網站首頁視覺形象之研究─以大專院校設計學院（群）首頁為例

網路的出現不但改變人們的生活形態、價值觀與社會結構，同時也代表資訊大量複製與轉移的時代跟著到來，在目不暇給的網路世界中因為資訊獲取容易且快速，資訊的呈現就如同海市蜃樓般的情景，因此不論是資訊或是視覺的傳達，網站首頁都扮演著舉足輕重的角色。本研究欲探討全國大專院校「設計學院（群）首頁」之視覺形象，包括視覺傳達設計系、商業設計系及多媒體設計等有關視覺設計的科系。網頁設計屬於視覺傳達設計的範疇，學院的形象如何透過網站首頁表達將是本研究欲探討之重點。透過內容分析法的整理與分析將首頁的視覺要素整理出來，並以美的形式原理去解釋視覺要素與形象之關係，接著藉由專家訪談的內容與建議與歸納出的視覺形象要素進行分析之結果，以供日後進行學術網頁設計與研究之參考依據。本研究將「設計學院（群）首頁」進行文獻探討、版面視覺分析、專家訪談及問卷調查後，發現藉由視覺傳達設計的原則，可以符合美的形式，已呈現出網頁編排的視覺美感，並藉由專家訪談得以了解，設計教育對於網頁設計的重要性，設計師認為優質的視覺設計作品，組成的要素不單只有版面的編排，內容的呈現也非常重要，並且認為「設計學院（群）首頁」不單只是宣傳的網頁，而是這間學院設計教育的起始點，必須運用專業，力求呈現出視覺美感以及設計原則的網頁設計，才可以達到視覺傳達的效果。

關鍵字

網站首頁；形象；設計學群；美的形式原理

並列摘要

The rise of the internet has not only changed lifestyles, values, and social structures for people, but also denotes the age of mass replication and transference of information. Since information is so easily and quickly obtained from the dazzling internet world, the presentation of information is like mirages. Therefore, website homepages play an instrumental role for the conveyance of information or visual senses. This study seeks to explore the visual images of “design college (group) homepage” in universities and colleges in Taiwan, including departments involving visual design, such as visual communication design, commercial design, and multimedia design. Webpage design is in the realm of visual communication design; this study seeks to explore how college images are expressed through website homepages. Summarization and analysis through content analysis are used to extract the visual elements of the homepage, and the formal principles of beauty are used to explain the correlation between visual elements and images. The content and suggestions from expert interviews are used to summarize elements of visual image through analysis to construct a basis for reference for future design and research of academic webpages. For the topic “design college (group) homepage,” literature review, visual analysis of layout, and expert interviews are used to discover that principles of visual communication design can conform to forms of beauty, and show the visual aesthetics of webpage layout. Expert interviews show the importance of design education in webpage design. Designers believe that elements of outstanding visual design works not only include layout arrangement, but the presentation of the content is also very important. They also believe that “design college (group) homepage” is not just for promotional purposes, but is actually the starting point of the design education of a college. Therefore, it is necessary to utilize professionalism in webpage design with visual aesthetics and design principles to achieve the effects of visual communication.