Interactivity is about the intuitive navigation and rich experience of discovery for the audience. You can't afford for the power of your message to be rendered inert by ineffective user experience. Whether we're talking websites, web applications, educational modules, HD or DVD presentations, all elements of a successful project must blend together seamlessly. An artful balance of creativity, marketing and logic with a splash of showmanship result in positive reactions. Chemistry or alchemy? You decide.