The PDF debate

So, why do Web site owners use PDF?

PDF is revolutionary. Using Acrobat Reader, anyone can view and print PFD files, regardless of the computer or operating system used. And, there are more good points:

Accessibility: Anyone can view or print PDF files without purchasing a software. Acrobat Reader is required but can be downloaded free of charge from the Internet.

Consistency: When a PDF file is opened, everyone sees an identically formatted document. The elements including fonts, links, colours, graphics, special characters remain intact.

Branding opportunity: Your corporate identity is preserved with the same logo, fonts, colours, graphics.

Combination and reduction of files: Different types of files e.g. spreadsheets and documents can be combined into a single compact file.

Printing: What you see is what you get. The breaks, margins, rich graphics keep their original format and position. It’s ideal for desktop publishers and printers.

Cost savings: It is cheaper to transfer bits on the internet than printing and distributing reams of paper.

Security: Your document can be protected from unauthorised access or alterations. Valuable for e-books!

Ease of use: Converting files to PDF format is easy.

Considering all the above benefits, PDF has to be a winner.

For web users, PDF translates to extra time and effort and lack of flexibility. These are the objections:

Compulsory software: Although free, Acrobat Reader still needs to be downloaded and updated regularly.

Longer download time: PDF files take longer to download than their HTML counterpart.

Unknown file value: When no information is provided on the contents of the file, you have to guess if the extra mouse clicks and time to download are worth it.

Unfamiliar interface: You need to learn to navigate using a totally different interface.

Missing URL: The URL does not appear at the bottom of the page as on HTML pages. To track back a file, you must manually note the URL.

Inflexibility: As PDF is a published format, you cannot alter the file’s contents and layout.

Working with PDF, the objectionable winner

Cues for web site owners

A user friendly interface attracts repeat visitors. So, if you provide PDFs, offer:

Annotation: Provide a comprehensive description for each PDF file including a content summary, size of file, number of pages, publication date and any other relevant details. Let users decide if the document would be useful to them.

Alternative: Offer an HTML version, whenever possible.

Software version: Do not use the latest Acrobat version. Allow for the fact that visitors may not have downloaded the latest version of Acrobat Reader.

Paper size: Format the printable document for different sizes of paper. Paper size varies from country to country.

Reference details: Insert on the PDF file, the URL, author’s name, organisation, date of publication. This is called free publicity. The user can give you credit when recommending your article or referencing.

Cues for web surfers

Understanding how to work with PDF can reduce your frustration.

Saving: You can save the document but you cannot bookmark it. To save a PDF file, right click the link (instead of left-clicking to open the file). Choose from the menu, "save link as", "save target as" or any similar saving option available on your program.

Cut and Paste: By using the Text Select Tool in the Acrobat Reader, you can select and copy text in the PDF file and paste into your word processing document. You will lose the original format but in return you will be able to edit the text. To copy and paste graphics, use Graphics Select Tool. See your Acrobat Reader’s Help menu for more tips.

Conclusion

Jakob Nielsen, the guru in web site usability, believes that PDF makes usability approximately 300% worse compared to HTML pages.
Although objectionable for some web users, PDF plays a valuable role especially when accessibility, file size, document format, and security are critical issues. Use PDF with discernment.

© 2003 Henriette Martel-Lawson

Henriette Martel-Lawson is a website strategist and author of 200 Marketing Ideas for Your Website. Receive a free ebook when you subscribe to WEBmarketingcues, a free and valuable newsletter with articles, reviews and resources to help you market your own website. http://www.marketingcues.com

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Free resources

	Acrobat Reader allows you to view and print PDF files.
	PDF995 is a free alternative to Acrobat to create PDF files and it's easy to use.