One does not hire an architect to design a building until the function of the structure is clearly defined. First one needs to know what will go into it and what is to be accomplished within it. A restaurant business does not have the same needs as those of a machine shop.

只有建筑功能确定以后，我们才会聘请建筑师。在进行建筑之前，我们必须明确建筑物的结构以及建筑物内需要建造的设施。

Why then, do so many newcomers to the Web begin with site design? Given $2000 to $5000 in art work (or even more!), one is going to find it difficult to scrap it all, even if the content squeezed in around the corners fails to accomplish the site purpose because of the squeeze. This is completely backward.

为什么很多网站设计新手首先进行网站设计呢？即使用户支付2000-5000美金，设计者却很难得到，因为他们设计的网站没有完成目标，内容太拥挤，没有任何效果。

The site purpose and content must be clearly defined before even contacting an artist. The art must enhance site function, and never detract from it. Good art will do so, provided content is in place first. To begin with the art work is likely to inhibit site performance and may even doom the site to failure before it is launched.

在聘请设计者之前，确定网站目标、网站内容。网站设计必须能够增强网站功能，高质量的网站设计首先确定内容布局。如果首先进行网站设计，网站功能会抑制发挥，并且可能导致网站设计的失败。

Selling on the Web is accomplished with words. Forget what you know about selling in print. The Web is a different media, and must be recognized as such.

网站销售需要通过语言完成。网站区别与其它媒体，所以不能运用印刷媒体的销售方法，必须总结出自己的方法。

Picture a beautiful four-color page with a seagull sweeping over the tops of whitecaps breaking gently on a broad, sandy beach. Place a single word on it. Microsoft, maybe. Or a brief slogan. This may work fine for branding in print. Or on television. In far less time that it takes to load such an image on the Web, your visitor is gone.

假设：印刷媒体或电视媒体中出现一只海鸥，在海浪中翻飞，海浪冲向甲板、沙滩，这时出现一个单词或者一句口号，效果就非常好。然而，如果网站中的图片下载需要很长时间，访问者就会离开。

Content Dictates All
内容决定一切

Every page to be placed on the site needs to be roughed out. Even in these draft pages, the words used matter. For the page is intended to sell. A product, a request for more information, subscription to a newsletter, and so forth. Work up each page so that it projects the flavor of the finished page. And its role within the site.

网站所有网页都要精心设计。即使在草稿中，也要注意用词，因为网页用来销售产品、提供信息、提供时事通讯，便于用户购买或定制。网站必须保证所有网页都可以在网站中发挥作用。

Further you need good notes on possible pages to be added later. Inclue those that may not be pointed out to all visitors. An article to support a claim on a page, for example. Or drawings and detailed information about a product.

此外，有些网页内容需要添加注释，包括某些用户没有注意的内容。比如说，可以添加文章说明网页内容，或者提供图片或详细信息，对产品进行说明。

What's more, seek to anticipate totally new elements that may be needed. Spell out the purpose these pages might serve. Even with best effort, the site will evolve in unexpected ways. Plan as possible for such directions.

更重要的是，预测网站内容，清楚说明网站目的。只有目标确定以后，设计才会有章可循，所以尽量规划网站目标与内容。

Navigation Is Crucial
重要的导航系统

Construct a navigation scheme that is simple and intuitive. Provide for pages anticipated. And even for the unexpected as possible.

导航系统要简单、直观。既要考虑已预测的页面，也要考虑未预测到的页面。

Avoid too many options. Decide what elements you want to point out to most visitors, elements that must be stand-alone links. Hold the number of such elements to a minimum. Then gather remaining pages as items in sub menus.

导航系统避免出现太多选项。首先确定希望访问者浏览的内容，以及需要进行链接的内容，当然，这样的内容尽量少，然后把其它内容设计在二级菜单中。

Next, create a draft home page, with text links in your menu. One good option, is a row across the very top of the page. Or clustered to the right, if a logo is to be located in the upper left corner of the page.

其次，创建主页草图，在菜单中设置文本链接。在网页顶部设置横向排列的菜单栏，是一种好方法。如果logo位于网页左上方，菜单栏可以放置在网页右侧。

The best alternative for many is links down the left side of the page. In all cases, include text links at the bottom of the page. In this menu, you may want to include elements hidden in sub menus at the top of the page.

对于很多网站来说，在网页左边设置链接，是一种最好的方法，当然可以在网页底部设置文本链接。网页顶部的菜单栏可以包含二级菜单。

These are the best formats because surfers are accustomed to them. Anything off these norms is liable to confuse. Since confused visitors exit quickly, avoid unique or trick navigation schemes.

用户已经习惯了这种格式，其它格式可能会迷惑用户，导致用户会退出网站。所以，避免出现独特的导航系统。

An Aside: Always include a site map. Some visitors depend upon them.

设置网站地图，方便用户浏览。

Provide Your Artist With Clear Instructions
提供清晰的网站说明

With this draft of your home page and others, turn to an artist. But do not give them a free hand. Artists tend to want boldness in their designs, to put their work front and center. Don't let it happen. Your visitors will be distracted by boldness in design or color.

网站主页及其它页面草图确定后，聘请网站设计者。但避免出现网站设计者乱用颜色以及其它设计元素的情况。否则，网站设计会很糟糕。

Instead, seek a subdued background in pale shades of any color. The object is art that demonstrates the professional nature of the site, but never, ever distracts a visitor from jumping directly into the headlines and content that make up the page.

网站背景应该选用淡色，这样才能体现出网站设计的专业。网站的背景颜色要保证用户可以愉快地浏览标题与正文内容。

Artistic boldness often translates into height. A logo and menu combination that fills half the first screen must go. Copy needs to begin as close to the top of the first screen as possible on all pages.

设计失误经常体现在网页高度上。Logo与菜单占据半张页面，内容与logo、菜单尽可能接近。

An Aside: Consider CSS (Cascading Style Sheets) and SSI (Server Side Includes) to assure consistency from page to page. CSS can accurately control fonts used. SSI can assure great looking menus, while providing an easy way to make later changes. That is, a change is only needed in the file to be included, not on every page.

利用CSS与SSI进行网站设计，保证页面的一致性。CSS能够精确控制字体，SSI可以保证菜单设计的合理性，也可以保证以后修改的简便性：只需修改包含的文件，不必修改所有网页。

The Acid Test
测试网站

When the artist presents a design, implement several draft pages. With the browser of your choice, download each page to your disk so they'll load quickly upon subsequent request.

设计者设计网站时，参考网站草图。在已有的浏览器中，把网页下载到磁盘中，这样便于网页上传。

Now click back and forth between pages as fast as they will load. Look for any artistic element that seems to have too great an impact.

不断点击网页，检查下载速度，找出效果明显的设计元素。

For example, given a bold horizontal line near the top of the screen, you'll soon tire of it as you click through pages. So will your visitors later. This is an element that must be shoved further into the background, or deleted. (Horizontal bars are usually a mistake, as they tend to prevent continuing down the page.) Often narrowing the bar or going to a paler color will do the trick.

比如说，在网页顶部出现粗体水平线，访问者在点击链接进入网页时，很快就会感到厌烦。这个内容就必须删除（浏览网页时，水平滚动条会给用户带来麻烦）。同样，用户也会厌烦变窄的滚动条以及苍白的颜色。

Check that logo with care. If it is the strongest element on each page, you'll find your eyes target it quickly. Subdue it as necessary. Since it's repeated throughout the site, your visitors will see it. But you want their first glance on any page to be to a headline.

仔细检查logo，如果logo是网页中最醒目的内容，你就需要弱化logo效果。所有网页中都出现logo，用户首先应该注意网页标题，而不是logo。

Above all, be sure the art enhances the site purpose to the degree possible. And that is does not detract from content in any way. In particular, if menus are sufficiently subdued, visitors will never notice them unless they feel a need to use one. They will find them easily, if located at the left or top of the page. And repeated at the bottom.

设计必须保证增强网站的作用，并且保证网站内容完整性。如果菜单十分不清晰，访问者不会注意菜单内容，除非他们感觉确实需要利用这些内容。然而，如果菜单栏设置在网页顶部或左侧，并且在底部重现，用户操作就很方便。

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