图片及文本谁更重要.doc

Whats more important to your web site: pictures or text? If you have an ecommerce web site, you need the answer to that question. Your profits depend on it. 图片与文本，哪项内容更重要呢？如果拥有商业网站，你需要回答这个问题，因为这关系到网站收益。 Over the years, weve heard a lot of opinions on this topic. Some webmasters formed opinions through studying log files and conducting online surveys. Others relied on personal preference. 多年来，对于这个问题的争论很多，有些网站管理员通过研究系统记录文件，进行网上调查，总结出自己的观点；而其他人则根据自己的偏好，权衡两者的分量。 However, thanks to Stanford University and the Poynter Institute, we now have some concrete research to use in our quest to design the most effective sites. The Stanford Poynter Project sheds light on how site visitors spend their time. 然而，在斯坦福大学，poynter研究所的帮助下，我们对如何设计最有效的网站进行了具体的研究。我们研究的主要问题是网站访问者如何浏览网站。 Some will find the results surprizing. Others will have their opinions confirmed. The four-year study demonstrated that our online reading patterns are the precise opposite of our reading patterns when we read newspapers or magazines. 有些人可能会改变固定观念，有些可能会坚持自己的观点。四年的研究证明，网站用户的浏览习惯与报纸、杂志读者的阅读习惯相反。 When we read print newspapers, we read at the breakfast table, in the coffee shop or on the subway. We browse -- a headline here, a picture there. We look at the pictures first, then read the text if it interests us. People who layout print publications know this, and they design accordingly. 当我们在咖啡店或者地铁中阅读报纸时，我们首先阅读内容提要，浏览标题，图片。我们会首先浏览图片，然后阅读我们感兴趣的内容。报纸编辑会根据我们的阅读习惯，进行内容编辑。 Many concluded that the same patterns would apply on the web. But its not so. We do the exact opposite. 很多人认为网站设计也可以这样，但事实却相反。 Surfing isnt a casual activity that we do comfortably while waiting for the bus. Its something we do sitting in a chair staring at a monitor that isnt friendly to the eyes. Moreover, were likely to be distracted by telephone calls, incoming email and co-workers in the next cubicle. 网上浏览并不是我们等公车时，舒适、随意的浏览行为，而需要我们坐在椅子上，盯着显示器。在浏览的同时，我们可能会受到电话、电子邮件或者隔壁同事的打扰。 Online, we need to get the information as quickly as possible. We head s