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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 7 6 5 4 3 2 1

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 1

Part I WHY: Understanding the Web

Chapter 1 Splash Screen 5

Chapter 2 Designing for the Medium 13

Chapter 3 Where Am I? Navigation &Interface 69

Part II WHO: People, Parts, and Processes

Chapter 4 How This Web Thing Got Started 111

Chapter 5 The Obligatory Glossary 123

Chapter 6 What Is a Web Designer, Anyway? 135

Chapter 7 Riding the Project Life Cycle 147

Part III HOW: Talent Applied (Tools &Techniques)

Chapter 8 HTML, the Building Blocks of Life Itself 175

Chapter 9 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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Introduction 1

Part I

WHY: Understanding the Web

3

1 Splash Screen 5

Meet the Medium 6

Expanding Horizons 7

Working the Net…Without a Net 9

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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