talk at sign 09 in vienna 2009. orientation by context, not by text. we do not read, we guess. so position of a sign is mostly even more important than the written text on it.

1. diana frank
orientation by context, not by text
sign09 20091210
orientation by context, not by text by diana frank

2. orientation and context
how does orientation work?
how do signs speak?
spatial relation ↔ information
attraction ↔ information
need ↔ information
don’t make me re-think
sign09 20091210
orientation by context, not by text by diana frank

3. orientation
is a function of the mind involving awareness of three
dimensions: time, place and person. [Berrios G E,1982]
sign09 20091210
orientation by context, not by text by diana frank

4. context
Nothing we use for orientation is free from context.
sign09 20091210
orientation by context, not by text by diana frank

5. text
Can we ”read” signs without reading the written
information on it?
sign09 20091210
orientation by context, not by text by diana frank

6. sign09 20091210
orientation by context, not by text by diana frank
how does orientation work?
– remember learned ways
– looking for obvious ways
– using a map
– following the inner logic of the building or area
– reading signs
– asking people
– trial and error
– following the crowd
– …

7. sign09 20091210
orientation by context, not by text by diana frank
how do signs speak?
– information is always provided in a given context
– so the value of a sign is highly influenced by its context

8. sign09 20091210
orientation by context, not by text by diana frank
next to text
– situation
– position of a sign, spatial information
– kind, form and proportion of a sign
– material and environment contrast
– visibility
– consistency within a system
– self-evident (sign or no sign)
– relevance (need)
– …

9. orientation by context, not by text by diana frank
sign09 20091210

10. orientation by context, not by text by diana frank
signs speak
sign09 20091210

11. orientation by context, not by text by diana frank
… and often confuse
sign09 20091210

12. sign09 20091210
orientation by context, not by text by diana frank
spatial relation ↔ information
– we scan our environment
– we just recognize what we need
– we look for the strongest cue (concerning our demand)
– we follow our interpretations, not signs
– signs are just one part of the big picture

13. sign09 20091210
orientation by context, not by text by diana frank
spatial relation ↔ information
– we scan our environment
– we just recognize what we need
– we look for the strongest cue (concerning our demand)
– we follow our interpretations, not signs
– signs are just one part of the big picture
– interpretation of a situation depends on context
– personal situation (stress, time pressure) is also context

14. outstanding
sign09 20091210
orientation by context, not by text by diana frank

15. framed
sign09 20091210
orientation by context, not by text by diana frank

16. directly related
sign09 20091210
orientation by context, not by text by diana frank

17. directed
sign09 20091210
orientation by context, not by text by diana frank

18. funnel-shaped
sign09 20091210
orientation by context, not by text by diana frank

19. basic spatial realtions
light tower
outstanding
focus
framed
next option
directly related
flow
directing
stations
funnel-shaped
sign09 20091210
orientation by context, not by text by diana frank

20. sign09 20091210
orientation by context, not by text by diana frank
attraction ↔ information
– spatial context beats arrows
– light is a very strong attractor for orientation purpose
– context of signs is often stronger than the text on it

21. sign09 20091210
orientation by context, not by text by diana frank
attraction ↔ information
– spatial context beats arrows
– light is a very strong attractor for orientation purpose
– context of signs is often stronger than the text on it
… better to guide with attractors than signs
… hard to guide with signs “against” strong attractors

22. sign09 20091210
orientation by context, not by text by diana frank

23. sign09 20091210
orientation by context, not by text by diana frank

24. sign09 20091210
orientation by context, not by text by diana frank

25. where to go..?
sign09 20091210
orientation by context, not by text by diana frank

26. sign09 20091210
orientation by context, not by text by diana frank

27. sign09 20091210
orientation by context, not by text by diana frank

28. tokyu hands ?
sign09 20091210
orientation by context, not by text by diana frank

29. sign09 20091210
orientation by context, not by text by diana frank

30. sign09 20091210
orientation by context, not by text by diana frank

31. sign09 20091210
orientation by context, not by text by diana frank
need ↔ information
– users see what they know, what they need
or what they expect
­– other things are frequently not noticed at all

32. sign09 20091210
orientation by context, not by text by diana frank

33. westside
sign09 20091210
orientation by context, not by text by diana frank

34. directions?
sign09 20091210
orientation by context, not by text by diana frank

35. directions?
sign09 20091210
orientation by context, not by text by diana frank

36. nagoya
sign09 20091210
orientation by context, not by text by diana frank

37. sign09 20091210
orientation by context, not by text by diana frank

38. sign09 20091210
orientation by context, not by text by diana frank
orientation and guiding
– is about explicit information
– information by need
– information in time
– how to keep it simple
… and not about re-routing

39. sign09 20091210
orientation by context, not by text by diana frank
don‘t make me re-think
– consistency beats design
– once users have learned a system they are
not willing to re-think
– users do not even notice change of situations,
just when they fail to do what they want to do they
wonder

40. Cappuccino?
sign09 20091210
orientation by context, not by text by diana frank

41. sign09 20091210
orientation by context, not by text by diana frank

42. sign09 20091210
orientation by context, not by text by diana frank

43. more Cappuccino?
sign09 20091210
orientation by context, not by text by diana frank

44. sign09 20091210
orientation by context, not by text by diana frank

45. sign09 20091210
orientation by context, not by text by diana frank

46. sign09 20091210
orientation by context, not by text by diana frank

47. questions?
applications of information Design 20080627
orientation by context, not by text by diana frank

48. thanks!
info@dianafrank.de
applications of information Design 20080627
orientation by context, not by text by diana frank