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Information overload
What’s this?
IDmag1 - information overload
PRODUCER:
“We want to sell 7000 DytBot-
IDmag is about design of communication, media, figures(TM) from The Figure-
customer service, trends in society and things Company during 01/03-11 til
like that - things I philosophize about when i’m - 04/05-11 with 18%+ profit,
not helping customers in creating universes. On offering up to 3% rebate for
a daily basis I am a communications nerd, whose customers signing up for the
greatest pleasure is to search for patterns in the CustomerCLub (tm), so we can
world around me. send ads to them.
THE DICTIONARY
divided into A) those that has found it by curiousity
- they are interested in an easy-understandable
1) If You only have one target audience - though Communikation which transmitter finds relevant. Monologue. Featureism.
this is rare - You should communicate focused to Frofession narcisism. Opposite of “recipient focusing”.
and entertaining communication, B) those that
it. Know it intimately, communicate to, and with,
weer looking for information on marketing - they
it as directly as possible, but in as many ways and PROFESSION NARCISISM
want a practical guideline in using the theories,
through as many media as possible. If You have Unneccesary use of professional or technical terms, brand names or product series instead of
and C) recipients that are media- and communi-
several target audiences, You should create an situations of use or product types. A result of transmitter focus. See example on page 2
cation theorists - they desire a scientifically valid
communication. In this case, the recipient’s age information tunnel for each of them.
Featureism
or daily-life is of no or little importance, only their
Transmitter has many messages for many target audiences at once. Recipient has many
intention for reading this: whether they are be- 2) Target audiences don’t think of themsel- simultaneous choices. Transmitter focused because transmitter disregards the recipient’s
longing to A, B or C, My claim is that Whatever we ves as a socio- or demographically divided preferences. Not same as “featurism” (note spelling)
do, we are not sociologically founded, we are in- segment - but strive to schieve certain things, Opposite of “Focused Information”
tentionally founded. Key to reaching a recipient have aspirations and goals. They are intention
is not knowing her age, but what she wants to do. oriented: either curious towards a certain product Focused Information
or message, seriously interested, or even negative. Transmitter has few messages for few target audiences at once. Recipient has few simultan
As You see, this PDF is not an example of infor- Either they seek inspiration, are searching eous choices. Recipient focused because transmitter lets himself be directed by the reci
mation tunnels or focused information. (but for something specific or desire to offer so- pient’s preferences. Opposite of “Featureism”.
rather one of featureism!) But this PDF would mething. Either they have no knowledge of
have been so, if I had made three of them, each Your business, a bit of knowledge of Your busi- Emotional FUnnel
catering to the desires of each of the recipient ness but none of You, or maybe they have an Theory for en-/decoding information. 1) recipient is at first very critical, needing only little
groups. intimate knowledge of You and Your business. information - the longer time spent, the less critical she becomes and the more information
Create Your information tunnels accordingly. she needs. 2) Recipient argues her choices rationally, but actually acts on emotions. All this
On page 4 to the bottom right, You’ll see a danish
means that one should design so emotions are envoked first. See the model on page 3.
example of focused communication. On the front
page of ”www.tag-eksperten.dk” there’s a large 3) Information should be organized according to
Information overload
picture of a craftsman on a roof, and the explicit the Emotional Funnel - See page 3: first the most
Condition in recipient, created by transmitter communicating too much information which is
text: ”we lay new tile roofs for home owners on elementary information, later the thorough in-
irrelevant to the recipient, who reacts by shutting off.
Sealand) - specific offer, thorough consultation, a formation. First the exciting introduction, later
new roof in a league of it’s own, delivered in only the important details. First evoke emotions, then
Information tunnel
four weeks” In this way the company’s business, rationalize.
A certain amount of information, or part hereof, that is designed for a specific target audience
mission, geographic reach and terms of trade are
and/or expressed in a way that best appeals to it. Transmitter has at least one information
all precisely defined in words and pictures. At the 4) Focused information presents only four options tunnel. See example on page 3
bottom there are 3 boxes which might seem like at a time - few people can cope with more than
features, but in reality are information tunnels: that. See the graphics at the top of page 2. RECIPIENT FOCUSING
”Choose tiles”, ”Calculate price of a new roof” and
Communikation that recipient finds relevant. Dialogue. Focused information.
”8 tips on roof renovating”. Thus exists an en-
trance for those most interested in the looks of
5) Avoid transmitter focus and profession narcis- Opposite of “transmitter focusing”.
sism, but consider the users needs. Transmitters
Connect people
The end
Cross roads between IRL and cyberlife, such as
dating-websites, semi-voyeuristic confession
sites such as PostSecret and OneSentence, or
You’ve now reached the end of my introduction
the forums, are tools that brings us closer to-
to information overload, and a couple of my tools
gether.
and advice on how to avoid it. The rest merely
Case: webcams, PostSecret, OneSentence,
requires You to use Your critical sense, a little
Yahoo Answers
imagination and some courage.
Good Luck!
Mikkel