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Above the fold, 43 Accessibility allowing adjustment to type size, 148, 257 alt text, 304-305 and on-page layering, 124 and PDFs, 89 and sans serif type, 145 blind users scan with their ears, 102, 320 for color-blind people, 156 importance of heading tags, 237 not use Click here, More, 320 of illustrations, 304 starting headings with a key word, 247 where to find requirements, 19 Acrobat Reader, 85, 90 Action, putting in verbs, 194-195 Action phrases as headings, 249-250 for links, 315 Active space, 137-140 Active voice, 181-184 Adobe Acrobat 8.0, 89 Adobe Software, 85, 300 Ads, not making content look like, 296 Alignment, patterns and, 129-131 All capitals, not writing in, 150-151 Alt text, 304-305 Animation when to use, 299-300 weighing trade-offs, 299 Answers to questions, presenting as tables, 228-229 Archived paper documents, summarizing, 119-121 Articles layering from brief description to full, 114 layering from main, 114-116 revising, 200-203 writing, 178 Audiences considering broad web, 198-199 gathering information about, 13-14 global, 289-290 listing characteristics for, 14-19 demographics, 18-19 emotions, 16-17

experience, expertise, 15-16 key phrases or quotes, 15 social and cultural environments, 18 technology, 17-18 values, 17 listing major, 12-13 steps to understanding, 12-27

audiences' questions, tasks, and stories, 19 gathering information about audiences, 13-14 listing characteristics for audiences, 14-19 listing major audiences, 12-13 persona's goals and tasks, 24-25 using information to create personas, 19-24 writing scenarios for sites, 24-27 successful writers focus on, 12 when they are not comfortable with PDF files, 88-89

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