It’s not new to say that we now live in an age in which survival in business depends on your ability to communicate effectively through the internet.

我们生存的时代，企业存活必须要通过互联网与社会进行有效地沟通，这句话对我们来说已经不陌生了。

What is new is the realization that just having any old website isn’t enough. The quality of your site and the nature of its content are paramount and your ability to communicate with your audience is the key.

我们真正陌生的是这样的一个现实：陈旧的网站已经不能够适应现在社会的发展。网站的质量、内容的特征很重要，网站与客户沟通的能力更重要。

A good website is built on two basic truths—that the internet is an interactive medium and that the end user is in fact human. In other words, it is meant to be an experience. As with any adventure, a little strategic thought is needed to ensure that the experience is enjoyable.

一个好的网站必须要考虑到两个事实：网络是一个互动的媒体；网站的终端用户是人。换句话说，网站需要提供给用户一种愉快的网站浏览经历。

Respect me
尊重用户

Remember that the person on the other side of the computer screen is a human being. They want to know that your business understands them.

请记住：网络的另外一端是人，他们希望企业能够了解他们的需要。

Take the time to find out who they are and what they like. Then tailor your message and design to suit them. A real-life analogy is the approach you would take to initiate a conversation with a stranger at a party (a person with whom you hope to become better acquainted). You would do well to listen intently to what interests them and then craft your conversation to suit. You wouldn’t bore them with a lengthy extolment of CSS or Ajax on a Saturday night, would you?

尽快确定目标受众以及受众的需要，然后，确定符合他们口味的网站内容和形式。其实这就像在某个聚会中跟陌生人交谈一样，你需要认真倾听他们的兴趣，然后尽量使谈话符合他们的兴趣。你不会在周六晚上长篇大论地跟他们讲CSS或Ajax的优点，是不是？

Try to think beyond the demographic and envisage the individual. Many web briefs contain a far-reaching description of the audience. During the briefing session, try to narrow the focus. A brief may begin at:

不要用人口统计学的理论来思考，要正视个体。许多网站摘要包含了对受众的描述，在摘要中尽量缩小网站的受众范围，摘要可以这样开始：

Intranet Audience: 20–50 year old real estate agents

内联网受众：20-50岁之间的房地产经纪人

This can be divided into a primary and secondary audience, as follows:

这些人又可以分为主要受众和次要受众，如下：

Intranet Primary Audience: 20–35 (sales agents)

内联网主要受众：20-35岁之间的销售代理商

Intranet Secondary Audience: 35–50 (middle and senior managers)

内联网次要受众：35-50岁的中层和高层经理

From that point, it helps to imagine yourself as the agent, logging onto the intranet with a cup of coffee in hand half an hour before tackling early open houses. Do you see your desire for flash animation disappear in a puff of smoke? Do you see how “get to the point fast and be obvious” becomes a distinct directive? How about the need for personalization, so the agent can see what they require immediately, for example, appointments for the day, contacts, and their sales pipeline?

这样你可以把自己想象成代理商，在举行家庭招待会的半小时之前，手里端着一杯咖啡进入网站。你就可能会明白你多么渴望Flash动画在一阵烟雾中消失，也会明白方便、快捷查找信息的重要性，明白了个人化设计的必要：代理商可以立即在网站上看到他们需要的内容，比如说，一天的约会安排，联系情况以及销售途径。

Closing the gap between yourself and your audience will help you to make the right decisions and tailor the design to their needs.

拉近自己与受众的差距可以帮助你做出正确的决定，让设计更适合他们的需要。

Tell me a story
叙述内容

Harness one of the oldest and most effective ways of communicating knowledge on your site.

在网站中，用一种最古老又最有效的方式与客户交流。

Storytelling is a rich and compelling way to involve the user in a design, evoke an emotional response, or enhance a user’s learning experience. The question to ask is:

叙述内容是动员用户参与网站设计的一种有效的方法，可以引起用户的情感共鸣，增加用户的学习经历。你可以询问以下问题：

Is there a more creative way to present the required information to increase the user’s involvement?

有没有一种更有创造性的方法，在呈现信息的同时，增加用户的参与性呢？

News websites are increasingly rising to the challenge. In the past a breaking story would have been a single page of written text. Now it may be enhanced with multimedia to offer alternate ways to view the story including interactive timelines, streaming web-cam, animation, sound, and video. These elements can give the audience a broader and deeper understanding of the topic and the issues, which surround it.

新闻网站正在增加挑战性。过去，断断续续的文字描述占据整个页面，但随着多媒体的出现，用户可以选择其它的方式，包括：及时互动 、网络直播、动画、声音和视频。这些元素的增加可以让用户更深地理解周围的一些话题和问题。

The most wonderful thing about using the internet to tell a story is that it can be non-linear—the user can click to view fragments of information that interest them, rather than viewing the entire story from beginning to end. By telling a story through user interaction, you enable users to choose their own path according to their preferences or needs.

网络上运用这种方式，用户可以选择自己感兴趣的信息来浏览，不用从头到尾完全浏览网页的内容。并且用户可以选择自己喜欢或需要的方式进行浏览。

Engage me
用户参与

As broadband becomes prevalent, web designers have increasingly begun to combine visual design with interaction and motion. Their role has become less that of a designer and more that of a director of experiences. To illustrate the difference between those roles, let’s look at the way the creative direction of a design might be described:

现在宽待用户越来越多，网络设计者开始把视觉设计与互动和移动结合在一起。他们的角色少了一点设计者的成分，多了几分体验指导者的成分。为了说明这两个角色之间的区别，介绍一下如何进行创造性设计:

To promote your strength, which is the local content of the entertainment news, we will include the cityscape of each state within your brand.

为了提高自己的能力，在新闻中应该包含介绍各州景色的内容，作为娱乐新闻的一部分。

The direction of an experience, on the other hand, would require more documentation in the conceptualization stage. An experience director must pull together content, formulate an interactive approach and style, and orchestrate the creative elements in which to propel the story. The web designers of the future may even be required to write a treatment, melding the design process with that of film direction.

另外一方面，指导经验需要在概念化的平台中增添许多内容。体验指导者，需要整理内容，阐述互动方式和类型，在内容中增添一些创新的元素。

By attending to the entire user experience, designers can create a rich, sensory experience, which helps to immerse users and encourage them to become fully involved in the site and its message. When a site is intended to educate, immersion is particularly important, as it can increase learning speed and overall understanding—especially when a site’s main users are children.

考虑到客户的经历以后，网站设计者可以创造一个内容丰富、又有感觉的体验环境，这样会沉浸在网站的内容中，完全被网站所吸引。如果网站的目的是教育，内容更要吸引用户的注意力，因为这样才可以提高学习效率，尤其是当客户群是儿童的时候。

Through immersion, the user experiences joy and satisfaction: positive qualities that will be transferred to your brand.

通过专心地浏览，用户会增加体验乐趣和满足感,这样才会对网站有一个好的评价。

Inspire me
激励用户

Some people believe that web design starts and stops with branding. Their view is the visual identity of the brand is easily applicable to the web through the transference of common elements such as logo, colors and typography.

有人认为网站设计的目的就是提高网站的知名度。这种观点只是指视觉上的认同，因为网站可以通过logo、颜色和内容排版吸引用户的眼球。

Indeed a lot of the traffic that will come to your website will be people who know or chose your brand in the real world. So when they arrive at your virtual world it is an ideal opportunity to reinforce it.

很多用户确实是因为在现实中听说或者选择过这个网站，才会访问网站的。用户登录以后，你要抓住机会，增强他们的购买信心。

However, your site can do much more than mimic your identity. It can encapsulate the brand personality, whether that is inspirational, trustworthy, or authoritative. These traits were part of the reason why they chose your brand in the first place.

然而，你的网站不应该局限于这个目的。你应该做成个性化的网站，或者可以提供灵感，或者可以值得信赖，或者拥有很高的权威。任何一个特点都可以成为用户首选的原因。

During the filming of Withnail and I, the director told lead actor Richard E. Grant to “stamp the celluloid”, meaning to go full pelt, not half-measure. It’s timely advice for when you want to inspire your audience and make them take action—don’t be polite, grab them by the throat—and bring your brand to life!

在拍摄电影Withnail and I的过程中，导演告诉主演Richard E：全力以赴地进行表演。当你想引导客户行动的时候，方式不用文雅，切中要害，把你的网站带到他们的生活中。

Enchant me
吸引用户

A beautiful design will give the user the impression that the site is easy to use, whether it is or not. Also, it is more probable that the design will be used because the human psyche is inexorably drawn towards beauty.

不管网站的功能怎么样，在客户的印象中，设计精美的网站就是功能好的网站。所以，网站要采用精美的设计，因为浏览者容易被漂亮的外观所吸引。

Transactional sites often fail miserably in the aesthetic stakes. The reigning thought is that it is the domain of the usability consultant—that design is secondary and often confined to the “coloring in” of table cells.

处理事务的网站如果外观设计精美，就不会吸引顾客。因为大部分用户认为这种性质的网站可用性很强，设计应该是次要的。这样的网站设计只需要中在大量的内容中填充颜色就可以了。

Yet highly complicated processes and pages can look deceptively simple with the right styling. Spacing becomes increasingly important as it allows the user’s eyes to rest before taking on the next batch of information. Design can create order and instill a feeling of peace and serenity—positive attributes when you are asking your user to complete a lengthy and profit-creating form. Professional design can also increase user trust levels, the single most important trait to attain for any transactional site.

即使是程序高度复杂的网页，外观上也必须要相对简单，样式要恰当。空间布局是一个越来越重要的问题，因为用户眼睛在浏览下一组信息时，需要得到片刻的休息。在用户浏览冗长、但却可以使网站盈利的内容时，网站设计可以安排信息浏览顺序，让浏览者在平和、安静的状态下阅读。专业的网站设计可以让用户对网站更加信任，这一点是所有交易网站的目标。

If you’re not a professional visual designer, you can engender trust and loyalty and foster attraction by consulting a high-level designer for business-critical or transactional sites.

如果你不是专业的网站形象设计者，你可以向那些为重要商务和交易网站做过设计的高水平设计师咨询，或许你可以设计出用户信任和用户忠诚的网站。

The principles of good human-to-computer interface design are simplicity, support, clarity, encouragement, satisfaction, accessibility, versatility, and personalization. While it’s essential to heed these, it’s also important to empathize with and inspire your audience so they feel you’re treating them less like a faceless user and more like a human being. In doing so, you will extend their affinity with the design and foster positive attitudes towards your brand, company, or product.

质量高的网站设计原则应该是：简单、明晰、激励顾客、满足顾客、易操作、功能多、个性化。我们不仅要记住这些原则，更重要是要领会他们的内涵，让用户感觉到：他们不像是网站未曾见面用户，更像是一个普通人。只有这样做，才能增进与用户的关系，让用户对网站、公司和产品有一个积极的评价。

无数字理念 成为自由设计者的方法

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