These final pieces,
created in a layout program like QuarkXPress or Adobe InDesign, are saved as PDF files for
public distribution. Designers can count on the collateral being displayed exactly the same
in Acrobat Reader anywhere in the world, which makes the format an attractive option for
downloadable content.
Too often, case studies are regarded as content for only printed marketing collateral, not
the Web, and are glossed over when it comes time to place that content on the corporate
site. Creating a new page for each case study can be a tedious task, but it is not enough to
simply list a bunch of PDFs and call it a case study section. This is lazy web design and perpetuates
inaccessible content. While the PDF format is widespread, it has too many shortcomings
to be the only means in which the story is told.
Give readers the choice between web-based content and PDF-based content. Let the two
formats complement one another. Different people will find each appealing??”some cannot
or will not download files, others prefer the refined packaging of PDFs. Offering both
is better usability than offering only one.
Bear in mind that documents not native to browsers will display and print as is, and are not
subject to browser settings and plug-ins.
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