1. PBA Front-End Week 4

2. Using Fonts Why do we need to consider fonts…? – Make it as easy as possible for the user to read the textual content of a page – To convey feelings…

3. Using Fonts Formal definitions: – A typeface: an artistic represen- tation of the characters, etc in the alphabet – A font: A typeface in a given size However, terms are used interchangeably in digital publishing

4. Using Fonts Size of fonts is traditionally measured in points Not quite a standard measure – most common definition is – 1 point = 1/72 inch ≈ 0.35 mm More rarely used is pica = 12 points 1:1 match with ”older” screen resolutions (72dpi)

5. Using Fonts Another important component is the space between subsequent lines Often calling leading 12 pt. font 18 pt. leading

6. Using Fonts Two main families of fonts Serif (with ”feet”), aka Antikva Sans Serif (without ”feet”), aka Grotesque

7. Using Fonts Serif font are considered traditional fonts Times (new) Roman Purpose of Serifs (feet) to ”lead the eye” by creating an imaginary line Debated… Hello there

8. Using Fonts Sans Serif fonts (like this) have traditionally been used for short text, e.g. headlines Are now generally accepted as the best choice for text on screen Argument: Serifs tend to ”smear” on screens with traditional resolution (72 dpi) Argument may outdate as screen resolutions improve…

9. Using Fonts Choosing the right font for the job… – Make sure the content is readable – Choose fonts that match the general theme of the wesbite

10. Using Fonts Make sure the content of a page is readable – The longer the text, the more ”neutral” the choice of font – For large bodies of text, stick with a variant of the main- stream Sans Serif fonts – For short texts like headlines, more freedom

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14. Using Fonts The big question – how do we pick a font, that matches a certain theme or feeling…? – When is a font ”elegant” – When is a font ”funny” – When is a font ”scary” No firm rules, use your common sense, and observe what others have done… …and test your choice (usability)!

15. Using Fonts www.fontco.com

16. Using Fonts What about font size…? Books keep lines of text short (10 cm), to avoid reading fatigue Modern screens are 30-40 cm wide… Should we ”mimic” book layout by using larger fonts? Screen geometry fundamentally different…

17. Using Fonts

18. General tips on font size – Users like larger fonts than designers do – Use leading to increase readability – good choices are 10/12 and 12/14 – Ideally; design to allow the user to change the font size, screen geometry, etc (responsive design) – However, the far majority of users cannot be bothered to change default settings

19. Using Fonts

20. Textual Composition Even with proper choice of font, the physical organisation of text still matters – Avoid ”walls of text” – Avoid monotony… – …but also avoid too many surprises!

21. Textual Composition BORING!!

22. Textual Composition Various types of ”space” are useful Margins - separates text blocks from other page elements Alignment – helps the use to navigate – Can help the user to navigate between lines – Left-justified text is usually considered the best choice for text on the screen

23. Textual Composition

24. Text can also be emphasised in various ways Classic effects for emphasis – Bold – Italic – Underline – Coloring – CAPITALS

25. Textual Composition When could emphasis of text be appropriate? – Introducing a new term – Using an adjective in ”strong form” – Indicating text which also has a function (link) – Draw attention to an important piece of data – …?

26. Textual Composition ”…the emergence of quantum physics” ”…that room was scary, John” ”…also check out www.cnn.com”www.cnn.com ”…more than 2,000 families are affected”

27. Textual Composition Tips on text emphasis – Use sparingly, otherwise effect is lost! – Emphasis is for very short text passages, not e.g. an entire paragraph – Emphasis and e.g. choosing a font for a heading is two different things…

28. Textual Composition

29. Editorial Style What does reading on the Web resemble most closely…? – Reading a book – Reading a newspaper – Reading a printed advertisment – Watching TV – Watching a movie

30. Editorial Style Reading on the Web of often more goal- oriented than traditional reading User seek specific information User will ”scan” pages rather than read pages word-for-word Delicate balance between web-enabling material and cutting it to pieces…

31. Editorial Style What if we have more infor- mation than what ”fits” a single page? A job for the Information Architect! How do we split information over several pages in a proper manner?

32. Editorial Style Avoid just splitting after size, split after content (chunking)! One page (not a screenful) should be a logical, fairly self-contained, unit Having a consistent page structure also helps the user www.webstyleguide.com

33. Editorial Style How should individual pages be structured? Keep in mind that Web users ”scan” pages rather than read them word-for-word Text segmentation – Break text into subsections – Use descriptive (and plenty of) headings – The inverted pyramid

34. Editorial Style

35. The Inverted Pyramid works! It brings the users attention to the section, and enables the user to quickly decide if the section is relevant Historians disagree about when the form was created. Many say the invention of the telegraph sparked its development by encouraging reporters to condense material, to reduce costs. Studies of 19th-century news stories in American newspapers, however, suggest that the form spread several decades later than the telegraph, possibly because the reform era's social and educational forces encouraged factual reporting rather than more interpretive narrative styles

36. Editorial Style How should we actually write on the Web? First consideration: Target Audience! How would you write when addressing – Urban males, age 18-29 – Girls, age 6-9 – Seniors, age 65+ – Users with high education –…–…

37. Editorial Style Second consideration: User profile Is the typical user – Recurring – visits this site regularly – Casual/Random – not interested in this particular site, but in a topic (via Google) – Skilled – has extensive background knowledge on the web site topics – Novice – little or no background knowledge

38. Editorial Style Tacit style – Assumes the user has a solid background knowledge about the topic at hand – Stick to the point – avoid ”trivial” information – Uses relevant terminology without further explanation – Few external links

39. Editorial Style ”Wiki style” – Assumes the user has little or no background knowledge about the topic at hand – Uses relevant terminology only after introducing it – Redundant information is more acceptable – Many external links

40. Editorial Style Recurring/ Skilled Casual / Novice Tacit StyleOKToo hard to understand Wiki StyleToo elementary, too much information OK

41. Editorial Style General advice for (Web) writing: – Never use a long word where a short one will do – If it is possible to cut a word out, always cut it out – Never use the passive where you can use the active – Never use a foreign phrase, a scientific word, or a jargon word if you can think of an everyday English equivalent – Break any of these rules sooner than say anything outright barbarous – Source: George Orwell

42. Editorial Style General advice (continued): – Front-load your content – Stick to the point – Cultivate a distinct voice – Think globally – Use numerals for specific numbers

43. Editorial Style Rhetoric: the art and technique of persuasion, through oral, written, or visual media Elements of Rhetorics – Ethos – Pathos – Logos

44. Editorial Style Ethos: the credibility and authority of a source of information Will I believe what you tell me…? Will my website convey a sense of credibility that is fitting for the source? Bad ethos: broken links, ”cheap” graphics, outdated content, spelling mistakes, etc..

45. Editorial Style Pathos: developing a positive emotional response in the user Will I feel what you want me to feel…? Does my website make the user “feel” the desired way? Graphics, metaphors, storytelling,… Bad pathos: Conflicting signals, e.g. sad text, happy graphics, etc.

46. Editorial Style Logos: Appealing to the rationality and logic sense of the user Does what you tell me seem rational, logical and plausible…? Statistics, facts, examples, etc.. Bad logos: Biased material, inconsistencies

47. Editorial Style Ethos Credibility Authority Moral Pathos Feelings Imagination Identification Logos Rationality Logic Consistency

48. Editorial Style

49. Search Engine Optimisation Search Engine Optimisation (SEO) – Making your website visible to search engines (Google) – Get your website to the top of the result list!

50. Search Engine Optimisation

51. SEO is an obvious way to make users aware of your website – Technical aspect: Making sure the proper words can be found on your website by search robots – Marketing aspect: Making sure your website contains the words a typical user will use when searching for a website in your category. Getting other sites to link to your site.

52. Search Engine Optimisation How is a page found by a Search Engine? Web Crawlers follow links – so make sure there are links to all your pages How is a page ranked by a Search Engine? Secret…!

53. Search Engine Optimisation Page rankings – Internal factors – title, headings, body text, alter- native text, keyword distribution, domain name – External factors – links from other pages. The higher ranked the linking page is, the more the link will count. How often users click on the page in a search result list

54. Search Engine Optimisation How can I know which keywords a typical user will use when searching for a similar website? Ask them! A job for the Usability Lead Google Adwords – suggestions for keywords

55. Search Engine Optimisation A Search Engine cannot see text in – Graphics (logos, banners, etc.) – Flash animations – Video – Audio (oh, really…) – Graphic links – Links depending on dynamic code

56. Search Engine Optimisation A Search Engine may bypass a page if it – Has a very complex structure – Is heavily dynamic (CSS, JavaScript) – Contains many broken links – Contains complex/auto-generated links – Is flooded with keyword repetitions – Is created server-side – Loads very slowly

57. Search Engine Optimisation So, I’m about to write material for my website… …what should I actually do…?

58. Search Engine Optimisation Avoid writing consciously for SEO Write for the readers, not for the engines External factors are given more importance than internal by modern search engines (Google)… …so the material must be interesting and relevant for actual human readers!

59. Search Engine Optimisation Still, you can often hit two birds with one stone Review titles, headers, page bodies, etc – do they actually contain relevant words Take the user’s point-of-view – what would the typical user be looking for?

60. Search Engine Optimisation The Global Catastrophe Bla bla bla bla bla…

61. Search Engine Optimisation World War II : The Global Catastrophe Bla bla bla bla bla…

62. Search Engine Optimisation Where to put keyword/phrases: – Page titles – Major headings – First content paragraphs – Text for links to other pages – Alternative text for images – HTML file names and directory names

63. Search Engine Optimisation Grammatical form matters (Tiger <> Tigers) Case does not matter (Tiger == tiger) Context does not come automatically! A Tiger is also a – Carnivore – Large cat – Panthera – Threatened species

64. Search Engine Optimisation Enough is enough! Delicate balance between plentiful mentioning of keywords and ”keyword spamming” Exact limit unknown… Rule of thumb, at most 5-8 % of total word count

65. Search Engine Optimisation We can also ”optimise” the use of keywords with regards to humans Users do not divide their attention uniformly over a web page (eye-tracking studies) – Golden triangle – F pattern Cat

66. Search Engine Optimisation

67. Most important in page rankings – other pages that link to your page! How to achieve that…?

68. Search Engine Optimisation If the site is part of a large company – Request that main (often visited) company pages link to your pages – Get included in site maps, etc. – Get featured in a ”what’s new” section on the company home page

69. Search Engine Optimisation If the site is a stand-alone site – Find link partners: You link to the partner, the partner links to you (link building) – Potential link partner could be a ”complemen- tary” company, not a competitor – Example: you sell swimsuits, the partner sells sunglasses – Should be worthwhile for both sides

70. Search Engine Optimisation Create links from other websites yourself – Find popular (and preferably relevant…) blogs, forums, etc, and leave comments including links to your own website – Sign up your website to link catalogs A delicate balance…

71. Search Engine Optimisation