For many primary school teachers, the electronic picture books provided on the Children Website of the Ministry of Culture are usually treated as multimedia instructional materials. Due to the increasingly important role of the electronic picture books in multimedia instructional materials, the present study aims to examine the design and teaching approaches of the electronic picture books presented on the Children Website based on Richard E. Mayer's Cognitive Theory of Multimedia Learning and Principles of Multimedia Learning. The findings reveal that the design of the Children Website resonates with 'Active-processing Assumption', 'Signalling Principle', 'Spatial Contiguity Principle', 'Temporal Contiguity Principle', 'Split-attention Principle', and 'Voice Principle' developed by Mayer. The teachers generally believe that showing "animation", "background narrative" and "subtitle" on the screen at the same time enhances students' learning outcomes. Yet, the findings are not congruent with Mayer's 'Redundancy Principle' and 'Modality Principle'. In addition, in order to increase students' learning motivation, teachers tend to apply Mayer's 'Personalization Principle' while telling a story with the tones which are familiar to students, particularly when the built-in tones of the electronic picture books fail to interest students.