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Conquering the trade off between high graphics and high download speeds, making pictures bleed off the page without scrolling, how to design for the 640-480 monitor as well as the 800-600 monitor (a personal favourite) - these are some of the magic tricks that the book shares. In addition, the attention paid to site management, updating, information design and branding, are eye-openers to web designers overly preoccupied with the interface design.
The profile of the authors is really where the book takes off. Pascal (love the name!), who can't figure out whether he's a designer or a programmer. And Andrew Sather, with training in graphic design, creative writing and art history, there's always enough in the book to suggest a level of thinking that requires the burst of brilliance made possible by the synergy of distinct disciplines. Proving once again that the web is really the Wild West for interdisciplinary cowboys.
Take the issue of branding. The book suggests the creation of a brand board - a practice not uncommon in real-life branding and communication exercises. The idea is to create a set of visuals, images, words and actually create a collage that is used by the design people. Further, there is also a clear need to develop a user profile (beyond saying NRI or all Indians). The user profile needs to get into psychographics, demographics and technographics. The last refers both to the kind of comp! uting infrastructure and access to the net, browser preferences, screen resolution and the like, as well as their attitude to technology, information and browsing habits.
A particularly interesting technique to handle mutiple browsers, for example, is to use large images with transparent GIFs and hypertext. The background image can be a JPEG, which will exactly fit a 600-800 screen. But the text and the foreground are all designed to fit the 640-480 screen. The bottom and right end of the image, therefore, are areas which are not always seen and serve primarily to present a complete picture. The compression can be increased in this area, so that the overall file size stays small. Clearly, there is no reason to succumb to the trade-off between rich images and download times. Instead there must always be a push to break the trade-off to achieve both. It is this thinking which, more than anything else is the signature of "Creating Killer Interactive Web Sites".
The authors don't stop at design, they highlight the need to stay in touch with the client after the launch. Quarterly reviews of competing sites and updates on technology are some of the things that you can do to promote the relationship and elevate it to a new plane. The site launch has not been ignored either. A site needs to be launched with some fanfare. A press conference, an event, a competition or an on line event are some of the things that you can do to promote the site at launch. The drama of unveiling the site has a certain power that makes the site larger than life.
This is another good idea that has actually been implemented. Using the web itself should be a natural corollary while talking about it. After all, as the final chapter in the book says, "A web Site Manager's work is never done. For a great web site to remain viable, it must grow and evolve visually, editorially, functionally and technologically. Your site must at a minimum, stay abreast of devel! opments in your business. Ideally, you will continually evaluate your site's effectiveness vis-à-vis your business objectives and its usefulnesxs from the point of view of the user."
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My aunt and uncle have a mixed-breed dog: a chihuahua crossed with a dachshund. This dog has a dachshund-like body and a chihuahua-like face, and is very nervous and skittish like a chihuahua. Does the fact that this dog is a mixed breed, keep us from concluding that there does in fact exist the breed "chihuahua" and the breed "dachshund", each of which has its own distinctive shape, coloring, and personality traits?
This is what people are claiming: that because there are lots of mixed-race people in America, then race doesn't exist. This has got to be the dumbest argument I've ever heard. And "no biological basis for race" -- so, I guess that melanin all comes from one's environment? These arguments are so dumb, it's no wonder that regular people never question them. It's a case of the Emperor's New Clothes.
As an example, the authors take TBC to task for using heritability in the broad sense rather in the narrow sense like breeders do, which reduces the heritability between races supposedly by about 20% or so. The problem is, as shown by Jensen in "The g Factor", heritability in the broad sense should be used in comparing group averages, while heritability in the narrow sense should be used in predicting the expected intelligence of one's children. TBC was not a book on how to have smart kids or breeding cows for higher butter fat production. So the argument was a feeble attempt at obfuscation.
Later in the book they admit that Blacks almost make as much money as Whites when wages are adjusted for the average difference in intelligence between the two groups. But they go on to say that "almost" is not good enough. The error here of course, as even they argue in this book, is that earnings are not just a matter of intelligence. It is the most important trait with regards to wages, but other traits are also important. Research has shown that conscientiousness is the second most important behavioral trait after intelligence in occupational success, and one would have to assume that conscientiousness would vary among racial groups as easily as intelligence due to evolutionary forces on selection under different ecological conditions. And Rushton has shown that many behavioral differences exist between Whites and Blacks on average, including conscientiousness.
So this book is a mixed bag on not denying that there are differences in the average intelligence between Blacks and Whites while trying at the same time to ameliorate the damage that recent research has produced showing that the differences are in fact real and persistent. But the funding for this book was such that the authors had no choice but to use some very fancy footwork to dance around the primary issue and try to diffuse its impact with regards to education and equality. Politics always comes into play, depending on who is paying the piper.
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