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Managing SVG Interaction With The Pointer Events Property




Managing SVG Interaction With The Pointer Events Property

Tiffany Brown



Try clicking or tapping the SVG image below. If you put your pointer in the right place (the shaded path) then you should have Smashing Magazine’s homepage open in a new browser tab. If you tried to click on some white space, you might be really confused instead.

See the Pen Amethyst by Tiffany Brown (@webinista) on CodePen.

This is the dilemma I faced during a recent project that included links within SVG images. Sometimes when I clicked the image, the link worked. Other times it didn’t. Confusing, right?

I turned to the SVG specification to learn more about what might be happening and whether SVG offers a fix. The answer: pointer-events.

Not to be confused with DOM (Document Object Model) pointer events, pointer-events is both a CSS property and an SVG element attribute. With it, we can manage which parts of an SVG document or element can receive events from a pointing device such as a mouse, trackpad, or finger.

A note about terminology: “pointer events” is also the name of a device-agnostic, web platform feature for user input. However, in this article — and for the purposes of the pointer-events property — the phrase “pointer events” also includes mouse and touch events.

Outside Of The Box: SVG’s “Shape Model”

Using CSS with HTML imposes a box layout model on HTML. In the box layout model, every element generates a rectangle around its contents. That rectangle may be inline, inline-level, atomic inline-level, or block, but it’s still a rectangle with four right angles and four edges. When we add a link or an event listener to an element, the interactive area matches the dimensions of the rectangle.

Note: Adding a clip-path to an interactive element alters its interactive bounds. In other words, if you add a hexagonal clip-path path to an a element, only the points within the clipping path will be clickable. Similarly, adding a skew transformation will turn rectangles into rhomboids.

SVG does not have a box layout model. You see, when an SVG document is contained by an HTML document, within a CSS layout, the root SVG element adheres to the box layout model. Its child elements do not. As a result, most CSS layout-related properties don’t apply to SVG.

So instead, SVG has what I’ll call a ‘shape model’. When we add a link or an event listener to an SVG document or element, the interactive area will not necessarily be a rectangle. SVG elements do have a bounding box. The bounding box is defined as: the tightest fitting rectangle aligned with the axes of that element’s user coordinate system that entirely encloses it and its descendants. But initially, which parts of an SVG document are interactive depends on which parts are visible and/or painted.

Painted vs. Visible Elements

SVG elements can be “filled” but they can also be “stroked”. Fill refers to the interior of a shape. Stroke refers to its outline.

Together, “fill” and “stroke” are painting operations that render elements to the screen or page (also known as the canvas). When we talk about painted elements, we mean that the element has a fill and/or a stroke. Usually, this means the element is also visible.

However, an SVG element can be painted without being visible. This can happen if the visible attribute value or CSS property is hidden or when display is none. The element is there and occupies theoretical space. We just can’t see it (and assistive technology may not detect it).

Perhaps more confusingly, an element can also be visible — that is, have a computed visibility value of visible — without being painted. This happens when elements lack both a stroke and a fill.

Note: Color values with alpha transparency (e.g. rgba(0,0,0,0)) do not affect whether an element is painted or visible. In other words, if an element has an alpha transparent fill or stroke, it’s painted even if it can’t be seen.

Knowing when an element is painted, visible, or neither is crucial to understanding the impact of each pointer-events value.

All Or None Or Something In Between: The Values

pointer-events is both a CSS property and an SVG element attribute. Its initial value is auto, which means that only the painted and visible portions will receive pointer events. Most other values can be split into two groups:

  1. Values that require an element to be visible; and
  2. Values that do not.

painted, fill, stroke, and all fall into the latter category. Their visibility-dependent counterparts — visiblePainted, visibleFill, visibleStroke and visible — fall into the former.

The SVG 2.0 specification also defines a bounding-box value. When the value of pointer-events is bounding-box, the rectangular area around the element can also receive pointer events. As of this writing, only Chrome 65+ supports the bounding-box value.

none is also a valid value. It prevents the element and its children from receiving any pointer events. The pointer-events CSS property can be used with HTML elements too. But when used with HTML, only auto and none are valid values.

Since pointer-events values are better demonstrated than explained, let’s look at some demos.

Here we have a circle with a fill and a stroke applied. It’s both painted and visible. The entire circle can receive pointer events, but the area outside of the circle cannot.

See the Pen Visible vs painted in SVG by Tiffany Brown (@webinista) on CodePen.

Disable the fill, so that its value is none. Now if you try to hover, click, or tap the interior of the circle, nothing happens. But if you do the same for the stroke area, pointer events are still dispatched. Changing the fill value to none means that this area visible, but not painted.

Let’s make a small change to our markup. We’ll add pointer-events="visible" to our circle element, while keeping fill=none.

See the Pen How adding pointer-events: all affects interactivity by Tiffany Brown (@webinista) on CodePen.

Now the unpainted area encircled by the stroke can receive pointer events.

Augmenting The Clickable Area Of An SVG Image

Let’s return to the image from the beginning of this article. Our “amethyst” is a path element, as opposed to a group of polygons each with a stroke and fill. That means we can’t just add pointer-events="all" and call it a day.

Instead, we need to augment the click area. Let’s use what we know about painted and visible elements. In the example below, I’ve added a rectangle to our image markup.

See the Pen Augmenting the click area of an SVG image by Tiffany Brown (@webinista) on CodePen.

Even though this rectangle is unseen, it’s still technically visible (i.e. visibility: visible). Its lack of a fill, however, means that it is not painted. Our image looks the same. Indeed it still works the same — clicking white space still doesn’t trigger a navigation operation. We still need to add a pointer-events attribute to our a element. Using the visible or all values will work here.

See the Pen Augmenting the click area of an SVG image by Tiffany Brown (@webinista) on CodePen.

Now the entire image can receive pointer events.

Using bounding-box would eliminate the need for a phantom element. All points within the bounding box would receive pointer events, including the white space enclosed by the path. But again: pointer-events="bounding-box" isn’t widely supported. Until it is, we can use unpainted elements.

Using pointer-events When Mixing SVG And HTML

Another case where pointer-events may be helpful: using SVG inside of an HTML button.

See the Pen Ovxmmy by Tiffany Brown (@webinista) on CodePen.

In most browsers — Firefox and Internet Explorer 11 are exceptions here — the value of event.target will be an SVG element instead of our HTML button. Let’s add pointer-events="none" to our opening SVG tag.

See the Pen How pointer-events: none can be used with SVG and HTML by Tiffany Brown (@webinista) on CodePen.

Now when users click or tap our button, the event.target will refer to our button.

Those well-versed in the DOM and JavaScript will note that using the function keyword instead of an arrow function and this instead of event.target fixes this problem. Using pointer-events="none" (or pointer-events: none; in your CSS), however, means that you don’t have to commit that particular JavaScript quirk to memory.

Conclusion

SVG supports the same kind of interactivity we’re used to with HTML. We can use it to create charts that respond to clicks or taps. We can create linked areas that don’t adhere to the CSS and HTML box model. And with the addition of pointer-events, we can improve the way our SVG documents behave in response to user interaction.

Browser support for SVG pointer-events is robust. Every browser that supports SVG supports the property for SVG documents and elements. When used with HTML elements, support is slightly less robust. It isn’t available in Internet Explorer 10 or its predecessors, or any version of Opera Mini.

We’ve just scratched the surface of pointer-events in this piece. For a more in-depth, technical treatment, read through the SVG Specification. MDN (Mozilla Developer Network) Web Docs offers more web developer-friendly documentation for pointer-events, complete with examples.

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Managing SVG Interaction With The Pointer Events Property

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Contributing To MDN Web Docs




Contributing To MDN Web Docs

Rachel Andrew



MDN Web Docs has been documenting the web platform for over twelve years and is now a cross-platform effort with contributions and an Advisory Board with members from Google, Microsoft and Samsung as well as those representing Firefox. Something that is fundamental to MDN is that it is a huge community effort, with the web community helping to create and maintain the documentation. In this article, I’m going to give you some pointers as to the places where you can help contribute to MDN and exactly how to do so.

If you haven’t contributed to an open source project before, MDN is a brilliant place to start. Skills needed range from copyediting, translating from English to other languages, HTML and CSS skills for creating Interactive Examples, or an interest in browser compatibility for updating Browser Compatibility data. What you don’t need to do is to write a whole lot of code to contribute. It’s very straightforward, and an excellent way to give back to the community if you have ever found these docs useful.

Contributing To The Documentation Pages

The first place you might want to contribute is to the MDN docs themselves. MDN is a wiki, so you can log in and start to help by correcting or adding to any of the documentation for CSS, HTML, JavaScript or any of the other parts of the web platform covered by MDN.

To start editing, you need to log in using GitHub. As is usual with a wiki, any editors of a page are listed, and this section will use your GitHub username. If you look at any of the pages on MDN contributors are listed at the bottom of the page, the below image shows the current contributors to the page on CSS Grid Layout.


A list showing names of people who contributed to this page


The contributors to the CSS Grid Layout page. (Large preview)

What Might You Edit?

Things that you might consider as an editor are fixing obvious typos and grammatical errors. If you are a good proofreader and copyeditor, then you may well be able to improve the readability of the docs by fixing any spelling or other errors that you spot.

You might also spot a technical error, or somewhere the specs have changed and where an update or clarification would be useful. With the huge range of web platform features covered by MDN and the rate of change, it is very easy for things to get out of date, if you spot something – fix it!

You may be able to use some specific knowledge you have to add additional information. For example, Eric Bailey has been adding Accessibility Concerns sections to many pages. This is a brilliant effort to highlight the things we should be thinking about when using a certain thing.


A screenshot of the Accessibility Concerns section


This section highlights the things we should be aware of when using background-color. (Large preview)

Another place you could add to a page is in adding “See also” links. These could be links to other parts of MDN, or to external resources. When adding external resources, these should be highly relevant to the property, element or technique being described by that document. A good candidate would be a tutorial which demonstrates how to use that feature, something which would give a reader searching for information a valuable next step.

How To Edit A Document?

Once you are logged in you will see a link to Edit on pages in MDN, clicking this will take you into a WYSIWYG editor for editing content. Your first few edits are likely to be small changes, in which case you should be able to follow your nose and edit the text. If you are making extensive edits, then it would be worth taking a look at the style guide first. There is also a guide to using the WYSIWYG Editor.

After making your edit, you can Preview and then Publish. Before publishing it is a good idea to explain what you added and why using the Revision Comment field.


Screenshot of this field in the edit form


Add a comment using the Revision Comment field. (Large preview)

Language Translations

Those of us with English as a first language are incredibly fortunate when it comes to information on the web, being able to get pretty much all of the information that we could ever want in our own language. If you are able to translate English language pages into other languages, then you can help to translate MDN Web Docs, making all of this information available to more people.


A screenshot showing the drop-down translations list


Translations available for the background-color page. (Large preview)

If you click on the language icon on any page, you can see which languages that information has been translated into, and you can add your own translations following the information on the page Translating MDN Pages.

Interactive Examples

The Interactive Examples on MDN, are the examples that you will see at the top of many pages of MDN, such as this one for the grid-area property.


Screenshot of an Interactive Example


The Interactive Example for the grid-area property. (Large preview)

These examples allow visitors to MDN to try out various values for CSS properties or try out a JavaScript function, right there on MDN without needing to head into a development environment to do so. The project to add these examples has been in progress for around a year, you can read about the project and progress to date in the post Bringing Interactive Examples to MDN.

The content for these Interactive Examples is held in the Interactive Examples GitHub repository. For example, if you wanted to locate the example for grid-area, you would find it in that repo under live-examples/css-examples/grid. Under that folder, you will find two files for grid-area, an HTML and a CSS file.

grid-area.html


<section id="example-choice-list" class="example-choice-list large" data-property="grid-area">
    <div class="example-choice" initial-choice="true">
        <pre><code class="language-css">grid-area: a;</code></pre>
        <button type="button" class="copy hidden" aria-hidden="true">
        <span class="visually-hidden">Copy to Clipboard</span>
        </button>
    </div>
    
    <div class="example-choice">
        <pre><code class="language-css">grid-area: b;</code></pre>
        <button type="button" class="copy hidden" aria-hidden="true">
        <span class="visually-hidden">Copy to Clipboard</span>
        </button>
    </div>
    
    <div class="example-choice">
        <pre><code class="language-css">grid-area: c;</code></pre>
        <button type="button" class="copy hidden" aria-hidden="true">
        <span class="visually-hidden">Copy to Clipboard</span>
        </button>
    </div> 
    
    <div class="example-choice">
        <pre><code class="language-css">grid-area: 2 / 1 / 2 / 4;</code></pre>
        <button type="button" class="copy hidden" aria-hidden="true">
        <span class="visually-hidden">Copy to Clipboard</span>
        </button>
    </div> 
</section>
    
<div id="output" class="output large hidden">
    <section id="default-example" class="default-example">
        <div class="example-container">
            <div id="example-element" class="transition-all">Example</div>
        </div>
    </section>
</div>

grid.area.css


.example-container 
    background-color: #eee;
    border: .75em solid;
    padding: .75em;
    display: grid;
    grid-template-columns: 1fr 1fr 1fr;
    grid-template-rows: repeat(3, minmax(40px, auto));
    grid-template-areas: 
    "a a a"
    "b c c"
    "b c c";
    grid-gap: 10px;
    width: 200px;
    
    
    .example-container > div 
    background-color: rgba(0, 0, 255, 0.2);
    border: 3px solid blue;
    
    
    example-element 
    background-color: rgba(255, 0, 200, 0.2);
    border: 3px solid rebeccapurple;
    

An Interactive Example is just a small demo, which uses some standard classes and IDs in order that the framework can pick up the example and make it interactive, where the values can be changed by a visitor to the page who wants to quickly see how it works. To add or edit an Interactive Example, first fork the Interactive Examples repo, clone it to your machine and follow the instructions on the Contributing page to install the required packages from npm and be able to build and test examples locally.

Then create a branch and edit or create your new example. Once you are happy with it, send a Pull Request to the Interactive Examples repo to ask for your example to be reviewed. In order to keep the examples consistent, reviews are fairly nitpicky but should point out the changes you need to make in a clear way, so you can update your example and have it approved, merged and added to an MDN page.


Screenshot of a tweet asking for help with HTML examples


MDN looking for help with HTML Interactive Examples. (Large preview)

With pretty much all of CSS now covered (in addition to the JavaScript examples), MDN is now looking for help to build the HTML examples. There are instructions as to how to get started in a post on the MDN Discourse Forum. Check out that post as it gives links to a Google doc that you can use to indicate that you are working on a particular example, as well as some other useful information.

The Interactive Examples are incredibly useful for people exploring the web platform, so adding to the project is an excellent way to contribute. Contributing to CSS or HTML examples requires knowledge of CSS and HTML, plus the ability to think up a clear demonstration. This last point is often the hardest part, I’ve created a lot of CSS Interactive Examples and spent more time thinking up the best example for each property than I do actually writing the code.

Browser Compat Data

Fairly recently the browser compatibility data listed on MDN Pages has begun to be updated through the Browser Compatibility Project. This project is developing browser compat data in JSON format, which can display the compatibility tables on MDN but also be useful data for other purposes.


An example screenshot of the old tables on MDN


The Old Browser Compat Tables on MDN. (Large preview)


An example screenshot of the new tables on MDN


The New Browser Compat Tables on MDN. (Large preview)

The Browser Compatibility Data is on GitHub, and if you find a page that has incorrect information or is still using the old tables, you can submit a Pull Request. The repository contains contribution information, however, the simplest way to start is to edit an existing example. I recently updated the information for the CSS shape-outside property. The property already had some data in the new format, but it was incomplete and incorrect.

To edit this data, I first forked the Browser Compat Data so that I had my own fork. I then cloned that to my machine and created a new branch to make my changes in.

Once I had my new branch, I found the JSON file for shape-outside and was able to make my edits. I already had a good idea about browser support for the property; I also used the live example on the shape-outside MDN page to test to see support when I wasn’t sure. Therefore making the edits was a case of working through the file, checking the version numbers listed for support of the property and updating those which were incorrect.

As the file is in JSON format is pretty straightforward to edit in any text editor. The .editorconfig file explains the simple formatting rules for these documents. There are also some helpful tips in this checklist.

Once you have made your edits, you can commit your changes, push your branch to your fork and then make a Pull Request to the Browser Compat Data repository. It’s likely that, as with the live examples, the reviewer will have some changes for you to make. In my PR for the Shapes data I had a few errors in how I had flagged the data and needed to make some changes to links. These were simple to make, and then my PR was merged.

Get Started

You can get started simply by picking something to add to and starting work on it in many cases. If you have any questions or need some help with any of this, then the MDN Discourse forum is a good place to post. MDN is the place I go to look up information, the place I send new developers and experienced developers alike, and its strength is the fact that we can all work to make it better.

If you have never made a Pull Request on a project before, it is a very friendly place to make that first PR and, as I hope I have shown, there are ways to contribute that don’t require writing any code at all. A very valuable skill for any documentation project is that of writing, editing and translating as these skills can help to make technical documentation easier to read and accessible to more people around the world.

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Designing For Accessibility And Inclusion




Designing For Accessibility And Inclusion

Steven Lambert



“Accessibility is solved at the design stage.” This is a phrase that Daniel Na and his team heard over and over again while attending a conference. To design for accessibility means to be inclusive to the needs of your users. This includes your target users, users outside of your target demographic, users with disabilities, and even users from different cultures and countries. Understanding those needs is the key to crafting better and more accessible experiences for them.

One of the most common problems when designing for accessibility is knowing what needs you should design for. It’s not that we intentionally design to exclude users, it’s just that “we don’t know what we don’t know.” So, when it comes to accessibility, there’s a lot to know.

How do we go about understanding the myriad of users and their needs? How can we ensure that their needs are met in our design? To answer these questions, I have found that it is helpful to apply a critical analysis technique of viewing a design through different lenses.

“Good [accessible] design happens when you view your [design] from many different perspectives, or lenses.”

The Art of Game Design: A Book of Lenses

A lens is “a narrowed filter through which a topic can be considered or examined.” Often used to examine works of art, literature, or film, lenses ask us to leave behind our worldview and instead view the world through a different context.

For example, viewing art through a lens of history asks us to understand the “social, political, economic, cultural, and/or intellectual climate of the time.” This allows us to better understand what world influences affected the artist and how that shaped the artwork and its message.

Accessibility lenses are a filter that we can use to understand how different aspects of the design affect the needs of the users. Each lens presents a set of questions to ask yourself throughout the design process. By using these lenses, you will become more inclusive to the needs of your users, allowing you to design a more accessible user experience for all.

The Lenses of Accessibility are:

You should know that not every lens will apply to every design. While some can apply to every design, others are more situational. What works best in one design may not work for another.

The questions provided by each lens are merely a tool to help you understand what problems may arise. As always, you should test your design with users to ensure it’s usable and accessible to them.

Lens Of Animation And Effects

Effective animations can help bring a page and brand to life, guide the users focus, and help orient a user. But animations are a double-edged sword. Not only can misusing animations cause confusion or be distracting, but they can also be potentially deadly for some users.

Fast flashing effects (defined as flashing more than three times a second) or high-intensity effects and patterns can cause seizures, known as ‘photosensitive epilepsy.’ Photosensitivity can also cause headaches, nausea, and dizziness. Users with photosensitive epilepsy have to be very careful when using the web as they never know when something might cause a seizure.

Other effects, such as parallax or motion effects, can cause some users to feel dizzy or experience vertigo due to vestibular sensitivity. The vestibular system controls a person’s balance and sense of motion. When this system doesn’t function as it should, it causes dizziness and nausea.

“Imagine a world where your internal gyroscope is not working properly. Very similar to being intoxicated, things seem to move of their own accord, your feet never quite seem to be stable underneath you, and your senses are moving faster or slower than your body.”

A Primer To Vestibular Disorders

Constant animations or motion can also be distracting to users, especially to users who have difficulty concentrating. GIFs are notably problematic as our eyes are drawn towards movement, making it easy to be distracted by anything that updates or moves constantly.

This isn’t to say that animation is bad and you shouldn’t use it. Instead you should understand why you’re using the animation and how to design safer animations. Generally speaking, you should try to design animations that cover small distances, match direction and speed of other moving objects (including scroll), and are relatively small to the screen size.

You should also provide controls or options to cater the experience for the user. For example, Slack lets you hide animated images or emojis as both a global setting and on a per image basis.

To use the Lens of Animation and Effects, ask yourself these questions:

  • Are there any effects that could cause a seizure?
  • Are there any animations or effects that could cause dizziness or vertigo through use of motion?
  • Are there any animations that could be distracting by constantly moving, blinking, or auto-updating?
  • Is it possible to provide controls or options to stop, pause, hide, or change the frequency of any animations or effects?

Lens Of Audio And Video

Autoplaying videos and audio can be pretty annoying. Not only do they break a users concentration, but they also force the user to hunt down the offending media and mute or stop it. As a general rule, don’t autoplay media.

“Use autoplay sparingly. Autoplay can be a powerful engagement tool, but it can also annoy users if undesired sound is played or they perceive unnecessary resource usage (e.g. data, battery) as the result of unwanted video playback.”

Google Autoplay guidelines

You’re now probably asking, “But what if I autoplay the video in the background but keep it muted?” While using videos as backgrounds may be a growing trend in today’s web design, background videos suffer from the same problems as GIFs and constant moving animations: they can be distracting. As such, you should provide controls or options to pause or disable the video.

Along with controls, videos should have transcripts and/or subtitles so users can consume the content in a way that works best for them. Users who are visually impaired or who would rather read instead of watch the video need a transcript, while users who aren’t able to or don’t want to listen to the video need subtitles.

To use the Lens of Audio and Video, ask yourself these questions:

  • Are there any audio or video that could be annoying by autoplaying?
  • Is it possible to provide controls to stop, pause, or hide any audio or videos that autoplay?
  • Do videos have transcripts and/or subtitles?

Lens Of Color

Color plays an important part in a design. Colors evoke emotions, feelings, and ideas. Colors can also help strengthen a brand’s message and perception. Yet the power of colors is lost when a user can’t see them or perceives them differently.

Color blindness affects roughly 1 in 12 men and 1 in 200 women. Deuteranopia (red-green color blindness) is the most common form of color blindness, affecting about 6% of men. Users with red-green color blindness typically perceive reds, greens, and oranges as yellowish.


Color Blindness Reference Chart for Deuternaopia, Protanopia, and Tritanopia


Deuteranopia (green color blindness) is common and causes reds to appear brown/yellow and greens to appear beige. Protanopia (red color blindness) is rare and causes reds to appear dark/black and orange/greens to appear yellow. Tritanopia (blue-yellow colorblindness) is very rare and cases blues to appear more green/teal and yellows to appear violet/grey. (Source) (Large preview)

Color meaning is also problematic for international users. Colors mean different things in different countries and cultures. In Western cultures, red is typically used to represent negative trends and green positive trends, but the opposite is true in Eastern and Asian cultures.

Because colors and their meanings can be lost either through cultural differences or color blindness, you should always add a non-color identifier. Identifiers such as icons or text descriptions can help bridge cultural differences while patterns work well to distinguish between colors.


Six colored labels. Five use a pattern while the sixth doesn’t


Trello’s color blind friendly labels use different patterns to distinguish between the colors. (Large preview)

Oversaturated colors, high contrasting colors, and even just the color yellow can be uncomfortable and unsettling for some users, prominently those on the autism spectrum. It’s best to avoid high concentrations of these types of colors to help users remain comfortable.

Poor contrast between foreground and background colors make it harder to see for users with low vision, using a low-end monitor, or who are just in direct sunlight. All text, icons, and any focus indicators used for users using a keyboard should meet a minimum contrast ratio of 4.5:1 to the background color.

You should also ensure your design and colors work well in different settings of Windows High Contrast mode. A common pitfall is that text becomes invisible on certain high contrast mode backgrounds.

To use the Lens of Color, ask yourself these questions:

  • If the color was removed from the design, what meaning would be lost?
  • How could I provide meaning without using color?
  • Are any colors oversaturated or have high contrast that could cause users to become overstimulated or uncomfortable?
  • Does the foreground and background color of all text, icons, and focus indicators meet contrast ratio guidelines of 4.5:1?

Lens Of Controls

Controls, also called ‘interactive content,’ are any UI elements that the user can interact with, be they buttons, links, inputs, or any HTML element with an event listener. Controls that are too small or too close together can cause lots of problems for users.

Small controls are hard to click on for users who are unable to be accurate with a pointer, such as those with tremors, or those who suffer from reduced dexterity due to age. The default size of checkboxes and radio buttons, for example, can pose problems for older users. Even when a label is provided that could be clicked on instead, not all users know they can do so.

Controls that are too close together can cause problems for touch screen users. Fingers are big and difficult to be precise with. Accidentally touching the wrong control can cause frustration, especially if that control navigates you away or makes you lose your context.


Tweet that says Software being Done is like lawn being Mowed. Jim Benson


When touching a single line tweet, it’s very easy to accidentally click the person’s name or handle instead of opening the tweet because there’s not enough space between them. (Source) (Large preview)

Controls that are nested inside another control can also contribute to touch errors. Not only is it not allowed in the HTML spec, it also makes it easy to accidentally select the parent control instead of the one you wanted.

To give users enough room to accurately select a control, the recommended minimum size for a control is 34 by 34 device independent pixels, but Google recommends at least 48 by 48 pixels, while the WCAG spec recommends at least 44 by 44 pixels. This size also includes any padding the control has. So a control could visually be 24 by 24 pixels but with an additional 10 pixels of padding on all sides would bring it up to 44 by 44 pixels.

It’s also recommended that controls be placed far enough apart to reduce touch errors. Microsoft recommends at least 8 pixels of spacing while Google recommends controls be spaced at least 32 pixels apart.

Controls should also have a visible text label. Not only do screen readers require the text label to know what the control does, but it’s been shown that text labels help all users better understand a controls purpose. This is especially important for form inputs and icons.

To use the Lens of Controls, ask yourself these questions:

  • Are any controls not large enough for someone to touch?
  • Are any controls too close together that would make it easy to touch the wrong one?
  • Are there any controls inside another control or clickable region?
  • Do all controls have a visible text label?

Lens Of Font

In the early days of the web, we designed web pages with a font size between 9 and 14 pixels. This worked out just fine back then as monitors had a relatively known screen size. We designed thinking that the browser window was a constant, something that couldn’t be changed.

Technology today is very different than it was 20 years ago. Today, browsers can be used on any device of any size, from a small watch to a huge 4K screen. We can no longer use fixed font sizes to design our sites. Font sizes must be as responsive as the design itself.

Not only should the font sizes be responsive, but the design should be flexible enough to allow users to customize the font size, line height, or letter spacing to a comfortable reading level. Many users make use of custom CSS that helps them have a better reading experience.

The font itself should be easy to read. You may be wondering if one font is more readable than another. The truth of the matter is that the font doesn’t really make a difference to readability. Instead it’s the font style that plays an important role in a fonts readability.

Decorative or cursive font styles are harder to read for many users, but especially problematic for users with dyslexia. Small font sizes, italicized text, and all uppercase text are also difficult for users. Overall, larger text, shorter line lengths, taller line heights, and increased letter spacing can help all users have a better reading experience.

To use the Lens of Font, ask yourself these questions:

  • Is the design flexible enough that the font could be modified to a comfortable reading level by the user?
  • Is the font style easy to read?

Lens Of Images and Icons

They say, “A picture is worth a thousand words.” Still, a picture you can’t see is speechless, right?

Images can be used in a design to convey a specific meaning or feeling. Other times they can be used to simplify complex ideas. Whichever the case for the image, a user who uses a screen reader needs to be told what the meaning of the image is.

As the designer, you understand best the meaning or information the image conveys. As such, you should annotate the design with this information so it’s not left out or misinterpreted later. This will be used to create the alt text for the image.

How you describe an image depends entirely on context, or how much textual information is already available that describes the information. It also depends on if the image is just for decoration, conveys meaning, or contains text.

“You almost never describe what the picture looks like, instead you explain the information the picture contains.”

Five Golden Rules for Compliant Alt Text

Since knowing how to describe an image can be difficult, there’s a handy decision tree to help when deciding. Generally speaking, if the image is decorational or there’s surrounding text that already describes the image’s information, no further information is needed. Otherwise you should describe the information of the image. If the image contains text, repeat the text in the description as well.

Descriptions should be succinct. It’s recommended to use no more than two sentences, but aim for one concise sentence when possible. This allows users to quickly understand the image without having to listen to a lengthy description.

As an example, if you were to describe this image for a screen reader, what would you say?


Vincent van Gogh’s The Starry Night


Source (Large preview)

Since we describe the information of the image and not the image itself, the description could be Vincent van Gogh’s The Starry Night since there is no other surrounding context that describes it. What you shouldn’t put is a description of the style of the painting or what the picture looks like.

If the information of the image would require a lengthy description, such as a complex chart, you shouldn’t put that description in the alt text. Instead, you should still use a short description for the alt text and then provide the long description as either a caption or link to a different page.

This way, users can still get the most important information quickly but have the ability to dig in further if they wish. If the image is of a chart, you should repeat the data of the chart just like you would for text in the image.

If the platform you are designing for allows users to upload images, you should provide a way for the user to enter the alt text along with the image. For example, Twitter allows its users to write alt text when they upload an image to a tweet.

To use the Lens of Images and Icons, ask yourself these questions:

  • Does any image contain information that would be lost if it was not viewable?
  • How could I provide the information in a non-visual way?
  • If the image is controlled by the user, is it possible to provide a way for them to enter the alt text description?

Lens Of Keyboard

Keyboard accessibility is among the most important aspects of an accessible design, yet it is also among the most overlooked.

There are many reasons why a user would use a keyboard instead of a mouse. Users who use a screen reader use the keyboard to read the page. A user with tremors may use a keyboard because it provides better accuracy than a mouse. Even power users will use a keyboard because it’s faster and more efficient.

A user using a keyboard typically uses the tab key to navigate to each control in sequence. A logical order for the tab order greatly helps users know where the next key press will take them. In western cultures, this usually means from left to right, top to bottom. Unexpected tab orders results in users becoming lost and having to scan frantically for where the focus went.

Sequential tab order also means that they must tab through all controls that are before the one that they want. If that control is tens or hundreds of keystrokes away, it can be a real pain point for the user.

By making the most important user flows nearer to the top of the tab order, we can help enable our users to be more efficient and effective. However, this isn’t always possible nor practical to do. In these cases, providing a way to quickly jump to a particular flow or content can still allow them to be efficient. This is why “skip to content” links are helpful.

A good example of this is Facebook which provides a keyboard navigation menu that allows users to jump to specific sections of the site. This greatly speeds up the ability for a user to interact with the page and the content they want.


facebook


Facebook provides a way for all keyboard users to jump to specific sections of the page, or other pages within Facebook, as well as an Accessibility Help menu. (Large preview)

When tabbing through a design, focus styles should always be visible or a user can easily become lost. Just like an unexpected tab order, not having good focus indicators results in users not knowing what is currently focused and having to scan the page.

Changing the look of the default focus indicator can sometimes improve the experience for users. A good focus indicator doesn’t rely on color alone to indicate focus (Lens of Color), and should be distinct enough to easily allow the user to find it. For example, a blue focus ring around a similarly colored blue button may not be visually distinct to discern that it is focused.

Although this lens focuses on keyboard accessibility, it’s important to note that it applies to any way a user could interact with a website without a mouse. Devices such as mouth sticks, switch access buttons, sip and puff buttons, and eye tracking software all require the page to be keyboard accessible.

By improving keyboard accessibility, you allow a wide range of users better access to your site.

To use the Lens of Keyboard, ask yourself these questions:

  • What keyboard navigation order makes the most sense for the design?
  • How could a keyboard user get to what they want in the quickest way possible?
  • Is the focus indicator always visible and visually distinct?

Lens Of Layout

Layout contributes a great deal to the usability of a site. Having a layout that is easy to follow with easy to find content makes all the difference to your users. A layout should have a meaningful and logical sequence for the user.

With the advent of CSS Grid, being able to change the layout to be more meaningful based on the available space is easier than ever. However, changing the visual layout creates problems for users who rely on the structural layout of the page.

The structural layout is what is used by screen readers and users using a keyboard. When the visual layout changes but not the underlying structural layout, these users can become confused as their tab order is no longer logical. If you must change the visual layout, you should do so by changing the structural layout so users using a keyboard maintain a sequential and logical tab order.

The layout should be resizable and flexible to a minimum of 320 pixels with no horizontal scroll bars so that it can be viewed comfortably on a phone. The layout should also be flexible enough to be zoomed in to 400% (also with no horizontal scroll bars) for users who need to increase the font size for a better reading experience.

Users using a screen magnifier benefit when related content is in close proximity to one another. A screen magnifier only provides the user with a small view of the entire layout, so content that is related but far away, or changes far away from where the interaction occurred is hard to find and can go unnoticed.

GIF of CodePen showing that clicking on a button does not update the interface
When performing a search on CodePen, the search button is in the top right corner of the page. Clicking the button reveals a large search input on the opposite side of the screen. A user using a screen magnifier would be hard pressed to notice the change and would think the button doesn’t work. (Large preview)

To use the Lens of Layout, ask yourself these questions:

  • Does the layout have a meaningful and logical sequence?
  • What should happen to the layout when it’s viewed on a small screen or zoomed in to 400%?
  • Is content that is related or changes due to user interaction in close proximity to one another?

Lens Of Material Honesty

Material honesty is an architectural design value that states that a material should be honest to itself and not be used as a substitute for another material. It means that concrete should look like concrete and not be painted or sculpted to look like bricks.

Material honesty values and celebrates the unique properties and characteristics of each material. An architect who follows material honesty knows when each material should be used and how to use it without tarnishing itself.

Material honesty is not a hard and fast rule though. It lies on a continuum. Like all values, you are allowed to break them when you understand them. As the saying goes, they are “more what you’d call “guidelines” than actual rules.”

When applied to web design, material honesty means that one element or component shouldn’t look, behave, or function as if it were another element or component. Doing so would cheat the user and could lead to confusion. A common example of this are buttons that look like links or links that look like buttons.

Links and buttons have different behaviors and affordances. A link is activated with the enter key, typically takes you to a different page, and has a special context menu on right click. Buttons are activated with the space key, used primarily to trigger interactions on the current page, and have no such context menu.

When a link is styled to look like a button or vise versa, a user could become confused as it does not behave and function as it looks. If the “button” navigates the user away unexpectedly, they might become frustrated if they lost data in the process.

“At first glance everything looks fine, but it won’t stand up to scrutiny. As soon as such a website is stress‐tested by actual usage across a range of browsers, the façade crumbles.”

Resilient Web Design

Where this becomes the most problematic is when a link and button are styled the same and are placed next to one another. As there is nothing to differentiate between the two, a user can accidentally navigate when they thought they wouldn’t.


Three links and/or buttons shown inline with text


Can you tell which one of these will navigate you away from the page and which won’t? (Large preview)

When a component behaves differently than expected, it can easily lead to problems for users using a keyboard or screen reader. An autocomplete menu that is more than an autocomplete menu is one such example.

Autocomplete is used to suggest or predict the rest of a word a user is typing. An autocomplete menu allows a user to select from a large list of options when not all options can be shown.

An autocomplete menu is typically attached to an input field and is navigated with the up and down arrow keys, keeping the focus inside the input field. When a user selects an option from the list, that option will override the text in the input field. Autocomplete menus are meant to be lists of just text.

The problem arises when an autocomplete menu starts to gain more behaviors. Not only can you select an option from the list, but you can edit it, delete it, or even expand or collapse sections. The autocomplete menu is no longer just a simple list of selectable text.




With the addition of edit, delete, and profile buttons, this autocomplete menu is materially dishonest. (Large preview)

The added behaviors no longer mean you can just use the up and down arrows to select an option. Each option now has more than one action, so a user needs to be able to traverse two dimensions instead of just one. This means that a user using a keyboard could become confused on how to operate the component.

Screen readers suffer the most from this change of behavior as there is no easy way to help them understand it. A lot of work will be required to ensure the menu is accessible to a screen reader by using non-standard means. As such, it will might result in a sub-par or inaccessible experience for them.

To avoid these issues, it’s best to be honest to the user and the design. Instead of combining two distinct behaviors (an autocomplete menu and edit and delete functionality), leave them as two separate behaviors. Use an autocomplete menu to just autocomplete the name of a user, and have a different component or page to edit and delete users.

To use the Lens of Material Honesty, ask yourself these questions:

  • Is the design being honest to the user?
  • Are there any elements that behave, look, or function as another element?
  • Are there any components that combine distinct behaviors into a single component? Does doing so make the component materially dishonest?

Lens Of Readability

Have you ever picked up a book only to get a few paragraphs or pages in and want to give up because the text was too hard to read? Hard to read content is mentally taxing and tiring.

Sentence length, paragraph length, and complexity of language all contribute to how readable the text is. Complex language can pose problems for users, especially those with cognitive disabilities or who aren’t fluent in the language.

Along with using plain and simple language, you should ensure each paragraph focuses on a single idea. A paragraph with a single idea is easier to remember and digest. The same is true of a sentence with fewer words.

Another contributor to the readability of content is the length of a line. The ideal line length is often quoted to be between 45 and 75 characters. A line that is too long causes users to lose focus and makes it harder to move to the next line correctly, while a line that is too short causes users to jump too often, causing fatigue on the eyes.

“The subconscious mind is energized when jumping to the next line. At the beginning of every new line the reader is focused, but this focus gradually wears off over the duration of the line”

— Typographie: A Manual of Design

You should also break up the content with headings, lists, or images to give mental breaks to the reader and support different learning styles. Use headings to logically group and summarize the information. Headings, links, controls, and labels should be clear and descriptive to enhance the users ability to comprehend.

To use the Lens of Readability, ask yourself these questions:

  • Is the language plain and simple?
  • Does each paragraph focus on a single idea?
  • Are there any long paragraphs or long blocks of unbroken text?
  • Are all headings, links, controls, and labels clear and descriptive?

Lens Of Structure

As mentioned in the Lens of Layout, the structural layout is what is used by screen readers and users using a keyboard. While the Lens of Layout focused on the visual layout, the Lens of Structure focuses on the structural layout, or the underlying HTML and semantics of the design.

As a designer, you may not write the structural layout of your designs. This shouldn’t stop you from thinking about how your design will ultimately be structured though. Otherwise, your design may result in an inaccessible experience for a screen reader.

Take for example a design for a single elimination tournament bracket.


Eight person tournament bracket featuring George, Fred, Linus, Lucy, Jack, Jill, Fred, and Ginger. Ginger ultimately wins against George.


Large preview

How would you know if this design was accessible to a user using a screen reader? Without understanding structure and semantics, you may not. As it stands, the design would probably result in an inaccessible experience for a user using a screen reader.

To understand why that is, we first must understand that a screen reader reads a page and its content in sequential order. This means that every name in the first column of the tournament would be read, followed by all the names in the second column, then third, then the last.

“George, Fred, Linus, Lucy, Jack, Jill, Fred, Ginger, George, Lucy, Jack, Ginger, George, Ginger, Ginger.”

If all you had was a list of seemingly random names, how would you interpret the results of the tournament? Could you say who won the tournament? Or who won game 6?

With nothing more to work with, a user using a screen reader would probably be a bit confused about the results. To be able to understand the visual design, we must provide the user with more information in the structural design.

This means that as a designer you need to know how a screen reader interacts with the HTML elements on a page so you know how to enhance their experience.

  • Landmark Elements (header, nav, main, and footer)
    Allow a screen reader to jump to important sections in the design.
  • Headings (h1h6)
    Allow a screen reader to scan the page and get a high level overview. Screen readers can also jump to any heading.
  • Lists (ul and ol)
    Group related items together, and allow a screen reader to easily jump from one item to another.
  • Buttons
    Trigger interactions on the current page.
  • Links
    Navigate or retrieve information.
  • Form labels
    Tell screen readers what each form input is.

Knowing this, how might we provide more meaning to a user using a screen reader?

To start, we could group each column of the tournament into rounds and use headings to label each round. This way, a screen reader would understand when a new round takes place.

Next, we could help the user understand which players are playing against each other each game. We can again use headings to label each game, allowing them to find any game they might be interested in.

By just adding headings, the content would read as follows:

“__Round 1, Game 1__, George, Fred, __Game 2__, Linus, Lucy, __Game 3__, Jack, Jill, __Game 4__, Fred, Ginger, __Round 2, Game 5__, George, Lucy, __Game 6__, Jack, Ginger, __Round 3__, __Game 7__, George, Ginger, __Winner__, Ginger.”

This is already a lot more understandable than before.

The information still doesn’t answer who won a game though. To know that, you’d have to understand which game a winner plays next to see who won the previous game. For example, you’d have to know that the winner of game four plays in game six to know who advanced from game four.

We can further enhance the experience by informing the user who won each game so they don’t have to go hunting for it. Putting the text “(winner)” after the person who won the round would suffice.

We should also further group the games and rounds together using lists. Lists provide the structural semantics of the design, essentially informing the user of the connected nodes from the visual design.

If we translate this back into a visual design, the result could look as follows:


The tournament bracket


The tournament with descriptive headings and winner information (shown here with grey background). (Large preview)

Since the headings and winner text are redundant in the visual design, you could hide them just from visual users so the end visual result looks just like the first design.

“If the end result is visually the same as where we started, why did we go through all this?” You may ask.

The reason is that you should always annotate your design with all the necessary structural design requirements needed for a better screen reader experience. This way, the person who implements the design knows to add them. If you had just handed the first design to the implementer, it would more than likely end up inaccessible.

To use the Lens of Structure, ask yourself these questions:

  • Can I outline a rough HTML structure of my design?
  • How can I structure the design to better help a screen reader understand the content or find the content they want?
  • How can I help the person who will implement the design understand the intended structure?

Lens Of Time

Periodically in a design you may need to limit the amount of time a user can spend on a task. Sometimes it may be for security reasons, such as a session timeout. Other times it could be due to a non-functional requirement, such as a time constrained test.

Whatever the reason, you should understand that some users may need more time in order finish the task. Some users might need more time to understand the content, others might not be able to perform the task quickly, and a lot of the time they could just have been interrupted.

“The designer should assume that people will be interrupted during their activities”

— The Design of Everyday Things

Users who need more time to perform an action should be able to adjust or remove a time limit when possible. For example, with a session timeout you could alert the user when their session is about to expire and allow them to extend it.

To use the Lens of Time, ask yourself this question:

  • Is it possible to provide controls to adjust or remove time limits?

Bringing It All Together

So now that you’ve learned about the different lenses of accessibility through which you can view your design, what do you do with them?

The lenses can be used at any point in the design process, even after the design has been shipped to your users. Just start with a few of them at hand, and one at a time carefully analyze the design through a lens.

Ask yourself the questions and see if anything should be adjusted to better meet the needs of a user. As you slowly make changes, bring in other lenses and repeat the process.

By looking through your design one lens at a time, you’ll be able to refine the experience to better meet users’ needs. As you are more inclusive to the needs of your users, you will create a more accessible design for all your users.

Using lenses and insightful questions to examine principles of accessibility was heavily influenced by Jesse Schell and his book “The Art of Game Design: A Book of Lenses.”

Smashing Editorial
(il, ra, yk)


Taken from – 

Designing For Accessibility And Inclusion

The Current State Of Email Marketing Programming: What Can And Can’t Be Used

Many people want to create the best email campaigns possible, and this goal can be realized by following best practices for email design and coding and by implementing advanced techniques correctly. This comprehensive guide, for novices and pros alike, delves deep into the nitty gritty of email marketing.

Here’s what you’ll learn:

  • best practices for email design, from creating a theme to designing the footer;
  • how to add images and incorporate rich media (GIFs, cinemagraphs, video) in your emails;
  • how to design responsive emails for a better user experience;
  • email client support for responsive mobile emails;
  • finally, advanced techniques in email design.

Introduction

Emails have transformed from being an ordinary text-based personal communication tool into a future-proof marketing channel. We have moved into a world of visually attractive HTML emails that have the feel of microsites in the inbox.

Getting acquainted with the best practices of email coding is, therefore, imperative if you want to avoid a broken user experience and instead improve user engagement. Moreover, as the digital world becomes more mobile, creating responsive emails is the need of the hour.

In this article, we shall delve deeper into best practices to follow for all email clients, as well as advanced techniques you can include for email clients that support interactive elements.

Let’s start with the basic structure of an email.

Basic Email Structure

As Leonardo da Vinci said, ”Simplicity is the ultimate sophistication.” Accordingly, keep the design of your email simple.

Check out the email design below by Charity: Water. Simple yet engaging.

A simple yet engaging email design by Charity: Water.


View large version

Developers have been coding emails using <table> layouts for a long time now. So, it is recommended that you place your email elements in a grid-based layout, rather than arbitrarily placed. Moreover, any element that might overlap needs to be added to a different layer.

The email shown above by Charity: Water looks like this when exported to a tabular layout:

Email design by Charity: Water divided into a grid.


View large version

Email design is made up of different subelements. Let’s explore them now.

1. Email Theme

The logo is not the only element that reflects your brand’s personality. The overall theme of your email, including the fonts, color scheme and imagery, should be in sync with branding guidelines.

2. Width And Height Of Email Template

Because your subscribers use diverse email clients and devices, your email should be appropriately visible in the preview pane of all email clients. Keep in mind that the email will be displayed according to the display pane of the email service provider or client. Only certain email clients, such as Thunderbird, Apple Mail and native mobile email clients, will display email at full width.

For other email clients, the display boxes have variable sizes. Many service providers, such as MailChimp, go over the basics of HTML email, by recommending, for example, 600 to 800 pixels as a width, so that the full email gets displayed. Remember, that most subscribers never use the horizontal scroll bar in an email.

The height of your email template should usually be long enough to accommodate your copy within two scroll lengths. You can certainly have a longer email template if you have to convey a huge amount of information. However, if your email template gets too long, it might become boring for subscribers, who will be less likely to scroll to the end to check out all of the offers and promotions included.

The height of the preview pane of most email clients (which contains content commonly referred to as “above the fold”) is generally between 300 and 500 pixels. Make the best use of this space, so that the content included above the fold entices the subscriber to scroll down.

Every email developer knows that if an email’s file size exceeds 102 KB, Gmail’s app will clip the email, and they will not be able to track metrics.

Check out the screenshot below to see what an email looks like in Gmail when it is clipped:

Email message, the weight of which exceeds 102 KB, as seen in Gmail, with ‘View entire message’ at the end.


View large version

To avoid Gmail’s clip, make sure your email does not have unnecessary code and is not over-formatted. Go for a minimalist email design, without any shortened URLs. Note that images will not be embedded in the email and, so, will not increase the file’s size. That being said, removing unnecessary images will help to reduce the email size.

For marketers who use predesigned templates, the height and width will already be taken care of. If you want to use your own design, consider the ideal width and height of an email template.

3. Body Of Email

Emails usually begin with a hero image at the top, followed by the main copy, a call to action and then the footer.

Because most people read on screens positioned about 2 to 3 feet away, your h1 title should be around 16 pixels; if your title is short, it could even go up to 20 pixels. A good idea would be to render the h1 title as text, along with an attractive hero image.

Your descriptive text should not be smaller than 12 pixels. It should be easily readable across all email clients and devices. Moreover, the alignment of paragraphs and paragraph size also play an important role.

4. Call To Action

The primary objective of email marketing is to persuade customers to take action. To do that, your call to action (CTA) should have engaging, actionable verbs. Use convincing and actionable text, like “Start the free trial,” rather than drab phrases like “Click here.”

An interesting study by ContentVerve, “10 Call-to-Action Case Studies With Takeaways and Examples From Real Button Tests”,” shows that use of the first-person perspective in CTAs increase clicks by 90%, regardless of the product. For example, “Get my free copy” converts better than “Get your free copy.”

Create a sense of urgency in CTAs and get higher click-through rates by adding the word “now.”

This email from 'Alice and Olivia' has a CTA in bright pink, contrasting with the white background.


View large version

Campaign Monitor, in one of its guides, “10 Tips to Optimize Your Calls to Action,” emphasizes that a CTA button should always contrast strongly with the background color, so that it doesn’t blend in and that it grabs the subscriber’s attention. Based on your target audience, your industry and the message to be conveyed, including CTAs at regular intervals can increase email conversions and the desired subscriber action. Its height should be at least 30 pixels, and it should be easily tappable with a thumb on mobile devices.

Check out the email below from Asana. It places a CTA strategically above the first fold and also follows the CTA best practices discussed above.

Email by Asana strategically places CTA above the first fold.
Email by Asana strategically places CTA above the first fold. (View large version)

5. Images And Interactive Elements

If you are putting images or rich media in your email, add relevant alternative (alt) text, so that the purpose of the email is preserved even when the visuals are blocked by the email client. This is also greatly helpful with accessibility, because screen readers will be able to read the alternative text and convey your message.

Most email marketers tend to send emails consisting of a single image, which is first of many common HTML mistakes compiled by MailChimp. It recommends a text-to-image ratio of 80 to 20, to make sure that emails do not get trapped in spam filters. According to a recent study by MailChimp, 200 words per image yield a good click-through rate.

Using linked images in your email ensures an optimum file size. Load images from an external server using <img> tags.

The main advantage of this technique is that you can change images even after sending the email. It makes the email light and reduces the time taken to send the email. The disadvantage is that subscribers will have to download the images from the external server, which will incur download costs for those on metered connections, and the images might also get blocked by some email services.

Rich media elements, such as GIFs, cinemagraphs and video, are becoming popular in email these days.

You can add a GIF or cinemagraph in an email simply by uploading the file to the server that stores your images. Then, copy the URL and use the following HTML:

<pre class="lang:default decode:true" title="Code for adding GIFs or Cinemagraphs in Email"><img src="/wp-content/uploads/thefiletobeinserted.gif">
</pre>

Test the email to make sure that the GIF works properly.

Embedding video is a very adaptable technique of web development, but unfortunately, it’s not supported in email. Therefore, opt for HTML5 video.

To add a video in email, use the code below:

<pre class="lang:default decode:true" title="Code for including video in email"><video width="400" height="200" controls poster="http://www.art.com/images/blog_images/Imagefiles/2017/html5_video/valentinesday.jpg"><br/><source src="http://www.videofile.com/htmlfiles/movie-14thfeb.mp4" type="video/mp4"><br/><!-- fallback 1 --><br/><a href="http://www.xyz.com" ><br/><img height="200" src=" http://www.art.com/pictures/important/Imagefiles/2017/html5_video/valentinesday.jpg " width="400" /><br/></a><br/></video><br/><br/><br/>
</pre>

HTML5 primarily supports the MP4, OGG and WebM video formats.

Pro tip: Apple supports the MP4 video format in its email clients and browsers.

Some points to remember:

  • Make sure that the server configuration you use can output the right MIME type, so that the email client identifies the correct video format when retrieving the video.

  • If you are using an Apache web server, add this entry to the .htaccess file: Add Type video/mp4.mp4 m4v.

6. Number Of Email Folds

Your email should have just two folds, as mentioned earlier. The first fold should capture your brand and include the h1 title with a relevant CTA. If your email template exceeds two scrolls, then the third scroll should cross-sell your products. The idea is to change up the content and keep subscribers hooked by providing interesting information.

The footer is the most overlooked part of any email. However, it probably has information that subscribers are looking for, such as the company address, social sharing buttons and contact details. In order for your email to be CAN-SPAM compliant, the footer should have some additional elements.

An “Unsubscribe” link should allow subscribers to opt out of your mailing list easily and will reduce spam complaints.

Your contact details should link back to your company website and should include your postal and email address.

Additionally, you can have ancillary links, such as “Forward to a friend” and “View in Browser.”

As stated in “The Best Practices of Footer Design” by Bee, the fine print of your email should have the following sections:

  • Explanation of why the recipient got this email
    Your subscribers have probably subscribed to numerous mailing lists. Subtly remind recipients of the reason they received the email, to maintain your reputation as an emailer and to minimize spam complaints.
  • Copyright
    Include the copyright mark, along with the current year and your business name.
  • Privacy policy
    Link to your privacy policy, because subscribers should know where that information is stored. This is critical for e-commerce retailers.
  • Terms of use
    If you are sending out a promotional email highlighting discount offers, share the terms of use that govern the deals.

Cramming information into the footer sounds tempting, but you should determine the most important information for your business and restrict the footer to the minimum. Stuffing it with too much information could lead readers to dismiss it entirely because they will not be able to figure out which links to click.

Check out the footer below by Cotton on Body. Although it is well organized, it could be overwhelming for the subscriber who is scanning the email.

The Cotton on Body email footer, which is too lengthy.


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Have a look at the footer below by Alice and Olivia. It is simple, and it maintains a visual hierarchy according to the actions they want subscribers to take.

Alice and Olivia's email footer is concise and designed with all good practices in mind.


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The footer by HSN below is clean and makes good use of padding and white space. It is not overwhelming, yet it conveys important information that readers might be looking for.

HSN's footer is clean; padding and white space are used appropriately.


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Mobile Responsive Emails

Most subscribers will check email on their phone. Owing to this trend, your emails ought to be responsive. Responsive design includes several elements, such as media queries, fluid grids and fluid images, so that users can view the email as intended, regardless of screen size or device. The basics of responsive email design include the table element, easily stackable sections and full-width CTAs.

If your subscriber list consists of many mobile users, then avoid overlapping layouts. Hide non-primary sections, such as navigation and email advertisements, to cater to mobile subscribers. Mobile-specific email elements such as a navigation menu and image sliders can also be used.

Responsive email design is supported in these email clients:

  • iOS Mail app
  • Windows Phone 7.5
  • Android 4.x Email (OEM) app
  • BlackBerry Z10
  • BlackBerry OS7
  • iPhone Gmail app

The following email clients do not support responsive email:

  • Android Yahoo Mail app
  • iPhone Yahoo Mail app
  • BlackBerry OS 5
  • Windows Phone 7
  • iPhone Mailbox app
  • Windows Phone 8
  • Android Gmail app
  • Windows Mobile 6.1

Responsive design enables you to do the following:

  • change hierarchy,
  • modify navigation,
  • enlarge fonts,
  • change layout,
  • scale images,
  • add padding,
  • change or hide content.

Designing Responsive Email

To make their emails responsive, developers use a media query that is commonly referred to as @media. It is a special set of CSS styles, included in the header, that work as conditional statements or dynamic rules.

The point of media queries is to identify the screen size of the device being used and to execute various rules according to that screen size. The challenge is that media queries do not work in all email clients and might need detailed planning and testing compared to other design techniques.

Have a look at the media query below:

<pre class="lang:default decode:true" title="Structure of Media Query">@media only screen and (min-width:479px) and (max-width:701px) 
.em_main_table 
     width: 100% !important;


.em_hide 
     display: none !important;

}
</pre>

When this email is accessed on a device whose screen is between 479 and 701 pixels wide, the email’s width will be 100%, according to the width: 100% !important; attribute. The !important function forces this attribute in email clients such as Gmail, where it might be ignored.

The styles in the CSS rule block should specify the container or element type that the styles will dictate. Assign these rules in the HTML if you want them to work.

Here is the CSS:

<pre class="lang:default decode:true" title="Code for CSS"> td[class="body-header"] font-size: 18px !important; 

And here is the HTML:

<pre class="lang:default decode:true" title="Code for HTML"><td align="left" class="body-header">
</pre>

It is important that the element (td) and the class (body-header) added in the CSS and HTML match each other.

Advanced Techniques

With the advent of advanced email clients, such as Apple Mail, which is based on Webkit, email developers can even play around with keyframe animation, interactive elements such as carousels, and live feeds.

Conditional coding for different email clients (such as for Outlook and for Samsung and Apple devices) has also become possible.

Conditional coding for Outlook and for Samsung and Apple devices


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Wrapping Up

If you follow these simple tips, you will surely be able to create awesome email marketing campaigns that convert, whether you are a novice or pro at email programming. In the end, aim to create a good user experience and make subscribers look forward to your emails. Happy emailing!

Smashing Editorial
(da, ra, yk, al, il)

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