良好的網站視覺設計，可提升瀏覽者對網站的深刻印象，強化網站形象的完整性，增加瀏覽者的造訪率。但一般非專業的網站設計者往往缺乏網站視覺設計方面的專業知識與經驗，雖然市面上有很多書籍或文章提出許多網站視覺設計的相關準則，但這些準則有時存在著模糊性或不一致性，令非專業設計者感覺困惑。因此本研究並不嘗試主觀性地提出一套新的網站視覺設計準則，而是透過客觀的量化程序，整理與分析有關網站視覺設計的相關準則。首先，本研究整理不同學者專家所提出的網站視覺設計準則，從中分析出相關的視覺特徵，然後隨機挑選一些優良的得獎網站與一般的網站作為樣本，進行網站視覺設計特徵值的計算與統計，並作量化分析，然後將分析結果與過去專家學者所提出之視覺設計準則進行比較，並比較優良網站與一般網站之視覺設計的差異，這些結果可作為非專業網站設計者的參考，幫助製作出較佳視覺品質的網站。

Good visual design gives the visitor a deep impression and increases the visit rate and page views. However, most non-professional designers lack the expertise and experience of visual design. Many books or articles propose the site design guidelines, but there are sometimes ambiguity and inconsistency in the guidelines, so that they may not be easily followed by a non-professional designer. This study does not attempt to propose new subjective visual design guidelines for the sites. Instead, we collect the relevant guidelines proposed by experts, and then determine the visual features. Next, we select a set of excellent award-winning websites and a set of general websites, and then calculate the feature values of their pages. Finally their differences can be obtained through the quantitative analysis of these feature values. A non-professional designer can produce a site of better visual quality by reference to the quantitative results.