在動態媒體的設計應用上，如何提升動態訊息的傳達性，其實是非常重要且須被重視的課題。動態訊息隸屬於視覺動勢（visual movement）的範疇，所謂動態訊息（dynamic information）設計，泛指對於動態圖文、動態風格呈現、動態符號與象徵、動態設計要素等在傳達過程中被歸納分析與妥善地安排，藉以改變觀者的動機與認知，甚至態度與行為。而視覺動勢（visual Movement），又稱為動態或運動感，泛指任何事物能被人類視網膜所察覺到的動態性、力量性與平衡性。它們普遍存在於各種視覺表現形式與媒體設計當中，尤其是在數位媒體設計上的應用。因此，本研究認為動態訊息設計如果要發揮到極致，就必須要同時考慮「外在的動態表現」與「內在的傳達意義」等兩項要素。經觀察現況，可發現動態訊息所能表現的視覺張力與象徵意義其實是非常強烈的，如果善加運用於動態網頁設計、互動多媒體設計、動態廣告設計等，或許可以造成更強的視覺注目性與記憶性。總而言之，動態訊息的視覺語言其實是充滿多樣性，同時也因為動作風格意象，間接強化了文字或圖像訊息使其象徵意義更充分的傳達給觀者。在研究方法上，本研究導入內容分析法（Content analysis），透過系統性地將動態網頁樣本進行抽樣、分類編目與信度與效度分析，並將質化性的動態網頁之設計內容（設計元素與設計手法）先行編碼，再轉為量化的相關數據，最後針對動態網頁進行資料統計與分析。研究目的：（1）探討動態網頁在視覺風格呈現上之審美性調查與資料分析方法。（2）探求動態網頁的審美性因子與設計內容分析，找到影響視覺風格呈現的相關設計手法。（3）最後提出動態網頁在設計實務與設計教學上之相關建議。

On application of visual movement, this research is found if dynamic information design has been developed to the best, two necessary factors - ＂external movement performance＂ and ＂internal communication meaning＂ must be simultaneously considered. It could be understood that the performance of visual tension and imagination space by analyzing dynamic information design is actually very strong. If better applying the dynamic information to communication design such as Dynamic web design, interactive multimedia design and dynamic advertising design etc., more powerful visual attention and memory may be generated. Visual Movement is also called as moving state or motion feeling, i.e. widely meaning moving state, power and balance of anything or anyone that could be observed by human retina. Most of the dynamic information has to be presented in the application of media design, many designer seeking for visual performance on design almost have relation with visual movement. Therefore, if the related principle of visual movement could be concretely defined, it may benefit the precision of media Design. In order to probe into the relationship between dynamic website as well as design content of aesthetic factors, this research applied relative content analysis methods and data analysis. The purpose of this research: (1) To investigate aesthetics of visual style and its data analysis methods on the dynamic website. (2) To examine the influence of aesthetic factors and design content analysis of dynamic website. (3) To propose recommendations towards dynamic website design.