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© Tom Kates/Cengage Learning

WEB Design
INTRODUCTORY Fifth Edition

Jennifer T. Campbell

Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States

Copyright 2015 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
Web Design: Introductory, Fifth Edition © 2015 Cengage Learning
Jennifer T. Campbell WCN: 02-200-203
Senior Product Manager: Jim Gish ALL RIGHTS RESERVED. No part of this work covered by the copyright herein
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Development Editor: Amanda Brodkin written permission of the publisher.
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For product information and technology assistance, contact us at
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Cover Design: Lisa Kuhn, Curio Press, LLC 20 Channel Center Street
Cover Photo: © Tom Kates/Cengage Learning Boston, MA 02210
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1 2 3 4 5 6 7 18 17 16 15 14

Copyright 2015 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
WEB DE S IGN
Contents
Chapter 1 The Currency Advantage 40
The Connectivity Advantage 41
The Environment and the Tools 1
The Interactivity Advantage 42
Introduction 1 The Cost Advantage 45
The Internet and the World Wide Web 2 The Delivery Advantage 45
World Wide Web 2 Basic Web Design Principles 46
Influence on Society 4 Balance and Proximity 46
Ways to Access the Internet and the Web 10 Contrast and Focus 48
Cable Internet Access 10 Unity and Visual Identity 49
Fixed and Mobile Wireless Access 11 Writing for the Web 50
Telephone Line Access 11 Accuracy and Currency 51
Internet Service Providers 13 Scannability 51
Web Browsers 13 Organization 52
Types of Websites 16 Color as Web Design Tool 53
Personal Websites 16 The Color Wheel 53
Organizational and Topical Websites 17 The RGB Color System 54
Commercial Websites 18 Target Audience Expectations 55
Web Design Tools 23 Web Publishing Issues 56
Markup Languages 24 Technical Issues 56
Cascading Style Sheets 25 Legal and Privacy Issues 59
Scripting Languages 25 Accessibility and Usability
Text and HTML Editors 26 Issues 62
WYSIWYG Editors 26 Chapter Review 63
Web Templates and Content Terms to Know 64
Management Systems 28 Test Your Knowledge 64
Web Design Roles 29 Learn It Online 65
Creative Roles 29 Trends 65
Technical Roles 30 At Issue 66
Oversight Roles 30 Hands On 66
Other Web Roles 30 Team Approach 67
Chapter Review 31 Case Study 67
Terms to Know 32
Test Your Knowledge 33
Chapter 3
Learn It Online 35
Trends 35 Planning a Successful Website: Part 1 69
At Issue 35 Introduction 69
Hands On 36 The Website Development Planning Process 70
Team Approach 37 Step 1: Define the Website’s Purpose
Case Study 38 and Audience 71
Website Goals 71
Chapter 2 Website Objectives 71
Target Audience Profile 72
Web Publishing Fundamentals 39
Target Audience Wants, Needs, and
Introduction 39 Expectations 73
Advantages of Web Publishing 40 Website Purpose Statement 74

Step 2: Determine the Website’s General Learn It Online 123

Content 76 Trends 123
Home, Underlying, and Landing Pages 76 At Issue 124
Value-Added Content 79 Hands On 124
Organizing Website Files 87 Team Approach 125
Step 3: Select the Website’s Structure 87 Case Study 125
Linear/Tutorial Structure 89
Webbed Structure 89 Chapter 5
Hierarchical Structure 90
Chapter Review 91 Typography and Images 127
Terms to Know 91 Introduction 127
Test Your Knowledge 92 Webpage Typography Issues 128
Learn It Online 93 Font Sizes and Styles 128
Trends 93 Font Selection and Web Design 128
At Issue 94 Image Text 132
Hands On 95 Webpage Images 133
Team Approach 95 Digital Cameras 134
Case Study 96 Screen Capture and Illustration
Software and Apps 135
Chapter 4 Image File Formats 137
Graphics Interchange Format (GIF) 139
Planning a Successful Website: Part 2 97 JPEG File Interchange Format (JFIF) 139
Introduction 97 Portable Network Graphics (PNG)
Page Length, Content Placement, Format 140
and Usability 98 Web-Ready Images 140
Step 4: Specify the Website’s Navigation Refining Images 141
System 100 Optimizing Images for Size
User-Based and User-Controlled Navigation 100 and Quality 142
Link Types 101 Chapter Review 144
Step 5: Design the Look and Feel of Terms to Know 145
the Website 109 Test Your Knowledge 145
Visual Consistency 109 Learn It Online 147
Color and Visual Contrast 110 Trends 147
CSS and Formatting 113 At Issue 147
Page Layout 114 Hands On 148
Step 6: Test, Publish, and Maintain Team Approach 148
the Website 118 Case Study 149
Site Plan Checklist 120
Step 1: Identify the Website’s Purpose Chapter 6
and Target Audience 120
Step 2: Determine the Website’s General Multimedia and Interactivity
Content 120 Elements 151
Step 3: Select the Website’s Structure 120 Introduction 151
Step 4: Specify the Website’s Navigation Multimedia Issues 152
System 120 Animation 153
Step 5: Design the Look and Feel of the Animated GIFs 154
Website 121 Rich Interactive Applications 156
Step 6: Test, Publish, and Maintain the Avatars 157
Website 121 Gadgets 159
Chapter Review 121 Audio and Video Elements 160
Terms to Know 121 Audio Elements 160
Test Your Knowledge 122 Video Elements 162

Interactive Elements 164 Appendix A

Web-Based Form Guidelines 165
HTML 5
JavaScript, Applets, and Servlets 166
Blogs 166 Introduction APP 1
Comments 167 HTML Syntax APP 1
Live Chat 168 HTML Tools APP 2
Chapter Review 169 HTML 5 APP 2
Terms to Know 170 HTML 5 Tags and Attributes APP 3
Test Your Knowledge 170
Learn It Online 171 Appendix B
Trends 171
At Issue 172 Cascading Style Sheets (CSS)
Hands On 172 Introduction APP 13
Team Approach 173 CSS Benefits APP 13
Case Study 173 Style Rule Syntax, Properties, and Values APP 13
Inline Styles, Internal Style Sheets,
Chapter 7 and External Style Sheets APP 15
Style Sheet Conflicts APP 16
Promoting and Maintaining a Website 175 The Evolution of CSS APP 17
Introduction 175
Website Testing 176 Appendix C
Self-Testing 176
Target Audience Testing 177 Responsive Web Design
Website Publishing 178 Introduction APP 19
Server Space 178 Responsive Web Design Techniques APP 19
Uploading Website Folders and Files 180 Responsive Web Design Tools APP 21
Retesting Published Pages 182 Other Mobile Strategies APP 21
Website Promotion 183
Online Promotional Techniques 183
Appendix D
Traditional Promotional Techniques 192
Website Maintenance and Evaluation 192 Search Engine Optimization (SEO)
Ongoing Maintenance, Updating, Introduction APP 23
and Retesting 192 How Search Engines Work APP 23
Evaluating Website Performance 193 SEO Techniques APP 24
Chapter Review 195 SEO Careers APP 24
Terms to Know 196
Test Your Knowledge 196 Glossary/Index IND 1
Learn It Online 197
Trends 198
At Issue 198
Hands On 199
Team Approach 199
Case Study 200

Objectives of This Textbook

Web Design: Introductory, Fifth Edition is intended for a one-unit introductory web design
course, or a web authoring course that teaches web design techniques and also covers
HTML, creating device- and platform-independent websites using responsive web design
techniques, CSS, and SEO. The objectives of this book are to:
• Present a practical approach to web design using a blend of traditional development
guidelines with current technologies and trends, including responsive web design
• Give students an in-depth understanding of web design concepts and techniques that are
essential to planning, creating, testing, publishing, and maintaining web sites
• Define and describe in detail the six steps in developing a solid web design plan: identify
the website’s purpose and target audience; determine the website’s general content;
select the website’s structure; specify the website’s navigation system; design the look and
feel of the website; and test, publish, and maintain the website
• Present the material in a full-color, visually appealing and exciting, easy-to-read manner
with a format that invites students to learn
• Provide students with Toolkit marginal elements that indicate related content available
in the appendices
• Direct students to the web to do additional research and allow them to evaluate and
assess the design techniques and technologies discussed in the book by p
roviding
them with search terms in the Q&A marginal elements, Your Turn exercises, and
end-of-chapter exercises
• Provide an ongoing case study and assignments that promote student participation in
learning about web design

Distinguishing Features The Internet and the World Wide Web 3

The distinguishing features of Web Design: Introductory, Fifth Edition include the logo

search box

following: navigation
What is a landing

Q&A
page?
A landing page is the
page on a website that
a visitor sees when
they tap or click a link
from an ad, search
engine result, or social
media promotion.

© 2013 Jive Communications, Inc.

The copy on a landing
page is speciﬁc to the
method by which the
user arrived at the
page, and is often used

Responsive Web Design

hyperlink to
additional as a marketing tool.
site content

Figure 1-2 A website’s primary page is its home page.

Recipes
link

page that opens when you click

Recipes from the home page

This text focuses on the basic concepts of responsive web design that teach
considerations for creating websites that are device- and platform-independent.

© 2013 Condé Nast

home page

Figure 1-3 Webpages at the same website or across different websites are connected by links.

Who originally

Q&A
created the World
laptop computer, pointing to either a text or image link with the mouse pointer changes
Wide Web?
the pointer from an arrow to a hand pointer. When you tap or click a link, you might Tim Berners-Lee,
view a picture or video, listen to a song, jump to a different webpage at the same website, a programmer at
or move to a webpage at a different website. Exploring the web by moving from one CERN in Switzerland,
is credited with
webpage to another is sometimes called browsing or surfing the web. To visually indi-
the early vision
cate that you have previously tapped or clicked a text link, the color of a tapped or clicked and technological
text link might change. You can see this change in color when you return to the webpage

A Blend of Traditional Development with Current

developments that led
containing the tapped or clicked link. to today’s World Wide
Web.

Whether you choose to indicate hyperlinks in text by color, bold, or underline, be DESIGN
consistent throughout your website. TIP

Technologies 188 Chapter 7 Promoting and Maintaining a Website

YOUR Exploring Affiliate Programs

TURN
1. Search the web using the search tool of your afﬁliate program advertiser and a publisher.

This book goes beyond a theoretical view of web design; every effort has been made to
choice and the keywords affiliate programs Discuss the role of an afﬁliate management
or similar keywords to research afﬁliate network.
programs from two points of view: as an 4. Assume you are part of the web design
advertiser and as a publisher. team for a large B2C website. What advice

use procedures, tools, and solutions that parallel those used by web designers in today’s
2. Do any of the affiliate programs include would you give the website’s owner on
in-app advertising? How do the fees and participation in an affiliate program as an
compensations differ between website advertiser or as a publisher? Submit your
advertising and in-app advertising? findings in the format requested by your
3. Summarize your research. Discuss the instructor.

business world.
advantages and disadvantages of being an

Realistic examples support definitions, concepts, and techniques, enabling s tudents

What is a link ADVERTISING NETWORKS An advertising network, such as Advertising.com,

Q&A
exchange program? Batanga Network (Figure 7-10), and ValueClick Media, brings together companies that
A reciprocal link is
a link between two
want to purchase online or in-app advertising with companies that want to sell ads on
website owners who their websites or in their apps. When a visitor clicks an ad from a webpage or from within
agree informally to an app, the visitor’s browser goes to the ad’s link target, which usually is a landing page for

to learn in the context of solving realistic problems, much like the ones they will
put a respective link the advertised product or service. Ads provided by an advertising network are stored on an
to the other’s website
on their webpages.
ad server and “served up” when added to a search results page or when a visitor requests a
Reciprocal links publisher’s pages. In-app ads often appear between games in a gaming app, or when a user
work well when the performs certain actions within an app.
companies are in
related ﬁelds, but are

encounter while working in the web design field. In this textbook, students learn to
not direct competitors.
Some websites
provide link exchange
programs that offer
reciprocal links free or
at a cost to members.

apply best practices while avoiding common pitfalls. In addition, the numerous Design
Members of a link
exchange program can
choose other member
websites with which
to exchange reciprocal
links.

Tips summarize and highlight important topics.

Copyright © 2013 Batanga Network

Figure 7-10 An online advertising network brings together website advertisers and publishers.

Visually Appealing
The design of this textbook combines screen shots, drawings, marginal elements, boxes,
tables, and text into a full-color, visually appealing, and easy-to-read book. The many
figures in the book clarify the narrative, reinforce important points, and show screen shots
that reflect the latest trends in web design. The marginal elements and boxes highlight
features such as exploratory exercises, design topics, common questions and answers, and
search terms for students to do additional research on the web.

Introductory Presentation of Web Design

No previous web design experience is assumed, and no prior programming experience is
required. This book is written specifically for students for whom continuity, simplicity, and
practicality are essential.

DESIGN More than 80 Design Tips are boxed throughout the book. The function
TIP of the Design Tips is to emphasize important web design concepts of
which students should be aware as they design websites.

Toolkit Feature
The new Toolkit elements in the margins throughout the book indicate relevant,
additional coverage in one of the Appendices on HTML, CSS, RWD, and SEO so
students can learn more.

YOUR Your Turn Exercises

TURN
Multiple Your Turn exercises within each the chapter to practical, real-world use. Your
chapter provide hands-on activities that allow Turn exercises call for critical thinking and
students to put concepts and skills learned in often require online research.

Q&A Boxes
These marginal annotations provide answers to common questions that complement the
topics covered, adding depth and perspective to the learning process.

Organization of This Textbook

Web Design: Introductory, Fifth Edition provides basic instruction on how to plan and design
a successful website that achieves the website’s intended purpose. The material comprises
seven chapters, four appendices, and a glossary/index.

1 The Environment
and the Tools Chapter 1 — the Environment and the Tools In Chapter 1, students
are introduced to the Internet, World Wide Web, websites, and web pages. Topics
include domain names; how the Internet and the web influence society; methods and
Facebook © 2013
© 2013 Microsoft

Introduction
Designing and building a website is no longer a difficult, intimidating
undertaking; evolving web technologies have simplified the job. Applying
devices users use to connect to the Internet and the web; types of websites; tools for
creating websites; and web design roles.
web technologies is only part of what is required to produce a successful
website that is viewable on multiple devices and screen sizes. A website
that effectively communicates, educates, entertains, or provides a venue
for conducting business transactions also requires good web design. This
book explains the basic elements of good web design and shows you how
to develop compelling websites and webpages for specific purposes or
audiences. Chapter 1 begins the process by describing the Internet and the

Chapter 2 — Web Publishing Fundamentals In Chapter 2, students are

World Wide Web. Next, you learn about the various ways users connect
to the Internet. The chapter then describes different types of websites and
The Slate Group, LLC.

the tools for creating them. Finally, the chapter discusses the various roles,
responsibilities, and skills essential to successful web design.

Objectives
introduced to the advantages of web publishing, basic design principles, and writing
After completing this chapter, you will be able to:

1. Describe the Internet and the

World Wide Web
3. Categorize types of websites

4. Identify web design tools

techniques for the web. Topics include publishing advantages related to connectivity,
timeliness, interactivity, reduced production costs, and economical, rapid distri-
2. Discuss ways to access the Internet
5. Explain web design principles,
and the web
roles, and required skills

bution; responsive web design issues; balance and proximity; contrast and focus;
2 Web Publishing
Fundamentals
unity; scannable text; using color as a design tool; and technical, privacy, accessibil-
ity, and usability issues.
Copyright Gannett 2013

Chapter 3 — Planning a Successful WebSite: Part 1 In Chapter 3,

Introduction
Chapter 1 introduced you to the Internet and the web and design tools
students are introduced to the initial three steps in the six-step planning pro-
cess for developing a solid website design plan: (1) identify the website’s purpose
used to create webpages. In this chapter, you learn about the advantages of
web publishing and discover the basic design principles behind publishing
a successful website. The chapter discusses responsive web design, adding
interactivity to your website, writing for the web, and effective uses of color

and target audience, (2) determine the website’s general content, and (3) select
© 1996–2013 Travelocity.com LP. All rights reserved. and layout. Finally, you learn about the technical, legal, privacy, accessibility,
Travelocity, the Stars Design, and The Roaming Gnome
Design are trademarks of Travelocity.com LP. and usability issues surrounding web publishing.

Objectives
After completing this chapter, you will be able to:
the website’s structure. Topics include identifying a specific topic for a website;
defining target audience wants, needs, and expectations; choosing content; adding
1. Describe the advantages of web 4. Explain the use of color as a web
publishing design tool

2. Discuss basic web design principles 5. Identify web publishing issues

3. Define the requirements for

value-added content; and using an outline, storyboard, or flowchart to plan the

writing for the web

C8742_Ch 02.indd 39 07/04/14 10:10 AM

site’s structure.

Chapter 4 — Planning a Successful WebSite: Part 2 In Chapter 4,

s tudents are introduced to the remaining three steps in the planning process for develop-
ing a design plan: (4) specify the website’s structure, (5) design the look and feel of the
website, and (6) test, publish, and maintain the website. Topics include the relationship
between page length, content placement, and usability; maintaining visual consistency
across all pages at the site using color and page layout; and creating both a user-based
and a user-controlled navigation and search system that works with touch screens and all
device types. A final design plan checklist is provided.

Chapter 5 — Typography and Images In Chapter 5, students are introduced

to typography and images for the web environment. Topics include typographic principles,
guidelines, and tips; web image file formats and sources; and optimization techniques for
creating web-ready images.

Chapter 6 — Multimedia and Interactivity Elements In Chapter 6,

students are introduced to the basics of web multimedia and interactivity and methods
to add these elements to web pages. Topics include guidelines and sources for using mul-
timedia; types of web page animation; adding and editing web page audio and video; and
web-based forms, avatars, live chat, and other interactive web page elements.

Chapter 7 — Promoting and Maintaining a WebSite In Chapter 7,

students learn how to implement a plan to test, publish, promote, and maintain a website
successfully. Topics include prepublishing testing of webpages; acquiring server space
and uploading a website’s files to a server; promoting a published website using search
tools, social media, and online advertising networks; the importance of regular website
maintenance; and using web analytics to evaluate website performance.
AP P E NDIX

A HTML 5
Appendix A — HTML 5 This Appendix is a reference for HTML, a markup Is HTML a
Introduction

Q&A
language used to create webpages. Knowing the basics of HTML syntax and learning
programming Hypertext Markup Language (HTML) is the original language used for publishing
language?
webpages. It is a nonproprietary format, originally based on Standard Generalized
HTML is not actually
a programming Markup Language (SGML). HTML code instructs web browsers how to display webpage
language because content. Since 1990, HTML has been the standard technology for creating webpages,
its purpose is not to with HTML 4 being the last accepted update in 1997. The W3C introduced HTML 5
create programs or as a replacement in 2012; as of the writing of this text, it has not been fully adopted and

about the latest version, HTML 5, allows students to troubleshoot and/or optimize
apps. It is a markup
language that uses
implemented. This appendix covers HTML syntax, HTML tools, new features of HTML
rules to specify the 5, and a list of HTML tags.
formatting and

HTML Syntax
placement of webpage
elements.

the sometimes-problematic code generated by WYSIWYG editors. Additionally, a Where can I learn HTML uses tags such as <h1> and to structure webpage content into headings,

Q&A
more about HTML paragraphs, lists, hyperlinks, images, and so on. Most HTML tags follow the same basic
tags and attributes? structure <name> attribute=value </name>:
This appendix includes
a table with many • Start tag — The start tag introduces the element by name. For example, <ol> is the

f undamental knowledge of HTML 5 tools helps interpret the source code of features
HTML tags and start tag for an ordered list.
associated attributes.
For a comprehensive • Attribute — Many HTML tags have attributes that you can use to specify
list, more thorough additional structural or formatting requirements. Tags can have several associated
descriptions, and required, standard, and optional attributes. Many tags also use event attributes,
examples of all HTML
which occur based on an action, such as onkeypress or onclick. An ordered list
tags, visit the World

and functions found on other websites that students might want to include on their
Wide Web Consortium attribute example is type, which refers to the type of ordered list.
Web site at • Value — Values define the attribute. Not all elements require a value. Values appear
www.w3.org.
after an attribute, and start with an equal sign. Ordered list type values include
=A (capital letters), =i (lowercase roman numerals), and =1 (Arabic numerals).
What is the • End tag — The end tag follows the completed element. For example, </ol> is the

Q&A
own sites.
relationship
end tag for a paragraph. Not all elements require an end tag. Void elements, for
between CSS and
HTML? example meta, embed, and link, are elements that do not need an end tag.
An HTML document
contains the structure
HTML documents consist of a header and a body. The body contains the webpage
and content of a content and structural information.
webpage, whereas a The header contains meta data, which is information about the document itself, such
CSS document speciﬁes as the title. Header information appears between the <head>…</head> tags. Informa-
the formatting of the
tion in the header is not visible on the webpage. The browser uses meta data to display
webpage content.
the webpage’s title and description in the browser title bar and in search engine results.
Search engines use meta data to add the webpage to the search index. The following list

Appendix B — Cascading Style Sheets (CSS) The CSS Appendix is a brief

includes important header information to include:
• Title — The webpage’s title appears in the browser’s title bar and provides a
description of the page’s contents. Place the title between the <title>…</title> tags.
• Language — You must not only specify the document language (HTML), but also
which human language you are using. Screen readers and other adaptive devices

introduction to Cascading Style Sheets in support of the discussion of CSS in various

chapters in this book.

APPENDIX C — RESPONSIVE WEB DESIGN This new Appendix provides a brief

introduction to the decision-making process and the technologies and considerations
involved when creating a site for multiple devices, platforms, and screen sizes.

APPENDIX D — Search Engine Optimization (SEO) This new Appendix

introduces students to how search engines rank and evaluate websites to include in search
results, as well as techniques for and careers in SEO.

End-of-Chapter Student Activities

A notable strength of the Shelly Cashman Series textbooks is the extensive student
activities at the end of each chapter. Well-structured student activities can make the Chapter Review 35

difference between students merely participating in a class and students retaining the
Test your knowledge of chapter content and key terms. LEARN IT
ONLINE
Instructions: Reinforce what you learned in this chapter with games, exercises, training,
and many other online activities and resources. Reinforcement activities and resources
are available at no additional cost on www.cengagebrain.com.

information they learn. The activities in this book include the following: Investigate current web design developments with the Trends exercises.

Write a brief essay about each of the following trends, using the web as your research
TRENDS

tool. For each trend, identify at least one webpage URL used as a research source. Be
prepared to discuss your findings in class.

• Chapter Review A review of chapter highlights is presented at the end of each

1 Responsive Web Design
Responsive web design (RWD) strategies optimize websites to be viewable on multiple
device types and screen sizes. Research guidelines and techniques for responsive web
design. Submit your ﬁndings in the format requested by your instructor.

chapter.
2 Social Networking and Bookmarking
How do social networking and bookmarking websites such as Facebook and Digg
affect Internet users’ personal interactions with the Internet? As a web designer, how
can you take advantage of these trends? Visit at least one social networking and social
bookmarking website to see how users share information. Identify at least one website
that encourages and provides opportunities for users to share content using these
technologies.

• Terms to Know This list of key terms found in the chapter together with the page Challenge your perspective of the web and web design technology with the
@Issue exercises.
AT ISSUE

numbers on which the terms are defined helps students master the chapter material. Write a brief essay in response to the following issues, using the web as your research
tool. For each issue, identify at least one webpage URL used as a research source. Be
prepared to discuss your findings in class.

1 Impact on Lifestyle
With developments in technology such as smartphones, people are constantly able to

• Test Your Knowledge Two pencil-and-paper activities are designed to

stay connected. Whether by phone calls, text messages, alerts from websites about
new content, or social networking websites such as Facebook and Twitter, technology
provides many distractions. How do these developments enhance daily life? How have
they changed daily life from ﬁve or ten years ago? What is a negative impact? Discuss
the impact of technology on your lifestyle and that of those around you.

test students’ understanding of the material in the chapter: matching terms and
2 Meta Tag Abuse
Web designers use meta tags to enable search engines to easily categorize webpage
content. Some web designers use meta tags that reﬂect popular search trends, but have
nothing to do with their webpage content. Use a search engine to search for meta tag
abuse. Is including unrelated meta tags unethical? How should search engines deal with

short-answer questions.
websites that misuse meta tags? If possible, ﬁnd examples of commonly misused meta
tags. Discuss your conclusions regarding the ethical use of meta tags.

• Learn It Online Reinforce what you learned in this chapter with games, exercises,
training, and many other online activities and resources. Reinforcement activities and
resources are available at no additional cost on www.cengagebrain.com.
• Trends The Trends exercises encourage students to explore the latest developments
in the web design technologies and concepts introduced in the chapter.
• @ Issue Web design is not without its controversial issues. At the end of each
chapter, two topics are presented that challenge students to examine critically their
perspective of web design concepts and technologies.
• Hands On To complete their introduction to web design, these exercises require
that students use the web to gather and evaluate additional information about the
concepts and techniques discussed in the chapter.

• Team Approach Two Team Approach assignments engage students, getting them
to work collaboratively to reinforce the concepts in the chapter.
• Case Study The Case Study is an ongoing development process in web design
using the concepts, techniques, and Design Tips presented in each section. The Case
Study requires students to apply their knowledge starting in Chapter 1 and continuing
through Chapter 7 as they prepare, plan, create, and then publish their own websites.

Instructor Resources
The Instructor Resources include both teaching and testing aids and can be accessed
online at www.cengage.com/login.
• INSTRUCTOR’S MANUAL Includes lecture notes summarizing the chapter sections,
figures and boxed elements found in every chapter, teacher tips, classroom activities, lab
activities, and quick quizzes in Microsoft Word files.
• SYLLABUS Contains easily customizable sample syllabi that cover policies,
assignments, exams, and other course information.
• FIGURE FILES Illustrations for every figure in the textbook are available in e lectronic
form. Figures are provided both with and without callouts.
• POWERPOINT PRESENTATIONS A one-click-per-slide presentation system provides
PowerPoint slides for every subject in each chapter. Presentations are based on chapter
objectives.
• TEST BANK AND TEST ENGINE Test Banks include questions for every chapter,
feature objective-based and critical-thinking question types, and include page number
references and figure references, when appropriate.
• ADDITIONAL ACTIVITIES FOR STUDENTS Consists of Chapter Reinforcement
Exercises, which are true/false, multiple-choice, and short answer q
uestions that help
students gain confidence in the material learned.

CourseNotes
Cengage Learning’s CourseNotes are six-panel quick reference cards that reinforce the
most important and widely used features of a software application or technology con-
cept in a visual and user-friendly format. CourseNotes serve as a great reference tool
for students, both during and after the course. CourseNotes are available for Adobe
Dreamweaver CS6, HTML 5, Web 2.0, Buyer’s Guide: Tips for Purchasing a New
Computer, Best Practices in Social Networking, Hot Topics in Technology, and many
more. Visit www.cengagebrain.com to learn more!

About Our Covers

The Shelly Cashman Series is continually updating our approach and content to reflect
the way today’s students learn and experience new technology. This focus on student suc-
cess is reflected on our covers, which feature real students from The University of Rhode © Tom Kates/Cengage Learning

Island using the Shelly Cashman Series in their courses, and reflect the varied ages and WEB DEsign
backgrounds of the students learning with our books. When you use the Shelly Cashman INTRODUCTORY Fifth Edition

Series, you can be assured that you are learning computer skills using the most effective Jennifer T. Campbell

courseware available. Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States

C8742_FM.indd 1 07/04/14 3:11 PM

Introduction
Designing and building a website is no longer a difficult, intimidating
undertaking; evolving web technologies have simplified the job. Applying
web technologies is only part of what is required to produce a s uccessful
website that is viewable on multiple devices and screen sizes. A website
that effectively communicates, educates, entertains, or provides a venue
for conducting business transactions also requires good web design. This
book explains the basic elements of good web design and shows you how
to develop compelling websites and webpages for specific purposes or
audiences. Chapter 1 begins the process by describing the Internet and the
World Wide Web. Next, you learn about the various ways users connect
to the Internet. The chapter then describes different types of websites and
The Slate Group, LLC.

the tools for creating them. Finally, the chapter discusses the various roles,
responsibilities, and skills essential to successful web design.

Objectives
After completing this chapter, you will be able to:

1. Describe the Internet and the 3. Categorize types of websites

World Wide Web
4. Identify web design tools
2. Discuss ways to access the Internet
5. Explain web design principles,
and the web
roles, and required skills

The Internet and the World Wide Web

A computer network consists of connected computers, mobile devices, printers, and
data storage devices that share computing resources and data. Computer networks are
everywhere — in home offices, in student computer labs, in public places such as coffee
shops and libraries, and in the offices of organizations and businesses around the world.
The Internet is a worldwide public network (Figure 1-1) that connects millions of these
private networks. For example, on a college campus, the student lab network, the faculty
computer network, and the administration network can all connect to the Internet.

What is Web 2.0?

Q&A

Web 2.0 technologies

and practices are
designed to make
users’ web experiences
interactive by
incorporating social
media and user-driven
content into webpages.
Figure 1-1 The Internet is a worldwide public network that connects private networks.
© Cengage Learning; © Mmaxer/Shutterstock.com; © Alfonso de Tomas/Shutterstock.com; © SSSCCC/Shutterstock. com; © iStockphoto.com/Petar Chernaev/Pixelfit; © amfoto/
What is Internet2? Shutterstock.com; © iStockphoto.com/scanrail; ©iStockphoto.com/scanrail; © iStockphoto.com/sweetym; Source: Microsoft; © Oleksiy Mark/Shutterstock.com; Source: Cengage
Q&A

Learning; © iStockphoto.com/SKrow; © Cengage Learning; © iStockphoto.com/skodonnell; Source: Apple Inc; © iStockphoto.com/skodonnell; Source: Nutrition Blog Network;
Internet2 is a major © iStockphoto.com/arattansi; Source: Microsoft; © Oleksiy Mark/Shutterstock.com; Source: Microsoft; © Cengage Learning
cooperative initiative
among academia,
industry, and World Wide Web
government agencies
to increase the The World Wide Web (web) is a part of the Internet that consists of connected
Internet’s capabilities computers called web servers that store electronic documents called webpages. A
and solve some of webpage is a specially formatted document that can contain images, text, interactive
its challenges. The
nonprofit initiative
elements, and hyperlinks, which are links to other pages. A website is a group of related
has more than 300 webpages. A website’s primary page, or home page, typically provides information about
university, corporate, the website’s purpose and content. Figure 1-2 shows the home page of Jive Software. Jive’s
government, and home page includes standard home page elements, including a company logo, navigation
international members
and sponsors devoted
elements, a search feature, and links to additional content.
to developing and A hyperlink, or simply a link, is a word, phrase, or image that connects webpages.
using new and Figure 1-3 shows the Gourmet.com home page and the webpage that appears when you
emerging network click a link on the home page. You often can identify a text link by its appearance. Text
technologies that
links usually are bold, underlined, or differ in color from the rest of the text. An image
facilitate research and
education. link might be more difficult to visually identify; however, if you are using a desktop or

logo

search box

navigation
What is a landing

Q&A
page?
A landing page is the
page on a website that
a visitor sees when
they tap or click a link
from an ad, search
engine result, or social
media promotion.

© 2013 Jive Communications, Inc.

The copy on a landing
page is specific to the
method by which the
user arrived at the
page, and is often used
hyperlink to
additional as a marketing tool.
site content

Figure 1-2 A website’s primary page is its home page.

Recipes
link

page that opens when you click

Recipes from the home page

© 2013 Condé Nast

home page

Figure 1-3 Webpages at the same website or across different websites are connected by links.

Who originally
Q&A

created the World

laptop computer, pointing to either a text or image link with the mouse pointer changes
Wide Web?
the pointer from an arrow to a hand pointer. When you tap or click a link, you might Tim Berners-Lee,
view a picture or video, listen to a song, jump to a different webpage at the same w ebsite, a programmer at
or move to a webpage at a different website. Exploring the web by moving from one CERN in Switzerland,
is credited with
webpage to another is sometimes called browsing or surfing the web. To visually indi-
the early vision
cate that you have previously tapped or clicked a text link, the color of a tapped or clicked and technological
text link might change. You can see this change in color when you return to the webpage developments that led
containing the tapped or clicked link. to today’s World Wide
Web.

Whether you choose to indicate hyperlinks in text by color, bold, or underline, be DESIGN
consistent throughout your website. TIP

Although some use the terms Internet and web interchangeably, remember that the
Internet and the web are not one and the same. As stated previously, the Internet is a
worldwide public network that links private networks. The Internet gives users access to a
What is cloud
variety of resources for communication, research, file sharing, and commerce. The web, a
Q&A

computing? subset of the Internet, is just one of those resources.

The term cloud
computing refers to
an environment where Influence on Society
files and software are
stored and shared The Internet and the web have significantly influenced the way the world
online. For example, c ommunicates, educates, entertains, and conducts business. Friends, families, and busi-
Google Drive™
ness colleagues exchange electronic messages using email, chat, and texting. Students use
provides a suite of
online software, the web for research, to access podcasts or transcripts of lectures, or to collaborate on a
file storage, and group project. People of all ages access the Internet and the web for entertainment using
collaboration tools. gaming, music, video, and other apps on their computers or mobile devices. Consum-
You can edit, save,
ers who shop online save time, gas, and sometimes money by taking advantage of online
and share documents
without downloading shopping websites and websites that offer reviews and pricing comparisons. Businesses use
either the software Internet and web technologies to interact with their suppliers and customers for increased
or the files to your productivity and profitability. Businesses can also use tools such as videoconferencing to
computer. reduce costs associated with business travel or to allow employees to telecommute.
What is an app?
Q&A

An app (short for communication Individuals and organizations of all types use websites to
application) is a communicate ideas and information. By effectively designing webpages and selectively
software program. The choosing content, you can ensure that your website’s webpages deliver the website’s
term, app, typically
message successfully and persuasively. When a webpage’s design is consistent, b
alanced, and
refers to programs
that run on mobile focused, and the content communicates trustworthiness, timeliness, and value, such as the
devices (mobile apps) MSN home page shown in Figure 1-4, you are more likely to save a link to the webpage,
or the web (web apps). called a bookmark or favorite when using a browser, or create a shortcut to it on your
Apps are an integral
desktop or mobile device’s home screen so you can revisit the website. On the other hand,
part of Internet
technology. This book you quickly will move on from a poorly designed website or if the content appears unreli-
focuses on general able, outdated, or trivial. You will learn more about design values in Chapter 2.
web design principles
rather than app
development, design,
and integration.

Figure 1-4 The MSN home page communicates up-to-date, accurate information.

Design your website so that it communicates trustworthiness, timeliness, DESIGN

and value. TIP

Other communication options that rely on Internet and web technologies include Is the Internet’s

Q&A
societal influence all
email, blogging, social networking, social bookmarking, chat, instant messaging, virtual
good?
meetings and collaborative workspaces, video sharing, VoIP, interactive gaming, and 3D Being constantly
virtual worlds. connected has its
Businesses and individuals heavily rely on electronic messages called email. Popular price. In the past,
email software, such as Mozilla® Thunderbird®, Microsoft Outlook®, Google Gmail™, or employees’ workdays
were done when they
Windows Live Mail®, allows users to attach graphics, video, sound, and other computer physically left the
files to email messages. Email is a fast, inexpensive, and widely used online communica- office, but now they
tion tool. can be expected to
Internet Relay Chat (IRC) and web-based chat are communication technolo- keep on top of work-
related communication
gies that provide a venue, such as a chat room or discussion forum, where people with during what used to
common interests can exchange text, video, files, or multimedia messages in real time. be personal, family,
Instant messaging, also called IM chat, is another popular way individuals can exchange or leisure time. The
one-to-one messages in real time using a chat window that is only visible to those par- need to constantly
check social media,
ticipating in the chat. Examples of IM chat programs are AOL Instant Messenger® sports scores, or text
(AIM), Yahoo! Messenger, Windows Live Messenger®, ICQ®, and Trillian™. The differ- messages can have
ence between IRC and IM is that IRC chats are public exchanges between two or more a negative effect on
people in a chat room who do not necessarily know each other. With an IM program, human relationships.
To learn more, use a
you chat privately with people you know. Social networking platforms such as Facebook
search engine to search
(Figure 1-5) and Twitter include IM technology. Mobile IM (MIM) enables users to chat for the Internet’s
using mobile devices. negative effects.

chat
window
Facebook © 2013

What is text speak?

Q&A

Text speak describes

abbreviations and
shortcuts for common
Figure 1-5 IM chat programs allow users to exchange private messages in real time.
phrases commonly
used by text and chat
Technology vendors, such as Microsoft, WebEx, and GoToMeeting (Figure 1-6 on the users, such as LOL
(laugh out loud) or
next page), provide access to collaborative workspaces or virtual meeting spaces, which are
gr8 (great). For more
websites that allow users to communicate with each other using text, audio, video, whiteboard, information, use a
and shared files without leaving their own desks. Businesses that use collaborative workspaces search engine to
and virtual meeting spaces can improve employee productivity and reduce expenses. search for text speak.

© 1997–2013 Citrix Online, LLC.

Figure 1-6 Collaborative workspaces support teamwork from remote locations.

A blog (short for weblog), such as What’s Your Brave? (Figure 1-7), is an online
journal or diary. Millions of people go online to share ideas and information by hosting
and participating in blogs — a process called blogging. Many blogs enable and encour-
age users to add comments to posts. Video sharing websites, sometimes called video
blogging websites, such as YouTube and Vimeo (Figure 1-7), allow users to share and
comment on personal and professional videos.

sign up to video sharing

subscribe playing options

blog post
what’s your brave © 2011

TM + © 2013 Vimeo, LLC.

Figure 1-7 Text and video blogging websites allow web users to share ideas, information, and video files.

Social networking is the term used to describe websites and apps, such as Twitter,
Instagram, Facebook, and LinkedIn (Figure 1-8), that allow participants to create a
personal network of friends or business contacts. Users then use communication tools
provided by the website to interact with those in their personal network by sharing text,
comments, pictures, contacts, and more. Social bookmarking, provided by websites such
as Delicious, Newsvine, FARK, StumbleUpon, and Digg (Figure 1-8), allows users to
share their webpage favorites, bookmarks, and tags — keywords that reference specific
images or documents — with others.

LinkedIn Corp. © 2013

© 2013 News.me Inc

Figure 1-8 Social networking websites and social bookmarking websites allow users to share information with one another.

Gamers by the millions interact with each other by playing massively multiplayer
What does it mean

Q&A
online games (MMOGs), such as MinecraftTM and World of Warcraft®. Others create to “go viral”?
alternative personas that live their lives in 3D virtual worlds, such as Second Life® or When many users
Entropia Universe®. view and share an
article, blog entry,
A wiki is a group of related webpages to which users add, edit, or delete content by
website, or video with
using a web browser. A well-known example of a wiki is Wikipedia, an online encyclope- others using social
dia. Figure 1-9 shows a Wikipedia webpage that displays information about mobile web networking, blogs,
browsers. and mass media,
exposing the content
to thousands or
millions of users in a
short amount of time,
inspiring commentary
and in some cases
imitations, the content
has “gone viral.”

What are hashtags?

Q&A

A hashtag is a word
or phrase preceded
by the # symbol.
Posters on Twitter
and social networking
websites such as
Instagram commonly
Wikimedia Foundation, Inc.

use hashtags. Use

of hashtags creates
a group of related
messages, such as all
messages regarding
a TV show, a certain
Figure 1-9 Wikipedia and other wiki websites enable users to catalog and manage content collaboratively. celebrity, or an event
such as an election.

Education There are very few topics you cannot learn about by turning to the web.
You can take an online course from an academic institution to earn a degree or certifi-
cate, or watch a video or read a blog post by an amateur expert. Several universities and
academic institutions, such as MIT, publish some or all of their educational materials
online, including homework and video lectures, so that they are free and open to everyone

(Figure 1-10). Instructors often use the web to publish podcasts or videos of lectures,
webpage links for research, syllabi and grades, and more for their students.

What is flipped
Q&A

classroom?
Flipped classroom

© 2001–2013 Massachusetts Institute of Technology

is a teaching model
where students
learn the concepts at
home, often using
web technologies
such as ebooks and
instructor-created
videos of lectures.
Classroom time is
spent employing the
practices learned at
home. Figure 1-10 The web offers formal and informal teaching and learning opportunities.

DESIGN Any formal or informal educational website should contain content that is timely,
TIP accurate, and appealing. Such websites also should include elements to provide
feedback, maintain records, and assess learning. Educational websites should also
include information about the authority or experience of the website’s content
providers.

entertainment and News Interactive multimedia experiences and continually

updated content lure millions of people to the web for entertainment and news. Popular
entertainment websites offer music, videos, sports, games, and more. For example, you
can use the web to watch last night’s episode of your favorite television program, check
out entertainment news at IMDb (Figure 1-11), or play fantasy baseball at mlb.com. At
sophisticated entertainment and news websites such as NBCNews.com (Figure 1-11), you
can read news stories or watch news clips or video clips from programs. Additionally, the
NBCNews website provides interactive elements, such as the ability to add comments or
share an article on your social media profile.

DESIGN Include methods to share your website’s content by providing links to send
TIP content using email, or post to the user’s Facebook page, RSS feed, or account
on Pinterest or Twitter. Also provide links to related content that website users
would find interesting and relevant.

IMDb.com, Inc.

NBCNews.com
Figure 1-11 Entertainment and news websites provide continually updated multimedia content.

e-commerce Electronic commerce or e-commerce encompasses a wide variety

of online business activities, including consumer shopping and investing and the exchange
of business data and transactions within a company or among multiple c ompanies
(Figure 1-12). For example, a pet groomer might offer his or her services using an
e-commerce website where a pet owner could find valuable information, such as the
groomer’s telephone number, location, list of services, and rates charged; the pet owner
could then schedule an appointment online. At the other end of the e-commerce spectrum,
a large manufacturing company could use the Internet and the web to communicate policies
and procedures to its employees, exchange business information with its vendors and other
business partners, process sales transactions, and provide online support to its customers.
E-commerce websites can be categorized by the participants involved in the
transactions (Figure 1-13), such as businesses and consumers.

E-Commerce Transaction Types

Category Description

Business-to-consumer (B2C) e-commerce B2C e-commerce involves the sale of an endless

assortment of products and services directly to
consumers. Transactions take place between an
online business and an individual consumer.

Business-to-business (B2B) e-commerce B2B e-commerce involves the sale of products

and services and the exchange of data between
businesses, and accounts for the majority of
e-commerce transactions in the corporate world.
© 2015 Cengage Learning

Consumer-to-consumer (C2C) e-commerce In C2C e-commerce, business transactions

occur between consumers. Examples of C2C
e-commerce include online auctions and
person-to-person classified ads.

Figure 1-12 B2C, B2B, and C2C are types of e-commerce transactions.

To develop an e-commerce website, you must determine the potential customers DESIGN
for your products or services. If appropriate to do so, associate your e-commerce TIP
website with a database that supplies up-to-date product information such as
available inventory, sizes, colors, and more. Provide a search feature so custom-
ers can easily find what they need, and electronic payment services, such as direct
purchase or a third-party payment service such as PayPal.

B2C
website

B2B
website

Iron Mountain Incorporated.

reuseit®
C2C
website

Etsy, Inc.
Figure 1-13 E-commerce involves all business transactions that use the Internet.

Ways to Access the Internet and the Web

Users access the Internet and web using a variety of means. In the earliest days of the web,
What is broadband? the most common way to access the Internet was using a dial-up telephone line. Today,
Q&A

The term, broadband,

defines high-speed
faster access methods, including digital dedicated lines, cable broadband, and wireless
data transmissions transmissions, are used by both individuals and organizations.
over a communication The speed at which data travels from one device to another is the transfer rate.
channel that can Transfer rates measure the number of bits the line can transmit in one second (expressed
transmit multiple
signals at one time.
as bits per second, or bps). Transfer rates range from thousands of bits per second (called
ISDN, ADSL, and kilobits per second or Kbps) to millions of bits per second (called megabits per second or
CATV Internet access Mbps). A faster transfer rate translates into more expensive Internet access. Transfer rate
are all examples of has a direct impact on the user’s experience with a website; Chapter 2 discusses the effect
broadband Internet
of Internet access speeds on web design considerations.
access.

What is Bluetooth? Cable Internet Access

Q&A

Bluetooth is a popular,
short-range wireless Cable television (CATV) lines enable home or business users to connect to the
connection that uses Internet over the same coaxial cable that delivers television transmissions (Figure 1-14).
a radio frequency to Data can travel very rapidly through a cable modem connected to a CATV line, typically
transmit data between
moving at speeds from 5 Mbps to 7 Mbps (download). Then, using a splitter, the line from
two electronic devices,
such as a smartphone the cable company connects to both the television and computer. Cable Internet access
and an earpiece. typically is available only in urban and suburban areas.

cable company

television

cable splitter

personal computer cable modem

Figure 1-14 Cable Internet access requires a line splitter and cable modem.
© iStockphoto.com/tiridifilm; image100/Alamy; ERIK S. LESSER/Landov; © iStockphoto.com/SKrow; © Pablo Eder/Shutterstock.com; © Cengage Learning

Should I use Wi-Fi

Fixed and Mobile Wireless Access

Q&A
with my mobile
devices?
Fixed wireless is Internet connectivity service that uses satellite technology. Radio You should check
signals transferred between a transmitting tower and an antenna on a house or business your mobile provider’s
provide a high-speed connection. People not physically connected to a network can use recommendations
their computer or mobile device to access the Internet and web using mobile wireless and your data plan
to decide which
technologies, which include radio signals, wireless fidelity (Wi-Fi) technologies, cellular method is best
telephones, and wireless providers’ broadband networks. Wi-Fi provides wireless connec- for you. Typically,
tivity to devices within a certain range. A Wi-Fi network may be password protected or mobile devices use
open to the public. significantly less
cellular data when you
Standards for mobile communications, including voice, mobile Internet access, video are connected to Wi-Fi
calls, and mobile TV, are classified by generation. 3G, the third generation, provides than when you are
mobile broadband access to devices such as laptop computers and smartphones. 3G using cellular service.
devices support speech and data services, as well as data rates of at least 200 kbps (kilobits
per second). 4G systems improve on 3G standards by supporting services such as gaming
Are there risks to
Q&A

and streamed multimedia. using Wi-Fi?

Mobile devices that provide Internet access include laptop computers, smartphones, Security experts
tablets, ebook readers, and other handheld devices. These devices use an internal antenna recommend when
using a public Wi-Fi
or wireless card to connect to the Internet either at a hot spot, a location that provides
network that you avoid
public Internet access, or directly to a wireless provider’s network. Some mobile devices accessing personal
enable you to set them up as a mobile hot spot. You can pay for mobile access on a per-Kb information, such as
basis, or buy a flat-rate monthly plan with unlimited text and data usage. financial transactions.
If you have a Wi-Fi
network in your
Telephone Line Access home or business,
use passwords and
encryption to avoid
The Public Switched Telephone Network (PSTN) used to be the main way all unauthorized and
users connected to the Internet; PSTN still uses high-speed telephone access, despite potentially damaging
developments in mobile and broadband systems. Although initially built to handle voice access by others. For
communications, the telephone network is also an integral part of computer communi- more information,
use a search engine to
cations. Data, instructions, and information can travel over the telephone network over search for Wi-Fi safety
dial-up lines or dedicated lines, which are described in the following sections. tips.

Dial-up lines A dial-up line is a temporary connection that uses analog telephone
lines. Because of its slow access speed, dial-up access is the least popular Internet access
method, and today is used only in remote areas where cable and other methods are not
available. Similar to using the telephone to make a call, a modem at the sending end dials
the telephone number of a modem at the receiving end. When the modem at the receiv-
ing end answers the call, it establishes a connection enabling data to transmit.

DESIGN Although large images and multimedia elements on webpages can degrade the
TIP audience’s viewing experiences at slower Internet access speeds, most websites
now assume users have broadband cable or wireless connectivity.

digital dedicated lines Unlike a dial-up line in which the connection is

r eestablished each time it is used, a dedicated line is a constant connection between
two communications devices that uses the local telephone network. A dedicated line pro-
vides a higher-quality connection than a dial-up line, better suited for viewing or listening
to streaming media — video or sound that downloads to a computer continuously to be
watched or listened to in real time, such as watching TV programs, web conferencing,
and gaming. Businesses sometimes use dedicated lines to connect geographically distant
offices. Three types of digital dedicated lines are Integrated Services Digital Network
(ISDN) lines, digital subscriber lines (DSL), and T-carrier lines.
Integrated Services Digital Network (ISDN) is a set of standards for digital
transmission of data over standard copper telephone lines. With ISDN, the same tele-
phone line that could carry only one computer signal now can carry three or more s ignals
at once, through the same line, using a technique called multiplexing. Multiplexing
allows for more data to transmit at the same time over the same line.
DSL is another digital line alternative for the small business or home user.
• A digital subscriber line (DSL) transmits at fast speeds on existing standard
copper telephone wiring. Some DSL installations can provide a dial tone, so you
can use the line for both voice and data.
• An asymmetrical digital subscriber line (ADSL) is a type of DSL that supports
faster transmissions when receiving data than when sending data. ADSL is ideal for
Internet access because users generally download more data from the Internet than
they upload.
A T-carrier line is any of several types of digital lines that carry multiple signals over
a single communications line. Whereas a standard dial-up telephone line carries only
one signal, digital T-carrier lines use multiplexing so that multiple signals can share the
telephone line. T-carrier lines provide extremely fast data transfer rates.
• The most popular T-carrier line is the T-1 line. Businesses often use T-1 lines to
connect to the Internet.
• A fractional T-1 line is a less-expensive, slower connection option for home
owners and small businesses. Instead of a single owner, multiple users share a
fractional T-1.
• A T-3 line is equal in speed to 28 T-1 lines. T-3 lines are the most expensive
connection method. Main users of T-3 lines include large companies, telephone
companies, and service providers connecting to the Internet backbone.

Internet Service Providers How can I keep safe

Q&A
while using the
Internet?
An Internet service provider (ISP) is a business that has a permanent Internet Using the Internet
c onnection and provides temporary Internet connections to individuals and companies. is not without risks,
ISPs are either regional or national. including exposure
to computer viruses,
• A regional ISP, such as Windstream (Figure 1-15), provides Internet access for accidentally sharing
customers (individuals or businesses) in a specific geographic area. personal information,
and more. Be aware
• A national ISP provides Internet access in most major cities and towns that others could share
nationwide. National ISPs may offer more services and generally have larger anything you type and
technical support staffs than regional ISPs. An example of a national ISP is any video or photo
EarthLink (Figure 1-16). you post, even if you
consider the exchange
A cable company, such as Verizon, can be an ISP as well as provide cable t elevision to be private. For
and telephone access. Negotiating one price for all of those services can save you money more information,
use a search engine
and hassle, but can provide limited options if you are tied into one provider for all to search for Internet
three because you can only choose from within the plans for each service offered by safety tips.
that provider.
Windstream Communications

EarthLink, Inc.
Figure 1-15 A regional ISP provides Internet access for homes and Figure 1-16 A national ISP provides Internet access for homes
businesses in a specific geographical area. and businesses across the United States.

Web Browsers
To view webpages, you need a web browser, also called a browser, which is a s oftware
program that requests, downloads, and displays webpages stored on a web server. Most
browsers share common features, such as an Address bar, a Favorites list, a History list,
tabs that open multiple pages in one browser window, and Back and Forward buttons for
navigating. The Google Chrome browser (Figure 1-17) is the most widely used browser
software on desktop and laptop computers, with about 40 percent of the market. Microsoft
Internet Explorer (Figure 1-17) is the second-most popular web browser software with
approximately 29 percent of the browser market. Mozilla Firefox ranks third, with approxi-
mately 18 percent of the browser market. Opera, Safari, and other browsers make up the
remaining share of the browser market for desktops and laptops.
The size of a smartphone or tablet screen is much smaller than that of a desktop or
laptop computer. Browsers for mobile devices take into consideration the size of your screen
when displaying webpage content. Many mobile devices also include a touch screen, which
enables you to interact with the device by tapping, dragging, and other touch gestures.
Mobile web browsers are capable of resizing and reordering the content and navigation on a
webpage, making browsing easier for mobile users. Some companies create mobile versions

address
bar

link

Microsoft
Google
Figure 1-17 Google Chrome and Microsoft Internet Explorer are examples of web browsers.

of their websites; in other cases, websites use a design strategy called responsive web design
(RWD). The goal of RWD is to create websites that adjust layout and, in some cases, con-
tent, to the device and screen displaying the webpages. You will learn more about RWD in
later chapters. Mobile web browsers are available for tablets, smartphones, ebook readers,
and other devices. Some mobile web browsers are scaled-down versions of browsers used for
desktop or laptop computers. Others, such as Android, are specific to the device on which
they are located. The website for Slate uses RWD; Figure 1-18 shows how the Slate home
page appears when viewed on a desktop or laptop (left) and using a smartphone (right).

The Slate Group, LLC.

Figure 1-18 Mobile web browsers are available for tablets and smartphones.

DESIGN Some web designers who follow the RWD approach recommend using a ‘mobile
TIP first’ strategy. Developers who follow this strategy assume their websites will be
used with mobile devices, and prioritize design considerations, navigation, and
layout strategies that work best with mobile devices and browsers.

You can access a webpage by entering its unique address, called the Uniform
Resource Locator (URL), in a browser’s Address bar. At a minimum, a URL consists of
a domain name and a top-level domain designation. Many URLs also include folder and
file designations indicating the path to a specific webpage. If a URL includes folder and
file names, a forward slash character follows the top-level domain designation. Mobile
versions of websites often use the ‘m.’ designation before the domain name. Figure 1-19
illustrates the URL or path to the news page on boston.com.

© 2015 Cengage Learning

protocol domain name folder

http://www.boston.com/news

Figure 1-19 A URL identifies a computer on the Internet.

An IP address is the numeric address for a computer connected to the Internet.

Every device in a computer network has an IP address. The Internet Assigned Numbers
Authority (IANA) works with regional and local entities to assign IP addresses. A domain
name is the text version of a computer’s numeric IP address. Companies known as domain
name registrars are responsible for assigning domain names. A top-level domain (TLD)
designation (Figure 1-20) indicates the type of organization or general domain — com-
mercial, nonprofit, network, military, and so forth — of the domain name. Some countries
have their own TLDs, such as Australia (.au), France (.fr), and Canada (.ca).

Top-Level Domains
Top-Level Top-Level
Domain Domain Type Domain Domain Type

.aero Air-transportation industry .jobs Human resources managers

.asia Asia Pacific community .mil U.S. military

.biz Businesses .mobi Consumers and providers of

mobile products and services

.cat Catalan linguistic community .museum Museums

.com Commercial, personal .name Individuals Who controls the

Q&A

registration of
.coop Cooperative associations .net Network providers domain names?
The Internet
.edu Postsecondary institutions .org Noncommercial community Corporation for
Assigned Names and
.gov U.S. government .pro Credentialed professionals Numbers (ICANN)
© 2015 Cengage Learning

controls the Domain

Name System (DNS)
.info General information .tel Business and individual contact data
and the registration
of domain names
.int International treaty organization .travel Travel industry
through its accredited
registrars, such as
Figure 1-20 Top-level domains identify the type of organization or general domain for which a domain Network Solutions or
name is registered. register.com.

In a URL, a protocol, or rule, precedes the domain name and top-level domain
designation. The protocol specifies the format used for transmitting data. For webpages,
that protocol is the Hypertext Transfer Protocol (HTTP), which is the communica-
tions standard for transmitting webpages over the Internet. You can type the protocol
when you enter the webpage domain name and top-level domain designation in the
browser’s Address bar; however, it is generally not necessary to do so. Most web browsers
will insert the HTTP protocol automatically when the requested webpage downloads into
the browser.

DESIGN Select a short, easy-to-remember domain name that ties directly to a website’s
TIP purpose or publisher’s name. Examples of effective domain names include
slate.com (commentary and articles about current affairs), business.com (business-
oriented search directory), and ask.com (search tool).

YOUR Exploring Domain Name Registration

TURN
1. Identify three to five possible domain names 4. Follow the steps on the domain registry
for a computer repair business. website to search existing domain names
2. Use a search engine to search for domain and determine if your possible domain
registry services. names are available.
3. Tap or click one of the domain registry ser- 5. Submit the results of your domain name
vices to open it in your browser. search as requested by your instructor.

Types of Websites
Types of websites include personal, organizational/topical, and commercial. A website’s type
differs from its purpose. The type, determined by the company or individual responsible for
the website’s creation, is the category of website. The purpose of a website is its reason for
existence — such as to sell products, share information, or collect feedback. Chapter 3 p rovides
detailed discussion about defining purpose. An overview of personal, organizational/topical,
and commercial websites follows, along with the individual design challenges they present.

Personal Websites
Individuals create their own personal websites for a range of communication
purposes. You might use a personal website to promote your employment credentials,
share news and photos with friends and family, or share a common interest or hobby with
fellow enthusiasts. Depending on your website’s purpose, you might include your résumé,
blog, photo gallery, biography, email address, or a description of whatever you are passion-
ate about — from Thai food to NASCAR racing.
Creating a personal website typically is less complex than creating other types of
websites, with fewer resources available than when creating a commercial website. Working
independently means you must assume all the roles necessary to build the w ebsite. Web
roles are discussed later in this chapter. Despite these challenges, you can publish a suc-
cessful website to promote yourself and your services, or simply tell the world what you
are all about. You can also use a content management system, discussed later in the chapter,
to allow you to focus on the content of your website and not its structure. The web offers

a range of tools for creating personal websites. As free alternatives to creating a personal
website to communicate and share information with your friends and acquaintances,
you can turn to blogging or social networking tools, such as F acebook. Rather than cre-
ate a website to showcase your résumé, references, and business connections to potential
employers, LinkedIn provides a platform for showcasing your experience, education, and
skills, and also enables you to network with colleagues and others in your industry.

Be careful what you put online, whether it is on a personal website or a social DESIGN
networking website. Employers and college recruiters can find information, posts, TIP
or photos quite easily, even with privacy settings enabled. Unscrupulous users scan
the web for personal information, which they use for malicious purposes, such as
identity theft. Assume that anything you put online has the potential to stay there
forever, even if you attempt to delete or hide it.

Organizational and Topical Websites

A website owned by a group, association, or organization, whether it is a p rofessional
or amateur group, is an organizational website. For example, if you belong to the
Advertising Photographers Association of North America, you might volunteer to create
an organizational website to promote member accomplishments or to encourage support
and participation. Conversely, as a photographer, you might choose to design a website
devoted to black-and-white photography to share your knowledge with others, includ-
ing tips for amateurs, photo galleries, and online resources. A topical website focuses
on a specific subject. The purpose of both types of websites is to provide a resource about
a subject.
Professional, nonprofit, international, social, volunteer, and various other types of
organizations abound on the web. An organization that lacks funding might encounter the
same challenges creating its website as an individual creating a website — specifically, lim-
ited resources, including people to create and maintain the website. Figure 1-21 shows the
World Health Organization organizational website.

How can I evaluate

Q&A

web content?
As you browse the
web, you will find that
some organizational
and topical websites
lack accurate, timely,
objective, and
authoritative content.
You must always
carefully evaluate a
website’s content for
these four elements.
For more information,
use a search engine
to search for critical
© WHO

evaluation of webpage
content.
Figure 1-21 Organizational websites are owned by a group, association, or organization.

DESIGN Take care to ensure that your webpages contain accurate, current, objective, and
TIP authoritative content.

Commercial Websites
The goal of many commercial websites is to promote and sell products or services of
a business, from the smallest home-based business to the largest international enterprise.
The design and content of a large enterprise’s website might be much more sophisticated
and complex than that of a small business’s website. Figure 1-22 contrasts the home page
for a large B2B enterprise, SAP, which sells and supports software, with that of a small
B2C business, Paul Mitchell Design, which is a construction and design firm.

paul mitchell design

SAP America, Inc.

Figure 1-22 Commercial websites promote and sell products and services.

In addition to websites that promote and sell products or services, commercial

websites also include websites that generate their revenue largely from online services
like advertising, such as search tool websites and portal websites.

search tools Search tools are websites that locate specific information on the web
based on a user’s search requirements. Such tools include search engines, metasearch
engines, and search directories.
What does it mean A search engine is a web-based search tool that locates a webpage using a word or
Q&A

to google? phrase found in the page. To find webpages on particular topics using a popular search
As the Google search
engine rose in
engine, such as Google, Bing, or ask.com, you enter terms or phrases, called keywords, in
popularity, its name the search engine’s text box and tap or click a button usually labeled Search or Go. The
became a generalized search engine compares your search keywords or phrases with the contents of its database
trademark, such as of webpages and then displays a list of relevant pages. A match between a keyword search
zipper or Kleenex,
meaning that the
and the resulting occurrence is a hit.
company name is used A search engine might use a variety of methods to create its website database, called
to describe a general its index. For example, most search engines use software spiders or robots, which are
product or service. The programs that browse the web for new pages and then add the webpages’ URLs and other
2006 Oxford English
information to their indexes. Some search engines might also use meta tags to build their
Dictionary included the
term ‘google’ to refer indexes. Meta tags, which are special codes added to webpages, contain information such
to the act of searching as keywords and descriptive data regarding a webpage. Other search engines might also
for information on the use the information in a webpage title — the text that appears in the browser title bar
Internet.
when a webpage downloads — or keywords in the page text to index a webpage.

A metasearch engine is a search engine, such as Mamma or Dogpile, that performs

a keyword search using multiple search engines’ indexes. Figure 1-23 shows an example
of a keyword search using the popular search engine Google. Figure 1-24 illustrates the
same keyword search using the Dogpile metasearch engine.

search results

search box

Google
Figure 1-23 A keyword search using a search engine returns a list of webpages related to the keyword or phrase.

search results

search box

InfoSpace, Inc.
Figure 1-24 A metasearch engine searches the indexes of multiple search engines.

Search engine optimization (SEO) is the process of designing a webpage to increase SEO Tools
TOOLKIT

the likelihood that the webpage will appear high in a search engine’s search results list, To learn more about
meta tags and
and increase the likelihood of the webpage being visited. Search engine optimization tools other SEO tools,
include meta tags, descriptive page titles, relevant inbound links from other websites, and see Appendix D.
clearly written text.

Adding meta tags to your webpages and carefully wording each webpage title DESIGN
can increase the probability that your webpages will be included in many search TIP
engines’ indexes and that your pages will appear in search results lists for impor-
tant keywords and phrases. Only include meta tags that directly relate to your
website content and purpose.

When should I use a In addition to designing and writing your content for SEO, you can include paid or
Q&A

search directory or
sponsored placements in your website marketing plan. In a paid or sponsored p lacement,
search engine?
Humans review and the website publisher pays the search engine a fee to list their webpages at or near the
categorize the entries top of the search results list when a visitor uses specific keywords. Figure 1-23 illustrates
in a search directory, a Google search results list for the phrase, web design; paid placements are sponsored
so if you are looking search results and appear prominently above and to the right of the list. You learn more
for information on
a specific topic, a
about using paid or sponsored placement as a marketing tool in Chapter 7.
directory is a good Unlike a search engine, a search directory builds its webpage index using human
place to start. Search interaction. Website owners can submit website information to a search directory. The
engines will return a search directory’s editors review webpages they find or that are submitted to them,
wider array of results,
but might not be as
classifying them into categories such as arts and entertainment, jobs, health and fitness,
accurate. travel, news, and so forth. The search directory’s own webpages present a hierarchy
of links — from the most general to the most specific to the owner-submitted webpages.
Website directories can be general, or cover only specific topics. Website directories also
can include paid links within their results.
To use a search directory, such as the Open Directory Project (Figure 1-25), you can
tap or click category and subcategory links to work your way down from the top of the
hierarchy to eventually find webpages with useful information about a specific topic. For
example, tapping or clicking the Food link in the search directory’s general Recreation
category link leads to a webpage with additional links to Food subcategories, such as
Spicy, which you can tap or click to see further categories and more specific results.

search results

Figure 1-25 A search directory provides a hierarchy of linked categories and subcategories.

Exploring a Search Directory YOUR

TURN
1. Use a search engine to search for the Open URL link at the top of the page. Review the
Directory Project (dmoz). requirements for submitting webpage infor-
2. Tap or click the home page listed in the mation to the directory.
search results to open the home page. 4. Consider how you would submit a new web-
3. Tap or click the Computers link and then site’s pages to the Open Directory Project.
follow the subcategory links as necessary to 5. Submit your plan in the format requested by
locate pages on basic web design. Return to your instructor.
the home page and tap or click the suggest

Today, many popular search tools are hybrids that combine a search engine with a
search directory. Additionally, some search tools actually provide the webpage indexes
used by other search tools. Because search tools’ webpage indexes are created in a variety
of ways, the indexes can vary substantially from search tool to search tool. For best results,
you should become comfortable searching the web for specific information using more
than one search tool.

portals Portals — websites that offer a starting point for accessing information —
can be general consumer portals, personal portals, vertical or industry portals, corporate
portals, or hyperlocal portals.
• A general consumer portal website offers a variety of features, including search
services, email, chat rooms, news and sports, maps, and online shopping. Many web
users begin their web-based activities, including searching for specific information,
from a portal, often setting a portal as a personal home page. Two early ISPs —
AOL and MSN — and some of the web’s original search tools, such as Excite and
Yahoo!, have evolved into general consumer portals.
• A personal portal is a version of a general consumer portal, such as MyYahoo!,
which a user can customize for personal preferences.
• A vertical portal, such as usa.gov or farms.com (Figure 1-26), provides a
starting point for finding information about specific areas of interest — in
these two examples, U.S. government agency websites and farming topics,
respectively.
• A corporate portal, run on a company’s intranet, provides an entry point for a
company’s employees and business partners into its private network.
• A hyperlocal portal provides information about and is written by someone living
in a specific geographical area. Figure 1-26 shows the Patch.com hyperlocal portal
for the area of Oak Forest, Illinois.

links to additional content

or external sites
Farms.com, Ltd.

links to additional content

or external sites

Patch
Figure 1-26 Hyperlocal and vertical portals offer a variety of services, links,
media, and information.

YOUR Exploring Consumer Portals

TURN
1. Use multiple tabs in a search engine to search 5. Determine how you might design a
for Excite, AOL, MSN, and Patch. Open each hyperlocal portal for your area. Include
portal website in a different browser tab. details such as the geographical area it
2. In each tab, tap or click the portal in the will encompass, the intended audience
search results to display the portal page. (for example, parents, foodies, or outdoor
3. Review the features offered by each of the enthusiasts), and sample content.
portals. Identify the five features you believe 6. Submit your findings in the format
are common to most portals. requested by your instructor.
4. Consider how analyzing the features of ex-
isting portal websites can help you plan the
content for a new consumer portal website.

other types of websites Many other types of websites exist (Figure 1-27).
Users visit travel and mapping websites to book flights or rent automobiles, get driving
directions to a restaurant, or plan a bike ride. Financial websites enable users to pay bills,
transfer funds between bank accounts, and make investments. Career websites provide
searchable job databases, online resumes, and networking opportunities. Almost anything
you would like to learn about can be found on the web: recipes, language translations,
home décor, pet care, and much, much more.

Types of Websites
Category Purpose Examples

Travel Book a flight or hotel Travelocity, Expedia

Mapping Get driving directions or plan a bike ride or run Mapquest, MapMyRoute

Financial Pay bills, transfer funds between bank accounts, Citizens Bank, eTrade
and make investments

Career Provide searchable job databases, online resumes, Monster.com, CareerBuilder

and networking opportunities

Web publishing Enable users to publish web content in a blog or Wordpress, Joomla
website

Figure 1-27 Diverse websites exist for a variety of purposes.

Web Design Tools

Web technology is constantly changing — a new browser feature, scripting language, or
mobile platform seemingly revolutionizes the way the world accesses the Internet. As soon
as these new technologies surface, some web designers charge ahead to implement these
latest advances on their websites. Websites should undoubtedly implement web technol-
ogy that represents true improvement; however, it is important first to determine the
merit of new technologies. As a web designer, you should ask the following questions:
• Does the new technology meet currently accepted standards for web development
and design?
• What specifically can the new technology do to further the purpose of my website?
• How will implementation of the new technology affect my website’s visual appeal,
accessibility, and usability?
• What impact will adding this technology have on security and other website
elements?
• What are the direct and indirect costs of implementing the new technology?
• How soon will I see a return on investing in this new technology?
After evaluating the impact a new technology will have on your website, you can then
make an informed decision about implementing the technology.

Make sure to integrate any new technologies with the design, features, and c ontent DESIGN
of your website. Only add the new technology if it will enhance the experience for TIP
website visitors.

HTML Tags Various tools exist to help you to create webpages and add dynamic content,
TOOLKIT

See Appendix A for

animation, and interactivity. Successfully using these tools requires varying levels of
more information
on HTML tags and skill and knowledge. Webpage creation tools include markup languages, Cascading
tag modifiers, called Style Sheets (CSS), scripting languages, text editors, HTML editors, WYSIWYG
attributes, and how editors, web templates, and content management systems (CMS).
they are used.

Markup Languages
A markup language is a coding system that uses tags to provide instructions about
the appearance, structure, and formatting of a document. The markup languages used to
create webpages are HTML, XML, XHTML, and WML.

How will HTML 5 HTML The Hypertext Markup Language (HTML) is a markup language used to
Q&A

differ? create webpages. The most current HTML standard is HTML 4.01, which specifies,
HTML 5 includes tags
for creating webpage
among other things, that HTML tags must be in lowercase, surrounded by brackets, and
sections and easily inserted in pairs. HTML 5 is in draft format and has yet to be finalized. A tag defines the
adding video and target, such as …., and the attribute defines the aspect of the target, such as
audio. For more the color, point size, or weight of a font. Technology standards for the web are set by the
information, use a
search engine to
World Wide Web Consortium (W3C). The W3C, through an HTML working group,
search for HTML 5 new continues to pursue advancements in the HTML standard.
features. The HTML markup language uses predefined codes called HTML tags to define the
format and organization of webpage elements. For example, the <html> ….</html> tag pair
indicates the beginning and the end of a webpage, respectively. The …. HTML
tag pair indicates the text between the tags is set in bold. When a webpage downloads into
a browser, the browser reads and interprets the HTML tags to display the webpage with
organized and formatted text, images, and links. Figure 1-28 shows the home page of a
small online boutique, Flirty Finds, and the underlying HTML code for the page.

website home page

in browser

HTML markup for

Figure 1-28 HTML tags define webpage elements.

DESIGN Even if you are designing a website using a content management system or
TIP WYSIWYG editor (both described later in this chapter) that does not require the
use of markup codes, it is important to understand the basic principles of markup
languages to understand how webpages are coded.

XML Extensible Markup Language (XML) is a markup language that uses both
predefined and customized tags to facilitate the consistent sharing of information, espe-
cially within large groups. Whereas HTML defines the appearance and organization of
webpage content, XML defines the content itself. For example, using XML, a program-
mer can define the custom tag <serialnum> to indicate that the information following the
tag is a product serial number.

XHTML Extensible Hypertext Markup Language (XHTML) combines the features of

both HTML and XML. Webpages created using XHTML look better than HTML-coded
webpages when viewed on smartphones and other handheld computers. Another benefit is
that webpages created with XHTML avoid user-access issues experienced by many users
who view webpages using assistive technologies (including screen reader software).

WML The Wireless Markup Language (WML) is an XML-based markup language

used to design webpages specifically for mobile browsers. WML uses Wireless Application
Protocol (WAP) to allow Internet access by wireless devices.

Exploring a Webpage’s Underlying Markup Language YOUR

TURN
1. Start your browser and type the URL of the HTML code, or you might need to install an
webpage of your choice in the Address bar. app to do so.)
2. View the webpage’s underlying markup tags 3. Scroll the window to view the markup tags.
in a new window. (Hint: if you are using a 4. Refer to Appendix B to identify several of
desktop or laptop, right-click or ctrl+ click the markup tags.
the webpage, then click View Source or 5. Submit your findings in the format
View Page Source. If you are using a mobile requested by your instructor.
browser, you might not be able to view the

Cascading Style Sheets CSS Benefits

TOOLKIT
See Appendix B for the
A Cascading Style Sheet (CSS) is a document that uses rules to standardize the benefits and guidelines
for using CSS.
appearance of webpage content by defining styles for elements such as font, margins,
positioning, background colors, and more. Web designers store CSS specifications for a
website in a separate document, called a style sheet. A web designer can attach the style
sheet to multiple website pages; any changes made to the style sheet automatically apply
to the associated webpages. Cascading refers to the order in which the different styles are
applied. Chapter 4 discusses CSS in greater detail.

Apply Cascading Style Sheets (CSS) to all pages in a website to ensure that all the DESIGN
pages have the same look. TIP

Scripting Languages
Scripting languages are programming languages used to write short programs, called
scripts, that execute in real time at the server or in the web browser when a webpage
downloads. Scripts make webpages dynamic and interactive by adding such features as
multimedia, animation, and forms or by connecting webpages to underlying databases.
JavaScript, Active Server Pages (ASP), PHP: Hypertext Preprocessor (commonly abbrevi-
ated as PHP), and MySQL are examples of scripting languages.
Copyright 2015 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
26 Chapter 1 The Environment and the Tools

DESIGN A web designer might choose to purchase ready-made scripts to perform routine
TIP or common functions, such as e-commerce shopping carts, FAQs (frequently asked
questions) lists, and banner ad management.

Active content is webpage content created using a scripting language such as J avaScript
and ASP. Unfortunately, hackers can use active content to transmit malware. Malware
is malicious software, including computer viruses and Internet worms, which can infect
a single computer or an entire network. Some visitors’ web browsers might block active
content by default, requiring visitors to instruct their browsers to display the content.

Text and HTML Editors

You can create a simple webpage by typing HTML tags and related text into a
document created in a plain text editor, such as Notepad (Figure 1-29), the text editor
available with the Windows operating system. A text editor is software used to create
plain (ASCII) text files. Some web designers or programmers prefer to use an HTML
editor to create webpages. An HTML editor is a text editor enhanced with special
features that easily insert HTML tags and their attributes. HTML-Kit, CoffeeCup
(Figure 1-29), BBEdit, and NoteTab are examples of HTML editors.
HTML editors have tools
to assist you in editing
and entering HTML code

text editors enable you

to view and edit code

CoffeeCup®
Microsoft

Figure 1-29 Web designers can use text and HTML editors to create webpages.

WYSIWYG Editors
Many web designers use WYSIWYG editors, such as Adobe® Dreamweaver®,
InnovaStudio® WYSIWYG Editor©, Ephox® EditLive!®, and Microsoft® Expres-
sion Web®, to create webpages. WYSIWYG stands for “what you see is what you get.”
Inserting and formatting text and inserting images or links in a webpage using a WYSI-
WYG editor is similar to creating a document in a word processor, such as Microsoft
Word. Additionally, using a WYSIWYG editor to create webpages eliminates the need
to learn a markup language, which can involve complex coding procedures, because the
WYSIWYG editor automatically generates the underlying markup language tags as you
insert and format text, images, and links. Most WYSIWYG editors also allow you to
view and manipulate the underlying HTML code, if desired. Additional benefits of using
WYSIWYG editors include the capability to create webpages rapidly.
Copyright 2015 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
Editorial review has deemed that any suppressed content does not materially affect the overall learning experience. Cengage Learning reserves the right to remove additional content at any time if subsequent rights restrictions require it.
Web Design Tools 27

If you are looking for a professional-strength WYSIWYG editor to create and

manage complex, interactive, and animated webpages, either Microsoft® Expression®
Web (Figure 1-30) or Adobe® Dreamweaver® would be a good choice. Expression Web
and Dreamweaver offer sophisticated website design, publishing, and management capa-
bilities. Software vendors who create WYSIWYG editors often provide additional support
and resources at their websites, such as clip art and multimedia, training seminars, user
forums, and newsletter subscriptions.
list of site files
and folders

design window
shows webpage

panels assist in
creating and applying
CSS rules

properties for a
webpage object are
easy to view and edit Microsoft

Figure 1-30 Web designers use WYSIWYG editors to create and manage complex, interactive webpages.

Using a WYSIWYG editor presents some challenges.

• Although most WYSIWYG editors have a preview option to simulate how a
webpage looks in a browser, in fact, the webpage might look quite different when
viewed with various versions of different browsers. Proprietary, nonstandard code
generated by some WYSIWYG editors contributes to the inconsistent display.
Some critics claim WYSIWYG editors are really WYSINWYG editors — “what
you see is not what you get.”
• A second challenge is that some WYSIWYG editors insert unnecessary code,
creating larger, slower-loading webpages.
• Finally, some WYSIWYG editors — especially older versions — might not adhere
to the latest markup language standards.
Chapter 2 discusses inconsistent display between web browsers and browser versions
in more detail. Even if your WYSIWYG editor includes tools for previewing, accessibil-
ity checking, and compatibility checking, you should still perform additional testing using
multiple browsers and devices before launching your website.

Web Templates and Content Management Systems

With little or no knowledge of HTML or other web design tools, users can quickly
create a website and its webpages using a web template or a content management system.
A web template is a predesigned model webpage that you can customize for fast
website or webpage creation or updating. Some B2B web hosting websites, such as Yahoo!
Small Business and Homestead, provide web templates (in addition to hosting services)
that make it quick and easy for a small business owner to create his or her e-commerce
website, focusing on the webpage’s content rather than on the design details.
Other websites, such as DreamTemplate, TemplateWorld, and TemplateMonster, sell
an enormous variety of predesigned web templates for creating personal, organizational/
topical, and commercial websites. Additionally, a number of websites, such as PixelMill or
Expression Graphics, sell web templates for a specific WYSIWYG editor, such as Dream-
weaver. Finally, many WYSIWYG editors, such as Expression Web (Figure 1-31), also
provide web templates for fast website and webpage creation.

sample image

placeholder
text

sample site
navigation

template includes

Microsoft
design elements such
as page background

Figure 1-31 Web templates are customizable model webpages.

A content management system (CMS) is a software system that provides author-

ing and administrative tools that enable the management of web content development,
including authoring, reviewing, editing, and publishing. Content providers working within
a CMS use web templates and style sheets to efficiently add or update webpage content.
The templates, style sheets, and other frequently used content elements, such as a logo
graphic, are stored in a database called a content repository. HP Autonomy and Typo3
are two examples of robust content management system software applications.
In addition to creating public webpages with templates or a CMS, website design-
ers can use these technologies to control the look and function of all the pages at inter-
nal websites on a company’s intranet. An intranet is a private network within a large

organization or commercial entity that uses Internet and web technologies to share infor- What is a software

Q&A
developer kit?
mation among only its members, employees, or business partners. Employees who have
A software
no web design experience or programming expertise can add webpages or update content development kit (SDK),
on existing webpages on the intranet. sometimes called a
Other web design technologies support communication and collaboration among devkit, contains the
web users; these include technologies for incorporating blogs, wikis, social n
etworking, technology and tools
needed to create apps
social bookmarking, and collaborative workspaces. For example, Microsoft® SharePoint or software to be used
Designer® 2013 is a professional WYSIWYG editor designed for the SharePoint® services on a certain platform
environment. You can use SharePoint Designer to create interactive websites that allow or device. SDKs often
employees to collaborate over the web from any location. Employees can use tools contain guidelines
and rules about the
such as shared workspaces, blogs, and wikis and manage and share document libraries. type and format of
Many other technology companies, such as IBM, Cisco, and Jive, also offer technologies programs; developers
designed to provide web-based communication and collaboration. must license the
SDK and abide by all

Web Design Roles

guidelines.

People plan and develop websites of all sizes working independently, in small groups, or as How can I find

Q&A
part of a large team. Ongoing communication between web development team members a career in web
is crucial to the success of any website design project that involves multiple participants. design?
Depending on the circumstances and the complexity of the web development project, you Many entry level
positions exist for
might take on one or more of the following web design roles.
web designers who
have basic skills or
Creative Roles interests. Certifications
in web design show
potential employers
If you assume a creative role, your focus primarily will be on how the website looks you possess some
and feels. Jobs in the creative role category include content writer/editor, SEO expert, knowledge about
web designer, artist/graphic designer, and multimedia producer. web design. For more
As a content writer/editor or SEO expert, you create and revise the text that information about
certifications that can
visitors read when they visit a website, and choose the links, images, video, or other
help you train for a
media that enhances your text content. To achieve your website’s purpose, you must career in web design,
write specifically for the web environment and a targeted web audience and take into use a search engine to
consideration current SEO practices. An employer frequently looks for a highly cre- search for web design
certifications.
ative applicant with demonstrated print and Internet writing experience, including
SEO and social media.
As a web designer, your primary role is to create webpages that combine text, images,
Careers in SEO
TOOLKIT

and links using tools such as markup languages; CSS; and text, HTML, and WYSIWYG For more information
editors. Your responsibilities also might include graphic design and website setup and about SEO careers, see
maintenance. To be a marketable webpage designer, you must communicate effectively, Appendix D.
have a thorough knowledge of webpage design technologies, be familiar with RWD and
other techniques for designing for multiple devices, have graphic design talent, and pos-
sess some programming skills.
The role of a web artist/graphic designer is to create original art such as logos,
stylized typefaces, and avatars or props for 3D virtual worlds. This highly creative
role demands experience with high-end illustration and image-editing software,
such as Adobe Creative Suite, as well as specialty hardware, such as scanners and
digital cameras.
As a multimedia producer, you design and produce animation, digital video and
audio, 2D and 3D models, and other media elements to include in a website. This role
demands experience with sophisticated hardware and software, as well as familiarity with
art theory and graphic design principles.

Technical Roles
If you play a technical role, your focus will be primarily on a website’s functionality
and security. Examples of types of jobs in the technical role category include web pro-
grammer, database developer, and network/security administrator.
A web programmer must be highly skilled in scripting languages, such as
JavaScript, Active Server Pages (ASP), PHP: Hypertext Preprocessor, and MySQL.
These languages are used to create interactive and dynamic webpages. Scripted web-
pages also handle data from web-based forms, such as those you complete when regis-
tering for an account on a website.
A database developer must possess the technical skills to plan, create, secure,
and maintain databases of varying complexity. A large percentage of website content
derives from databases, including storage of customer data and products on e-commerce
websites. Database developers need to know how to integrate databases successfully
with webpages, and to protect the data from unauthorized access.
A network/security administrator ensures the day-to-day functionality of the net-
work and protects it from internal and external threats. Duties and responsibilities include
ongoing network inspection, maintenance, and upgrades. An administrator must be aware
of security alerts and advisories, protect the network with intrusion-detection software,
and have a fully developed plan of action if the security of the network is compromised.

Oversight Roles
If you assume an oversight role, your focus is either on managerial and administrative
issues or marketing/customer service. Examples of types of jobs in the oversight role cat-
egory include tester and web administrator/webmaster.
All websites need to go through a testing process. Testers examine the website for
usability across different browsers and devices.
The responsibilities of web administrator or webmaster vary. If he or she is working
alone, the web administrator assumes all the roles, including creative, high-tech, and over-
sight. In an organizational or business setting, the web administrator might oversee a web
development team that includes creative and technical roles. A web administrator must
have familiarity with databases, markup and scripting languages, content development,
creative design, marketing, and hardware.
Sometimes the web administrator takes on the role of the system architect. A system
architect determines the structure and technical needs required to build, maintain, and
expand the website.

Other Web Roles

As technology changes and develops, new roles are created to incorporate these
trends. Some jobs that have emerged in recent years include social media expert,
e-commerce director, cloud architect, mobile app developer, mobile strategy expert,
and user experience (UX) designer.

Exploring Web Design Roles YOUR

TURN
1. Use a search engine to search for job search information, and job location for at least
websites, such as monster.com. two job postings for each of the three web
2. Tap or click one of the job search websites to design roles you would be interested in.
open it in your browser. 5. Compare the skills needed for the job with
3. Follow the steps on the job search website your own skill set; what additional training
to search for jobs related to three of the will you need?
web design roles discussed in this chapter, 6. Submit the results of your domain name
including one of the newer roles. search in the format requested by your
4. Summarize your research by listing the instructor.
job description, skill requirements, salary

Chapter Review
The Internet is a worldwide public network that links millions of private networks.
The highly visual, dynamic, and interactive World Wide Web is a subset of the Internet.
The Internet and the web have dramatically changed the communication, education,
entertainment, and business practices of millions of people worldwide.
Users can access the Internet and the web over cable television lines or through
the Public Switched Telephone Network (PSTN) over dial-up or dedicated lines. Fixed
wireless connections are used where DSL or cable access is not available. Laptops and
mobile devices, such as tablets and smartphones, access the Internet using mobile wireless
connectivity methods. Internet service providers (ISPs) provide Internet connections to
individuals, businesses, and other organizations.
A web browser, or browser, is a software program that requests, downloads, and
displays webpages. To view a webpage, enter its unique address, called a Uniform
Resource Locator (URL), in the browser’s Address bar. The two most popular web
browsers for desktop and laptop computers are Google Chrome and Microsoft Internet
Explorer. Mobile web browsers take into consideration the size of the screen to optimize
websites for the device.
Websites can be categorized as personal, organizational/topical, or commercial.
Commercial websites include B2C, B2B, and C2C e-commerce; entertainment/news;
search tool; and portal websites.
Web design technologies include markup languages, Cascading Style Sheets (CSS),
scripting languages, text and HTML editors, WYSIWYG editors, and predesigned web
templates and content management systems. Responsive web design techniques enable
websites to adapt layout and content for different screen sizes and resolutions.
Depending on resources, developing a website might be the job of an individual
person, two or three people, or a large web development team. Although actual titles vary
and responsibilities can overlap, web design roles include creative, technical, and over-
sight, as well as those dealing with new technologies and strategies.

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