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
Chapter 2: Web Publishing Fundamentals
2
Advantages of Web Publishing
Web publishing offers distinct advantages over
print
– Currency
– Interactivity
– Reduced production costs
– Rapid, economical delivery
Chapter 2: Web Publishing Fundamentals
3
The Currency Advantage
Web sites can be updated continuously, while
print publications are only as current as their
date of publication
To keep visitors on your site, always supply
timely, changing material
USATODAY
Chapter 2: Web Publishing Fundamentals
4
The Currency Advantage
Chapter 2: Web Publishing Fundamentals
5
The Interactivity Advantage
Internet and Web technologies promote data
and resource sharing
Two main ways to interact:
– Page of contact information
– Blogs
– Web-based forms
– Member pages
Chapter 2: Web Publishing Fundamentals
6
The Interactivity Advantage
Chapter 2: Web Publishing Fundamentals
7
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
Chapter 2: Web Publishing Fundamentals
8
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
Chapter 2: Web Publishing Fundamentals
9
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
Chapter 2: Web Publishing Fundamentals
10
Balance and Proximity
Arrange Web elements symmetrically
(centered and balanced) to suggest a
conservative, safe, peaceful atmosphere
– Avoid too much symmetry
Arrange Web elements asymmetrically (off
balance) to create a fun, energetic mood
Chapter 2: Web Publishing Fundamentals
11
Balance and Proximity
Chapter 2: Web Publishing Fundamentals
12
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
Chapter 2: Web Publishing Fundamentals
13
Balance and Proximity
Chapter 2: Web Publishing Fundamentals
14
Contrast and Focus
Contrast is a mix of elements to stimulate
attention
– Use different text styles, colors, and size
Chapter 2: Web Publishing Fundamentals
15
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
Chapter 2: Web Publishing Fundamentals
16
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
Chapter 2: Web Publishing Fundamentals
17
Unity and Visual Identity
Chapter 2: Web Publishing Fundamentals
18
Unity and Visual Identity
Alignment is the arrangement of objects in
fixed or predetermined positions
Choose one method of alignment and use it
regularly
Chapter 2: Web Publishing Fundamentals
19
Unity and Visual Identity
Chapter 2: Web Publishing Fundamentals
20
Unity and Visual Identity
Chapter 2: Web Publishing Fundamentals
21
Writing for the Web
Visitors typically look for information with:
– Accuracy and currency
– Scannability
– Organization
Chapter 2: Web Publishing Fundamentals
22
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
Chapter 2: Web Publishing Fundamentals
23
Writing for the Web
 Scannability
– Make information easy to
scan
– Use headings, subheads,
and bulleted lists
– Begin each paragraph
with a topic sentence
Chapter 2: Web Publishing Fundamentals
24
Writing for the Web
Organization
– Write your copy in the inverted pyramid style
Chapter 2: Web Publishing Fundamentals
25
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
– Secondary colors
– Cool colors
– Warm colors
– Complementary colors
Chapter 2: Web Publishing Fundamentals
26
The Color Wheel
Chapter 2: Web Publishing Fundamentals
27
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
• Dithering
Chapter 2: Web Publishing Fundamentals
28
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
Chapter 2: Web Publishing Fundamentals
29
Web Publishing Issues
Successful Web publishing includes
recognizing the following issues:
– Technical
– Legal and ethical
– Accessibility
– Usability
– Design techniques
Chapter 2: Web Publishing Fundamentals
30
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
Chapter 2: Web Publishing Fundamentals
31
Technical Issues
How alternative text works
Chapter 2: Web Publishing Fundamentals
32
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
Chapter 2: Web Publishing Fundamentals
33
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
Chapter 2: Web Publishing Fundamentals
34
Legal and Privacy Issues
Privacy Issues
– Cautiously give out personally identifiable
information (PII)
– Encryption
– Decryption
– Secure Sockets Layer (SSL)
– Cookies
– Privacy policy statement
Chapter 2: Web Publishing Fundamentals
35
Legal and Privacy Issues
Chapter 2: Web Publishing Fundamentals
36
Accessibility and Usability
Issues
Web Accessibility
– Consider access by visitors with special needs
• Web Accessibility Initiative (WAI)
– Utilize resources and tools to make your Web
pages more accessible to people with special
needs
– Section 508
Chapter 2: Web Publishing Fundamentals
37
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