# Principles

> The rules Showcaser is built by: no checkout, nobody owns your showcase but you, nothing stored about visitors, honest pictures.

## The rules we keep

1. **No checkout. The sale happens between people.** — No cart, no shipping, no tax, no stock counting. The page gets someone to call, text, visit or ask.
2. **Nobody owns your showcase but you.** — No account, no password, no login screen. A key on your devices is the ownership.
3. **Nothing comes in that we would have to keep.** — No database, no tracking, no analytics. Visitors leave nothing behind; contact is links, not forms.
4. **Layouts are chosen, never written.** — A few layouts made with care, and themes that change colors and type. Every showcase stays good-looking.
5. **Fields, not schemas.** — A title, a status, photos and a description, plus fields you rename, hide or add from a few plain types.
6. **Your own devices are the whole back office.** — iPhone and iPad next to the thing, the Mac at a desk. There is no web admin.
7. **Honest pictures.** — Never invent detail, never generate a background, never enhance. A plain photo of the real thing beats a perfect one of something like it.
8. **Words, gently.** — Descriptions take bold, italics, headings, lists and links: enough to give them shape.