Bear Brook

“If we cannot survive all the information that we’re going to develop, we’re in real trouble. No one is going to stop creating information.” —Brain Lamb, C-Span

Just in case you haven't noticed, there's been an explosion of information available online. The internet has created a global community that transcends barriers of wealth, class, ethnicity, age, and geography. It has democratized how individuals receive and share information. People who share interests can easily share information. Families separated by distance now communicate regularly. Contrary to fears of isolation and a mechanized humanity, the internet has expanded our sense of community and created a new paradigm for human interaction and the dissemination of information.

Information architecture is a design philosophy where complex information is transformed into efficient and effective communications. It’s the process of applying visual aesthetics in combination with an understanding of how people perceive information. It is architecture in the sense of layout and structure of information. In the 21st century and the age of information overload, it’s a vital component for every business as they position themselves and fight for a piece of real estate in the minds of consumers.

Information was once sought and treasured. With the constant barrage of information that we are exposed to today, it’s become more like crabgrass, something we want to keep at bay. Information architects help humans navigate the path they take to understanding. Their goal is to make information meaningful, understandable, and visually compelling.

Communicating in the Age of Information Overload

Information architecture is a complex term for answering basic human needs. It’s about anticipating what your audience needs and designing the optimum experience for them. It’s about bringing clarity and understanding to the overload of information in global marketplace. Businesses that understand and practice information architecture will have a distinct advantage over their competitors.

Here are some effective approaches to use in company’s communications:

• Information is not enough. Releasing large amounts of information to your market or audience is meaningless. It’s wasted effort and has a numbing effect. Content is king, but the quality of the content determines if it makes it to the top.
• Organization is as critical as content. Consumers choose how they receive information; you can’t force them on the path you would like them to take. Creating an experience that lets them find and choose information easily is as important as the content.
• Integrate to Operate. In today’s marketplace, capturing, streamlining, and repurposing content is the primary goal in business communications. More information has no value unless it’s unique and new. Successful businesses reach their audience through integrated marketing—carefully crafting their strategy to deliver the same message across multiple points of contact.