作為互聯(lián)網(wǎng)產(chǎn)品，網(wǎng)站扮演著舉足輕重的角色。它既需要滿(mǎn)足用戶(hù)視覺(jué)上的藝術(shù)體驗(yàn)，又不可忽略通過(guò)其所傳遞給用戶(hù)的正確商業(yè)價(jià)值。因此，網(wǎng)站視覺(jué)設(shè)計(jì)該如何平衡藝術(shù)與商業(yè)價(jià)值？又需要掌握哪些商業(yè)網(wǎng)站的設(shè)計(jì)思維？作者在本文中詳細(xì)論述了這兩大問(wèn)題，推薦設(shè)計(jì)小伙伴們閱讀學(xué)習(xí)～
　　As an Internet product, websites play an important role. It needs to satisfy users' visual artistic experience while not neglecting the correct commercial value conveyed to them through it. Therefore, how should website visual design balance artistic and commercial value? What business website design thinking do we need to master? The author elaborates on these two major issues in detail in this article and recommends that design colleagues read and learn about them
　　相信網(wǎng)站視覺(jué)設(shè)計(jì)的重要性大家應(yīng)該都清楚，對(duì)于訪客來(lái)說(shuō)，網(wǎng)站的框架、交互邏輯等這些都是其次的，訪客首先感受到的是網(wǎng)站的視覺(jué)設(shè)計(jì)，同時(shí)通過(guò)視覺(jué)也能夠直觀地表達(dá)出我們所要傳遞的價(jià)值。因此，我們?cè)诮ㄔO(shè)網(wǎng)站時(shí)，一方面需要確保網(wǎng)站的視覺(jué)效果足夠優(yōu)秀，另一方面需要保證視覺(jué)能夠傳遞正確的商業(yè)價(jià)值。
　　I believe everyone is aware of the importance of website visual design. For visitors, the website's framework, interactive logic, and so on are secondary. Visitors first feel the visual design of the website, and through it, we can intuitively express the value we want to convey. Therefore, when building a website, on the one hand, we need to ensure that the visual effect of the website is excellent enough, and on the other hand, we need to ensure that the visuals can convey the correct commercial value.
　　網(wǎng)站視覺(jué)設(shè)計(jì)需要平衡藝術(shù)與商業(yè)。
　　Website visual design needs to balance art and commerce.
　　藝術(shù)與商業(yè)的本質(zhì)其實(shí)是感性與理性，兩者之間沒(méi)有絕對(duì)的好與壞，相輔相成才是發(fā)揮價(jià)值的關(guān)鍵。
　　The essence of art and commerce is actually sensibility and rationality, and there is no absolute good or bad between the two. The key to realizing value is to complement each other.
　　企業(yè)以盈利為目的，其網(wǎng)站不可避免也附帶了商業(yè)屬性，甚至是網(wǎng)站本身就是為了商業(yè)而創(chuàng)造出來(lái)的，其商業(yè)價(jià)值占比也更重。但人類(lèi)作為視覺(jué)動(dòng)物，視覺(jué)感受對(duì)于訪客來(lái)說(shuō)尤為重要，視覺(jué)上的演繹比起網(wǎng)站其他內(nèi)容，更會(huì)影響網(wǎng)站的可信度，因此，網(wǎng)站的視覺(jué)起碼需要保證符合受眾群體的基礎(chǔ)審美。
　　Enterprises aim to make profits, and their websites inevitably come with commercial attributes. Even if the website itself is created for commercial purposes, its commercial value accounts for a greater proportion. However, as visual animals, visual perception is particularly important for visitors. Visual interpretation has a greater impact on the credibility of a website than other content. Therefore, the visual appeal of a website must at least meet the basic aesthetic standards of the audience.
　　我們這些年接觸了大大小小幾千家企業(yè)及企業(yè)官網(wǎng)，深入探究之后我們找到了一些規(guī)律，網(wǎng)站的視覺(jué)設(shè)計(jì)其實(shí)關(guān)鍵在于：
　　We have been in contact with thousands of companies and their official websites over the years, and after in-depth exploration, we have found some patterns. The key to website visual design is actually:
　　我們常見(jiàn)的企業(yè)網(wǎng)站存在著一個(gè)嚴(yán)重的問(wèn)題，缺乏品牌辨識(shí)度，假如你把左上角的品牌LOGO遮住，你可能完全看不出這是那家公司的官網(wǎng)，又或者把左上角的品牌LOGO替換一下，就成了別家公司的企業(yè)官網(wǎng)，這是網(wǎng)站嚴(yán)重缺乏品牌視覺(jué)識(shí)別所導(dǎo)致，這種網(wǎng)站無(wú)法讓訪客記住其品牌，更無(wú)法在訪客心里占領(lǐng)一席之地。
　　Our common corporate websites have a serious problem of lacking brand recognition. If you cover up the brand logo in the upper left corner, you may not be able to see which company's official website it is. Alternatively, if you replace the brand logo in the upper left corner, it may become another company's official website. This is due to the serious lack of brand visual recognition on the website, which makes it difficult for visitors to remember its brand and occupy a place in their hearts.
　　品牌基礎(chǔ)VI設(shè)計(jì)的應(yīng)用是最基礎(chǔ)也是最容易忽視的細(xì)節(jié)，它不僅是存在于初期建站，更是在網(wǎng)站迭代中，持續(xù)保持企業(yè)網(wǎng)站差異化的關(guān)鍵。
　　The application of brand basic VI design is the most fundamental and easily overlooked detail, which not only exists in the early stage of website construction, but also in website iteration, and is the key to continuously maintaining the differentiation of enterprise websites.
　　如何設(shè)計(jì)一個(gè)高辨識(shí)度的網(wǎng)站？
　　How to design a highly recognizable website?
　　VI（視覺(jué)識(shí)別系統(tǒng)）是品牌的視覺(jué)符號(hào)化，是品牌識(shí)別中最具傳播力和感染力的部分，它可以將品牌識(shí)別系統(tǒng)的非可視化內(nèi)容，轉(zhuǎn)化為靜態(tài)的視覺(jué)識(shí)別符號(hào)，它包含了品牌LOGO、標(biāo)準(zhǔn)色、象征圖形、標(biāo)準(zhǔn)字體等等。另外還會(huì)包含品牌核心價(jià)值和個(gè)性，不同的品牌VI是各個(gè)品牌之間形成差異化的根本原因之一。
　　VI (Visual Identity System) is the visual symbolization of a brand, which is the most communicative and infectious part of brand identity. It can transform the non visual content of the brand identity system into static visual identity symbols, including brand logos, standard colors, symbolic graphics, standard fonts, and so on. In addition, it will also include the core values and personality of the brand, and different brand VI is one of the fundamental reasons for the differentiation between different brands.
　　因此，我們可以通過(guò)與品牌VI相結(jié)合的方式進(jìn)行設(shè)計(jì)，品牌VI可以有非常豐富多樣的應(yīng)用形式，在廣泛的層面上進(jìn)行直接的傳播，能夠在不同場(chǎng)景中的進(jìn)行應(yīng)用，讓人們快速辨認(rèn)出該品牌。
　　Therefore, we can design by combining with brand VI, which can have a wide variety of application forms and be directly spread on a wide range of levels. It can be applied in different scenarios, allowing people to quickly identify the brand.
　　品牌LOGO則是最具辨識(shí)度的視覺(jué)符號(hào)，通過(guò)提取LOGO中的基因，延用到我們網(wǎng)站中，更有助于提升品牌辨識(shí)度。我們可以從兩個(gè)維度來(lái)提取：
　　The brand logo is the most recognizable visual symbol, and by extracting the genes from the logo and extending it to our website, it can help enhance brand recognition. We can extract from two dimensions:
　　首先，我們可以通過(guò)提取logo的形狀作為網(wǎng)站視覺(jué)設(shè)計(jì)中的「視覺(jué)符號(hào)」，也可以參考VI手冊(cè)中的「象征圖形」進(jìn)行延展，提取logo外形結(jié)構(gòu)做成相應(yīng)的icon或是動(dòng)效等，是logo元素的直觀體現(xiàn)。
　　Firstly, we can use the shape of the logo as a "visual symbol" in website visual design, or we can refer to the "symbolic graphics" in the VI manual to extend it and extract the logo's external structure to create corresponding icons or animations, which are a visual representation of the logo elements.
　　在網(wǎng)站設(shè)計(jì)中，我們可以將標(biāo)準(zhǔn)色換到標(biāo)題文字、icon、控件。訪客打開(kāi)網(wǎng)站時(shí)會(huì)很容易被這些顏色吸引，也不會(huì)感到突兀，合理運(yùn)用logo顏色，可以統(tǒng)一網(wǎng)站的整體視覺(jué)，且做到突出重點(diǎn)與更有效地傳達(dá)信息。
　　In website design, we can replace standard colors with title text icon、 Control. When visitors open a website, they are easily attracted by these colors without feeling abrupt. Reasonable use of logo colors can unify the overall visual of the website, highlight key points, and convey information more effectively.
　　品牌VI在網(wǎng)站設(shè)計(jì)中的應(yīng)該如何應(yīng)用？
　　How should brand VI be applied in website design?
　　品牌VI可以在三個(gè)維度應(yīng)用到網(wǎng)站設(shè)計(jì)，來(lái)提升網(wǎng)站的辨識(shí)度：
　　Brand VI can be applied to website design in three dimensions to enhance website recognition:
　　品牌VI的應(yīng)用常見(jiàn)的方式就是在icon圖標(biāo)的設(shè)計(jì)上，icon作為網(wǎng)站的重點(diǎn)圖形，能夠讓訪客感知品牌，精致的icon可以讓表達(dá)更簡(jiǎn)單高效，要打造一套精致的icon，我們可以從識(shí)別性、規(guī)范性、整體性和品牌感四個(gè)方面著手。
　　The common way to apply brand VI is in the design of icon icons. As the key graphic of a website, icons can help visitors perceive the brand. Exquisite icons can make expression simpler and more efficient. To create a set of exquisite icons, we can start from four aspects: recognition, standardization, integrity, and brand sense.
　　icon設(shè)計(jì)中的品牌感是將品牌VI應(yīng)用到網(wǎng)站的關(guān)鍵，比如上方的那套icon，是由增長(zhǎng)超人根據(jù)英威騰本身的品牌色彩和品牌調(diào)性進(jìn)行設(shè)計(jì)，應(yīng)用于官網(wǎng)是這樣的：
　　The brand sense in icon design is the key to applying brand VI to a website. For example, the set of icons above is designed by Growth Superman based on the brand color and tone of the Envision itself. The application on the official website is as follows:
　　另外，icon是網(wǎng)站中不可或缺的元素，充當(dāng)路標(biāo)，讓訪客能知道點(diǎn)擊后下一步是什么，也就有明確的心理預(yù)期。如果icon按鈕不夠明確，訪客可能會(huì)不知道下一步是要購(gòu)買(mǎi)產(chǎn)品或者注冊(cè)用戶(hù)的步驟，并且可能直接瀏覽網(wǎng)站后就直接離開(kāi)。
　　In addition, icons are an indispensable element in websites, serving as landmarks that allow visitors to know what the next step is after clicking, and thus have clear psychological expectations. If the icon button is not clear enough, visitors may not know the next steps to purchase the product or register as a user, and may simply browse the website before leaving.
　　版式的如何融入品牌調(diào)性是很多設(shè)計(jì)師會(huì)忽略的一點(diǎn)，訪客來(lái)瀏覽網(wǎng)站時(shí)，首先感受到的第一點(diǎn)是色彩，第二則是版式，也就是整體給訪客的感覺(jué)。
　　How to integrate the brand tone into the layout is a point that many designers overlook. When visitors browse a website, the first thing they feel is the color, and the second is the layout, which is the overall feeling given to visitors.
　　符合品牌定位且具有辨識(shí)度的網(wǎng)頁(yè)版式設(shè)計(jì)應(yīng)該怎么做，它更需要從品牌特性中提取，無(wú)法像icon一樣從品牌logo和標(biāo)準(zhǔn)色中提取元素就可以做到的，更多是一個(gè)風(fēng)格化的設(shè)計(jì)。
　　What should be done for a webpage layout design that conforms to the brand positioning and has recognition? It needs to be extracted from the brand characteristics more, and cannot be achieved by extracting elements from the brand logo and standard colors like icons. It is more of a stylized design.
　　除了靜態(tài)的圖形設(shè)計(jì)，品牌VI也可以融入網(wǎng)站動(dòng)效，利用品牌LOGO的設(shè)計(jì)元素和結(jié)構(gòu)，進(jìn)行設(shè)計(jì)的動(dòng)效，可以讓整個(gè)網(wǎng)站更有品牌風(fēng)格。一個(gè)好的動(dòng)效是能夠滿(mǎn)足網(wǎng)站功能的表達(dá)，強(qiáng)化品牌特質(zhì)，而不是只追求表面炫酷花哨的效果。
　　In addition to static graphic design, brand VI can also incorporate dynamic effects into the website. By utilizing the design elements and structure of the brand logo to create dynamic effects, the entire website can have a more branded style. A good animation effect is one that can satisfy the expression of website functions and strengthen brand characteristics, rather than just pursuing superficial cool and fancy effects.
　　在網(wǎng)站視覺(jué)設(shè)計(jì)中，品牌VI的應(yīng)用不僅能夠形成區(qū)別于同行的差異化，為品牌賦能，還能通過(guò)規(guī)范化的VI應(yīng)用，提高訪客對(duì)其品牌的信任度。
　　In website visual design, the application of brand VI can not only create differentiation from peers and empower the brand, but also improve visitors' trust in their brand through standardized VI applications.
　　品牌的基礎(chǔ)VI設(shè)計(jì)應(yīng)用于網(wǎng)站是我們的常規(guī)操作，但要注意細(xì)節(jié)，別忽視了其作為網(wǎng)站基礎(chǔ)的重要性，對(duì)于網(wǎng)站視覺(jué)設(shè)計(jì)，我們?cè)诒ＷC基礎(chǔ)設(shè)計(jì)無(wú)誤的情況下，需要深入到思維上，一個(gè)網(wǎng)站的設(shè)計(jì)看似簡(jiǎn)單，像是色調(diào)、排版，都是設(shè)計(jì)師的基礎(chǔ)功夫，但是要真正做到一個(gè)優(yōu)質(zhì)的網(wǎng)站，其實(shí)并沒(méi)有想象中那么容易。
　　The basic VI design of a brand applied to a website is our routine operation, but we need to pay attention to details and not overlook its importance as the foundation of the website. For website visual design, while ensuring the correctness of the basic design, we need to delve into our thinking. A website design may seem simple, such as color tone and layout, which are the basic skills of designers, but it is not as easy as imagined to truly achieve a high-quality website.
　　開(kāi)頭我們有提到：視覺(jué)設(shè)計(jì)如何平衡藝術(shù)與商業(yè)？大多數(shù)設(shè)計(jì)師在初入職場(chǎng)時(shí)，都不具備商業(yè)思維，首先會(huì)經(jīng)歷一段自我懷疑的過(guò)程：完成一個(gè)稿件后，反反復(fù)復(fù)被要求改稿，始終無(wú)法達(dá)到上級(jí)的要求，個(gè)人價(jià)值開(kāi)始逐漸模糊，淪為一介改稿工具人。
　　At the beginning, we mentioned: How can visual design balance art and commerce? Most designers do not have business thinking when they first enter the workplace. They first go through a process of self doubt: after completing a manuscript, they are repeatedly asked to revise it, but they still cannot meet the requirements of their superiors. Their personal value gradually becomes blurred and they become mere revision tools.
　　在我們看來(lái)，企業(yè)網(wǎng)站的視覺(jué)設(shè)計(jì)必須具備商業(yè)思維，也就是視覺(jué)設(shè)計(jì)需要體現(xiàn)其想表達(dá)商業(yè)價(jià)值，因此，在建設(shè)企業(yè)網(wǎng)站時(shí)，我們需要記住一下幾點(diǎn)。
　　In our opinion, the visual design of a corporate website must have business thinking, which means that the visual design needs to reflect its intended commercial value. Therefore, when building a corporate website, we need to remember a few points.
　　不為設(shè)計(jì)而設(shè)計(jì)不是將藝術(shù)“一棒敲死”，也并非拋棄創(chuàng)新創(chuàng)意，而是應(yīng)該更注重于強(qiáng)化產(chǎn)品，給滿(mǎn)足需求的產(chǎn)品力加持。市面上有很多花里胡哨的網(wǎng)站，第一眼可能能夠驚艷到你，但是再深入只是空洞，事實(shí)上，能夠讓訪客長(zhǎng)時(shí)間記住你的并非第一眼，而是其內(nèi)在，也是我們一直堅(jiān)持的長(zhǎng)期主義價(jià)值。
　　Not designing for the sake of design is not about killing art with a stick, nor is it about abandoning innovative creativity. Instead, we should focus more on strengthening products and giving them the power to meet our needs. There are many fancy websites on the market that may impress you at first glance, but delving deeper is just empty. In fact, what can make visitors remember you for a long time is not the first glance, but its essence, which is also the long-term value we have always adhered to.
　　過(guò)于強(qiáng)調(diào)設(shè)計(jì)、藝術(shù)、創(chuàng)意，不僅會(huì)給網(wǎng)站帶來(lái)開(kāi)發(fā)難度，更是給訪客瀏覽帶來(lái)沉重的負(fù)擔(dān)。
　　Overemphasizing design, art, and creativity not only makes website development difficult, but also imposes a heavy burden on visitors' browsing.
　　商業(yè)環(huán)境下，視覺(jué)設(shè)計(jì)的本質(zhì)應(yīng)該是強(qiáng)化產(chǎn)品，升華價(jià)值，實(shí)際上，設(shè)計(jì)同樣需要具備產(chǎn)品思維，增長(zhǎng)超人建站更是將產(chǎn)品思維全流程化，這種模式下，每一環(huán)都串聯(lián)起來(lái)，不管是用戶(hù)體驗(yàn)，還是價(jià)值傳遞都非常有利。
　　In the business environment, the essence of visual design should be to enhance products and elevate value. In fact, design also needs to have product thinking. Building a website for growth superheroes requires the full process of product thinking. In this model, every link is connected, whether it is user experience or value transmission, which is very advantageous.
　　產(chǎn)品思維全流程化
　　Fully process product thinking
　　設(shè)計(jì)需要理解功能目的，為什么策劃這個(gè)功能？如何通過(guò)設(shè)計(jì)讓訪客使用更順暢？如何讓訪客愛(ài)上這個(gè)功能？這都是設(shè)計(jì)需要不斷探討和思考的問(wèn)題。這時(shí)設(shè)計(jì)與產(chǎn)品之間通過(guò)產(chǎn)品思維進(jìn)行聯(lián)動(dòng)，能夠確保核心目標(biāo)一致、步調(diào)一致，真正創(chuàng)造出一個(gè)有價(jià)值網(wǎng)站。
　　Design needs to understand the purpose of the function, why plan this function? How to make visitors use it more smoothly through design? How to make visitors fall in love with this feature? These are all issues that design needs to constantly explore and think about. At this point, the linkage between design and product through product thinking can ensure consistency in core goals and steps, truly creating a valuable website.
　　我們一直在講視覺(jué)設(shè)計(jì)，視覺(jué)設(shè)計(jì)不僅是靜態(tài)形式，還可以是動(dòng)態(tài)形式，也就是網(wǎng)站上的交互動(dòng)效，交互不可避免涉及到的領(lǐng)域就是「用戶(hù)體驗(yàn)」。08年蘋(píng)果推出AppStore，App興起至今，用戶(hù)體驗(yàn)就廣為人知，在App的設(shè)計(jì)領(lǐng)域更是奉為“宗旨”，當(dāng)然，在網(wǎng)站設(shè)計(jì)上同樣如此，“以用戶(hù)為本”本就是產(chǎn)品的關(guān)鍵價(jià)值，這是我們不可忽視的方面。
　　We have been talking about visual design, which is not only a static form, but also a dynamic form, that is, the interactive effects on websites. The field that interaction inevitably involves is "user experience". In 2008, Apple launched the AppStore, and since the rise of apps, user experience has been widely known. In the field of app design, it is regarded as the "purpose". Of course, the same is true in website design. "Putting users first" is the key value of products, which cannot be ignored.
　　我們可以參考以下提高用戶(hù)體驗(yàn)的關(guān)鍵因素：
　　We can refer to the following key factors to improve user experience:
　　網(wǎng)站的視覺(jué)設(shè)計(jì)一方面需要服務(wù)于內(nèi)部，另一方面則服務(wù)于用戶(hù)，內(nèi)部指的是內(nèi)部需求，比如上級(jí)、老板等他們的視覺(jué)審美，這是不可避免的，其中平衡的技巧在這里就不過(guò)多講解了。
　　The visual design of a website needs to serve both internal needs and users. Internal needs refer to internal requirements, such as the visual aesthetics of superiors, bosses, and others. This is inevitable, and the technique of balance will not be explained in detail here.
　　重點(diǎn)還是在于用戶(hù)身上，也就訪客，先前通過(guò)市場(chǎng)調(diào)研分析出訪客畫(huà)像，可以掌握對(duì)訪客的審美基礎(chǔ)和交互邏輯認(rèn)知，結(jié)合起來(lái)進(jìn)行設(shè)計(jì)，當(dāng)然我們也提倡盡可能簡(jiǎn)化交互，并且讓網(wǎng)站貼合訪客喜好，內(nèi)容一目了然。
　　The focus is still on the users, that is, the visitors. Previously, by analyzing the visitor profile through market research, we can grasp the aesthetic foundation and interactive logic cognition of the visitors, and combine them for design. Of course, we also advocate simplifying the interaction as much as possible and making the website fit the preferences of the visitors, and the content is clear at a glance.
　　舉個(gè)例子，兒童教育服務(wù)的品牌網(wǎng)站，在慣性思維中，大多數(shù)人會(huì)將其設(shè)計(jì)得更偏向兒童向，迎合兒童的喜好，但是，真正瀏覽這個(gè)網(wǎng)站的訪客其實(shí)是父母，因此，從偏向兒童向的思路開(kāi)始就是錯(cuò)誤的，這也是很多企業(yè)建設(shè)網(wǎng)站的時(shí)候會(huì)掉入的誤區(qū)，了解用戶(hù)是設(shè)計(jì)不可缺少的一步。
　　For example, in the inertia thinking of brand websites for children's education services, most people tend to design them more child oriented and cater to children's preferences. However, the actual visitors to this website are actually parents. Therefore, starting from a child oriented mindset is a mistake, which is also a common mistake that many companies fall into when building websites. Understanding users is an indispensable step in design.
　　增長(zhǎng)思維作為增長(zhǎng)超人網(wǎng)站建設(shè)三大思維之一，也是三大思維中最能激發(fā)網(wǎng)站商用價(jià)值的思維。在視覺(jué)設(shè)計(jì)當(dāng)中，運(yùn)用增長(zhǎng)思維能夠有效強(qiáng)化網(wǎng)站，加強(qiáng)網(wǎng)站價(jià)值。
　　Growth mindset, as one of the three major mindsets for building a growth oriented website, is also the most effective way to stimulate the commercial value of a website. In visual design, using growth thinking can effectively strengthen a website and enhance its value.
　　我們需要先探討“網(wǎng)站內(nèi)容中哪些信息最重要？”，“傳遞這些信息的目的是什么？”例如，一個(gè)促銷(xiāo)活動(dòng)版塊的營(yíng)銷(xiāo)點(diǎn)是免費(fèi)領(lǐng)取資料，我們需要理解：最打動(dòng)訪客的是資料還是“免費(fèi)”，是資料的圖片需要更突出還是“免費(fèi)”相關(guān)文案。在商業(yè)之下，設(shè)計(jì)也需要理解營(yíng)銷(xiāo)，也需要懂增長(zhǎng)。
　　We need to first explore "which information is most important in website content?" and "what is the purpose of conveying this information?" For example, if the marketing point of a promotional activity section is to receive materials for free, we need to understand: what impresses visitors the most is the materials or "free", whether the pictures of the materials need to be more prominent or the relevant copy is "free". In business, design also needs to understand marketing and growth.
　　理解了基礎(chǔ)邏輯，就需要進(jìn)行下一步--強(qiáng)化它們，有效傳遞價(jià)值，實(shí)際落地可以參考兩個(gè)基礎(chǔ)理論：
　　Once the basic logic is understood, the next step is to strengthen them and effectively convey value. Two fundamental theories can be referenced for practical implementation:
　　視覺(jué)動(dòng)線是指人們?cè)陂喿x時(shí)，視覺(jué)移動(dòng)時(shí)所形成的方向路徑。早在十多年前，用戶(hù)體驗(yàn)專(zhuān)家雅各布·尼爾森博士提到“人們很少逐字閱讀網(wǎng)頁(yè)，相反，他們掃描頁(yè)面，挑選單個(gè)單詞和句子”。正是如此，人們?cè)陂喿x的時(shí)候才會(huì)形成幾種常見(jiàn)的視覺(jué)動(dòng)線規(guī)律。
　　Visual flow refers to the directional path formed by people's visual movement while reading. More than a decade ago, user experience expert Dr. Jacob Nielsen mentioned that "people rarely read web pages word for word. Instead, they scan pages and select individual words and sentences. That's why people form several common visual flow patterns while reading.
　　基于這兩種常見(jiàn)的視覺(jué)動(dòng)線，我們?cè)谧鼍W(wǎng)站的板式設(shè)計(jì)時(shí)，可以更合理地策劃視覺(jué)動(dòng)線。其好處不僅能夠幫助訪客快速閱讀，快速獲取信息，提升用戶(hù)體驗(yàn)，還可以幫助我們引導(dǎo)訪客閱讀預(yù)設(shè)的信息，高效傳遞高價(jià)值信息，提高營(yíng)銷(xiāo)效率。
　　Based on these two common visual flow lines, we can plan the visual flow lines more reasonably when designing website layouts. Its benefits not only help visitors read quickly, obtain information quickly, and improve user experience, but also help us guide visitors to read pre-set information, efficiently convey high-value information, and improve marketing efficiency.
　　視覺(jué)層次應(yīng)該很好理解，即人們?cè)陂喿x時(shí)，能從視覺(jué)中感受到信息的層次，優(yōu)秀的視覺(jué)層次能夠非常高效地引導(dǎo).訪客閱讀更多內(nèi)容，并且通過(guò)信息的優(yōu)先級(jí)設(shè)計(jì)能更直觀地幫助我們傳網(wǎng)站達(dá)成相應(yīng)的數(shù)據(jù)指標(biāo)。
　　The visual hierarchy should be easy to understand, that is, the level of information that people can perceive from the visual perception when reading, and excellent visual hierarchy can guide very efficiently Visitors can read more content and achieve corresponding data metrics for our website more intuitively through the prioritization design of information.
　　視覺(jué)動(dòng)線可以作為網(wǎng)站整體的板式設(shè)計(jì)思路，而視覺(jué)層次則是單個(gè)版塊的設(shè)計(jì)方向，版塊的視覺(jué)層級(jí)設(shè)計(jì)應(yīng)分為三層：
　　Visual flow can serve as the overall board design concept for a website, while visual hierarchy is the design direction for individual sections. The visual hierarchy design of sections should be divided into three layers:
　　第一層：訪客掃一眼就能理解整個(gè)版塊的主要內(nèi)容；
　　First layer: Visitors can understand the main content of the entire section at a glance;
　　第二層：訪客通過(guò)仔細(xì)瀏覽能夠獲取關(guān)鍵內(nèi)容；
　　Second layer: Visitors can obtain key content by carefully browsing;
　　第三層：訪客想深入了解可以查看更多，引導(dǎo)深入。
　　Level 3: Visitors who want to delve deeper can view more and be guided to do so.
　　通過(guò)上述三層，即能有效實(shí)現(xiàn)我們?cè)鲩L(zhǎng)的目的，常見(jiàn)的設(shè)計(jì)技巧為：通過(guò)「大小」、「色彩」、「重量」形成信息之間的層級(jí)對(duì)比，建立信息優(yōu)先級(jí)。
　　Through the above three layers, we can effectively achieve our goal of growth. A common design technique is to create a hierarchical contrast between information through "size", "color", and "weight", and establish information priority.
　　除此之外，我們?cè)诓邉澮恍┚W(wǎng)站轉(zhuǎn)化路徑時(shí)，還涉及到了「 CTA 行動(dòng)號(hào)召按鈕」的設(shè)計(jì)，這在網(wǎng)站的增長(zhǎng)思維中常見(jiàn)的應(yīng)用，我們必須確保CTA足夠顯眼、突出、目標(biāo)清晰，常規(guī)技巧包括：顏色對(duì)比、放置顯眼位置、層級(jí)引導(dǎo)、文案簡(jiǎn)潔清晰。
　　In addition, when planning some website conversion paths, we also involved the design of the "CTA Call to Action Button", which is a common application in website growth thinking. We must ensure that the CTA is sufficiently prominent, prominent, and has clear goals. Conventional techniques include color contrast, placing prominent positions, hierarchical guidance, and concise and clear copy.
　　通過(guò)這兩個(gè)基礎(chǔ)的設(shè)計(jì)理論以及增長(zhǎng)思維的結(jié)合，我們可以延伸出很多合理的設(shè)計(jì)思路，形成有理有據(jù)的設(shè)計(jì)語(yǔ)言，有了方法論才是真正的有效設(shè)計(jì)，而非“摸瞎過(guò)河”。
　　By combining these two fundamental design theories with growth thinking, we can extend many reasonable design ideas and form a well founded design language. With methodology, effective design is truly achieved, rather than blindly crossing the river.
　　網(wǎng)站的視覺(jué)設(shè)計(jì)可以被視作一種藝術(shù)形式，但與純藝術(shù)截然不同，網(wǎng)站的視覺(jué)設(shè)計(jì)需要建立在牢固的科學(xué)基礎(chǔ)之上，以理性客觀去審視一下這樣設(shè)計(jì)是否真的能有效傳遞價(jià)值。
　　The visual design of a website can be seen as an art form, but it is completely different from pure art. The visual design of a website needs to be built on a solid scientific foundation, and examined rationally and objectively to see if this design can truly effectively convey value.
　　視覺(jué)設(shè)計(jì)的本質(zhì)是什么？很多人認(rèn)為只是單純的美，或者無(wú)非就是關(guān)于審美的答案。其實(shí)，這種理解是十分表象的，大多數(shù)人并沒(méi)有理解視覺(jué)設(shè)計(jì)的根本價(jià)值。
　　What is the essence of visual design? Many people believe that it is simply beauty or nothing more than an answer about aesthetics. In fact, this understanding is very superficial, and most people do not understand the fundamental value of visual design.
　　視覺(jué)設(shè)計(jì)是網(wǎng)站的一個(gè)重要層面，網(wǎng)站作為互聯(lián)網(wǎng)產(chǎn)品，則其視覺(jué)設(shè)計(jì)的本質(zhì)是價(jià)值傳遞，我們一直以增長(zhǎng)思維和產(chǎn)品思維與視覺(jué)設(shè)計(jì)相融合，就是為了實(shí)現(xiàn)高效傳遞高價(jià)值信息。
　　Visual design is an important aspect of websites. As an Internet product, the essence of visual design of websites is value transmission. We have always integrated growth thinking and product thinking with visual design to achieve efficient transmission of high-value information.
　　訪客通過(guò)對(duì)視覺(jué)信息的感知，來(lái)決定自己行為。當(dāng)我們從信息的角度去理解視覺(jué)設(shè)計(jì)時(shí)，可以打破慣性思維對(duì)我們的限制，因?yàn)橐曈X(jué)設(shè)計(jì)是一個(gè)由抽象信息轉(zhuǎn)換為圖像信息的過(guò)程，理解這層道理才能真正打造出一個(gè)具有高顏值和高價(jià)值的網(wǎng)站。
　　Visitors determine their behavior based on their perception of visual information. When we understand visual design from the perspective of information, we can break through the limitations of habitual thinking, because visual design is a process of transforming abstract information into image information. Only by understanding this principle can we truly create a website with high aesthetics and value.
　　本文由 濟(jì)南網(wǎng)站設(shè)計(jì) 友情奉獻(xiàn).更多有關(guān)的知識(shí)請(qǐng)點(diǎn)擊 https://www.xinnuoshang.cn/ 真誠(chéng)的態(tài)度.為您提供為全面的服務(wù).更多有關(guān)的知識(shí)我們將會(huì)陸續(xù)向大家奉獻(xiàn).敬請(qǐng)期待.
　　This article is a friendly contribution from Jinan website design For more related knowledge, please click https://www.xinnuoshang.cn/ Sincere attitude To provide you with comprehensive services We will gradually contribute more relevant knowledge to everyone Coming soon.