontend editing, sub-templates & a lot more!
Using K2, you can transform your Joomla website to an exclusive news/magazine site with author blogs, product catalogs, work portfolio, knowledge base, download/document manager, directory listing, event listing, Google AJAX search integration & more, all this bundled under one package!
J2Store is a shopping cart extension exclusive for Joomla lovers. You can easily create your own online store using this incredible extension and our stack of features. Unlike other extensions J2store is a user friendly component for developers to build a shopping cart website for their clients.
J2Store has almost 250K+ happy customers. It includes both free and premium version. You can compare the features on J2Store official website.
With Quix - the most advanced, fast, and responsive page builder for Joomla, you can build a simple to complex site by yourself. Not only as a component, Quix works everywhere inside Joomla. You can transform your boring article or blog post into an interactive and visually enriched content within minutes. With Quix collection and shortcode the sky is the limit.
Quix includes both free and pro version. Pro version comes with some advanced controls like preset layouts, shortcode support, elements visibility control and more. The most important thing is pro version of this plugin is a one-time payment and so you can use this component as long you want.
Email marketing is an important key factor in Busines. You know even 38% of the traffic to all the websites are generated by email. Hence to promote your Email campaign from a Joomla website Acy Mailing is one of the best free tool available in the market.
Acy Mailing can be easily integrated into the website. This is available in 60 different languages. Every week Acy mailing is gaining more than 5000 happy customers. This includes many high performing functionalities by addressing your needs.
JSitemap is an award winning sitemap generator extension and a complete SEO solution for Joomla and offers an innovative and revolutionary way to manage all types of sitemap contents without need of additional plugins! Up to 400% more site visibility! Boost your indexing with JSitemap, the advanced sitemap generator and SEO indexing tool for Joomla
JSitemap ships with the official integration with Google Webmasters Tools and Search Console to submit, resubmit, delete sitemaps, monitor indexing status, monitor and fix crawl errors directly inside your Joomla backend using a user friendly interface! Moreover the Google Search Console section lets you monitor organic searches, keywords, clicks, impressions, and the average SERP position for each page of your website.
Freelancers are always multi-tasker. Sometimes 24hrs is not much enough to meet an efficient productivity. Not only freelancers, every person who is passionated about his job must do multi-tasking in order to stabilize the productivity.