This means Acrobat Reader, Flash content,
and Microsoft Office files are off limits. When choosing to deliver content via these formats,
research the primary demographic carefully.
HTML-based content is just as permanent as other file types. Many designers prefer to
deliver the content in PDF because of the permanency of the self-enclosed file type, but
also because it looks nice when printed. Using CSS for print media can produce equally
impressive results in a fraction of the bandwidth,5 and allows for global visual changes to
be made on the fly, rather than requiring the manual alteration of a dozen or more printfocused
files.
It is important to include contextual information with each case study. If a PDF version of
the same customer story is available, include it right on the page with the content. Also
include other relevant documents, such as press releases and topically related case studies.
(For instance, in the example in Figure 8-6, the page for Cathedral Belfries Direct might
have a list of other case studies focused on the construction industry.) Also include a link
to the customer??™s website.
PDF. Companies often retain their customer success stories in a printed format (usually a
one-page slick) where graphic artists exercise refined typographic control, complicated
layouts and extended brand design within a high-resolution playground.
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