Web Page Terms Navigation – key terminology that simply refers to the process of working

through a web page or website, thus revealing its content. Primary navigation refers to user interaction with the main section of the site.

Primary Target Audiences – are the main intended users that are measured using detailed demographic and psychographic profiling, just like traditional media. An example of Secondary users would be a Disney page intended for children with a parents’ link to prices of theme park holidays/breaks.

Demographics  - users are targeted using a range of complex criteria including age, attitude, lifestyle, gender, national identity, race and ethnicity, education, sexuality, income, employment, family status, geographical location, interests and hobbies, political affiliations and much more. Direct marketing is a phrase where the user is treated as an individual and this is often achieved through convergence and interactivity.

Psychographic Research – treats the user as a personality type - Mainstreamers (follow the crowd), Succeeders (consider themselves as having ‘made it’ in life), Aspirers (constantly seek to better themselves and are influenced by others), Individualists (like to think of themselves as different and want something to specifically relate to them) and Reformers or Carers (people that work in caring professions – Social Work, Teaching, Youth Work and who seek to change or improve society).

Landing Pages – are where you literally ‘land’ after clicking on a link from the Front Page. Often there are less graphic design considerations on a landing page than a front page.

Front Page / Homepage – simply refers to the main page of the website. Splash Pages – are a graphic introduction that directs you to the front page,

often using Flash animation. Market research suggests some Splash Pages often alienate and frustrate the user in terms of time and the need for simplicity.

Jump Pages – are pages that suddenly appear that have not been requested by the user. The obvious example is a piece of advertising that you have to navigate through or in some circumstances, close the website down to remove.

Domain Name – identifies individual control and authority over a website that has been legally registered. They are simple identification URL labels.

Microsites – cross between landing pages and front pages, often containing their own domain name. They ‘extend’ the user experience and relate indirectly to the front page.

Interstitials – similar to Microsites they are adverts that load between two content pages (a Pop Up is an Interstitial). They draw an above average amount of response and resentment.

Pop Ups – are new web browser windows normally displaying advertisements. Pop Ups often appear after the website is closed but with Pop Up blocker software widely available they are less invasive as they used to be as a form of interruption marketing.

Banner – a long, horizontal, online advert usually found running across the top of a page in a fixed placement.

Skyscraper – a long, vertical online advert (resembling a Skyscraper) usually found running down the side of a page in a fixed placement.

Button – about the size of a stamp or the start button on a computer, usually used for a logo. They are ways of clicking through links to a landing page and are not to be confused with the back button.

Back button – is the most regularly used feature of web browsers returning the user to Front Pages or Landing Pages.

MPU (Multiple Purpose Unit) – a small square embedded in a web page in a fixed placement. It is called multiple placement as it is a flexible, shaped blank canvas in which you can generate flat (static) or interactive content.

Overlayz – a quirky graphic design that takes over the whole page when clicked on. Flash Animation – a non fixed placement moving image that is not interactive but

invasive, e.g. a car speeding across a screen. It is often created using Adobe Flash software. Film animators use this and other software to make cartoons.

Rich Media – where as many interactive and audio-visual elements are used to give richer content and a richer experience for the user e.g. watch a film, play a game, listen to audio. It is a form of convergence.

Web Page Terms Viral Marketing / Digital Marketing - is where online communication and social

networking sites are used to create brand awareness. In 2007 Warner Brothers released an extensive viral campaign leading up to the release of The Dark Knight including e mails sent slowly revealing the face of the Joker and a Scavenger Hunt on the film’s website.

B2B – refers to websites that are created by businesses intended for other businesses. B2C – refers to websites that are created by businesses intended for consumers. All

business online is described as E-Commerce. Lead Generation – when users interact with a website by handing over their personal

details or credit card. This is sometimes referred to as a conversion action link. Eyetracking – is where marketers study the way the eyes of users scan and consume the

content of a web page. Most users view from top left to bottom right. Userbility Testing – is where qualitative and quantitative research is used by marketers

to determine the impact and success of their website. Cascading Style Sheets (or CSS) – simply describes the look and formatting of a web

page, e.g. style created by HTML. Control is given to formatting, consistency across browsers and also allows for flexibility.

HTML – Hypertext Markup Language is the basic construction building blocks of a web page that allows for the embedding of fixed placement images and text.

DHTML – Dynamic Hypertext Markup Language is a term that describes the ability to embed non fixed placement interactive, moving and animated content.

Javascript – is a programming and scripting language. PDF – portable document formats that are independent of software or hardware. You can

now interact with the latest version from Adobe. Prominence – the header will advise users on the content of that particular page whether

it is the latest Harry Potter film, Disney website or BBC Sports Page. A newspaper’s masthead will play the same role.

Grouping – convergence and follow on pages with similar content will be evidenced by links that the target audience will identify with. In depth qualitative and quantitative research is undertaken into users to determine what relevant grouping and nesting to use.

Nesting – connected areas will be nested together to allow the user to gain further clarification of news story or piece of information from another source on the front page. The British Medical Association for example claim that 40% of patients have researched any symptom and conditions they may have on-line before they present to their GP, the same news about a specific celebrity is often gained from clicking on several ‘sources’ and sports news again is obtained in much the same way again from a number of advertised links.

Use of fonts – users like similar conventions and like Tabloids websites rarely deviate into an elaborate typeface. Bold, sans serif, 10-12 size, clear text directs the user to content or a specific link. Many websites use familiar typefaces like Arial and Verdana as they are easier to read. White on black (WOB) is a common convention, also as in Tabloids.

Short and Long Copy – refers to either a restrictive or elaborated language code (elaborated more unusual on web pages).

Body Copy – refers to the main text on a website or web page. Interactive design interfaces (what happens next) are created by Graphic Designers that

require simplicity in relation to users. The organisation of content is referred to as information architecture.

The Fold – is the point on a web page below which scrolling is required to view. Often large images are included in the fold to encourage users to see the whole page.

The Hero Shot – is an iconic, grounding image of the product, brand or item that is being marketed. Hero Shots can include books, people or random objects related directly to the website and are often clickable in a separate window leaving the existing window open.

Genre and Web Pages - can be easily identified by genre including Sport, E-Commerce, Academic, Entertainment, Social Networking, Vanity Pages and Company Intranet Sites as not even close to an exhaustive list.

Use of Colour – simple primary colours are often used, conventions include links to sections on a coloured background down the left hand side of a page. Amazon uses vivid, saturated colours.

White Space – web pages tend to be more cluttered with rich media rather than minimalist, white space is more of a convention associated with 2.0 and Social Networking sites.

Breadcrumbs / Cookies – are ‘you are here’ navigation aids. It allows users to keep track of their locations within programmes – they are pieces of text stored on a user’s computer. Users can delete cookies for privacy reasons to avoid direct marketing.