"To make woolen substances as woolen as possible, cotton as cottony as possible, and so on."
William Morris
a. Sites need not simulate a physical material.
b. Typography as material:
* push css-typography (coudal, poccuo)
* oversized text = easy to use (Vimeo vs. YouTube, Roov, Twitter, 37 Signals)
c. Behavior as material: It should look like it does what it does:
+ interstitial animation indicates transitional behavior (xiin idol, netflix)
- insincere objects (a9 scrollbar)