There are two major problems inherent in most graphic design for the Internet. One of is 'too much' and the other is 'no connection'. Designers tend to put 'too much' emphasis on the graphic elements which can take away from the actual site content, and they tend to have images and graphics which don't really connect to their website's purpose or theme. Remember that there is no magic formula for a successful website or even for good graphic design. This article is designed to clarify and answer the questions a potential audience will ask themselves when looking at your graphic design.

网站图形设计通常存在两个主要的问题：一、图片太多；二、图片没有包含与其主题相对应的链接。设计师通常希望运用各种图片来突出重点，从而减少实际网站的内容量。然而，这些图形和图片并没有包含与其主题相关的超链接，因此，这就失去了这张图片的意义。请记住，现在还根本不存在一套完美的理念来设计一个非常成功网站，甚至对于一套好的图形设计来说也是如此。这篇文章旨在回答和澄清潜在客户将在什么时候才会对你的图形设计感兴趣。

There are VERY successful websites that use the "bad" techniques labeled here, but generally and for a large number of websites it will be to their great benefit to at least consider the following critique of graphic design for the Internet. Too many designers put the visual elements above the actual content of site. For most purposes this is a bad design trait. Although it's repeated over and over again, it can result in frustrated customers and more important a lot lower percentage of people who actually read your site. Although graphics and visual elements are important, the core to any website is its content or information it wishes to extend to its audience. On most websites this comes in the form of text with hyperlinks to other areas of interest. This is slowly changing as more dynamic content becomes more popular online as broad band and high speed internet access change the way we surf.

我承认，有些网站虽然使用了极差的标示技术却获得了非常大的成功；但是，这里要指出的是：绝大多数网站都是通过改进了下面这几项网络图形设计上的败笔之处才获取了最大的效用。很多设计师喜欢将可视化元素放在网站的具体内容之前，其实这是一个很不好的设计习惯。尽管这些可视化元素被一遍一遍的重复展示，但是效果其实并不理想。这样做只会分散客户的注意力；更糟的一点是，很多人会因为这些可视化元素的作用而忽略网站中真正重要的内容。尽管图形和可视化元素非常重要，但是网站的核心部分应该是那些能够吸引更多浏览者的内容和信息。在大多数网站中，它都是通过文本超链接使浏览者到达他们感兴趣的领域。网上的动态内容变得越来越流行，它正变成一种我们上网时所普遍使用和高度关注的访问方式。

In the future the main content might come from a mix of audio, video, and slideshow formats, but for now it's mainly simple text. So your audience has to read those tiny black characters. Overly complex or continued animation, harsh contrasting edges and color combinations can give too much to the graphic elements and make actually reading your pages difficult. If you're over using the graphics, your audience will read a lot less and that means they'll take away a lot less of the information.

将来的网络内容可能是由音频、视频和幻灯片方式所组成的混合体；但是现在，所有的内容还是以简单的文本为主。所以，浏览者还是要面对这些“小型的黑色字符”；过于复杂和绉长的动画、粗糙的边框以及混乱的颜色组合都会增添浏览者在阅读上的困难。如果你过度使用图像效果，那只会让你的浏览者放弃阅读网站上的信息。

Some major signs that a graphic designer is of the "too much" camp include:

一个优秀的图形设计师切忌以下几个不良之处：

Little text boxes with scroll bars: Don't you hate that? Nobody likes text all scrunched up in a little box like that. It's hard to read and involves lots of scrolling, so why do it?

将整篇文本放在一个微型的文本框内，并带有滚动条。你难道不讨厌这样的方式吗？没人愿意将所有的文本放在这个小型文本框内阅读。这样的方式只会增添阅读上的困难，并且还要花时间去滚动内容，所以，别再干这种蠢事了。

Overly busy backgrounds: keep it simple or at least a lower contrast so you spare you audiences' eyes and allow them to focus on the content of your site. LONG animated intros or animation sequences: Remember attention span, attention span attention span. Online surfers do not have the attention span to wait for a long overly done intro or animation.

过于复杂的背景：背景应该尽量简单，要与文本颜色形成最小的对比度，使浏览者能够集中他的眼力来阅读站点内容；过长的引子和动画序列：请记住，人们的思维方式是不断的跨越的；因此，在线浏览者不会花上过长的时间阅读那些无止尽的引子或是等待动画下载。

The second major shortcoming that most graphic design for the Internet is the lack of cohesion or a clear connection of the graphic elements to the purpose of the website. The web is absolutely stuffed with sites that you can't even tell what they do or are about by their first page. The images, logos, and visual design does not connect to the company's theme or purpose. Your online audience has a VERY limited attention span. They may have stumbled onto your site on accident. This isn't TV, on most sites there is no audio directing your visitors as to what they're seeing.

第二个主要的不足就是：互联网的图形设计并没有和网站的真正目的紧密联系起来。网站的每个页面都写满了内容，但是首页并不能将网站的内容很好的表示和概括出来。大部分图形，logo以及可视化元素不能与网站的主题相联系，导致你的浏览用户对网站的注意力十分有限。他们在访问你的网站是可能突然有种困惑不堪的感觉。要记住，这毕竟不是电视，大多数网站不用依靠音频来引导浏览者。

People aren't necessarily going to read the text of your website just because a girl in a bikini is on it. You also see this concept in sites that are too simple. Simplicity is good, but when taken to the extreme, it can make it very difficult to figure out the sites purpose and extract the basic information that your audience needs, before they commit to reading through large areas of text. Some major signs that a graphic designer is of the "lack of cohesion" camp include:

如果你在网页上放一张身着比基尼的女孩，那么很多人不需要阅读你的文本信息就可以得知你网站的主题。你会发现，这个网站的要表达的理念是非常简单的。简单就是好的，但是它会导致一个极端：你会发现上述方式很难抒发网站的主旨，用户在阅读大量的文本内容之前，很难提取他们所需要的信息。因此，这里要总结以下几点图形设计师常犯的错误：

Lots of different style graphics: If a website seems to jump time periods, color schemes, and image themes that is not a good sign.

包含太多不同风格的图片：如果一个站点需要在不同的时期、颜色和图片主题信息之间进行跳转，而上述信息又不能充分的表达中心思想。

LARGE text areas without any graphics: The web is about a mixing of graphic, text, and other elements. Too much text and it becomes difficult to gather meaning quickly.

大量的文本内容中不包含一张图片：网页最好是图形、文本和其他元素的组合体。如果是一页大篇幅的文本内容将很难让人们在瞬间抓住主旨。

Hard to see connection to product/service: Logo, tagline, and text on beginning pages do not describe what the website is actually about. The graphic design should key people in both emotionally and intellectually to the purpose of the website.

关于产品和服务的链接地址不够明显：位于页面顶端的logo、标签以及文本内容不能够很好的描述网站到底是干什么的。所有的图形设计必须能够充满情感地、理智地向人们阐述网站的主题。

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