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.

首次進(jìn)行網(wǎng)站設(shè)計(jì)時(shí)，應(yīng)該借鑒印刷品的設(shè)計(jì)形式嗎？宣傳冊(cè)有圖片、語(yǔ)言，網(wǎng)站也應(yīng)該有；讀者喜歡這樣的宣傳冊(cè)設(shè)計(jì)，也就應(yīng)該喜歡這樣的網(wǎng)站設(shè)計(jì)，如果遵循這樣的邏輯，網(wǎng)站就應(yīng)該像宣傳冊(cè)。

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.

許多網(wǎng)站以為擺脫了宣傳冊(cè)的設(shè)計(jì)風(fēng)格，其實(shí)并沒有，我發(fā)現(xiàn)經(jīng)常有人陷入這種固定的思考模式中。他們可能以為兩者相互影響，但思想已經(jīng)陷入具體的宣傳冊(cè)設(shè)計(jì)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.

那么宣傳冊(cè)設(shè)計(jì)的具體特征是什么？首先，他們是印刷材料，是固定設(shè)計(jì)。如果你打算分發(fā)10000份宣傳冊(cè)，你需要仔細(xì)考慮每一頁(yè)的具體內(nèi)容，封面內(nèi)容，封底內(nèi)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.

宣傳冊(cè)的另一個(gè)特征是用來(lái)吸引讀者注意力。宣傳冊(cè)需要能適應(yīng)各種各樣的環(huán)境，比如說(shuō)，宣傳冊(cè)會(huì)使用在展覽會(huì)、洽談會(huì)中。每一份宣傳冊(cè)都應(yīng)該傳達(dá)這樣的意思：我能夠?yàn)槟鉀Q各種問(wèn)題。當(dāng)然有些宣傳冊(cè)設(shè)計(jì)不合理，并不能發(fā)揮這種作用。

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.

大多數(shù)網(wǎng)站需要運(yùn)用不同的方法來(lái)進(jìn)行設(shè)計(jì)。網(wǎng)站需要靈活、而不是太固定，三縱列的網(wǎng)頁(yè)布局就是一種靈活的設(shè)計(jì)。左欄包括導(dǎo)航菜單，中欄包含主要信息，右欄包含特寫內(nèi)容。這樣網(wǎng)頁(yè)可以根據(jù)內(nèi)容的變化，進(jìn)行調(diào)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.

有些網(wǎng)站的主頁(yè)設(shè)計(jì)過(guò)于復(fù)雜，這些主頁(yè)看上去很精美，但卻不容易改變內(nèi)容。你只可以改變文字內(nèi)容，必須用相同尺寸的圖片代替需要移除的圖片。這種設(shè)計(jì)就很不靈活、成本很高、并且很耗費(fèi)時(shí)間。

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.

近來(lái)，我曾經(jīng)與一位公司經(jīng)理交談，他需要處理網(wǎng)站布局問(wèn)題，這個(gè)網(wǎng)站就是參考印刷材料設(shè)計(jì)的。當(dāng)你需要增加某種產(chǎn)品特征時(shí)，網(wǎng)站的整體布局就要被打破，這時(shí)需要重塑網(wǎng)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.

如果參考宣傳冊(cè)進(jìn)行網(wǎng)站網(wǎng)站，你會(huì)遺漏很多內(nèi)容。網(wǎng)站內(nèi)容應(yīng)該多于宣傳冊(cè)，當(dāng)訪問(wèn)者登錄網(wǎng)站后，他們已經(jīng)被網(wǎng)站吸引，他們不需要毫無(wú)意義的宣傳材料，他們需要網(wǎng)站快速提供細(xì)節(jié)信息、事實(shí)。

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?

曾經(jīng)，我詢問(wèn)過(guò)一位網(wǎng)站設(shè)計(jì)者，為什么運(yùn)用固定的網(wǎng)站字號(hào)，他告訴我，如果其他人更改字號(hào)，網(wǎng)頁(yè)外觀會(huì)很糟糕。我隨后問(wèn)他，你有沒有考慮過(guò)為什么其他人想要更改字號(hào)呢？