Information Anxiety 2
Richard S. Wurman
Que; 2nd edition (December 28, 2000)
What do escalators, bananas, bathroom stalls, and chair backs at movie theatres have in common? They are all new Media for marketing.
Advertising-Communicating
Communicating is that people engage in to share understanding and meaning. Advertising is all about consistent messaging and the key is not to have technology for technology's sake, but to create something that consistently delivers information to your audience.
I think consistency of advertising help brands to reinforce their image to audience again and again. So how do you reinforce the information to the audience? Well, it reminds me of my teacher training skills in college.
1. Creating interest. It's like teaching kids that you have to grab their attention first. Secondly, don't let them get lost on the road to interest. The interest connections can be anything as long as it relates to your theme.
2. Making your own connections first. Connecting unfamiliar ideas to familiar ones, so your audience can understand easily.
3. Remembering what it's like not to know. It means stand on the audience side, especially information they have have no idea what it is about. How to simplify information?
4. Build relationship to your audience. How do you bring people to your website or store? Add value to your information.
Quality check for your information connection
1. Is it useful and relevant?
2. Does it have meaning or is it merely facts?
3. Is it feedback to the customer's question?
4. Does it have the power to change or expand the customer's knowledge?
These notes are suitable for design no matter what design field you are in. In digital age, the simple things become complicated due to the mass exploration of internet. It's important for designers to clearify and simplify the concept to customers and make points.
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