Website design has always been a fascinating area for me -- not entirely in the realm of graphics but also of flow, navigation, appearance, and content. I love to surf the web almost exclusively to learn about different feels and flavors. In the process of doing so, it amazes me to see how some sites appear smooth, professional, and refined, while others smack of being put together horrendously quick -- even when the company is reputably of high quality.

网站设计对我来说，非常具有吸引力，包括：图片、布局、导航、外观以及内容。我喜欢登录网站，获取不同的浏览经历。在这个过程中，我发现有些网站设计合理、专业、清晰；然而有些网站只是简单地罗列内容，其中包括一些信誉度很高的公司。

But website design is, in itself, a powerful marketing process. Many tend to forget that people make UPAs (unconscious paralleled assumptions) -- in general and especially in business. In other words, when they visit a website they will unconsciously assume that a parallel exists between the website's design and the business behind it -- not to mention the products or services it promotes. So, if the design is poor, unprofessional, or unclear, people will unconsciously assume that the product or company is just the same.

网站是一种强大的营销工具。尤其是在商业中，很多人会产生UPAs（无意识的类比联想），这也就是说，消费者会无意识地认为网站形象就是企业形象，当然网站提供的产品或服务也代表公司形象。所以，如果网站设计糟糕、业余、不清晰，用户会认为产品质量差、公司信誉度低。

Regard for the human inclination to "judge books by their covers" is of utmost importance on the web, for the appearance of your site (that thing that appears on a person's computer monitor) is the only thing that separates you from your customer and thus is representative of the whole. Therefore, your site can either emphasize, support, or contradict your marketing message -- and do so almost effortlessly, even inconspicuously, and sometimes dramatically.

人们喜欢以貌取人，所以网站外观（用户显示屏中呈现的内容）设计很重要。网站外观是用户认识公司的渠道，代表公司形象。因此，网站需要突出、支持公司形象，而不能损坏公司形象——网站发挥作用很容易、也很微妙，有时很显著。

A large airline company recently conducted a survey among its passengers in order to perform some marketing research. The following question was asked: "If your food trays were dirty, would you assume that the airline also does poor maintenance on its engines?" And the answer was, as illogical as it sounds, "yes" for an overwhelming majority of participants.

一家大型航空公司近来对乘客做了一项调查研究，问题是：你认为航空公司会在飞机上不负责任地清洗使用过的食物器皿吗？大部分调查者认为：会。

In the "The 22 Immutable Laws of Marketing," marketing gurus Al Ries and Jack Trout made what I believe to be the most powerful notion ever conceived in the world of business, in that marketing is not a battle of products but a battle of perceptions. My mentor used to say that "perceived truth is more powerful than truth itself." Marketing is all about perception.

在"The 22 Immutable Laws of Marketing"中，营销领袖Al Ries 与Jack Trout总结出一条很有价值的观点（我自己这样认为）：营销是消费者感知之间的战争，而不是产品之间的战争。我的一位导师过去经常说：“感知到的真理比真理本身更具说服力”，所以，只有用户对网站产生好印象，营销才会成功。

A website design can often project greater perceived value. If you place your website side-by-side with a competitor, and both of you offer the same product in the same way at the same price, the company that will win the customer over will be the one that, through its design, communicates to the customer that there is an implied added value in their choice.

网站设计可以发挥更大的作用。如果你与竞争对手的网站同时呈现在用户面前，并且产品相同、价格相同，那么你的网站只有通过设计，提供更多选择内容，才能争取到客户。

In my seminars, I talk about the ketchup principle. Let's say you've just met a salesperson. He is dressed absolutely impeccably, gave a compelling spiel, is knowledgeable about his product, was thoroughly interested in your needs and conducted a perfect meeting with you. But throughout the encounter, you couldn't help but notice that he had a little ketchup stain on his tie. Now, if I were to ask you two weeks later what you remember the most about your meeting, the first thing that would pop into mind will likely be…

我曾经在研讨会中提到“蕃茄酱法则”。假设：遇见一个销售员，着装得体、语言恰当、产品知识丰富，并且这种产品完全满足你的需要，但推销员的领带中出现几滴蕃茄酱。两周以后如果问你：这个推销员什么方面令你印象深刻，你可能首先会想到……

The ketchup stain!

蕃茄酱污点！

As the old saying goes, "You never get a second chance to make a good first impression!" This applies even to the simplest of things. On the Internet, it includes your site's design and the image it projects. Therefore, pay close attention to your website's overall appearance, its appeal, its colors, its layout, its ease-of-navigation, and most important its content.

俗语说：“好的第一印象很重要！”，任何事情都是这样。网络中，网站设计以及设计中运用的图片会决定用户对网站的第一印象，所以，网站建设必须注意网站外观、网站吸引力、网站颜色、网站布局、网站导航系统以及网站内容（最重要）。

避免出现用户不易操作的下拉菜单 网站视频内容的设计方法

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