给文章设计标题犹如给小孩起名字，起得好就很好。起标题没有固定模式，这需要感觉。如果对研究课题和这篇文章具体的立意、特点、研究到达的层次有很清楚的了解，那么设计标题就能设计得很好。可以说，标题是要为文章量体裁衣、度身定做的。好的标题非常specific，能突出文章做了什么，优点在什么地方，强调的要点在什么地方，和其它文章、其它方法的区别在于什么地方。现在我介绍一下我为一些文章（有的是第一作者文章，有的是第二作者文章）度身定做标题的设计思想。可以说，这些都是靠长期的时间悟出来的。

       15.  H.G. Zhu, Z. Ma, J.C. Clark, Z.W. Pan, S.H. Overbury, S. Dai*, Low-Temperature CO Oxidation on Au/Fumed SiO2-based Catalysts Prepared from Au(en)2Cl3 Precursor, Applied Catalysis A: General 326 (2007) 89-99. https://dx.doi.org/10.1016/j.apcata.2007.04.004

       这篇文章讲了Zhu等人用一种不常见的合成方法合成了一种Au/SiO2催化剂，发现其一氧化碳氧化反应的效果比别人用传统制备方法制备出来的催化剂的效果好很多：传统方法几百度才有活性，而新方法在零度以下就有很高的活性。我看好这篇文章，因为这是报道惊人发现，工作极为系统，报道了大量数据。因此，设计标题的时候，我就从这个标题反映出几个specific的信息：

       1) 用了什么催化剂？Au/SiO2
       2) SiO2是什么种类的？Fumed SiO2
       3) 用了什么方法？from Au(en)2Cl3 precursor
       4) 做了什么反应？CO oxidation
       5) 得到什么效果？low-temperature

       这样，就把事情介绍得很清楚。特别是我在这里用了low-temperature CO oxidation字眼，一下子就吸引了审稿人的眼球。因为当谈论Au/SiO2的时候，别人从来不说low-temperature CO oxidation，因为达不到这一点。所以，既然达到了这一点，就要把特点在标题里强调出来！

       16.  Z. Ma, S.H. Overbury, S. Dai*, Au/MxOy/TiO2 Catalysts for CO Oxidation: Promotional Effect of Main-Group, Transition, and Rare-Earth Metal Oxide Additives, Journal of Molecular Catalysis A: Chemical 273 (2007) 186-197. https://dx.doi.org/10.1016/j.molcata.2007.04.007

       这篇文章讲述传统金催化剂是把黄金放在TiO2上，现在我把各种金属氧化物负载在TiO2载体上，再放黄金，结果发现效果有的更好，有的更坏。这篇文章的不足之处是表征不够充分，所以我设计标题不能说“synthesis, characterization, and catalytic performance of xxx catalysts”。相反，这里面要强调的是一种促进作用（promotional effect），并且强调我的工作量很大，探索了大量添加剂。因此，我设计标题就体现了这种思想。

       1) 用了什么催化剂？Au/MxOy/TiO2 catalysts
       2) 什么叫做MxOy？Main-group, transition, and rare-earth metal oxide additives
       3) 做了什么反应？CO oxidation
       4) 得到什么效果？Promotional effect

       17.  Z. Ma, S. Brown, S.H. Overbury, S. Dai*, Au/PO43-/TiO2 and PO43-/Au/TiO2 Catalysts for CO Oxidation: Effect of Synthesis Details on Catalytic Performance, Applied Catalysis A: General 327 (2007) 226-237. https://dx.doi.org/10.1016/j.apcata.2007.05.019

       这篇文章讲的是设计出两种PO43-改性的金催化剂：一种是在TiO2上先放PO43-，再放黄金；另外一种是在TiO2上先放黄金，再放PO43-。然后我做了大量试验比较这两种方法的区别，研究了合成条件对CO氧化效果的影响。这篇文章的不足之处是表征不够充分，所以我设计标题不能说“synthesis, characterization, and catalytic performance of xxx catalysts”。相反，这里面要强调的是两种方法和制备细节对催化效果的影响。因此，我设计标题就体现了这种思想。

       1) 用了什么催化剂？Au/PO43-/TiO2 and PO43-/Au/TiO2 catalysts
       2) 制备顺序的区别？Au/PO43-/TiO2 and PO43-/Au/TiO2 catalysts
       3) 做了什么反应？CO oxidation
       4) 强调的重点？Effect of synthesis details on catalytic performance

       在这里，因为催化效果并不是单一地很好，而是受复杂的多重因素支配，不是用一句话能讲清楚的，所以我才说"Effect of synthesis details on catalytic performance"暗示这种复杂性。这是诚实的做法，正确的做法。反之，如果起标题说"promotional effect of xxx"，那就是断章取义、取镜头了。

       18.  H.G. Zhu, Z. Ma, S.H. Overbury, S. Dai*, Rational Design of Gold Catalysts with Enhanced Thermal Stability: Post Modification of Au/TiO2 by Amorphous SiO2 Decoration, Catalysis Letters 116 (2007) 128-135. https://dx.doi.org/10.1007/s10562-007-9144-3

       这篇文章介绍了Zhu等人在Au/TiO2上盖SiO2，结果发现金颗粒在高温烧了以后，粒子还是比较小，催化活性还是有的。在Introduction部分第一段，我写到我们根据催化剂的特点进行理性设计催化剂提高热稳定性，这当然有点马后炮。于是，在设计标题的时候，我也突出“理性设计”的字眼。

       1) 用了什么催化剂？Post modification of Au/TiO2 by amorphous SiO2 decoration
       2) 用了什么方法？Post modification of Au/TiO2 by amorphous SiO2 decoration
       3) 加了什么添加剂？SiO2 decoration
       4) 添加剂的物理性质？Amorphous
       5) 实验目的？Rational design of gold catalysts with enhanced thermal stability
       6) 强调的要点？Rational design

       我惯用的方法就是主标题加上副标题，这样就更加突出更加清楚了。相反，如果用catalytic CO oxidation over xxx catalysts这样的标题就不好，因为审稿人会问：已经有很多CO oxidation催化剂了，那么为什么要新的xxx catalysts？另外，那样的标题重点不突出，不痛不痒。

       以下，我列举别人文章的好标题！这些标题的作者是一个催化大师，我随便查阅他的文章就能找出一堆好标题来。建议有心的读者分析：每个标题表达了哪几个要点？好在什么地方？这些标题棒极了！非常specific！有的标题（最后几个标题）采取了一种如火纯青、如痴如醉的表现手法：出现了问号，一下子把读者的心抓住了。不过这种带问号的标题一般是大师才能用的，目的是解决一个非常有趣的、悬而未决、大家都关心的问题，并且是非常确凿地解决了这个问题。否则，审稿人就会往死里打。

       Flame-made WO3/TiO2 nanoparticles: Relation between surface acidity, structure and photocatalytic activity
       Applied Catalysis B: Environmental, Volume 79, Issue 1, 21 February 2008, Pages 53-62
       Kranthi K. Akurati, Andri Vital, Jean-Philippe Dellemann, Katarzyna Michalow, Thomas Graule, Davide Ferri, Alfons Baiker

       Flame-synthesized LaCoO3-supported Pd: 1. Structure, thermal stability and reducibility
       Journal of Catalysis, Volume 252, Issue 2, 10 December 2007, Pages 127-136
       Gian Luca Chiarello, Jan-Dierk Grunwaldt, Davide Ferri, Frank Krumeich, Cesare Oliva, Lucio Forni, Alfons Baiker

       Flame-synthesized LaCoO3-supported Pd: 2. Catalytic behavior in the reduction of NO by H2 under lean conditions
       Journal of Catalysis, Volume 252, Issue 2, 10 December 2007, Pages 137-147
       Gian Luca Chiarello, Davide Ferri, Jan-Dierk Grunwaldt, Lucio Forni, Alfons Baiker

       Gold supported on Cu–Mg–Al and Cu–Ce mixed oxides: An in situ XANES study on the state of Au during aerobic alcohol oxidation
       Journal of Catalysis, Volume 250, Issue 2, 10 September 2007, Pages 313-323
       Peter Haider, Jan-Dierk Grunwaldt, Ruth Seidel, Alfons Baiker

       Gold supported on Cu–Mg–Al-mixed oxides: Strong enhancement of activity in aerobic alcohol oxidation by concerted effect of copper and magnesium
       Journal of Catalysis, Volume 248, Issue 2, 10 June 2007, Pages 175-187
       Peter Haider, Alfons Baiker

       Combination of flame synthesis and high-throughput experimentation: The preparation of alumina-supported noble metal particles and their application in the partial oxidation of methane
       Applied Catalysis A: General, Volume 316, Issue 2, 10 January 2007, Pages 226-239
       Stefan Hannemann, Jan-Dierk Grunwaldt, Peter Lienemann, Detlef Günther, Frank Krumeich, Sotiris E. Pratsinis, Alfons Baiker

       Flame-derived Pt/Ba/CexZr1−xO2: Influence of support on thermal deterioration and behavior as NOx storage-reduction catalysts
       Journal of Catalysis, Volume 243, Issue 2, 25 October 2006, Pages 229-238
       Reto Strobel, Frank Krumeich, Sotiris E. Pratsinis, Alfons Baiker

       Steric and electronic effects in enantioselective hydrogenation of ketones on platinum modified by cinchonidine: Directing effect of the trifluoromethyl group
       Journal of Catalysis, Volume 240, Issue 2, 10 June 2006, Pages 203-212
       Angelo Vargas, Fatos Hoxha, Norberto Bonalumi, Tamas Mallat, Alfons Baiker

       Chiral Modification of Rh and Pt Surfaces: Effect of Rotational Flexibility of Cinchona-Type Modifiers on Their Adsorption Behavior
       Schmidt, E.; Ferri, D.; Vargas, A.; Baiker, A.
       J. Phys. Chem. C.; (Article); 2008; 112(10); 3866-3874.

       Pt and Pt/Al2O3 Thin Films for Investigation of Catalytic Solid-Liquid Interfaces by ATR-IR Spectroscopy: CO Adsorption, H2-Induced Reconstruction and Surface-Enhanced Absorption
       Ferri, D.; Burgi, T; Baiker, A.
       J. Phys. Chem. B.; (Article); 2001; 105(16); 3187-3195.  DOI: 10.1021/jp002268i

       Why are α-hydroxycarboxylic acids poor chiral modifiers for Pt in the hydrogenation of ketones?
       Journal of Catalysis, Volume 237, Issue 2, 25 January 2006, Pages 230-236
       Mihaela Maris, Davide Ferri, Lucia Königsmann, Tamas Mallat, Alfons Baiker

       Zwitterion formation: a feasible mechanism for the Pt-catalyzed enantioselective hydrogenation of ketones?
       Journal of Catalysis, Volume 234, Issue 1, 15 August 2005, Pages 242-246
       Elisabeth Orglmeister, Tamas Mallat, Alfons Baiker

       Conformational rigidity: a necessary prerequisite of chiral modifiers used in heterogeneous enantioselective catalysis?
       Journal of Catalysis, Volume 232, Issue 1, 15 May 2005, Pages 137-142
       Elisabeth Orglmeister, Thomas Bürgi, Tamas Mallat, Alfons Baiker

       Enantioselective hydrogenation of aromatic ketones over cinchona-modified rhodium: a new opportunity?
       Journal of Catalysis, Volume 230, Issue 2, 10 March 2005, Pages 499-506
       Otmar J. Sonderegger, Gabriel M.-W. Ho, Thomas Bürgi, Alfons Baiker

       Formylation with supercritical carbon dioxide over Ru/Al2O3 modified by phosphines: heterogeneous or homogeneous catalysis?
       Journal of Catalysis, Volume 229, Issue 1, 1 January 2005, Pages 144-153
       Markus Rohr, Jan-Dierk Grunwaldt, Alfons Baiker

       Oxidic or Metallic Palladium: Which Is the Active Phase in Pd-Catalyzed Aerobic Alcohol Oxidation?
       Grunwaldt, J.-D.; Caravati, M.; Baiker, A.
       J. Phys. Chem. B.; (Letter); 2006; 110(51); 25586-25589.

       Supercritical Carbon Dioxide: An Inert Solvent for Catalytic Hydrogenation?
       Burgener, M.; Ferri, D.; Grunwaldt, J.-D.; Mallat, T.; Baiker, A.
       J. Phys. Chem. B.; (Article); 2005; 109(35); 16794-16800.