does not exist or impossible to exist. These all represent the digital magazine’s creation and improvement to meet the reading entertainment.
三、电子杂志界面设计原则及建议
基于以上对电子杂志界面特征的分析，笔者认为电子杂志的界面设计应该遵循以下原则。
3. Principles and suggestions of digital magazine interface design
Based on the analysis of digital magazine interface features, the author believes the digital magazine interface design should follow four principles.
第一，综合运用创意手段，构设开放的阅读情境。
在制作电子杂志的时候如果能够创造出个性化的、易于读者接受的“心物场”，那么读
4
者就会更容易的感受到“整体”，不是“部分”的简单累加。杂志阅读的“整体感”产生，取决于对视觉元素的综合创意设计。在形式要为内容服务的原则指导下，技术要为创意服务，部分要为整体服务。设计时要区分视觉元素的主次，根据所要传达信息的重要程度，巧妙把握“图—底”关系，充分发挥要素在传达信息、情感和理念上的优势，同时还要利用它们引起用户阅读的兴趣。当然做电子杂志想要与众不同，就需要给自己一个明确的定位，建立自己独特的风格，不仅重视原创性的内容制作，还要灵活运用各种设计手段给读者呈现出一片别具特色的视野空间，而设计者想要创造的这一感觉被读者领悟到的时候，“心物场”的运动过程就已经通过设计手段实现。
First, Integrate means of creation and build an opening reading environment If an individual and acceptable psycho-physical field during the process of digital magazine production, then readers would easily feel the integrity, not simple accumulation of segments. The sense of integrity depends on the integrated initiative design of visual elements. Under the principle that form serves content, technique would also serve originality and segment would serve the integrity. Based on the importance of information delivery, designing needs to distinguish the priority of visual elements, cleverly grasp Figure-ground relationship, play out elements’ advantage on information delivery, emotion and ideas and at the same time all the above should be utilized to arouse readers’ interests. Of course if you want your digital magazine to be outstanding, you need to find yourself a specific position, build your own style, pay much attention to the content originality and master various designing techniques in order to present readers a visual space with special features. And when readers realize what designers intend to create, the process of psycho-physical field has already been achieved through designing techniques.
第二，整合各种媒体技术，增加表现手段的丰富性从而创造沉浸体验。
电子杂志是新的技术支撑体系下出现的新的媒体形态中比较有代表性的一种。电子杂志技术上的发展主要依靠计算机图形学、人机交互技术、人工智能、网络传输、语音输入输出等领域的技术进步。通过各种新技术的应用和整合，电子杂志在表现手法上日益丰富和充实。但技术手段只是基础，设计者还需要灵活运用艺术包括设计上的手段和技巧，使阅读者能够沉浸在阅读过程中。电子杂志区别于传统纸质杂志的一个重要特点就是互动性和沉浸性强，能使读者更快地融入。但是目前的电子杂志拥有的互动功能多是最基本的或者初级阶段的互动，譬如简单的问答。事实上，比较高阶段的互动可以直接实现对内容的参与，使读者迅速“沉浸”在设计者所营造的情境当中。虚拟现实技术所带来的临场参与感与交互能力可以使读者动态的欣赏静态的艺术作品（如绘画、雕塑等）；还可以在虚拟的音乐厅聆听音乐会；观赏再造的旅游景区等等，这样的呈现形式应用在电子杂志上，则可以给读者带来更加生动、 4
这种整体感即是由“心物场”的作用产生的。
直观的展现。除此以外，像动态追踪、力回馈、3D显示、全景模拟，甚至对味觉和触觉的模拟，各种技术的应用和整合，将为读者带来一种全新的呈现方式。
Second, Integrate all sorts of media technology and enrich the means of presentation to create immersive experience
Digital magazine is one of the representative new media types with the support of new technology. The development of digital magazine depends technologically on the advancement in the fields of computer Graphics, man-machine interaction technologies, artificial intelligence, web
transmission, speech input-output, etc. With the application and integration of various new technologies, the digital magazine’s means of presentation is increasingly abundant and enriched. But technological means just lays a foundation, designers need to apply design methods and techniques with flexibility to get readers immersed into the reading process. One of the most important features that distinguish digital magazine from traditional print magazine is its interactivity and immersion, which attracts readers’ acceptance more quickly. But most interactive functions of digital magazine are the most fundamental or preliminary interaction like simple questions. Actually, higher levels of interaction could involve readers in the content and quickly immerse readers in the context created by the designers. The instant involvement and interactive functions created by virtual reality technology could enable readers to dynamically enjoy static artistic works like painting and sculpture, etc., to enjoy a concert in a virtual odeum and to view reconstructed scenic resorts. All of the above could be applied in digital magazine to present readers with a live and direct picture. Furthermore, all sorts of technologies like dynamic tracking, force feedback, 3D display, panorama simulation and even smell and feeling simulation, could be applied and integrated to present readers a brand-new environment.
第三，合理规划视觉流程，灵活使用超级链接，为读者提供个性化阅读。 电子杂志在保留了纸媒杂志线性阅读方式为主线的前提下，又通过大量的链接让其阅读方式多元化，使原本单一的阅读行为变得丰富多样。灵活使用链接与文字提醒、各种按钮图标，都可以作为提示性符号引导读者选择最佳的阅读顺序，让读者按照自己意愿安排阅读。如果读者对某一个专题感兴趣，也可以通过链接到其它相关平台上进行更深层次的了解。这样读者获取的信息已经超出一本杂志的内容，变成以这本杂志为切入点的无限延伸开，从而满足不同读者个性化的阅读需求。目前大多数电子杂志的呈现形态仍然是模仿传统书籍的翻阅形式，所以探索新的表现形式将是电子杂志成长的生命力所在。毕竟随着技术的发展，虚拟世界已然成为另外一种真实。设计者不只是利用技术来解决视觉问题，开发新的视觉经验，更是利用新媒体去呈现人们生活中的种种处境。读者从原来的被动接受，发展成为电子杂志所营造情境的参与者，甚至可以成为内容的提供者和内容意义的再创作者。读者的主体意识将被唤醒，最大限度的实现个性化阅读。
Third, Feasibly plan the visual process, adopt hyperlink with flexibility, present readers with individual reading experience.
Digital magazine keeps the linear reading modes of print magazine and furthermore keeps reading modes various through great deal of hyperlinks, which adds abundant reading activities to the former one. Flexible links, text annotation and button icons could all be used to be indicative symbols to help readers choose the best reading sequence and arrange their reading by their own will. If readers show interest to one subject, they could conduct deeper understanding on other relative platforms through hyperlinks. By this way, readers could acquire information beyond one magazine and extend with limit from this magazine, which satisfies the individual reading requirement of different readers. Nowadays, the presentation of most digital magazines still page-flipping mode, which is a simulation of traditional books, so the search for a new presentation mode is the life-force for digital magazine development.
After all, with the technological development, virtual world has already become another reality. Designers not only utilize technology to solve the visual problems and develop new visual experience, but also to utilize new media for the presentation of people’s daily life. Rather than acceptees, readers become the participants of the environment build by digital magazine, and even become the content supplier and content meaning re-creator. Readers’ subjectivity is aroused to realize individual reading to the greatest extent.
第四，区分所传达信息的重要程度，巧妙把握“图—底”关系。一般而言，信息的重要程度按照“从上到下”“从左至右”的顺序排列，心理学认为上方和左方易重视，我们观看屏幕的时候通常是首先通观全屏，然后视线停留在某一感兴趣的点上。在设计的时候注意视觉中心的规律，画面中部容易成为视觉中心，画面中大的图形容易成为视觉中心，画面中对比较强的地方容易成为视觉中心。而当我们面对动态的、立体的设计时，就要求我们灵活运用流动激活、激活后放大、隐退等延伸图底关系的处理手段，从而获得更好的效果。因此电子杂志的界面设计需要巧妙运用心理学的研究成果，创造清晰的信息主次关系，有效地帮助读者沉浸其中。
Forth, distinguish the importance of information transmitted and cleverly grasp the Figure-ground relationship.
Generally speaking, the importance of the information usually follows the sequence of From the top down and From left to right. According to psychology, we are supposed to pay attention to the top and the left. When we look at the screen, we usually first browse the whole picture and then stay on a point interested. Emphasis should be laid on the rule of visual center during designing, for example, the center of the screen is usually the visual center, the relatively larger pictures is easy to be the visual center, places of vivid contrast in the screen is easy to be the visual center. When facing the dynamic and three-dimensional designing, we are required to utilize modifying means of Figure-ground relationship extension, like flow activation, magnification after activation, 隐退(blending), to achieve better results. Therefore, digital magazine interface design need clever application of psychological research results to create clear priority sequence and help readers be immersed.
四、结论
电子杂志作为一种“媒介融合”的新型媒体，它的优势在于技术变革所带来的发展的无限可能性。但是，无论技术如何发展，最终还是要为人的需要服务。就电子杂志来说，就是要以更为直观的方式让阅读者在相对短的时间内完成对文本意义的整体认知，从而完成感情的交流。由于媒体技术的整合，电子杂志的界面设计应该充分借鉴已有艺术形式的经验——有人认为电影是一门综合艺术，其实新型媒体的设计更为“综合”。除了电影，还应该从建筑艺术和信息设计中获取方法，创造沉浸式、互动性、个性化的新型传播媒介。
4. Conclusion
Digital magazine is a new type of media resulted from “Media Convergence”. Its advantage is the unlimited possibility for the development brought by technological innovation. But, no matter how technology develops, it should finally provide service to human beings. For digital magazine, it is supposed to help readers get a whole understanding of the context meanings in a more direct way in a relatively short time in order to achieve emotional communication. Because of the integration of media technologies, digital magazine interface design should follow the existed artistic experience – some people believe that film-making is an integrated art, so is the design of new type media. Besides film, we should find ways from architecture art and information design to create an immersive, interactive, individual new type of communication media.
顾群业，山东工艺美术学院副教授
Gu Qunye, Associate Prof. of Shandong University of Art and Design