News media are not the only ones getting it wrong. Professional associations get it wrong every day, and commemorate their wrongness with an annual festival. Each year, advertising and design magazines and professional organizations hold contests for “new media design” judged by the winners of last year’s competitions. That they call it “new media design” tells them nothing and you and me everything.

Although there are exceptions, for the most part the creators of winning entries see the web as a vehicle for advertising and marketing campaigns in which the user passively experiences Flash and video content. For the active user, there is gaming but what you and I think of as active web use is limited to clicking a “Digg this page” button.

The winning sites look fabulous as screen shots in glossy design annuals. When the winners become judges, they reward work like their own. Thus sites that behave like TV and look good between covers continue to be created, and a generation of clients and art directors thinks that stuff is the cream of web design.

People who are smart about print can be less bright about the web. Their critical faculties, honed to perfection during the Kerning Wars, smash to bits against the barricades of our profession.
The less sophisticated lament on our behalf that we are stuck with ugly fonts. They wonder aloud how we can enjoy working in a medium that offers us less than absolute control over every atom of the visual experience. What they are secretly asking is whether or not we are real designers. (They suspect that we are not.) But these are the juniors, the design students and future critics. Their opinions are chiefly of interest to their professors, and one prays they have good ones.

More sophisticated critics understand that the web is not print and that limitations are part of every Custom Web Design   discipline. Yet even these eggheads will sometimes succumb to fallacious comparatives. Although long ago and strictly for giggles.) Where the masterpieces of web are design, these critics cry. That Goggle Maps might be as representative of our age as the Mona Lisa was of Leonardo’s—and as brilliant, in its way—satisfies many of us as an answer, but might not satisfy the design critic in search of a direct parallel to, oh, I don’t know, let’s say Milton Glaser’s iconic Bob Dylan poster.4

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While the basic intention behind access keys (to improve accessibility) is laudable, the concept is, in my opinion, fundamentally flawed. Essentially, there is no good way to implement it so that it's actually usable for the end user.

In order for access keys to actually be useful to the end user, the actual keys should be standardized across all websites. Otherwise, how are the end users supposed to know which keys they can use when browsing a particular Web Designer website?

Are you to encumber those users, and slow them even more, by forcing them to surf to an additional web page just to find out the list of access keys that are defined for that website? The additional step of going to a documentation page listing the access keys for the site is not worth the time. First, you got to search the entire page to discover the link to the access key document. Then you have to click that link to visit that page, read it and memorize the access keys available. What good does that do? You want to use access keys to save time, but you have to use a whole lot more time just to find out what the access key is.

So, in order to be useful, access keys need to be standardized across all websites. That way, users always know which keys are mapped to which page no matter which site they are at. Which brings us to the next (contradictory) point.