the principles of web development

1. Web Development
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2. Web Design
What does this mean? What are its principles?

3. What is web design?
Web design describes the tasks of designing web pages to be displayed over the World Wide
Web. Web design encompasses a number of important elements including color, layout, fonts and
overall graphic appearance. Web designers consider the site audience, the site functions and the
target. All of these are combined into the principles of design, that must be taken into account
whenever creating a website:
• Balance
• The golden ratio
• Color scheme
• Typography

4. Balance
Balance is the distribution of elements on the page.
In any graphic composition, each element has its own 'weight', and is able to occupy a well-
defined space. The combination of the different elements - text, graphics or whatever - and their
respective weight means that a layout has a certain symmetry or asymmetry of contents.

5. Balance
This image is an example of
asymmetrical balance: which is
in some ways more interesting
than symmetrical, because it is
able to give a more creative
perspective to the layout.
The asymmetrical balance is
based on the use of elements
arranged in a certain way so
that we can - despite their
differences in colors, in size or
shape - balance the weight of
the visual page.
This image shows an asymmetrical balance between
the section containing the image of the cover and the
one containing the information.

6. Balance
The examples just viewed belong to the so-called horizontal balance, where the elements are positioned from left to
right.
However, there also exists the so-called vertical balance, even if it is rarely used.

7. The golden ratio
The golden ratio is a math number (1,62) with which proportional dimensions can be obtained. It can be
represented as a spiral and is useful when a page layout must be divided into two unequal parts (such as
content and sidebar).

8. Color scheme
Wheneven a website is drawn, the "psychology of colors“ plays an important role. This
means, in short, that color as such is a sensation that it is perceived by the brain, and affects our
behavior.
For example, the red and orange colors are known as intense emotional colors that stimulate the
heart and breathing rate.
The color scheme is a harmonious combination of colors in a layout. There are different types
of schemes, like monochromatic...

9. Color scheme
...complementary (inconsistent colors, like blue/green or purple/yellow)...

10. Color scheme
...and contrastive color scheme (like blue and red in the example).

11. Typography
The typography of a web page means in plain words: "Which are the best fonts for my website?".
Some claim that a good typography represents eighty percent of effective, pleasant and functional graphics, and I'll try
and prove you the claim of this theory with one example
...but first we’d better go through some of the most used types of fonts:
- Serif fonts (the graces (or serif) are those ornamental trimmings that ending auctions of some characters)
- Sans-Serif fonts (fonts without serif)
- Monospaced font
- Handwriting fonts.
- Decorative fonts;

12. Typography
...a site with a good font...

13. Typography
...and the same site with a bad font.

14. Copywriting & Seo
What does this mean? What are its principles?

15. What is Copywriting?
Copywriting is the act of writing a copy of an original text. Some of its most
common purposes can be advertising or marketing.
Three questions:
• Title
• Paging
• SEO

16. Three Questions
1) Whom I'm writing for ?
2) What for?
3) How to say it?

17. Who?
Who are the people that will read my text?
If they are engineers, a suitable jargon must be used , if they are ordinary
people, simple and understandable words must be used instead.

18. What for?
What do you want to say?
If you are a company that develops buildings, you want to say outright that you are a builder.
People don't care about your grandfather that started the activity in the old good Sixties, so
don't write boring descriptions.

19. How to say it?
Which is the best way to explain it?
The best way to describe your activity is by explaining how you do your job. Thus a real
estate developer must explain that his business uses innovative building techniques, or that
the materials he uses are “state of the art”.

20. Title
If you are writing an article that explains how to clean your computer, you must say it in the
simplest way possible.
Example:
1 - Keep your pc clean is Important.
2 - How to keep your pc clean using CCleaner.
The first example doesn't provide a clear explanation of
what the article is talking about, so the user can't get a
fast solution to his problem.
The second example foretells that in the article the user
will find out how to keep his pc clean, if using a specific
software.

21. Paging
• The block of the written text must consist in at
least 250 words and must contain one or two
images about the topic.
• Text must be divided into paragraphs.
• The keywords must be highlighted.
• If you manage to write a text that doesn't require
to scroll the page, that will be awesome!

22. SEO
What is SEO? SEO means search engine optimization, and it is the process of making a
website visible on the search results.
• When you write a text you need to use some solutions
that improve the visibility of the site on Internet.
• As already mentioned, a text must consist in at least
250/300 words. The topic must be coherent with the
website.
• On a car website, you must not talk about cakes!
• On an article of 200/300 words at least two or three
keywords must be inserted. The keywords density must
be around 2 or 3%
• The keywords are the words that you suppose a person
can search on a search engine.
• Example: you wrote an article about the new
Lamborghini Gallardo, so the keyword must be
"Lamborghini Gallardo".