Keep the designer's text card and put each team's own lockup (Air Care, Winnie Palmer Hospital, Women's Institute, Orlando Health Children's) in its logo slot. Add a photo band only when every team on the page has a real photo of its own people or place.

• Eyetracking: people skip decorative and stock images and study images that carry information. Real staff portraits drew 10 percent more viewing time than the bios beside them, though the bios took 316 percent more space; uninformative thumbnails drew about 0.9 fixations each against 4.4 on the text.
• Card guidance across design systems: images help a reader scan a set of cards when each one is distinct, and hurt when they repeat or say nothing the title does not; text-only cards are a standard variant.
• Healthcare: every source found points the same way, toward real photos of the actual staff and places over stock, but no rigorous study measures the effect on booking.
• Measured on orlandohealth.com, 2026-10-20: two of the eight teams have a real photo of their own (the Air Care helicopter, the Children's pavilion); the other six pages use stock tiles. A grid with photos on two cards of eight reads as broken, so the lockup, which every team has, does the recognizing.

Sources

• Nielsen Norman Group, Photos as Web Content (eyetracking)
• Nielsen Norman Group, Cards: UI-Component Definition
• Los Alamos Mesa Design System, Card
• Singapore Government Design System, Thumbnail Card
• Dentistry Today, patients and stock photos

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Labels, closing bands and the line page's opening are factual, with no warmth words and no severity words. A page a healthy newborn's parent reads (jaundice, a glucose check, a hearing screen) never leads with the NICU or closes on a NICU band; nursery care has its own closing.

• Parents of NICU babies recoil from sweet or sentimental copy.
• Parents of full-term babies are frightened by NICU detail, and most newborns never need one: neonatal care is five settings, the delivery room, the nursery, the Level II and the Level III and IV NICUs, and follow-up, and the NICU is two of them.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

Keep the designer's text card and put each team's own lockup (Air Care, Winnie Palmer Hospital, Women's Institute, Orlando Health Children's) in its logo slot. Add a photo band only when every team on the page has a real photo of its own people or place.

• Eyetracking: people skip decorative and stock images and study images that carry information. Real staff portraits drew 10 percent more viewing time than the bios beside them, though the bios took 316 percent more space; uninformative thumbnails drew about 0.9 fixations each against 4.4 on the text.
• Card guidance across design systems: images help a reader scan a set of cards when each one is distinct, and hurt when they repeat or say nothing the title does not; text-only cards are a standard variant.
• Healthcare: every source found points the same way, toward real photos of the actual staff and places over stock, but no rigorous study measures the effect on booking.
• Measured on orlandohealth.com, 2026-10-20: two of the eight teams have a real photo of their own (the Air Care helicopter, the Children's pavilion); the other six pages use stock tiles. A grid with photos on two cards of eight reads as broken, so the lockup, which every team has, does the recognizing.

Sources

• Nielsen Norman Group, Photos as Web Content (eyetracking)
• Nielsen Norman Group, Cards: UI-Component Definition
• Los Alamos Mesa Design System, Card
• Singapore Government Design System, Thumbnail Card
• Dentistry Today, patients and stock photos

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

Keep the designer's text card and put each team's own lockup (Air Care, Winnie Palmer Hospital, Women's Institute, Orlando Health Children's) in its logo slot. Add a photo band only when every team on the page has a real photo of its own people or place.

• Eyetracking: people skip decorative and stock images and study images that carry information. Real staff portraits drew 10 percent more viewing time than the bios beside them, though the bios took 316 percent more space; uninformative thumbnails drew about 0.9 fixations each against 4.4 on the text.
• Card guidance across design systems: images help a reader scan a set of cards when each one is distinct, and hurt when they repeat or say nothing the title does not; text-only cards are a standard variant.
• Healthcare: every source found points the same way, toward real photos of the actual staff and places over stock, but no rigorous study measures the effect on booking.
• Measured on orlandohealth.com, 2026-10-20: two of the eight teams have a real photo of their own (the Air Care helicopter, the Children's pavilion); the other six pages use stock tiles. A grid with photos on two cards of eight reads as broken, so the lockup, which every team has, does the recognizing.

Sources

• Nielsen Norman Group, Photos as Web Content (eyetracking)
• Nielsen Norman Group, Cards: UI-Component Definition
• Los Alamos Mesa Design System, Card
• Singapore Government Design System, Thumbnail Card
• Dentistry Today, patients and stock photos

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

Keep the designer's text card and put each team's own lockup (Air Care, Winnie Palmer Hospital, Women's Institute, Orlando Health Children's) in its logo slot. Add a photo band only when every team on the page has a real photo of its own people or place.

• Eyetracking: people skip decorative and stock images and study images that carry information. Real staff portraits drew 10 percent more viewing time than the bios beside them, though the bios took 316 percent more space; uninformative thumbnails drew about 0.9 fixations each against 4.4 on the text.
• Card guidance across design systems: images help a reader scan a set of cards when each one is distinct, and hurt when they repeat or say nothing the title does not; text-only cards are a standard variant.
• Healthcare: every source found points the same way, toward real photos of the actual staff and places over stock, but no rigorous study measures the effect on booking.
• Measured on orlandohealth.com, 2026-10-20: two of the eight teams have a real photo of their own (the Air Care helicopter, the Children's pavilion); the other six pages use stock tiles. A grid with photos on two cards of eight reads as broken, so the lockup, which every team has, does the recognizing.

Sources

• Nielsen Norman Group, Photos as Web Content (eyetracking)
• Nielsen Norman Group, Cards: UI-Component Definition
• Los Alamos Mesa Design System, Card
• Singapore Government Design System, Thumbnail Card
• Dentistry Today, patients and stock photos

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

Keep the designer's text card and put each team's own lockup (Air Care, Winnie Palmer Hospital, Women's Institute, Orlando Health Children's) in its logo slot. Add a photo band only when every team on the page has a real photo of its own people or place.

• Eyetracking: people skip decorative and stock images and study images that carry information. Real staff portraits drew 10 percent more viewing time than the bios beside them, though the bios took 316 percent more space; uninformative thumbnails drew about 0.9 fixations each against 4.4 on the text.
• Card guidance across design systems: images help a reader scan a set of cards when each one is distinct, and hurt when they repeat or say nothing the title does not; text-only cards are a standard variant.
• Healthcare: every source found points the same way, toward real photos of the actual staff and places over stock, but no rigorous study measures the effect on booking.
• Measured on orlandohealth.com, 2026-10-20: two of the eight teams have a real photo of their own (the Air Care helicopter, the Children's pavilion); the other six pages use stock tiles. A grid with photos on two cards of eight reads as broken, so the lockup, which every team has, does the recognizing.

Sources

• Nielsen Norman Group, Photos as Web Content (eyetracking)
• Nielsen Norman Group, Cards: UI-Component Definition
• Los Alamos Mesa Design System, Card
• Singapore Government Design System, Thumbnail Card
• Dentistry Today, patients and stock photos

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

Keep the designer's text card and put each team's own lockup (Air Care, Winnie Palmer Hospital, Women's Institute, Orlando Health Children's) in its logo slot. Add a photo band only when every team on the page has a real photo of its own people or place.

• Eyetracking: people skip decorative and stock images and study images that carry information. Real staff portraits drew 10 percent more viewing time than the bios beside them, though the bios took 316 percent more space; uninformative thumbnails drew about 0.9 fixations each against 4.4 on the text.
• Card guidance across design systems: images help a reader scan a set of cards when each one is distinct, and hurt when they repeat or say nothing the title does not; text-only cards are a standard variant.
• Healthcare: every source found points the same way, toward real photos of the actual staff and places over stock, but no rigorous study measures the effect on booking.
• Measured on orlandohealth.com, 2026-10-20: two of the eight teams have a real photo of their own (the Air Care helicopter, the Children's pavilion); the other six pages use stock tiles. A grid with photos on two cards of eight reads as broken, so the lockup, which every team has, does the recognizing.

Sources

• Nielsen Norman Group, Photos as Web Content (eyetracking)
• Nielsen Norman Group, Cards: UI-Component Definition
• Los Alamos Mesa Design System, Card
• Singapore Government Design System, Thumbnail Card
• Dentistry Today, patients and stock photos

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

Keep the designer's text card and put each team's own lockup (Air Care, Winnie Palmer Hospital, Women's Institute, Orlando Health Children's) in its logo slot. Add a photo band only when every team on the page has a real photo of its own people or place.

• Eyetracking: people skip decorative and stock images and study images that carry information. Real staff portraits drew 10 percent more viewing time than the bios beside them, though the bios took 316 percent more space; uninformative thumbnails drew about 0.9 fixations each against 4.4 on the text.
• Card guidance across design systems: images help a reader scan a set of cards when each one is distinct, and hurt when they repeat or say nothing the title does not; text-only cards are a standard variant.
• Healthcare: every source found points the same way, toward real photos of the actual staff and places over stock, but no rigorous study measures the effect on booking.
• Measured on orlandohealth.com, 2026-10-20: two of the eight teams have a real photo of their own (the Air Care helicopter, the Children's pavilion); the other six pages use stock tiles. A grid with photos on two cards of eight reads as broken, so the lockup, which every team has, does the recognizing.

Sources

• Nielsen Norman Group, Photos as Web Content (eyetracking)
• Nielsen Norman Group, Cards: UI-Component Definition
• Los Alamos Mesa Design System, Card
• Singapore Government Design System, Thumbnail Card
• Dentistry Today, patients and stock photos

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

Keep the designer's text card and put each team's own lockup (Air Care, Winnie Palmer Hospital, Women's Institute, Orlando Health Children's) in its logo slot. Add a photo band only when every team on the page has a real photo of its own people or place.

• Eyetracking: people skip decorative and stock images and study images that carry information. Real staff portraits drew 10 percent more viewing time than the bios beside them, though the bios took 316 percent more space; uninformative thumbnails drew about 0.9 fixations each against 4.4 on the text.
• Card guidance across design systems: images help a reader scan a set of cards when each one is distinct, and hurt when they repeat or say nothing the title does not; text-only cards are a standard variant.
• Healthcare: every source found points the same way, toward real photos of the actual staff and places over stock, but no rigorous study measures the effect on booking.
• Measured on orlandohealth.com, 2026-10-20: two of the eight teams have a real photo of their own (the Air Care helicopter, the Children's pavilion); the other six pages use stock tiles. A grid with photos on two cards of eight reads as broken, so the lockup, which every team has, does the recognizing.

Sources

• Nielsen Norman Group, Photos as Web Content (eyetracking)
• Nielsen Norman Group, Cards: UI-Component Definition
• Los Alamos Mesa Design System, Card
• Singapore Government Design System, Thumbnail Card
• Dentistry Today, patients and stock photos

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

The feature accordion is a module, or a set of them, on any page type, for what the marketing team wants to feature about how they market the line or place: a program, a class, an event, parking or language access, a community program, a timely change, a real choice such as planning a high-risk birth. Each row: a headline, a short paragraph, a 5:4 photo, zero, one or two buttons. A row can point to a page that exists; it never repeats a module on the same page.

• The designer's frames show the row with no button, one button and two buttons.
• A high-risk birth is the one real choice on the neonatal line, so it is the line page's first row.

Decided 2026-10-20

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Labels, closing bands and the line page's opening are factual, with no warmth words and no severity words. A page a healthy newborn's parent reads (jaundice, a glucose check, a hearing screen) never leads with the NICU or closes on a NICU band; nursery care has its own closing.

• Parents of NICU babies recoil from sweet or sentimental copy.
• Parents of full-term babies are frightened by NICU detail, and most newborns never need one: neonatal care is five settings, the delivery room, the nursery, the Level II and the Level III and IV NICUs, and follow-up, and the NICU is two of them.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

A library page's breadcrumbs follow its address (Home, Health Library, Conditions, the page), because one condition page serves every line that treats it. The way back to the line comes from two other places: the first card in the page's Services tab is the line itself, always; and a visitor who arrived from a line, unit, team or program page also sees a Back link at the right of the crumb bar, naming that page.

• Breadcrumbs should show a page's place in the site's hierarchy, never the visitor's history; history trails grow long and repetitive and do nothing for a visitor who arrives from search.
• A page with more than one parent shows one canonical trail for everyone, which keeps the page's signal to search engines consistent.
• A separate link back to where the visitor came from is a common pattern (a store's Back to Results) and leaves the canonical trail untouched.
• Tested in the demo: a parent reading condition pages could not find the way back to the Neonatal Care page.

Sources

• Nielsen Norman Group, Breadcrumbs: 11 Design Guidelines
• Visa Design System, Breadcrumbs usage

Decided 2026-10-21

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Labels, closing bands and the line page's opening are factual, with no warmth words and no severity words. A page a healthy newborn's parent reads (jaundice, a glucose check, a hearing screen) never leads with the NICU or closes on a NICU band; nursery care has its own closing.

• Parents of NICU babies recoil from sweet or sentimental copy.
• Parents of full-term babies are frightened by NICU detail, and most newborns never need one: neonatal care is five settings, the delivery room, the nursery, the Level II and the Level III and IV NICUs, and follow-up, and the NICU is two of them.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

A library page's breadcrumbs follow its address (Home, Health Library, Conditions, the page), because one condition page serves every line that treats it. The way back to the line comes from two other places: the first card in the page's Services tab is the line itself, always; and a visitor who arrived from a line, unit, team or program page also sees a Back link at the right of the crumb bar, naming that page.

• Breadcrumbs should show a page's place in the site's hierarchy, never the visitor's history; history trails grow long and repetitive and do nothing for a visitor who arrives from search.
• A page with more than one parent shows one canonical trail for everyone, which keeps the page's signal to search engines consistent.
• A separate link back to where the visitor came from is a common pattern (a store's Back to Results) and leaves the canonical trail untouched.
• Tested in the demo: a parent reading condition pages could not find the way back to the Neonatal Care page.

Sources

• Nielsen Norman Group, Breadcrumbs: 11 Design Guidelines
• Visa Design System, Breadcrumbs usage

Decided 2026-10-21

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Labels, closing bands and the line page's opening are factual, with no warmth words and no severity words. A page a healthy newborn's parent reads (jaundice, a glucose check, a hearing screen) never leads with the NICU or closes on a NICU band; nursery care has its own closing.

• Parents of NICU babies recoil from sweet or sentimental copy.
• Parents of full-term babies are frightened by NICU detail, and most newborns never need one: neonatal care is five settings, the delivery room, the nursery, the Level II and the Level III and IV NICUs, and follow-up, and the NICU is two of them.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

A library page's breadcrumbs follow its address (Home, Health Library, Conditions, the page), because one condition page serves every line that treats it. The way back to the line comes from two other places: the first card in the page's Services tab is the line itself, always; and a visitor who arrived from a line, unit, team or program page also sees a Back link at the right of the crumb bar, naming that page.

• Breadcrumbs should show a page's place in the site's hierarchy, never the visitor's history; history trails grow long and repetitive and do nothing for a visitor who arrives from search.
• A page with more than one parent shows one canonical trail for everyone, which keeps the page's signal to search engines consistent.
• A separate link back to where the visitor came from is a common pattern (a store's Back to Results) and leaves the canonical trail untouched.
• Tested in the demo: a parent reading condition pages could not find the way back to the Neonatal Care page.

Sources

• Nielsen Norman Group, Breadcrumbs: 11 Design Guidelines
• Visa Design System, Breadcrumbs usage

Decided 2026-10-21

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Labels, closing bands and the line page's opening are factual, with no warmth words and no severity words. A page a healthy newborn's parent reads (jaundice, a glucose check, a hearing screen) never leads with the NICU or closes on a NICU band; nursery care has its own closing.

• Parents of NICU babies recoil from sweet or sentimental copy.
• Parents of full-term babies are frightened by NICU detail, and most newborns never need one: neonatal care is five settings, the delivery room, the nursery, the Level II and the Level III and IV NICUs, and follow-up, and the NICU is two of them.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

A library page's breadcrumbs follow its address (Home, Health Library, Conditions, the page), because one condition page serves every line that treats it. The way back to the line comes from two other places: the first card in the page's Services tab is the line itself, always; and a visitor who arrived from a line, unit, team or program page also sees a Back link at the right of the crumb bar, naming that page.

• Breadcrumbs should show a page's place in the site's hierarchy, never the visitor's history; history trails grow long and repetitive and do nothing for a visitor who arrives from search.
• A page with more than one parent shows one canonical trail for everyone, which keeps the page's signal to search engines consistent.
• A separate link back to where the visitor came from is a common pattern (a store's Back to Results) and leaves the canonical trail untouched.
• Tested in the demo: a parent reading condition pages could not find the way back to the Neonatal Care page.

Sources

• Nielsen Norman Group, Breadcrumbs: 11 Design Guidelines
• Visa Design System, Breadcrumbs usage

Decided 2026-10-21

A page shows zero, one or two buttons, each reasoned from the moment its reader is in. Leads go where a real decision exists (planning a birth, a diagnosis in pregnancy, a failed screen, a follow-up specialist, a pediatrician for a healthy newborn). A page read by a parent whose baby is in a NICU now offers the page's own help and the support every NICU family gets, never a sales button. No button anywhere asks anyone to choose a NICU.

• Nobody plans a NICU stay: a baby comes to one from the delivery room or by transfer between hospitals, so a button to find one serves no reader.
• A baby in a NICU already has its doctors at the bedside, and most families name a pediatrician before discharge, so a pediatrician button on an apnea page sells to nobody.
• Serving the business and serving the parent are meant to agree: where no honest lead exists, help that keeps the family with Orlando Health is the business value.
• Two slots are a ceiling, never a quota: a filler button beside a page's one real action comes off.

Decided 2026-10-20

Labels, closing bands and the line page's opening are factual, with no warmth words and no severity words. A page a healthy newborn's parent reads (jaundice, a glucose check, a hearing screen) never leads with the NICU or closes on a NICU band; nursery care has its own closing.

• Parents of NICU babies recoil from sweet or sentimental copy.
• Parents of full-term babies are frightened by NICU detail, and most newborns never need one: neonatal care is five settings, the delivery room, the nursery, the Level II and the Level III and IV NICUs, and follow-up, and the NICU is two of them.

Decided 2026-10-20

Related services render as the Services tab of the designer's tabs module, as he drew them: six cards on a line page, each one service line on the ruled list, never two specialties under one name, each with one sentence on how that line joins a newborn's care.

• The designer's service line and location frames show Services, Conditions and Treatments as three tabs, the Services tab holding six single-line cards with a sentence each.
• The ruled list of children's service lines carries pediatric hematology and pediatric oncology, pulmonology and sleep medicine, neurology and neurosurgery as separate lines; a combined name matches no page that will exist.
• A gate refuses any service card whose name is not a ruled line.

Decided 2026-10-20

Every page uses Lufga, loaded from orlandohealth.com, at 400, 500 and 700 only. Headings 700, the hero paragraph 500, body and buttons 400.

• Read on orlandohealth.com, 2026-10-20: the site loads Lufga in three files, Regular 400, Medium 500 and Bold 700, and sets its headings at 700.
• The designer's frames are set in the same face; an earlier build used a stand-in, which is why its weights read differently beside his frames.

Sources

• Orlando Health

Decided 2026-10-20

Pills are about 2.4 times their label tall, regular weight, with no border on solid pills; the two hero pills are equal width across the paragraph, each led by an ink icon chosen from its label. The facility hero's pills carry no icon.

• Measured across the designer's frames: every pill is 2.3 to 2.5 times its label tall, and the hero pills carry a calendar or a phone before the label.
• A gate checks every rendered pill against these proportions.

Decided 2026-10-20

A library page's breadcrumbs follow its address (Home, Health Library, Conditions, the page), because one condition page serves every line that treats it. The way back to the line comes from two other places: the first card in the page's Services tab is the line itself, always; and a visitor who arrived from a line, unit, team or program page also sees a Back link at the right of the crumb bar, naming that page.

• Breadcrumbs should show a page's place in the site's hierarchy, never the visitor's history; history trails grow long and repetitive and do nothing for a visitor who arrives from search.
• A page with more than one parent shows one canonical trail for everyone, which keeps the page's signal to search engines consistent.
• A separate link back to where the visitor came from is a common pattern (a store's Back to Results) and leaves the canonical trail untouched.
• Tested in the demo: a parent reading condition pages could not find the way back to the Neonatal Care page.

Sources

• Nielsen Norman Group, Breadcrumbs: 11 Design Guidelines
• Visa Design System, Breadcrumbs usage

Decided 2026-10-21