If you take a look at the marketing materials of most Fortune 500 companies, you'll notice that they all have one thing in common: within each one, all of the company's marketing materials are similar in their appearance.

世界500强企业的营销材料具有一个共同特点：营销材料外观相似。

There are elements of consistency that carry over between the company's brochures, business cards, letterhead, and website. The logo is the same on each, the tagline is the same, many of the fonts are the same, the colors are often the same, and the general image in each piece is consistent with the rest. They have a carefully established visual identity.

这些公司的宣传册、名片、信笺以及网站具有某些相同的内容：logo相同，结束语相同、大部分字体相同、颜色相似，所有宣传材料外观基本相似，这些宣传内容具有外观一致性。

What these companies have done is employ the principle of repetition. They repeat certain elements in all the materials they put out. In this way, they are able to present a unified, cohesive image to the public.

这些公司利用了重复法则：在所有的宣传材料中重复利用某项内容，这样创造一种统一的、具有凝聚力的企业形象。

The principle of repetition can be applied within your website as well. It's a powerful tool that strengthens your pages' organization and helps your company establish a strong identity. The principle of repetition goes like this:

网站设计中也可以利用重复原则。利用重复原则可以增强网页组织性，建立良好的公司形象，下面介绍运用此原则的方法。

Repeat some elements of your design within each page, as well as throughout the entire site.

网站中的所有网页重复使用某种元素。

Repetition can be defined as conscious consistency. It goes further than having the same header on each page, or the same links in your menu, although those are important. It's tying your site's visual appearance together in a deeper sense by using some threads that run through the entire site. It doesn't happen by accident; you must be purposeful.

重复也就是有意识的统一，不仅仅要求标题统一、菜单统一，更强调某项内容贯穿网站始终。你必须明确这个目的。

Here are some items you can repeat:

以下内容可以进行重复：

1. Headings and subheadings - Most people naturally use the same style of heading for each page (or at least they should!), which is a form of repetition. However, this repetitive element can usually be made stronger. For example, you can use a bolder color, a stronger font (if your headings are images), a larger size, or boldface. By doing this, you make the element stand out more, which makes the repetition more obvious.

1. 标题与副标题——大多数设计者在所有网页中使用同一类型的标题（至少应该这样），这是一种重复形式。其实，你可以利用其它方法，突出重复内容，例如，醒目的颜色、效果强烈的字体（图像文本），更大的字号或者粗体字。这样，内容更突出，重复更明显。

2. Colors - Pick a few key colors for your site and use that color scheme throughout. Instead of using multiple accent colors, stick with one or two. If you think that looks too bland, use several different shades of the same color.

2. 颜色——选择几种颜色，作为网站主色，并且贯穿网站。选择一种或两种，避免出现多种颜色。如果颜色单调，可以使用同一颜色的不同图案阴影。

3. Rules - Rules are thin lines used to separate different sections of a page. These are a great thing to use as a repetitve element.

3. 线条——线条用来划分网页的不同内容，是一种很好的重复性元素。

4. Images - Use the same style of graphics throughout your site. For example, use all black and white photos, or crop all your photos in the same shape, or put the same border around each of them.

4. 图片——网站利用同一类型的图片，比如说，全部利用黑白图片，利用形式相同的图片、全部图片设置装饰边。

5. Graphical elements - Aside from photos, you can use a simple graphical element throughout your site for the purpose of repetition. For example, your design might be based on circles. In this case, the concept of a circle would be repeated in various places on each page.

5. 图形元素——你可以利用照片以外的图形元素，达到重复目的。比如说，以圆形为基础进行网站设计，那么网页各位置都应该出现这个重复性元素。

6. Logo - Sometimes, you can draw repetitive elements from a logo. This usually works best if you can pick out a simple shape or a particular font or color from the logo to be repeated elsewhere in the site.

6. Logo——Logo中的某些元素也可以进行重复。你可以挑选出图形、特殊字体或者特殊颜色，作为重复性元素。

If you don't have any repetitive elements, create some. It doesn't have to be complicated, but you should have some repeated items or concepts. Repetition is very important in establishing the identity of your company and organization. By creating a distinctive style, you give your site and your company a concrete, recognizable image.

如果没有，可以创造重复性元素。网站中应该出现重复性项目或内容，但不必太复杂。利用重复性原则，可以帮助网站、企业建立良好的形象。通过创建与众不同的形式，网站与企业的形象更具体、更易辨认。 

In addition, repetitive elements create a sense of organization. The effect is the same as using a consistent unit of measurement--it helps interpret the meaning of the object under consideration, and it helps to identify all elements as part of the same site.

此外，重复性元素可以创造一种组织性强的感觉。这就像使用统一的测量单位——可以说明难以理解的内容，确认网站内容。

Just remember to make the repetition obvious. If a repeated element isn't very noticeable, the effect can be lost. It takes only a little bit of punch to transform a particular element from weak to distinctive. Then when you repeat it, it stands out as a unifying element.

请记住：重复一定要明显，否则，没有任何效果。你只需要着重突出某项内容，这样网站整体性就会增强。

Finally, don't repeat a particular item to the point that it becomes annoying. Although repetition is a good thing, it shouldn't be carried to extremes. Some variation is necessary to add spice to your site.

最后，不要过分重复某项内容，否则用户会感到厌烦。尽管重复很重要，但一定要适度。网站需要某些变化的内容。

寻找时机重塑网站 避免出现用户不易操作的下拉菜单

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