Information Design Basics

Introduction
What is Information Design? The answer to this question can vary depending on the source. One concept all definitions have in common is the goal of clarity for the user or audience. Here are three definitions of Information Design from leading Technical Communication scholars.

"Information design is the art and science of integrating writing and design so that people can use content in ways that suit their personal goals." Karen Schriver

"(1) It is the overall process of developing a successful document--(2) It is the way the information is presented on the page or screen (that means layout, typography, color, and so forth)." Ginny Redish

"Information design can be hard to define because it is an interdisciplinary approach which combines skills in graphic design, writing and editing, illustration, and human factors. Information designers work to combine skills in these fields to make complex information easier to understand." Saul Carliner

Origins
Information design can trace its origins back as long as pictures have been used to support stories6. However, more recently it can be attributed to the plain language movement of the 1960's. This movement began when several insurance customers realized they weren't insured due to not being able to read or understand the fine print of their policies.

In the 1970's insurance policies began a standard of being written at a 7th grade reading level. In 1977, President Carter made an executive order that all government documents be written in plain language. This executive order led to the development of the Guidelines for Document Design by the American Institute for Research and Carnegie Melon University. As online technology has increased since the 1980's, so has the field of technical communication. It is said that the volume that content users need to read and understand doubles every year. With such overload of content, it is important that technical communicators be able to use text and visuals to help users understand documents as well as remember them.

== Key Terms In Information Design ==

DESIGN PRINCIPLES
Design principles are based on pattern, form, and organization. Three basic design principles used in information design are grouping, contrast, and repetition.

GROUPING
Grouping helps organize information and improve usability. Information can be grouped by proximity, similarity, and/or alignment

CONTRAST
Contrast helps set items apart. Using different text sizes or color can create contrast.

REPETITION
Repetition creates consistency and predictability throughout a document. Repetition can occur in headings, bulleted lists, etc.

TYPOGRAPHY
Typography is the style and arrangement of type on a page. A typeface is a style or font and should be chosen for its legibility. User needs and the distance from which the user will be reading a document should help decide type size.

PAGE DESIGN ELEMENTS
Page design elements show organization in a document and can provide emphasis on key information. The proper use of design elements helps users understand the purpose and content of a document. Important design elements include justification, headings, headers and footers, lists, columns, white space, and color.

VISUALS
Visuals are noticed by users before text. Common types of visuals in information design are photos, drawings, charts, icons, captions, and rules.

Sample Heuristic
Along with the design principles above, there has been much research into what makes information memorable to users. Eric Sentell's article "Making Memories: Writing and Designing More Memorable Documents" in Technical Communication, researches scientific and psychological aspects of memory. He developed the following heuristic that would enhance usability by eliminating the need to refer back in a document by making a document more relatable to an audiences' collective self-schema. Self-schema are the elements that the audience finds relevant. He states that once an audience or user is established, incorporating the following six strategies into document development will create a document that the user will remember.


 * 1)  Convey practical value
 * 2)  Use contrast, color, and imagery
 * 3)  Tap the familiar
 * 4)  Introduce unexpected elements
 * 5)  Build social currency
 * 6)  Rouse emotion

Additional References

 * 1) Bogieland Information Design and Information Architecture. "Information Design FAQ." bogieland.com. Bogieland. 2004. Web.
 * 2) Kostelnick, Charles. "The Visual Rhetoric of Data Displays: Conundrum of Clarity." IEEE Transaction Professional Communication. Vol: 51 Issue 1 March (2008): 116-130. Print.
 * 3) Sentell, Eric. "Making Memories: Writing and Designing More Memorable Documents." Technical Communication. Vol 63 Number 2 May (2016). 136-153. Print.
 * 1) Sentell, Eric. "Making Memories: Writing and Designing More Memorable Documents." Technical Communication. Vol 63 Number 2 May (2016). 136-153. Print.
 * 1) Sentell, Eric. "Making Memories: Writing and Designing More Memorable Documents." Technical Communication. Vol 63 Number 2 May (2016). 136-153. Print.

Last Updated 12-5-17 SJ