2
Web Publishing
Fundamentals
Web Design,
3rd Edition
Chapter Objectives
 Describe the advantages of Web publishing
 Discuss basic Web design principles
 Define the requirements for writing for the Web
 Explain the use of color as a Web design tool
 Identify Web publishing issues
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Advantages of Web Publishing
Web publishing offers distinct advantages over
print
– Currency
– Interactivity
– Reduced production costs
– Rapid, economical delivery
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The Currency Advantage
Web sites can be updated continuously and
inexpensively, while print publications are only
as current as their date of publication
To keep visitors on your site, always supply
timely, changing material
USATODAY.COM—provides updated
weather, stock info, news seconds after the
events occur
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The Currency Advantage
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The Interactivity Advantage
Internet and Web technologies promote data
and resource sharing
Two main ways to interact:
– Page of contact information—address, email,
phone numbers of company
– Blogs—communication between company,
vendors, customers, business partners
– Web-based forms—gather info from visitors
– Member pages—creative methods to promote
interactivity (post comments, polls)
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The Interactivity Advantage
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The Cost Advantage
Web publishing is more cost effective than
print publishing
Colorful designs, photographs, and text can be
included in a Web page for considerably less
cost
Don’t forget to consider file size, space
limitations, and load time
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The Delivery Advantage
Distributing information via the Web can be
significantly faster and less expensive
With the same immediacy and cost, the Web
can reach both global and local audiences
Consider the Web when the need exists for
economical and rapid distribution of
information
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Basic Web Design Principles
Three things to consider when designing a
successful Web publication that will leave a
distinct impression:
– Balance and Proximity
– Contrast and Focus
– Unity and Visual Identity
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Balance and Proximity
Arrange Web elements symmetrically
(centered and balanced) to suggest a
conservative, safe, peaceful atmosphere
– Avoid too much symmetry (boring, uninteresting)
Arrange Web elements asymmetrically (off
balance) to create a fun, energetic mood
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Balance and Proximity
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Balance and Proximity
Proximity (closeness) is closely associated
with balance
Elements that have a relationship should be
placed close to each other
White space can help define proximity and
organize Web page elements
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Balance and Proximity
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Contrast and Focus
Contrast is a mix of elements to stimulate
attention
– Use different text styles, colors, and size
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Contrast and Focus
Focus is the center of interest or activity
A Web page needs a focal point
– This is where you want your visitors to focus their
attention
Create Web pages with contrast to elicit
awareness and establish a focal point, the
center of interest or activity
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Unity and Visual Identity
Web pages and Web sites need unity, a sense
of oneness or belonging, to create the visual
identity
Create unity with consistency and repetition
throughout a Web site
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Unity and Visual Identity
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Unity and Visual Identity
Alignment is the arrangement of objects in
fixed or predetermined positions
Focusing on alignment ensures Web pages
have a consistent, structured, presentation
Choose one method of alignment and use it
regularly
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Unity and Visual Identity
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Unity and Visual Identity
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Writing for the Web
Visitors typically look for information with:
– Accuracy and currency
– Scannability
– Organization
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Writing for the Web
Accuracy and Currency
– Confirm the accuracy of your material with a
reliable source
– Be sure to avoid spelling and grammar errors
– Indicate the date of the last update to your Web
site
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Writing for the Web
 Scannability
– Make information easy to
scan
– Use headings, subheads,
and bulleted lists
– Begin each paragraph
with a topic sentence
– “Chunked text”
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Writing for the Web
Organization
– Write your copy in the inverted pyramid style
– Summary first
– Followed by details
– Background info
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Color and the Web
Color can be a powerful design tool
The color wheel can help you choose effective
and appealing color combinations
– Primary colors—red, yellow, blue
– Secondary colors—orange, green, purple
– Cool colors—green, blue, purple (tranquility)
– Warm colors—yellow, orange, red (activity)
– Complementary colors—opposite on color wheel
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The Color Wheel
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The RGB Color System
Monitors project color using the RGB color
System
– Combines red, green, and blue light
– Levels of intensity are measured from
0 – 255
– Not all monitors can display all colors
• Web-safe palette—set of 216 of 256 colors for 8-bit
monitor
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Target Audience Expectations
Certain colors have come to symbolize
particular qualities
Keep in mind the qualities generally associated
with different colors when selecting colors for
your Web site
Review several commercial and
noncommercial Web site color
schemes
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Web Publishing Issues
Successful Web publishing includes
recognizing the following issues:
– Technical
– Legal and ethical
– Accessibility
– Usability
– Design techniques
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Technical Issues
Bandwidth is the quantity of data that can be
transmitted in a specific time frame
– Keep file sizes to a minimum
– Corel Paint Shop Pro® or Adobe Photoshop CS3
can decrease image file size
Browser differences
– Graphical vs. Non-graphical display
• Alternative text—description for each image that loads in
a Web page in place of turned-off images
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Technical Issues
How alternative text works
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Technical Issues
Monitor Resolution
– The measure of sharpness and clarity
– A pixel is a single point in an electronic image
– Page elements display differently at different
resolutions
– Use percentages instead of pixels to define width
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Legal and Privacy Issues
Copyright
– Easy to acquire images from the Web
– Make sure the material on your Web site is free of
copyright infringement
• Ownership of intellectual property
– Obtain written permission from the owner to use
any copyrighted material
– Protect your work by copyrighting your material
• © 2008 Mrs. Hartley
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Legal and Privacy Issues
Privacy Issues
– Cautiously give out personally identifiable
information (PII) (SS#, credit card, address)
– Encryption—changes data, encodes it
– Decryption—process that changes it back
– Secure Sockets Layer (SSL)—https://protocol
– Cookies—small text files, help when you return
– Privacy policy statement—how gathered info is
used
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Legal and Privacy Issues
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Accessibility and Usability
Issues
Web Accessibility
– Consider access by visitors with special needs
• Web Accessibility Initiative (WAI)—consortium of
agencies representing people with special needs
– Utilize resources and tools to make your Web
pages more accessible to people with special
needs
– Section 508—requires US govt agencies to use
accessibility technologies to ensure special needs
people can access public info
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Chapter Summary
 Describe the advantages of Web publishing
 Discuss basic Web design principles
 Define the requirements for writing for the Web
 Explain the use of color as a Web design tool
 Identify Web publishing issues
Chapter 2: Web Publishing Fundamentals
38
2
Web Publishing
Fundamentals
Web Design,
3rd Edition