Web design

Web design encompasses many different skills and disciplines in the production and maintenance of
websites. The different areas of web design include web graphic design; user interface design (UI
design); authoring, including standardised code and proprietary software; user experience design (UX
design); and search engine optimization. Often many individuals will work in teams covering different
aspects of the design process, although some designers will cover them all.[1] The term "web design" is
normally used to describe the design process relating to the front-end (client side) design of a website
including writing markup. Web design partially overlaps web engineering in the broader scope of web
development. Web designers are expected to have an awareness of usability and be up to date with web
accessibility guidelines.

History

1988–2001
Although web design has a fairly recent history, it can be
linked to other areas such as graphic design, user experience,
and multimedia arts, but is more aptly seen from a
technological standpoint. It has become a large part of
people's everyday lives. It is hard to imagine the Internet
without animated graphics, different styles of typography,
backgrounds, videos and music. The web was announced on Web design books in a store
August 6, 1991; in November 1992, CERN was the first
website to go live on the World Wide Web. During this
period, websites were structured by using the <table> tag which created numbers on the website.
Eventually, web designers were able to find their way around it to create more structures and formats. In
early history, the structure of the websites was fragile and hard to contain, so it became very difficult to
use them. In November 1993, ALIWEB was the first ever search engine to be created (Archie Like
Indexing for the WEB).[2]

The start of the web and web design

In 1989, whilst working at CERN in Switzerland, British scientist Tim Berners-Lee proposed to create a
global hypertext project, which later became known as the World Wide Web. From 1991 to 1993 the
World Wide Web was born. Text-only HTML pages could be viewed using a simple line-mode web
browser.[3] In 1993 Marc Andreessen and Eric Bina, created the Mosaic browser. At the time there were
multiple browsers, however the majority of them were Unix-based and naturally text-heavy. There had
been no integrated approach to graphic design elements such as images or sounds. The Mosaic browser
broke this mould.[4] The W3C was created in October 1994 to "lead the World Wide Web to its full
potential by developing common protocols that promote its evolution and ensure its interoperability."[5]
This discouraged any one company from monopolizing a proprietary browser and programming
language, which could have altered the effect of the World Wide Web as a whole. The W3C continues to
set standards, which can today be seen with JavaScript and other languages. In 1994 Andreessen formed
Mosaic Communications Corp. that later became known as Netscape Communications, the Netscape 0.9
browser. Netscape created its HTML tags without regard to the traditional standards process. For
example, Netscape 1.1 included tags for changing background colours and formatting text with tables on
web pages. From 1996 to 1999 the browser wars began, as Microsoft and Netscape fought for ultimate
browser dominance. During this time there were many new technologies in the field, notably Cascading
Style Sheets, JavaScript, and Dynamic HTML. On the whole, the browser competition did lead to many
positive creations and helped web design evolve at a rapid pace.[6]

Evolution of web design

In 1996, Microsoft released its first competitive browser, which was complete with its features and
HTML tags. It was also the first browser to support style sheets, which at the time was seen as an obscure
authoring technique and is today an important aspect of web design.[6] The HTML markup for tables was
originally intended for displaying tabular data. However, designers quickly realized the potential of using
HTML tables for creating complex, multi-column layouts that were otherwise not possible. At this time,
as design and good aesthetics seemed to take precedence over good markup structure, little attention was
paid to semantics and web accessibility. HTML sites were limited in their design options, even more so
with earlier versions of HTML. To create complex designs, many web designers had to use complicated
table structures or even use blank spacer .GIF images to stop empty table cells from collapsing.[7] CSS
was introduced in December 1996 by the W3C to support presentation and layout. This allowed HTML
code to be semantic rather than both semantic and presentational and improved web accessibility, see
tableless web design.

In 1996, Flash (originally known as FutureSplash) was developed. At the time, the Flash content
development tool was relatively simple compared to now, using basic layout and drawing tools, a limited
precursor to ActionScript, and a timeline, but it enabled web designers to go beyond the point of HTML,
animated GIFs and JavaScript. However, because Flash required a plug-in, many web developers avoided
using it for fear of limiting their market share due to lack of compatibility. Instead, designers reverted to
GIF animations (if they did not forego using motion graphics altogether) and JavaScript for widgets. But
the benefits of Flash made it popular enough among specific target markets to eventually work its way to
the vast majority of browsers, and powerful enough to be used to develop entire sites.[7]

End of the first browser wars

In 1998, Netscape released Netscape Communicator code under an open-source licence, enabling
thousands of developers to participate in improving the software. However, these developers decided to
start a standard for the web from scratch, which guided the development of the open-source browser and
soon expanded to a complete application platform.[6] The Web Standards Project was formed and
promoted browser compliance with HTML and CSS standards. Programs like Acid1, Acid2, and Acid3
were created in order to test browsers for compliance with web standards. In 2000, Internet Explorer was
released for Mac, which was the first browser that fully supported HTML 4.01 and CSS 1. It was also the
first browser to fully support the PNG image format.[6] By 2001, after a campaign by Microsoft to
popularize Internet Explorer, Internet Explorer had reached 96% of web browser usage share, which
signified the end of the first browser wars as Internet Explorer had no real competition.[8]
2001–2012
Since the start of the 21st century, the web has become more and more integrated into people's lives. As
this has happened, the technology of the web has also continued to evolve. There have also been
significant changes in the way people use and access the web, and this has changed how sites are
designed.

Since the end of the browsers wars new browsers have been released. Many of these are open source,
meaning that they tend to have faster development and are more supportive of new standards. The new
options are considered by many to be better than Microsoft's Internet Explorer.

The W3C has released new standards for HTML (HTML5) and CSS (CSS3), as well as new JavaScript
APIs, each as a new but individual standard. While the term HTML5 is only used to refer to the new
version of HTML and some of the JavaScript APIs, it has become common to use it to refer to the entire
suite of new standards (HTML5, CSS3 and JavaScript).

2012 and later

With the advancements in 3G and LTE internet coverage, a significant portion of website traffic shifted to
mobile devices. This shift influenced the web design industry, steering it towards a minimalist, lighter,
and simpler style. The "mobile first" approach emerged as a result, emphasizing the creation of website
designs that prioritize mobile-oriented layouts first, before adapting them to larger screen dimensions.

Tools and technologies

Web designers use a variety of different tools depending on what part of the production process they are
involved in. These tools are updated over time by newer standards and software but the principles behind
them remain the same. Web designers use both vector and raster graphics editors to create web-formatted
imagery or design prototypes. A website can be created using WYSIWYG website builder software or a
content management system, or the individual web pages can be hand-coded in just the same manner as
the first web pages were created. Other tools web designers might use include markup validators[9] and
other testing tools for usability and accessibility to ensure their websites meet web accessibility
guidelines.[10]

UX Design
One popular tool in web design is UX Design. A popular modality of modern web design art, it features a
user-friendly interface and appropriate presentation.[11]
Skills and techniques

Marketing and communication design

Marketing and communication design on a website may identify what works for its target market. This
can be an age group or particular strand of culture; thus the designer may understand the trends of its
audience. Designers may also understand the type of website they are designing, meaning, for example,
that business-to-business (B2B) website design considerations might differ greatly from a consumer-
targeted website such as a retail or entertainment website. Careful consideration might be made to ensure
that the aesthetics or overall design of a site do not clash with the clarity and accuracy of the content or
the ease of web navigation,[12] especially on a B2B website. Designers may also consider the reputation
of the owner or business the site is representing to make sure they are portrayed favorably. Web designers
normally oversee the development of sites with respect to their functioning, often initiating changes as
business needs require. They may change elements including text, photos, graphics, and layout. Before
beginning work on a website, web designers normally set an appointment with their clients to discuss
layout, colour, graphics, and design. Web designers spend the majority of their time designing sites and
ensuring their satisfactory performance. They typically engage in testing and communication with other
designers about marketing issues and the layout and composition of websites.[13]

User experience design and interactive design

User understanding of the content of a website often depends on user understanding of how the website
works. This is part of the user experience design. User experience is related to layout, clear instructions,
and labeling on a website. How well a user understands how they can interact on a site may also depend
on the interactive design of the site. If a user perceives the usefulness of the website, they are more likely
to continue using it. Users who are skilled and well versed in website use may find a more distinctive, yet
less intuitive or less user-friendly website interface useful nonetheless. However, users with less
experience are less likely to see the advantages or usefulness of a less intuitive website interface. This
drives the trend for a more universal user experience and ease of access to accommodate as many users as
possible regardless of user skill.[14] Much of the user experience design and interactive design are
considered in the user interface design.

Advanced interactive functions may require plug-ins if not advanced coding language skills. Choosing
whether or not to use interactivity that requires plug-ins is a critical decision in user experience design. If
the plug-in doesn't come pre-installed with most browsers, there's a risk that the user will have neither the
know-how nor the patience to install a plug-in just to access the content. If the function requires advanced
coding language skills, it may be too costly in either time or money to code compared to the amount of
enhancement the function will add to the user experience. There's also a risk that advanced interactivity
may be incompatible with older browsers or hardware configurations. Publishing a function that doesn't
work reliably is potentially worse for the user experience than making no attempt. It depends on the target
audience if it's likely to be needed or worth any risks.
Progressive enhancement
Progressive enhancement is a strategy in web design that
puts emphasis on web content first, allowing everyone to
access the basic content and functionality of a web page,
whilst users with additional browser features or faster Internet
access receive the enhanced version instead.

In practice, this means serving content through HTML and

applying styling and animation through CSS to the
technically possible extent, then applying further
enhancements through JavaScript. Pages' text is loaded
immediately through the HTML source code rather than
having to wait for JavaScript to initiate and load the content The order of progressive enhancement
subsequently, which allows content to be readable with
minimum loading time and bandwidth, and through text-
based browsers, and maximizes backwards compatibility.[15]

As an example, MediaWiki-based sites including Wikipedia use progressive enhancement, as they remain
usable while JavaScript and even CSS is deactivated, as pages' content is included in the page's HTML
source code, whereas counter-example Everipedia relies on JavaScript to load pages' content
subsequently; a blank page appears with JavaScript deactivated.

Page layout
Part of the user interface design is affected by the quality of the page layout. For example, a designer may
consider whether the site's page layout should remain consistent on different pages when designing the
layout. Page pixel width may also be considered vital for aligning objects in the layout design. The most
popular fixed-width websites generally have the same set width to match the current most popular
browser window, at the current most popular screen resolution, on the current most popular monitor size.
Most pages are also center-aligned for concerns of aesthetics on larger screens.

Fluid layouts increased in popularity around 2000 to allow the browser to make user-specific layout
adjustments to fluid layouts based on the details of the reader's screen (window size, font size relative to
window, etc.). They grew as an alternative to HTML-table-based layouts and grid-based design in both
page layout design principles and in coding technique but were very slow to be adopted.[note 1] This was
due to considerations of screen reading devices and varying window sizes which designers have no
control over. Accordingly, a design may be broken down into units (sidebars, content blocks, embedded
advertising areas, navigation areas) that are sent to the browser and which will be fitted into the display
window by the browser, as best it can. Although such a display may often change the relative position of
major content units, sidebars may be displaced below body text rather than to the side of it. This is a more
flexible display than a hard-coded grid-based layout that doesn't fit the device window. In particular, the
relative position of content blocks may change while leaving the content within the block unaffected.
This also minimizes the user's need to horizontally scroll the page.

Responsive web design is a newer approach, based on CSS3, and a deeper level of per-device
specification within the page's style sheet through an enhanced use of the CSS @media rule. In March
2018 Google announced they would be rolling out mobile-first indexing.[16] Sites using responsive
design are well placed to ensure they meet this new approach.

Typography
Web designers may choose to limit the variety of website typefaces to only a few which are of a similar
style, instead of using a wide range of typefaces or type styles. Most browsers recognize a specific
number of safe fonts, which designers mainly use in order to avoid complications.

Font downloading was later included in the CSS3 fonts module and has since been implemented in Safari
3.1, Opera 10, and Mozilla Firefox 3.5. This has subsequently increased interest in web typography, as
well as the usage of font downloading.

Most site layouts incorporate negative space to break the text up into paragraphs and also avoid center-
aligned text.[17]

Motion graphics
The page layout and user interface may also be affected by the use of motion graphics. The choice of
whether or not to use motion graphics may depend on the target market for the website. Motion graphics
may be expected or at least better received with an entertainment-oriented website. However, a website
target audience with a more serious or formal interest (such as business, community, or government)
might find animations unnecessary and distracting if only for entertainment or decoration purposes. This
doesn't mean that more serious content couldn't be enhanced with animated or video presentations that is
relevant to the content. In either case, motion graphic design may make the difference between more
effective visuals or distracting visuals.

Motion graphics that are not initiated by the site visitor can produce accessibility issues. The World Wide
Web consortium accessibility standards require that site visitors be able to disable the animations.[18]

Quality of code
Website designers may consider it to be good practice to conform to standards. This is usually done via a
description specifying what the element is doing. Failure to conform to standards may not make a website
unusable or error-prone, but standards can relate to the correct layout of pages for readability as well as
making sure coded elements are closed appropriately. This includes errors in code, a more organized
layout for code, and making sure IDs and classes are identified properly. Poorly coded pages are
sometimes colloquially called tag soup. Validating via W3C[9] can only be done when a correct
DOCTYPE declaration is made, which is used to highlight errors in code. The system identifies the errors
and areas that do not conform to web design standards. This information can then be corrected by the
user.[19]

Generated content
There are two ways websites are generated: statically or dynamically.
Static websites
A static website stores a unique file for every one of its pages. Each time a page is requested, the same
content is returned. This content is created once, during the design of the website. It is usually manually
authored, although some sites use an automated creation process, similar to a dynamic website, whose
results are stored long-term as completed pages. These automatically created static sites became more
popular around 2015, with generators such as Jekyll and Adobe Muse.[20]

The benefits of a static website are that they were simpler to host, as their server only needed to serve
static content, not execute server-side scripts. This required less server administration and had less chance
of exposing security holes. They could also serve pages more quickly, on low-cost server hardware. This
advantage became less important as cheap web hosting expanded to also offer dynamic features, and
virtual servers offered high performance for short intervals at low cost.

Almost all websites have some static content, as supporting assets such as images and style sheets are
usually static, even on a website with highly dynamic pages.

Dynamic websites
Dynamic websites are generated on the fly and use server-side technology to generate web pages. They
typically extract their content from one or more back-end databases: some are database queries across a
relational database to query a catalog or to summarise numeric information, and others may use a
document database such as MongoDB or NoSQL to store larger units of content, such as blog posts or
wiki articles.

In the design process, dynamic pages are often mocked-up or wireframed using static pages. The skillset
needed to develop dynamic web pages is much broader than for a static page, involving server-side and
database coding as well as client-side interface design. Even medium-sized dynamic projects are thus
almost always a team effort.

When dynamic web pages first developed, they were typically coded directly in languages such as Perl,
PHP or ASP. Some of these, notably PHP and ASP, used a 'template' approach where a server-side page
resembled the structure of the completed client-side page, and data was inserted into places defined by
'tags'. This was a quicker means of development than coding in a purely procedural coding language such
as Perl.

Both of these approaches have now been supplanted for many websites by higher-level application-
focused tools such as content management systems. These build on top of general-purpose coding
platforms and assume that a website exists to offer content according to one of several well-recognised
models, such as a time-sequenced blog, a thematic magazine or news site, a wiki, or a user forum. These
tools make the implementation of such a site very easy, and a purely organizational and design-based
task, without requiring any coding.

Editing the content itself (as well as the template page) can be done both by means of the site itself and
with the use of third-party software. The ability to edit all pages is provided only to a specific category of
users (for example, administrators, or registered users). In some cases, anonymous users are allowed to
edit certain web content, which is less frequent (for example, on forums – adding messages). An example
of a site with an anonymous change is Wikipedia.
Homepage design
Usability experts, including Jakob Nielsen and Kyle Soucy, have often emphasised homepage design for
website success and asserted that the homepage is the most important page on a website.[21]Nielsen,
Jakob; Tahir, Marie (October 2001), Homepage Usability: 50 Websites Deconstructed ([Link]
g/details/homepageusabilit00jako_0), New Riders Publishing, ISBN 978-0-7357-1102-0[22][23] However,
practitioners into the 2000s were starting to find that a growing amount of website traffic was bypassing
the homepage, going directly to internal content pages through search engines, e-newsletters and RSS
feeds.[24] This led many practitioners to argue that homepages are less important than most people
think.[25][26][27][28] Jared Spool argued in 2007 that a site's homepage was actually the least important
page on a website.[29]

In 2012 and 2013, carousels (also called 'sliders' and 'rotating banners') have become an extremely
popular design element on homepages, often used to showcase featured or recent content in a confined
space.[30] Many practitioners argue that carousels are an ineffective design element and hurt a website's
search engine optimisation and usability.[30][31][32]

Occupations
There are two primary jobs involved in creating a website: the web designer and web developer, who
often work closely together on a website.[33] The web designers are responsible for the visual aspect,
which includes the layout, colouring, and typography of a web page. Web designers will also have a
working knowledge of markup languages such as HTML and CSS, although the extent of their
knowledge will differ from one web designer to another. Particularly in smaller organizations, one person
will need the necessary skills for designing and programming the full web page, while larger
organizations may have a web designer responsible for the visual aspect alone.

Further jobs which may become involved in the creation of a website include:

Graphic designers to create visuals for the site such as logos, layouts, and buttons
Internet marketing specialists to help maintain web presence through strategic solutions on
targeting viewers to the site, by using marketing and promotional techniques on the internet
SEO writers to research and recommend the correct words to be incorporated into a
particular website and make the website more accessible and found on numerous search
engines
Internet copywriter to create the written content of the page to appeal to the targeted
viewers of the site[1]
User experience (UX) designer incorporates aspects of user-focused design considerations
which include information architecture, user-centred design, user testing, interaction design,
and occasionally visual design.

Artificial intelligence and web design

Chat GPT and other AI models are being used to write and code websites, making their creation faster
and easier. There are still discussions about the ethical implications of using artificial intelligence for
design as the world becomes more familiar with using AI for time-consuming tasks used in design
processes.[34]

See also
Internet portal

Aesthetics Graphic art software Style guide

Color theory Graphic design Web 2.0
Composition (visual arts) occupations Web colors
Cross-browser Graphics Web safe fonts
Design education Information graphics Web usability
Drawing List of graphic design Web application framework
institutions
Dark pattern Website builder
European Design Awards List of notable graphic Website wireframe
designers
First Things First 2000
manifesto Logotype
Outline of web design and
web development
Progressive Enhancement

Related disciplines
Communication design Information design Technical Writer
Copywriting Light-on-dark color scheme Typography
Desktop publishing Marketing communications User experience
Digital illustration Motion graphic design User interface design
Graphic design New media Web development
Interaction design Search engine optimization Web animations
(SEO)

Notes
i. <table>-based markup and spacer .GIF images

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External links
W3C consortium for web standards ([Link]

Retrieved from "[Link]