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Originally Posted by Hellmark
It isn't really all that new. Most of the stuff for design in ebooks is that which was first applied to webpages.
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No wonder as both epub and mobi is based on html, loosely speaking.
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Reflow, fluid and elastic design, etc aren't new concepts, only is new to the book publishing industry. Font design is also largely the same, regardless of print or digital. If you have the same text on a screen and on paper, why should the style of the text have any difference between the two, especially when most likely the screen is one designed to mimic paper. Yes, from a design and technical aspect, eink is meant to mimic paper.
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It is not that LCD is meant to be unlike paper. It simply was the best technology that we had before e-ink. The web typography is quite different from print especially in how it uses white space. And it also lacks strict standards as every browser may display things slightly differently. That's why pdf format has gained so much popularity although it is only good for printing out. I hold no hope for unified ebook standard as there are even more variations in screen sizes and the technology itself is immature.