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Publisher David Dwyer Associate Publisher Al Valvano Executive Editor Karen Whitehouse Acquisitions Editor Michael Nolan Technical Editor Steve Champeon Development Editor Victoria Elzey[r]

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By Jeffrey Zeldman

201 West 103rd Street, Indianapolis, Indiana 46290

Taking Your Talent to the

Web

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Taking Your Talent to the Web:

A Guide for the Transitioning Designer Copyright 2001 by New Riders Publishing

All rights reserved No part of this book shall be reproduced, stored in a retrieval system, or transmitted by any means—electronic, mechani-cal, photocopying, recording, or otherwise—without written permission from the publisher No patent liability is assumed with respect to the use of the information contained herein Although every precaution has been taken in the preparation of this book, the publisher and au-thor assume no responsibility for errors or omissions Neither is any li-ability assumed for damages resulting from the use of the information contained herein

International Standard Book Number: 0-7357-1073-2 Library of Congress Catalog Card Number: 00-111152 Printed in the United States of America

First Printing: May 2001

05 04 03 02 01

Interpretation of the printing code: The rightmost double-digit number is the year of the book’s printing; the rightmost single-digit number is the number of the book’s printing For example, the printing code 01-1 shows that the first printing of the book occurred in 20001-1

Trademarks

All terms mentioned in this book that are known to be trademarks or service marks have been appropriately capitalized New Riders Publish-ing cannot attest to the accuracy of this information Use of a term in this book should not be regarded as affecting the validity of any trade-mark or service trade-mark

Warning and Disclaimer

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Contents at a Glance

Introduction

Part I WHY: Understanding the Web

Chapter Splash Screen

Chapter Designing for the Medium 13

Chapter Where Am I? Navigation &Interface 69

Part II WHO: People, Parts, and Processes

Chapter How This Web Thing Got Started 111

Chapter The Obligatory Glossary 123

Chapter What Is a Web Designer, Anyway? 135

Chapter Riding the Project Life Cycle 147

Part III HOW: Talent Applied (Tools &Techniques)

Chapter HTML, the Building Blocks of Life Itself 175

Chapter Visual Tools 209

Chapter 10 Style Sheets for Designers 253

Chapter 11 The Joy of JavaScript 285

Chapter 12 Beyond Text/Pictures 327

Chapter 13 Never Can Say Goodbye 387

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Table of Contents

Introduction 1

Part I WHY: Understanding the Web 3

1 Splash Screen 5

Meet the Medium

Expanding Horizons

Working the Net…Without a Net

Smash Your Altars 11

2 Designing for the Medium 13

Breath Mint? Or Candy Mint? 14

Where’s the Map? 19

Mars and Venus 20

Web Physics: Action and Interaction 20

Different Purposes, Different Methodologies 23

Web Agnosticism 23

Open Standards—They’re Not Just for Geeks Anymore 27 Point #1: The Web Is Platform-Agnostic 27 Point #2: The Web Is Device-Independent 29 Point #3: The Web Is Held Together by Standards 29

The 18-Month Pregnancy 31

Chocolatey Web Goodness 32

’Tis a Gift to Be Simple 32

Democracy, What a Concept 32

Instant Karma 34

The Whole World in Your Hands 35

Just Do It: The Web as Human Activity 35

The Viewer Rules 36

Multimedia: All Talking! All Dancing! 37

The Server Knows 38

It’s the Bandwidth, Stupid 41

Web Pages Have No Secrets 42

The Web Is for Everyone! 44

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It’s Still the Bandwidth, Stupid 45

Swap text and code for images 46

Trim those image files 46

Do more with less 47

Prune redundancy 47

Cache as Cache Can 49

Much Ado About 5K 50

Screening Room 51

Liquid Design 51

Color My Web 55

Thousands Weep 57

Gamma Gamma Hey! 59

Typography 62

The 97% Solution 62

Points of Distinction 63

Year 2000—Browsers to the Rescue 64

Touch Factor 65

Appropriate Graphic Design 65 Accessibility, the Hidden Shame

of the Web 65

User Knowledge 67

3 Where Am I? Navigation & Interface 69

What Color Is Your Concept? 70 Business as (Cruel and) Usual 71 The Rise of the Interface Department 72

Form and Function 74

Copycats and Pseudo-Scientists 77

Chaos and Clarity 78

A Design Koan: Interfaces Are a Means too Often Mistaken for an End 80 Universal Body Copy and Other Fictions 80 Interface as Architecture 81 Ten (Okay, Three) Points of Light 82

Be Easily Learned 82

Remain Consistent 82

Continually Provide Feedback 84

GUI, GUI, Chewy, Chewy 84

It’s the Browser, Stupid 85

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Solutions from experts you know and trust.

www.informit.com

New Ridershas partnered with InformIT.comto bring technical information to your desktop Drawing on New Riders authors and reviewers to provide additional information on topics you’re interested in, InformIT.comhas free, in-depth information you won’t find anywhere else

As an InformITpartner, New Ridershas shared the wisdom and knowledge of our authors with you online Visit InformIT.com to see what you’re missing ■ Master the skills you

need, when you need them.

Call on resources from

some of the best minds in the industry.

Get answers when you need

them, using InformIT’s com-prehensive library or live experts online.

Go above and beyond what

you find in New Riders books, extending your knowledge.

OPERATING SYSTEMS WEB DEVELOPMENT PROGRAMMING NETWORKING CERTIFICATION AND MORE…

Expert Access. Free Content.

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