Web pages convey all kinds of information to the audience in the quickest and most convenient way. People's pursuit of beauty is deepening, so is web design. Web pages not only put all kinds of things on, but also include reading, which is far from enough! It is necessary to consider how the audience can receive the information on the web page more efficiently, so as to leave a good impression on the website and better promote the operation of their own website. Under the requirements of this standard, aesthetic needs have gradually emerged. This needs to start from the aesthetic aspect, combined with the requirements of convenient use, you can make a clear and complete page. It makes people feel happy when browsing and it will be easier to receive information. At the same time, enhance the image of the website.

Applying some basic forms of beauty in graphic design to web pages can make web pages more beautiful. For example, integrating the rhythm and skeleton form in graphic design into web pages will make pages of various contents more organized and make people browse clearly. Of course, this beauty is based on the content of the page and is practical. A web page with empty content, no matter how beautiful it is, will not attract people. At most, it will win a few praises, which is useless. Things that are not practical will not have vitality. In order to make the page more beautiful, designers are required to have good aesthetic quality and rich graphic design experience. Only in this way can we be familiar with the design.

Because web pages have grown from scratch, from meeting basic functional requirements to pursuing higher-level aesthetic requirements, this is a gradual process. This reminds people that on the eve of the industrial revolution, many modern products were not available at that time, and there was no ready-made appearance for reference. The product is designed to meet the basic functional requirements, so the product is very rough, cold and lifeless. As a result of commercial competition and industrial production, people constantly improve the functions of products, and more importantly, improve the appearance of products, so that products are more in line with the needs of aesthetics and convenient use. Therefore, there are all kinds of beautiful products on the shelves today. I think the same is true of web pages. After meeting the basic functional requirements, we should start with aesthetics in order to highlight our own characteristics and advantages. And what is the status quo of many domestic websites? Netizens who often surf the Internet may have some experience. Today's web pages have many shortcomings. The following is a brief analysis, hoping to get some enlightenment from it. Then we will introduce some aesthetic rules of web design to you.

The first one can be described in one word, and that is "plug".

This is a feature of many web pages. It puts all kinds of information such as words, pictures and animations into the page without consideration, which is not standardized and organized, let alone artistic processing. It will cause a lot of inconvenience when browsing, mainly because the pages are varied, regardless of priorities, without good classification, and the whole is a hodgepodge. It's hard to find what you need.

Secondly, it can also be described as a "flower".

There are many such websites, obviously made by many people who don't understand design. More often, they make the page fancy, but it is not practical. For example, they use deep pictures with fancy patterns as the background, which seriously interferes with browsing and makes it difficult to obtain information. At the same time, some also use pictures, words and animations of different colors and styles. Make the page colorful. There is no sense of integrity, although some pages have little content, but browsing is still particularly difficult. This excessive packaging is not even as good as a page without any decoration. Without decoration, at least it will not damage its basic functional requirements. Therefore, this kind of webpage is shoddy and irresponsible to its own audience. Perhaps their original intention is good, that is, they want to make their pages beautiful, but the result is counterproductive.

Now the third misunderstanding of web design is sameness and lack of its own characteristics.

When we turn on the computer to surf the Internet, it seems that all websites are the same. This is true from the placement of titles, the arrangement of buttons to the adoption of animation. When using colors, you can do whatever you want, as long as you can distinguish the text from the background. The reason lies in the web designers themselves. They didn't make full use of their knowledge, analyze the advantages of their websites, and give full play to the characteristics of their websites. But take a shortcut, that is, do it in a popular way, which is of course easy to do. However, a web page that has lost its own characteristics, just like a product coming down from the assembly line, seems to look at any one, and can't achieve the purpose of web design. At least not design. This is also irresponsible for its own users. Of course, this is not one-sided aestheticism, nor can we just look at the beauty of the page and ignore the inconvenience of the audience. For example, some web pages incorporate buttons into the pictures on the page, but they are more beautiful and have a stronger overall sense. But sometimes the audience can't find the button, which is very difficult. This is also undesirable.

There is also a purely technical website page.

On this kind of web pages, there are many things purely to show off technology, such as many animations with different styles (even animations unrelated to the subject), and a lot of technologies using Javascript and dynamic HTML. However, the whole center has never been grasped, which leads to page confusion. This is similar to the first one, but many of these pages are technical experts. But the result is nothing more than envy of technology. This kind of web page is not suitable for the needs, and it is a failure of web design. What's more serious is the extensive use of such technology or animation, which leads to very slow browsing speed due to the limitation of bandwidth. Therefore, it is not desirable in function or form.

Based on the above analysis, we can find many shortcomings in current web design, especially in aesthetics. On the premise of taking care of the functional requirements of web pages, some beautiful forms need to be adopted in a targeted manner. Make the webpage more vivid and attractive.

Then adding the factor of beauty should also follow certain rules of formal beauty. This kind of beauty has many forms, and reasonable utilization can add luster to the web page. It is pleasing to the eye, and the browsing efficiency of the audience is higher, which effectively enhances the image of the website. Let's analyze these forms of beauty one by one, and consider how to integrate them into web pages, so as to solve many aesthetic problems encountered in web page design.

Since ancient times, many artists and scholars have put forward various laws about formal beauty, and many works that can withstand scrutiny are created according to these laws to complete their aesthetic value. Therefore, in the process of web design, designers must study, master and actively and consciously apply these laws in order to create good works. Of course, different times have different design aesthetic concepts and different aesthetic characteristics. Today, when information is particularly developed, the competition is increasingly fierce, which brings people new aesthetic needs. For web design, it is an inevitable trend to push it to a higher level of expression objectively. To pursue a harmonious simplicity, that is, to pursue clear visual impact and great tension, it is necessary to combine the formal law of beauty with the specific problems of modern web design. Let's be specific.

Let's talk about change and unity first. Change is the difference between the components, and unity is the internal relationship between the components. Perfect graphic design should be rich and organized in form (that is, the size, Fiona Fang, movement and strength of graphics; Organization should be orderly, not monotonous and chaotic. That is, dealing with the master-slave relationship, narrative relationship and echo relationship of graphics. Applying the law of unity of change in graphic design is a process of dealing with the unity of opposites between image and organization, so this law should also be properly applied in web design. When we cram a large amount of information into a webpage, we should consider how to make a unified and reasonable arrangement, so as to have a strong sense of integrity and change at the same time, so that the page will be richer, more vivid and not boring. Many websites, such as sports websites, have dozens of news articles arranged from top to bottom without any change, which seems monotonous and violates the law of formal beauty, so we should make full use of changes to improve it, whether in form or color.

Let's look at coherence and repetition, in which repetition is a regular continuation and extension, an organized change and expansion, and a summary, summary and method. The principle of organization and repetition is the basis of the beauty of order, the unity of change and the performance of harmony in the development of movement, from which various graphic changes can be evolved. This kind of website is widely used in many excellent websites, and it is also relatively free to use. At this time, because many websites are rich in information, they have to be sorted out in a certain way, and at the same time, they have to be summarized and reused to a certain extent, so that the pages are cleaner and clearer, and they can be focused on reading. Of course, websites with less content also need to be sorted out and repeated to achieve more diverse and clearer visual effects. For example, the rational arrangement of words and the combination of pictures and texts. How to deal with it and so on.

Contrast and harmony. Contrast means that when two elements with great differences in quality or quantity are collocated at the same time, there is an interactive character between them, which makes people feel a strong mutual contrast. Contrast is a method used to make the theme picture change and angry. Harmony is the relationship between the parts of the object that make up beauty. There is no contradiction between quality and quantity, and the feelings and thoughts conveyed by each part are not mutually separated or exclusive, but a local and diverse whole unity to express the state of beauty. So how to use it to achieve good results in web design? First of all, make rational use of contrast factors, such as text layout, font size, thickness and color, picture width, proportion contrast, transparency and position placement.

Homogeneity and balance are the forms produced by the unity of power and center contradiction, and are two organizational forms to realize center stability in design. Homogeneous organization method means that no matter which axis and center fulcrum are equipped with the same amount of graphics, it requires that the overall structure of graphics is rigorous, and the shape is stable, neat and balanced. In fact, it is also a statement that the central axis and the fulcrum are balanced. The difference is that the configurations are equal and unequal. It has no certain organizational principles. As long as it can grasp the center of the formal structure, it requires the form to be natural and reasonable. Therefore, they all tend to be static in formal beauty, while balance is flexible and dynamic. In web design, how to compare the quantity and quality of groups on both sides of the whole page on the basis of fully considering all the graphics and characters on the whole page? It is the accumulation of a designer's own experience. The balance on the page is dynamic, because the configuration on both sides of the page will not always be the same, that is, a picture on the left and a picture on the right, not much. More often, it is the balance between pictures and characters, the balance between large light-colored pictures and small dark-colored pictures, and the balance between the density and size of characters, so this is a dynamic balance. Only through constant practice can we skillfully use it in this respect. Satisfy people's sense of overall visual balance. This is also a graphical expression of human psychological factors. Of course, it is not one-sided pursuit of static symmetry. At that time, it will be stiff, lifeless and lose its beauty.

How to treat the blank on the web page? I don't want to fill the whole page, so I won't feel empty. I think as long as the layout of the page is reasonably balanced, even if a large part of the page is left blank, it will not make people feel empty. On the contrary, it will leave people with broad thinking space and aftertaste.

Let's talk about rhythm and rhythm. Everything in motion has rhythm and rhythmic formal rules. Rhythm and prosody were originally expressed through vision and hearing in music, dance, poetry and movies, and rhythm itself has no image characteristics. It just shows the speed, strength and intermittent beating of things in motion. Rhythm can be said to be a coherent and repeated development. It has the beauty of mechanical order, and rhythm is the movement track between beats, which has vivid characteristics. This problem is often encountered in the arrangement of buttons in the application of specific web design. Well-made buttons can make many buttons arranged together full of musical beauty without damaging their practicality. It's a pity that we see too few similar ones now, because we need to start not only from the shape, but also from the overall color and size.

The above only discusses a few rules that are very close to the formal beauty of web page making and their applications in web pages. How to solve the uniqueness problem in web pages? I think this is not only a question of aesthetic form, but also a question of integrating its overall image from the high point of the website itself, such as the logo of the website, standard fonts and standard colors, because these are the places that make it unique. If these uniquely designed things about their own business philosophy are integrated into web design, how can they be similar to others? For example, using the standard color of your own website as the keynote of your website is not only unique, but also very beneficial to the image of the website itself, just like the blue color of IBM and the red and white color of Coca-Cola that we often see. These are all important components of a well-crafted corporate image. If a website wants to establish its own unique image, it must start from these aspects and unify all kinds of information expressions on the webpage into the overall image of the website. It will leave a deep and unique impression.

As the law of formal beauty, it has been developing with the times, especially in the Internet era, where the pace of life is second to the fastest, and people's aesthetic concepts are constantly changing due to the changes in their pursuit of goals, but the essence of beauty is the same. At the same time, with the development of technology, many aesthetic forms that are difficult to realize at present are gradually overcome, breaking through the bottleneck of bandwidth. It will provide a new world for the free development of web design. Our pursuit of beauty will never stop. As a designer, we should constantly improve our own quality in order to make a better web page full of aesthetic feeling.