A website needs to be flexible. It needs to be able to change as the organization changes. The more change within the organization the more flexible the website needs to be. Too many websites are still being designed from a print perspective; as if they were some once-off brochure.

网站设计必须灵活。企业发生变化，网站也要随之发生变化。现在很多网站仍然从印刷的角度设计网站，这样的网站就像宣传册。

It was natural that the first websites should have borrowed much of their design thinking from the print world. A brochure has pictures and words. So has a website. It's meant for customers. So is a website. Let's design our website like a brochure, the logic went.

首次进行网站设计时，应该借鉴印刷品的设计形式吗？宣传册有图片、语言，网站也应该有；读者喜欢这样的宣传册设计，也就应该喜欢这样的网站设计，如果遵循这样的逻辑，网站就应该像宣传册。

Most organizations would like to feel that they have moved beyond the brochure website mentality. Unfortunately, many have not. I regularly find people involved in website design who are locked into this mode of thinking. They may talk about 'interactivity', but their minds are set in the concrete of brochure design thinking.

许多网站以为摆脱了宣传册的设计风格，其实并没有，我发现经常有人陷入这种固定的思考模式中。他们可能以为两者相互影响，但思想已经陷入具体的宣传册设计中。

Just what are the core characteristics of brochure design? Well, one such characteristic is exhibited by all print material. It is that the design is fixed. If you plan to distribute 10,000 brochures, you need to think carefully about what exactly you're going to put on each page. What you put on the front cover stays. What you put on the back cover stays.

那么宣传册设计的具体特征是什么？首先，他们是印刷材料，是固定设计。如果你打算分发10000份宣传册，你需要仔细考虑每一页的具体内容，封面内容，封底内容。

A second characteristic of a brochure is that it is designed to get attention. Brochures need to live in all sorts of brochure- unfriendly environments. For example, masses of them are found at exhibitions and conferences. Each one is saying: 'Please pick me up because I'm the solution to your problem.' There also exists the brochure Bermuda triangle: the opened envelope, the desk, the bin.

宣传册的另一个特征是用来吸引读者注意力。宣传册需要能适应各种各样的环境，比如说，宣传册会使用在展览会、洽谈会中。每一份宣传册都应该传达这样的意思：我能够为您解决各种问题。当然有些宣传册设计不合理，并不能发挥这种作用。

Most websites need to be designed in a very different way. A website requires a flexible, rather than a fixed design. The three column layout is a flexible design. The left column contains navigation, the center contains key messages, the right contains features. The webpage can easily stretch up and down depending on what content is required at any particular point in time.

大多数网站需要运用不同的方法来进行设计。网站需要灵活、而不是太固定，三纵列的网页布局就是一种灵活的设计。左栏包括导航菜单，中栏包含主要信息，右栏包含特写内容。这样网页可以根据内容的变化，进行调整。

Some websites have intricate designs for their homepages. They may look great, but what happens when you want to change the content? You're only allowed so many words. You have to replace this image with another the exact same size. It's an inflexible, expensive and time consuming process.

有些网站的主页设计过于复杂，这些主页看上去很精美，但却不容易改变内容。你只可以改变文字内容，必须用相同尺寸的图片代替需要移除的图片。这种设计就很不灵活、成本很高、并且很耗费时间。

I talked to a manager recently who had to deal with countless different layouts for his website. People were creating 'print' designs. So, for example, when you wanted to add a new feature for a product, you disturbed the whole 'balance' of the page, requiring a redesign.

近来，我曾经与一位公司经理交谈，他需要处理网站布局问题，这个网站就是参考印刷材料设计的。当你需要增加某种产品特征时，网站的整体布局就要被打破，这时需要重塑网站。

The other thing about the brochure mindset is that it fundamentally misses the point of what a website is for. A website should take you beyond brochure-speak. When someone comes to your website, you have already got their attention. They don't want marketing waffle. They want details, facts, and they want them quickly.

如果参考宣传册进行网站网站，你会遗漏很多内容。网站内容应该多于宣传册，当访问者登录网站后，他们已经被网站吸引，他们不需要毫无意义的宣传材料，他们需要网站快速提供细节信息、事实。

I asked a designer once why he had locked the font size for a website he had worked on. He told me that if people were allowed to change the font size, it would ruin the look of the page. I then asked: Did you ever consider why someone might want to change the font size?

曾经，我询问过一位网站设计者，为什么运用固定的网站字号，他告诉我，如果其他人更改字号，网页外观会很糟糕。我随后问他，你有没有考虑过为什么其他人想要更改字号呢？

成功解决图片问题 避免出现网站设计错误

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