Design Concepts

Even providing a simple service or selling a basic product can become a complex operation. Just to buy a product often requires a certain level of understanding on the part of the client or customer. A motorist needs to know how to use a gas pump in order to purchase gas from a self service station, a person must be able to punch in the correct digits and enter the right amount of change into a snack machine, and a shopper must understand how to mail in an order from a catalog.

It becomes critical to communicate to customers the process in which they will acquire a business service or product as well as convince them of the quality, reliability, and credentials of the company. Good information design is necessary to do this effectively.

Communication requires both a source of information and a medium in which to transfer that information. Design is the art of representing information within the constraints of a given medium. Good design communicates complex ideas with clarity, accuracy, and efficiency, a principle that applies no matter what the medium, traditional or high-tech.

The Internet, a multimedia medium, generally represents information in four basic ways, (1) a diagram, table, or map, where users can find the information they need quickly and easily, (2) an information graphic, explanation, or step by step manual, where users are instructed as to how to do, or use something or an object or action is described (3) an interface, where something can be done directly. An interface is both a means of interaction and communication but it also instructs the user on how something can be done. (4) as identification, as a logo, or color scheme. With good design, these basic ways of communicating information can express just about anything, however complex or subtle the message.

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