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Taking Your Talent to the Web


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Table of Contents

Meet the Medium. Smash Your Altars.2. Designing for the Medium.
Breath Mint? Or Candy Mint? Web Physics: Action and Interaction. Web Agnosticism. Open Standards-They're Not Just for Geeks Anymore. The 18-Month Pregnancy. Chocolatey Web Goodness. Instant Karma. The Whole World in Your Hands. Just Do It: The Web as Human Activity. The Viewer Rules. Multimedia: All Talking! All Dancing! It's the Bandwidth, Stupid. Web Pages Have No Secrets. It's Still the Bandwidth, Stupid. Cache as Cache Can. Screening Room. Color My Web. Touch Factor. Accessibility, the Hidden Shame of the Web. User Knowledge.3. Where Am I? Navigation & Interface.
What Color Is Your Concept? Business as (Cruel and) Usual. The Rise of the Interface Department. Form and Function. Copycats and Pseudo-Scientists. Chaos and Clarity. Ten (Okay, Three) Points of Light. GUI, GUI, Chewy, Chewy. Clarity Begins at Home (Page). Stock Options (Providing Alternatives). Hierarchy and the So-Called Three Click Rule. The So-Called Rule of Five. Highlights and Breadcrumbs. Consistent Placement. Brand That Sucker!II. WHO: PEOPLE, PARTS, AND PROCESSES. 4. How This Web Thing Got Started.
1452. 1836. 1858. 1876. Why We Mentioned These Things. 1945. 1962. 1965. 1966. 1978. 1981. 1984. 1986. 1988. 1989. 1990. 1991. 1993. 1994. 1995. 1996. 1997. 1998. 1999. 2000. 2001.5. The Obligatory Glossary.
Web Lingo. Roles and Responsibilities in the Web World. Your Role in the Web.6. What Is a Web Designer, Anyway?
What We Have Here Is an Opportunity to Communicate. Can You Handle It?7. Riding the Project Life Cycle.
What Is the Life Cycle? Why Have a Method? We Never Forget a Phase. Work the Process.III. HOW: TALENT APPLIED (TOOLS & TECHNIQUES). 8. HTML, the Building Blocks of Life Itself.
Code Wars. Looking Ahead. Getting Started. View Source. Absolutely Speaking, It's All Relative. What Is Good Markup? HTML as a Design Tool. Plug-ins and Tables and Frames, Oh My! Hiney Ho! A Comment About . WYSIWYG, My Aunt Moira's Left Foot. Browser Incompatibilities: Can't We All Just Get Along? Publish That Sucker! HTMHell.9. Visual Tools.
Photoshop Basics: An Overview. Color My Web: Romancing the Cube. Format This: GIFs, JPEGs, and Such. GIF. JPEG, the Other White Meat. Optimizing GIFs and JPEGs. Expanding on Compression. Compression Breeds Style: Thinking About the Medium. Animated GIFs. Creating Animations in ImageReady. Typography. The ABCs of Web Type. General Hints on Type. Navigation: Charting the Visitor's Course. Slicing and Dicing. Thinking Semantically.10. Style Sheets for Designers.
Tag Soup and Crackers. CSS to the Rescue...Sort of. Designing with Style: Cascading Style Sheets (CSS). Compatibility Problems: An Overview. Working with Style Sheets. Trouble in Paradise: CSS Compatibility Issues.11. The Joy of JavaScript.
What Is This Thing Called JavaScript? JavaScript, Unhh! What Is It Good For? Sounds Great, but I'm an Artist. Do I Really Have to Learn This Stuff? Educating Rita About JavaScript. JavaScript Basics for Web Designers. The Dreaded Text Rollover. The Ever-Popular Image Rollover. Windows on the World. Avoiding the Heartbreak of Linkitis. Browser Compensation. Watching the Detection. Going Global with JavaScript. Learning More.12. Beyond Text/Pictures.
Prelude to the Afternoon of Dynamic Websites. The Form of Function: Dynamic Technologies. Doing More. Take a Walk on the Server Side. Cookin' with Java. Rich Media: Exploding the "Page". Turn on, Tune in, Plug-in. The Impossible Lightness of Plug-ins. Who Makes the Salad? Web Designers and Plug-ins. The Trouble with Plug-ins. Parting Sermon.13. Never Can Say Goodbye.
Separation Anxiety. From Tag Soup to Talk Soup: Mailing Lists and Online Forums. Eye and Brain Candy: Educational and Inspiring Sites. The Independent Content Producer Refuses to Die!Index.

Promotional Information

This book's purpose is to guide traditional art directors and print designers as they expand their existing careers to include the new field of professional Web Design. This is an explicit and detailed guide, an intelligent "how-to" book for professionals. It lays the groundwork and creates context by exploring essential concepts, defines terms that may be new or unfamiliar, and then moves forward with practical software techniques. All the while it is building on the existing knowledge and experience of its professional design audience. Taking Your Talent to the Web is based on the Populi Curriculum in Web Communications Design, developed by Jeffrey Zeldman in cooperation with Populi, Inc., ( and the Pratt Institute

About the Author

Jeffrey Zeldman has been designing websites since the Crimean War. His personal website at has been visited by millions. Jeffrey is the publisher and creative director of A List Apart (, a weekly magazine "For People Who Make Websites"; cofounder and leader of the advocacy group, The Web Standards Project (; and founder of Happy Cog (, a web design agency. He is a featured columnist for publications including Adobe Web Center, PDN-Pix Magazine, and Crain's Creativity Magazine and speaks at web and design conferences around the world. But what he really wants to do is direct.

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