Skills and techniques Marketing and communication design

 
2001–2012
Since the start of the 21st century the web has become more and more integrated into peoples lives. As this has happened the technology of the web has also moved on. There have also been significant changes in the way people use and access the web, and this has changed how sites are designed.
Since the end of the browsers wars^[when?] new browsers have been released. Many of these are open source meaning that they tend to have faster development and are more supportive of new standards. The new options are considered by many^{[weasel words]} to be better than Microsoft's Internet Explorer.
The W3C has released new standards for HTML (HTML5) and CSS (CSS3), as well as new JavaScript API's, each as a new but individual standard.^[when?] While the term HTML5 is only used to refer to the new version of HTML and some of the JavaScript API's, it has become common to use it to refer to the entire suite of new standards (HTML5, CSS3 and JavaScript).
Web designers use a variety of different tools depending on what part of the production process they are involved in. These tools are updated over time by newer standards and software but the principles behind them remain the same. Web designers use both vector and raster graphics editors to create web-formatted imagery or design prototypes. Technologies used to create websites include W3C standards like HTML and CSS, which can be hand-coded or generated by WYSIWYG editing software. Other tools web designers might use include mark up validators^[8] and other testing tools for usability and accessibility to ensure their websites meet web accessibility guidelines.^[9]
Marketing and communication design on a website may identify what works for its target market. This can be an age group or particular strand of culture; thus the designer may understand the trends of its audience. Designers may also understand the type of website they are designing, meaning, for example, that (B2B) business-to-business website design considerations might differ greatly from a consumer targeted website such as a retail or entertainment website. Careful consideration might be made to ensure that the aesthetics or overall design of a site do not clash with the clarity and accuracy of the content or the ease of web navigation,^[10] especially on a B2B website. Designers may also consider the reputation of the owner or business the site is representing to make sure they are portrayed favourably.
User experience design and interactive design
User understanding of the content of a website often depends on user understanding of how the website works. This is part of the user experience design. User experience is related to layout, clear instructions and labeling on a website. How well a user understands how they can interact on a site may also depend on the interactive design of the site. If a user perceives the usefulness of the website, they are more likely to continue using it. Users who are skilled and well versed with website use may find a more distinctive, yet less intuitive or less user-friendly website interface useful nonetheless. However, users with less experience are less likely to see the advantages or usefulness of a less intuitive website interface. This drives the trend for a more universal user experience and ease of access to accommodate as many users as possible regardless of user skill.^[11] Much of the user experience design and interactive design are considered in the user interface design.
Advanced interactive functions may require plug-ins if not advanced coding language skills. Choosing whether or not to use interactivity that requires plug-ins is a critical decision in user experience design. If the plug-in doesn't come pre-installed with most browsers, there's a risk that the user will have neither the know how or the patience to install a plug-in just to access the content. If the function requires advanced coding language skills, it may be too costly in either time or money to code compared to the amount of enhancement the function will add to the user experience. There's also a risk that advanced interactivity may be incompatible with older browsers or hardware configurations. Publishing a function that doesn't work reliably is potentially worse for the user experience than making no attempt. It depends on the target audience if it's likely to be needed or worth any risks.

Tools and technologies