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1、.word格式,设计师往往忘记重视设计结构那样重视编写文案,以便在网页上突出文案。今天我们将讨论为什么文案是如此的重要,谁又应该学习掌握它,以及如何做好内容为中心的设计。设计好,文案差As designers, we rightfully spend our time focused on aesthetics. We are pixel pushers who firmly believe with the strongest conviction that attractive websites are fundamentally better websites.作为设计师,我们理所当然地
2、多花时间专注于美学方面。有吸引力的网站可以从根本上改善网站,我们正是这种观念最坚信的推崇者。We build our mockups with “lorem ipsum” so we can go back and write something better when we have the time. Deadlines approach and still we put off the text until the last possible second. Finally, as our various GTD apps inform us that the time has come
3、 to submit the artwork, we hash out some quick text to throw onto our beautiful creations and send them off, without a visual blemish yet stillmarred by the subpar copythat appears on every page.我们使用“Lorem Ipsum”文本排版生成器建立我们的排版模型,所以我们有时间的时候还可以回头写更好的东西。而截止日期的做法(甚至是我们自己仍然有可能把文案推迟到最后一秒。然后,各种GTD程序通知我们是时候
4、提交我们的作品了,我们就在漂亮的作品上临急临忙的放些速写的文字,然后就扔出去了。最后每个页面即使视觉上都没有什么挑剔,却依然看到很多美中不足的文案。For many of us, this is simply how were programmed. Were visual bea sts that thrive on good design. The problem of course is thatthe neglect of solid copy will often cause the finished product to suffer as much or more than a
5、poor design. Unless designers are your target market, your user base will be populated largely by individuals that dont speak design. Show them D and theyll wonder aloud why anyone would ever create such a service.对于我们大多数人而言,如何编程对我们来说简单的很,我们是靠优秀设计成长壮大的视觉怪兽。然而问题是,我们对实在文案的忽视导致我们最终的成品大受影响,影响甚至超过那些差劲的设计
6、。除非你的目标市场是设计师,否则你的用户群中大多都是不跟你谈设计的。你告诉他们D,他们会好生奇怪,为什么有人会提供这样的服务。Sure, they can often interpret what is ugly and what isnt similarly to how we can, but only on an intuitive level. What they really notice is how the website feels. Whether its smooth or clunky, easy to navigate or impossible. This is wh
7、at is meant when designers say thatgreat design is transparent. If your users notice your interface too mu ch, its probably because they hate it.当然,他们往往可以解释什么是丑陋的,什么是雷同的,就像我们一样,但只能在一个直观的水平。他们真正在意的是网站的整体感觉,是否流畅或繁琐,是否易于操作。这就是设计师所说的,优秀的设计是透明的。如果你的用户对界面很关心,很有可能是因为他们很讨厌这个界面。This same metaphor of transpar
8、ency applies to copywriting on the web. Its worth noting that the average user is in fact traine d in reading and writing far more than design, though still only as much as a standard education supplies. To these users, well call them “normal people” as opposed to we visual freaks, browsing the web
9、is a reading experience. Evaluating a service involves skimming the sales pitch and reading the list of features as much or more than evaluating the visual layout of the elements on the page. Theyll even hire a designer based as much on what he says about himself as what appears in his portfolio. If
10、 you have strong copy, they wont notice or evaluate it too much,theyll be far too busy being convinced of what its saying.这个透明的比喻同样适用于网页上的文案。值得一提的是,实际上一般用户在阅读和写作方面所受的教育要远远超过设计方面,虽然依然只是一个标准教育的产品。对于这些用户,我们会称他们为“正常用户”而不是我们这些视觉怪兽,浏览网页对他们是一种阅读体验。他们关注那些涉及到服务的促销广告词和特性列表的阅读,相当甚至是超过关注网页上元素的视觉布局。他们甚至会更愿意聘请这样的
11、设计师他们自己说什么就做出什么样的设计作品。如果你有足够扎实的文案,他们就不会太在意或诸多评价,他们正忙于确信文案的内容。Heads or Tails?正面还是反面?The point that Im driving at here is that design and copywriting are two sides of the same coin; inseparable in every way.The user doesnt see the design and the text, he sees a website. A single integrated item that i
12、s either desirable or not.在这里我想说的关键点是,设计和文案是一个硬币上不同的两面,是相互联系密不可分的。用户不是单纯看设计还是文字,而是在看一个网站,一个单独的综合项目的可取与否。The trick then is to toss out “lorem ipsum” for as much of the design process as possible. Stop designing without any notion of the goal of the design. To engage in design without copy is to build
13、 a box before you know what will be placed inside. To put it differently, consider the following quote fromJeffrey Zeldman“Content precedes design. Design in the absence of content is not design, its decoration.”有一个技巧是在设计过程中尽可能的扬弃”文本排版“。如果没有任何设计目标的概念,就停止那些设计。如果设计没有文案,在你了解要放什么在里面之前可以先留出一块方框。换种方式讲,应该考
14、虑一下Jeffrey Zeldman下面这句话:“内容先于设计。没有内容的设计那不是设计,是装饰。”This is precisely my point. Unless youre designing purely for the sake of design and not engaging in some professional venture, the design should serve to reinforce the message, not the other way around.这正是我的意思。除非你是纯粹为设计而设计,而没有涉及到一些专业风险,设计应有助于加强内容消息,
15、而不是相反。As an experiment, try building your next project by first placing in all the content that should be on the page. Throw in the headlines, the copy, the features, the widgets, the navigation; everything you can think of, but do so without design. The first step is merely to put it all in one pla
16、ce.Once youve got it there, then begin to style it. Think about different ways you can arrange it, color it, and bring it to life.作为一个实验,在你的下一个项目中可以尝试一些把应该在页面显示的内容最先放上去。加上标题,文案,专栏,小挂件,导航,一切你能想到的,不要带设计。首先是把所有内容都放上去,一旦你想好了排版位置,然后开始风格化。你可以尝试不同的方式来编排,加些颜色,让页面活泼起来。This will lead to design that is both more effective and more original. It will be more effective because the entire page is s
