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Content Guidelines

Discover best practices for creating and organizing content for your website on Wings.

Writing for the Web

Writing for the Web – A useful summary of best practices. Learn to write pages that are easy for the eye to scan, and that rise to the top of search engine results.

Writing for the Web (video series) – This series of videos, produced for the UB Digital Content Transformation, covers Web writing best practices in more depth (35:41).

University at Buffalo Stylebook and Notes – Consult this online glossary for guidance on the spelling and usage of UB-specific terms, such as those referring to UB programs and buildings.

Image Files

UB Brand Guidelines

See the UB Communications Toolbox for UB logo downloads, brand guidelines, acceptable typefaces and university colors.

Image File Types

In order to use an image on the Web, it must be saved as an appropriate file type. Here is a list of popular file formats and an explanation of their uses: 

  • GIF (Graphics Interchange Format) – This format works well for simple graphics with few colors and large blocks of solid color. Use it for logos, diagrams, and icons. Transparent background. Simple animation. Typically has a small file size.
  • JPG or JPEG (Joint Photographic Experts Group) – This format is best for photographs and images with many shades of realistic color. Typically has a larger file size.
  • PNG (Portable Network Graphics) – Somewhere between a GIF and a JPG, this file format can handle a transparent background and many colors.

Custom Images

Create images for your website in your favorite graphics application. You may download graphics applications from the UBIT Software page, or use other applications you purchase, such as Adobe Photoshop.

 Create your images at the size they will actually appear on your Web page, or resize acquired images to the size they will appear. Avoid resizing the image using an HTML editor or HTML code: this will slow down the speed at which your pages load, and frustrate your site’s visitors.

 For example, if your image will display as 250 pixels wide and 250 pixels tall, do not use an image that is 1000 pixels wide and 1000 pixels tall and “shrink” the image by setting the image with in an HTML editor. Instead, resize the image in a graphics application to 250px X 250px.

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