The homepage feature of Chinese website from the view of form

With the development of High-tech and the advent of information society, all kinds of media continue to develop and update, network media due to the diversity of its layout factors, has become the most attractive media in today's society.

Since October 1995, China Trade daily "Landing" the Internet, China's media sites from scratch, has gradually become an important part of the online news media. November 28, 2000, "Lhasa Evening News" to the independent domain name Internet access, so far, all provinces and autonomous regions of China have a news media site. According to incomplete statistics, by April 2000, China has 273 kinds of newspapers online, of which 116 kinds of newspapers have independent domain name, Internet TV 128, set up a site on the internet, there are 68 stations.

It is a sign that China's news media has embarked on a new way of disseminating information. Nowadays, the new development of mass communication, especially the network media, has changed people's way of life and thinking, and as the most important information activity of human beings, it has deeply influenced the pattern of Chinese communication field.

and the homepage as each big website "face", is the entire website construction "The leading project", its direct relation website's image, wants from today society overwhelming network information to stand out, must first have a special homepage, manifests the entire website the style and the image. How to make the characteristic in the information dissemination form, provide a wide range of network services, expanding their influence in cyberspace, directly related to whether it can attract more netizens to visit the site. For the network media, people for the network information received first through its home page "shape" to grasp, can say, The home page first is a kind of "shape" expression, the information may spread in any way, its true value lies in the content, but if its form can not arouse people's attention, its content value also cannot obtain the real embodiment. Some scholars have to the 74th Annual Academy Award Awards statistics, found in the form of the award rate as high as 45%, it is proposed that "mass communication has entered the ' form of choice ' and ' form reading ' stage." We basically agree with this statement. For different media, their communication manifestations are different, but their internal meanings are all interlinked, because the expression pattern conceived in the researcher's thinking space has the same structural attribute as the realistic objective system, and studies the information spread of the homepage of the network. First of all, we should strive to express the profound and rich content in a simple and lively form, and convey the intended meaning by refining the centralized form and the easy to understand order.

A, the home page information dissemination Reality analysis

China's current network of news media in the roughly four models of development:

The first is Xinhua, People's Daily and other traditional media based on the central government, with the background of the network version of the model;

The second is the network version of the Southern and Oceanic networks, which rely solely on local media and local government backgrounds, which are at a disadvantage in organizations and economic resources.

The third is the Millennium Network, Oriental network, such as relying on local media combined with the online version of the model, it also has local government background, but trying to operate according to the mode of modern enterprise;

The fourth is Sina, Sohu, NetEase network, such as commercial online version of the model, such sites in the economic strength of the dominant, but no government background.

The first two modes of media in the form of processing due to traditional mechanisms and concepts of the impact of the application of the form behind the development of network technology, in the "Content for the king, the form of gold" in the interdependent relationship, the rich content of light is still far from enough. In order to verify the author's point of view, the author of the May 16 of the major sites of the home page and the news home, from the form of the point of view of the statistics, the table is as follows:

From the two tables above, we can see the following points:

(1) The fourth category of commercial web site model in the home page of the visual impact is significantly stronger than other types of Web sites. At the first moment of entering the site, the fourth kind of web site to our psychological level of space is obviously more diverse, which is largely in its dynamic screen and swimming subtitles, including animation advertising, such as Sina, Sohu dynamic screen reached 14 to 15, and its swimming subtitles have two or three, and the net, Thousand Dragon nets only about 5, swimming subtitles almost no, more than one, ocean network, southern network, etc. in the form of the latter three types of dynamic stimulation on the 0, the audience's nerve center is almost unaffected, its number on the screen has a greater advantage, but did not form a system of visual stimulation, so it is difficult to reach the website such as Sina " The first impression of such an objective effect, in the opening animation ads on the fourth category of websites is "start", Sohu or even as many as 2, and the southern network, the net is not. And the function of many mobile pictures lies in its geometrical form, the special effect of Leelawadee into vision and optics, forming the visual law that makes instant dazzle and quiver, makes the reader produce illusion and movement feeling in vision, deepen the association and feeling of beauty.

(2) The daily, southern network, such as relying on traditional media web site home page than the news home generally do better, and the Thousand Long Network, oriental network due to the combination of many media advantages, in the news of the first page of the treatment is not much worse than its home page. In the design of the page, such as the Daily Network on the home page there are 7 pictures, but only 2 in the News page, although the news photos as much, but the dynamic picture is reduced by four, by contrast, in the news homepage, its visual impact is significantly weaker than other types of web sites While the news photos and dynamic images of the news homepage of the Thousand Dragon net increase obviously, 28 Zhang (in each major site on the first), 11, not only than its home page photos, pictures, such as its font size, swimming subtitles, color and so on can also with Sina, Sohu class business network comparable, This also shows that a government-backed web site has an advantage in terms of human resources and news sources, and it also shows that one or two types of Web media are not able to do a good job, but that they still do not pay attention to the function of the site. The third type of Web site because of the implementation of a certain degree of market operation, in comparison, they are more than one or two kinds of sites from the perspective of the audience to consider the visual feeling, this is because they are a joint enterprise, no single media will be responsible for their economic losses, It must rely on its own characteristics to win the attention of the economy and related economic benefits. and Xinhua is a special case, it in the form of grasp, if there are pictures 23, 1 swimming subtitles (this even exceeds the number of animation on its homepage) and so on, and so on, are no less than three or four types of network mode, which is largely effective in its reliance on the news agency, for reference to the successful experience of the British Reuters, Because the key factor that determines the market performance of news information products has shifted from product quality to information service quality, information processing ability has more influence on the core competitiveness of news media than ever before. By virtue of its powerful information resources acquisition advantages, the information processing services, in the form of a new, so can occupy a place.

(3) Three or four types of Web sites in the home page and the first page of the processing of a big difference, which indicates their different orientations. The fourth kind of website whether in the homepage processing, or in the production of the first page of the news, are more in the use of animated ads, which not only shows its commercial in the form of publicity, but also shows that its attention to the impact of visual shock waves, but because of the commercial interests of the drive, they also set up on the news page animation ads, such as NetEase in the home page of the colorful banner Mobile animation ads and its news on the first page of the chaotic setting of the obstacles can be typical, it completely disregard and people's visual feelings, greatly hindered the network to read the view; and the third type of model only on the home page using the opening animation ads, In the first page of the news form, such as the following two types of follow, opening animation ads on the low-key layout of the story of the high quality of its journalistic talent, more respect for the law of journalism, which also explains the government's control of the site's need and significance.

(4) Four kinds of websites actually have a lot to play in the space of hard news reports. Although the fourth type of model uses a lot of pictures, photos, in the amount of slightly, but we carefully study will find the problem, such as the Sohu News home page of 20 photos, there are 8 beautiful photos, there are 5 of life, consumer photos, and such as the Thousand Dragon Net News home 28 photos, 13 of the entertaining , 2 sports, 6 consumer, this kind of non-political news report photos in the total of more than half, even in the political news photos of the report, there are still a large number of overlapping places, such as the British Crown prince and the earthquake in Taiwan, there are Sohu, thousand dragons, the South and so have published the same news pictures, and from its content in essence, There are few original news stories on several major websites.

(5) Four types of Web sites in the layout of the design has not yet stereotypes. From the tables in the table above, we found that in the layout of the arrangement, the government background of the site is basically still in the form of newspaper layout, including in the color, the size of the setting, always let people vaguely see the prototype of its master; Commercial web sites appear to be more pragmatic, and they basically implement " Let the advertisement attract people's eyeball "This arrangement guiding ideology, overall, how to carry on the layout design to obtain the better dissemination effect, the four kind of website obviously has not had the bottom, after all, the network is still one kind does not develop the mature medium form, but for us journalists, but should realize that, Only the network as a new medium, and with a new concept of communication and thinking of its research and grasp, it is possible in the layout of the design, so that the network from the old media form design into the new media in accordance with the design of their own regular long distance to make substantial progress, one, The second type of Web site in this respect clearly has more than business network talent reserves and policy support, in the network management and news processing of the combination of total has a greater than the fourth category of the advantages of the site.

Second, the Web page information dissemination elements of the study

Home information transmission can not be separated from the logo (logo) \ title text font, picture graphics and color blocks and other elements of the combination and application. For the needs of research, the following is the author of its specific elements of the dissemination of the Web page with the specific analysis.

(1) color. People in the first time to open the Web page, the first thing to look at is the color of the Web page, if a layout to the reader's color is colorful, harmonious unity, the visual nerve center will be such a lively feeling into the brain, so as to obtain a visual psychological balance and recognition. Home page layout design inseparable from the use of color, color can not only restore the true nature of things, but also enhance the performance of the layout, creating a strong eye-catching visual effects and atmosphere. such as Xinhua is a white background, dark yellow mainly color, between dark green, red, black and other colors, features are warm, clear, Sohu is white for the background, to the main color of yellow, orange, blue, green and other colors, characterized by rich and slightly complicated, and the southern network in the white basis of the main color, supplemented by yellow, Tanqing and other colors , warm and slightly depressed feeling, the Oriental network to red for the background, to be hung, gray, white word, and between the blue, green and other colors, unique; the main color used by the People's Daily network is dark blue, which embodies its seriousness and authority. The theory of color antagonism proposed by German physicist Herring that in the process of human retinal reception, there are black-white red-green yellow-basket, such as three of opposing visual element, the former damage to the retina, and the latter play a role in construction, so the current major sites are mostly blue yellow Black as the main tune to reach a consensus with the audience's perceptual thinking, as Gestalt psychology believes, any "shape" is the perception of the active organization or construction of the results or functions, rather than the object itself.

(2) Logos (logo). Once entered the page, the most eye-catching when the number of logo, it is a Web page "mesh", a wonderful logo can not only make the network to impress the audience, but also become the site's intangible brand and image ambassador, to bring endless attention and economic benefits. In this aspect of the typical when the dragon nets to take the wind to return to the Red Dragon, its upward flight posture shows the prospect of its flourishing, giving a kind of ascension, detached from the sense of vulgarity; red as an inspiring symbol, it gives a kind of enthusiastic emotion reflection, But the dragon's reverie often can bring the Chinese strong sense of pride and national feeling; The Ocean Network logo in the last two oo as if a pair of flexible eyes, immediately to the layout of a fresh feeling, but also "the finishing touch of the pen"; Sina's logo only in the black font of Sina in the lowercase letter "I" do a hollow treatment, Put on a red hat, like the torch of the entire layout lit, wonderful.

(3) font. The development and consensus of each design trend, are inseparable from the new font style of the endless pursuit of the current network, the text is no longer an isolated visual language, it has become a part of the graphics, font graphics is the most objective and effective graphic communication language, because the text as a point of equidistant arrangement, constitute a certain area, The feeling of the shape is very strong, can constitute a certain degree of emotional color, such as the song body solemn generosity, bold, serious heavy, italics lively and vivid, Song lucid delicate, weibei body bold strong, etc., in this regard, Sina originality, such as its general use of the word fifth, the layout center uses a larger size, but the line spacing is small Make the entire layout appear bright blue tone, eye-catching but not yet serious sedate, at the same time this small font composition of the layout, high precision, a strong sense of the whole, giving a slender, modern and elegant taste, and Xinhua in the report of very important events, often use the word second, such as "U.S. New Agricultural Law Challenge WTO rules" The use of the word second, and to assist the black, cyan to show its cold emotional color. This is because large coarse fonts cause visually strong shocks, while small fonts cause visual continuous attraction, so in the network because of the dense information, unless it is necessary to use large characters. In the above table can be seen, only very few sites do not use the swimming subtitles, this is because of the dynamic text of the overprint effect and dynamic appeal, often can make the layout has a unique rhythm--in the order of the font of the United States into the composition of the variation, can make the layout of a lively and

(4) animation and the use of pictures. The number of pictures, can affect the reader's interest in reading, research shows: a layout of the picture if more than three, you can create a very lively layout atmosphere, and in more than 10 Zhang, you can make readers interested in browsing, so with the effect of prolonged engaging. The reader's reading habit is to look at the photos first, then look at the photos below the description, title and text, this mode of sight is based on a reasonable principle, that is, the reader's eyes are first attracted by the photo, and then move along the bottom of the photo, so that the text along the line of sight flow smoothly out, forming an indivisible whole. such as Sina Web page in the middle of the upper left is often a picture news, the picture is small, only tips and recommendations, click to link to the entire picture, and related text reports, the picture below is recommended by Sina more serious important news, and the top right is the news recommendation. As a result, the original prosaic text, because of the picture interspersed, the effect of this embellishment to make the layout lifelike, with a very strong jump. Image unique, exquisite form, so that the layout with a focus of sight, elegant and stable visual enjoyment, as long as their pictures can convey a sense of closeness, the reader also to the pictures themselves to add lines and subtext. And the role of dynamic screen is: Visual psychology research shows that the human eye to the change thing more sensitive, therefore may use the flashing, jumps, the spotlight, the explosion and so on dynamic symbol highlights needs to emphasize the place, this is the static symbol uses the size, the color to carry on the emphasis function expansion, enables the reader to capture the information which is interested in the extremely short time Dynamic screen This application in the home Page background screen colorful, various levels of the situation is particularly important, it eliminates the reader "Shari" hard search. This is because people are often willing to pursue sensory stimulation, drawing on the use of the text to foil the static, not only to satisfy people's curiosity, but also expand the scope of visual terms for the layout of the form to create a new world. At the same time, this animation effect to create a real life has not set up a contradictory space, giving people a visually unpredictable game experience, high visual recognition rate. As can be seen from the table, no website does not need to use animation, pictures to express the objective effect of this visual impact.

(5) title. Today's network has entered an era of words such as gold, the title represents all the information set for people to quickly find content to provide a convenient. The current network reading is in a hypertext form presented, the audience can see most of the news through the news headlines click on the text into the body, So the title can be novel and creative about the entire news text and even columns and Web site success. Now the Internet people can usually be divided into two categories, reading and browsing type, but the real can open the page and then began to read down the people now I am afraid have become a rare crowd, according to the above Web site incomplete statistics, in addition to Sohu sometimes the news headlines and lead together marked out, I They found that most of the editorial information on the homepage search directory was conveyed by a kind of display text, "depth title", which replaced the traditional details. On the one hand, this is taking into account the current domestic network transmission speed is slow, so that readers in a page to browse to as many news headlines as possible (such as Sina Web page up to four A4 paper long); On the other hand, it is out of the grasp of the regularity of information reading. If the king in the study of the history of the newspaper, come to the conclusion: the evolution of modern newspapers is constantly seeking for readers to read easily, save energy, eye-catching, attractive direction of improvement ", for the network also, in the face of vast information and information, people have no time to think about what, therefore, for those who are ready to know the news, The title is the index, is the guide, and for those who are not ready to read the news, it is the window, is information, it should be like a knife blade, to condense the essence. And the title is presented to the reader as a tangible object, to give people a sense of level, image and authenticity, can attract people's eyes, the treatment of it is also a kind of "shape" grasp, and in the grasp of the connotation, according to the isomorphism of thinking, should deliberately use and absorb those who can reflect the thousands of years of historical precipitation, Condensed the Chinese nation's specific mode of thinking, values and personality psychology and aesthetic taste of the language. At the same time, it is worth emphasizing that these elements are not separate functions, such as the title of the font size, style and background map to coordinate, give a graceful, refined visual feeling, and then use the color box to emphasize, it played a traction line of sight, beautify the layout, the role of performance style, and so on.

Needless, the homepage of the page design must be closely with the content, can not be separated from the content to discuss the form and art design, but in the perfect content at the same time, or in the content is becoming more and more perfect, the media should naturally shift the focus of development to form, and strive for the feast for the