The look 'n' feel of your website is important. However, it is less important than your text-based content. In most commercial websites, the role of the traditional graphic designer is relatively minor. The role of the information architect is central. The role of the editor and author is critical.

网站外观设计虽然很重要，但还没有文本内容重要。在大多数商业网站中，传统图片设计者的角色相对来说比较次要，编辑、作者的地位比较重要，信息建设者处于中心地位。

A recent Stanford University study found that looks count when people judge a website for credibility. "To look good is to be good -- that's the primary test when people assess a Web site's credibility," said B.J. Fogg, Ph.D, who led the Stanford study. "People evaluate TV news and politicians in the same way: presentation matters more than substance. Why should we expect the Web to be any different?"

近来，斯坦福大学的一项研究发现：用户利用外观判断网站可信度。主持这项研究的B.J.Fogg博士说：“外观精美的网站就是质量好的网站，人们这样评价网站信誉度。”还指出：“人们利用同样的方式评价电视新闻以及政治家：外表比实质更重要。为什么我们希望网站与众不同呢？”

Another study, which focused on health and finance websites, had similar results. Conducted by Sliced Bread Design, it asked a group of experts and ordinary consumers to evaluate websites. 41.8 percent of consumers noted design when evaluating the websites, while only 7.6 percent of experts did the same.

另外一项对健康及金融网站的研究，也证明了同样的观点。Sliced Bread设计公司对一群专家和普通消费者进行网站评估调查：41.8%的消费者评价网站时，看中设计；然而只有7.6%的专家也是这样。

So, looks create an important first impression. But what drives revenue? In November 2002, The New York Times reported on a redesign by Elisabeth.com, a "plus size" women's clothing website.

因此，外观能产生重要的第一印象。但是，什么能够产生利润呢？在2002年11月，纽约时报报道了Elisabeth网站的一项网站重塑方案：女装网站的扩大。

The Times stated that, "Brad Lenz, Liz Claiborne's vice president for e-commerce, said the site had more than tripled the rate at which it converted browsers to buyers, by making products more accessible to users, and by clearing away superfluous graphics from the merchandise and inserting product information that could be quickly scanned."

报道指出：Liz Claiborne电子商务网站副主席，Brad Lenz表示，网站重塑后，网站外观更易于用户浏览：产品更易于用户理解，多余图片被删除，添加了能让用户快速浏览的产品信息，网站利润增长了3倍。

In November 2002, Business 2.0 magazine published an article on Knight Ridder Digital (KRD), part of America's second largest newspaper publishing group. Business 2.0 described KRD as having, "28 of the least admired websites this side of pornography."

在2002年11月，Business 2.0杂志发表了一篇关于Knight Ridder Digital (KRD美国第二大报纸出版机构的一部分)的文章，指出：在摄影没有出现以前，KRD是最没有特点的28个网站之一。

These "ugly" websites delivered a 33 percent increase in revenue during the second quarter of 2002. (Quite a feat in a recessionary advertising marketplace.)

这个外观“丑陋”的网站在2002年第二个季度，利润增长乐33%。在那个广告影响力衰退的市场中，这个业绩很可观。

KRD runs a lean, mean operation. By standardizing and simplifying its processes and designs, it has managed to tightly control its operating costs. Similar strategies have been pursued by the likes of Google, EBay, Amazon, AOL and Yahoo. Keeping the visual design simple and the content rich has delivered the results for these, and other, websites.

KRD的公司的盈利很少，但通过简化设计，使过程更加标准化，它紧紧控制了生产成本。Google、EBay、Amazon、AOL以及Yahoo都采取了相同的策略，采取这些策略的结果是：布局简单、内容丰富。

I spend a lot of my time speaking to managers responsible for large websites. Over the years, the profile of these managers has changed. Whether it is in Europe, North America or Asia, these managers now tend to have a communications background.

我花费了大量时间与负责大型网站的管理者进行谈话，这几年，他们的能力有了变化。不管是在欧洲、北美还是亚洲，这些管理者现在注重交流背景。

Previously, they were from IT or marketing. Yes, there are still marketing and IT people responsible for the Web. However, these people have a clear understanding of the role of the Web as a communications medium.

以前，他们从事IT或者营销行业，是的，现在他们还是从事网站设计的IT和营销人才。然而，他们对网站的互动媒体角色有了更清楚的了解。

These managers recognize that text rules on the Web. Words make the sale. The visual is important, but it is less important that in print or TV.

这些管理者认识到：文字内容促进网站产品的销售，这一点很重要；但在印刷媒体或者电视中，这一点就不太重要了。

Your website must look good. It also needs to deliver the goods-the content. People who are in work or purchase mode come to the Web to gather content that will help them make a decision.

网站外观必须要精美，当然，网站内容也必须要有价值。处于工作或者购买的用户，浏览网站是为获取做决定的信息。

Knight Ridder sees winning on the Web like running a marathon. As Business 2.0 summed it up: "Complex and beautiful may win awards, but ugly and simple might just win the marathon."

Knight Ridder把网站成功比喻成马拉松跑，就像Business 2.0总结的那样：复杂、精美的网站可能会受到某种奖励，但简单、难看的网站会取得马拉松比赛的胜利。

避免出现网站设计错误 网站设计应该从简

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