Graphics Reference
In-Depth Information
If done correctly, information design can modify people's behaviour. In an age when
we are all concerned about the amount of energy we consume, simple graphics such
as that of an energy-efficiency chart allow a user to judge a rating immediately.
In 2009 Robert Cialdini, a social psychologist at Arizona State University, conducted
a study in conjunction with the Sacramento Municipal Utility District. 35,000 ran-
domly selected homes were chosen to receive a new style of utility statement. These
rated consumers on their energy use by comparing them to their neighbours. Con-
sumers received two smiley faces for very efficient energy use, one smiley face for
good, and frowns for using too much energy.
After a six-month period, Cialdini found that the customers who received the person-
alized statement reduced their energy use by 2 per cent more than those who received
the standard statements.
Interactive information design
The computer and the internet have revolutionized how we receive and interact with
data. Interactive information design requires a very different approach than print.
Since the user is active in making choices, those choices need to be considered and
presented. It is not a case of presenting a static image on screen. The user needs to be
involved or immersed in the information. This often involves filtering data to show
particular facts, figures or statistics. The user selects the criteria by which the data
or information is measured or compared. The navigation of this information is very
important: the options available have to be clear and should lead to some meaningful
resolution.
Think about the interface of your cable or terrestrial TV supplier. The choice of pro-
gramming has to be presented clearly. What is showing at the moment? What will be
next? Can I set a reminder to watch a transmission? How do I record a particular pro-
gramme at a certain time? Decisions have to be made by the user. There should be no
ambiguity or uncertainty as to the on-screen navigation and instructions.
Since information is divorced from the page, the designer can employ sound and
moving images as part of the experience. The user is no longer passive. Paul Farring-
ton of Studio Tonne in the UK has created website interfaces for numerous clients,
including the navigational interface for record label 4AD's e-commerce site. The nav-
igational tool had to enable the user to search quickly through the label's 25-year back
catalogue as well as searching via artist. The decisions made on the tool took the user
to specific pages within the site.
