Jorge Arango is offering a course about Information Architecture, and for me, considering it was rather appetizing. So I asked myself how much I already know about that topic. Off the top of my head, here is what I found fundamental in my practice.
- Push vs. pull
- Link ‘gender’ (down vs. across)
- Customer vs. provider view
- Addresses vs. labels
- Click-haters vs. scroll-haters
- Search vs. browse
- Categories vs. tags
- Teaser vs. summary
- Bold vs. italic
1. Push vs. Pull
As information providers, we must be honest with ourselves and be clear about what is the predominant reason for posting some information: do we want a mature customer or reader to pick what they desire to know, or do we want to ‘sell’ them some bargain, or evangelism, or shop-warmer, or a breaking warning?
2. Link ‘gender’
For each link on every page, we must always be aware whether the link is a hierarchical one within a classification tree, or a cross-reference/ shortcut/ “see also” link. The difference is as fundamental as distinguishing a bearing wall from a divider wall — in the building architecture comparison that @jarango uses to explain IA.
3. Customer vs. provider view
As the first webmaster of my university, I tried to explain to the various units who wanted a web presence that they are the ‘decorators’ of the ‘shop window’, with a different access from behind, and with different interests and concepts. But today, many sites just replicate their internal organization and ignore that customers have different terms in mind.
4. Addresses vs. labels
From the provider’s view, addresses (URLs) looking like file and folder names are great and make administering easy, but the labels to be clicked deserve some more thought.
I think Postel’s law can be fruitfully applied also to labeling taxonomy: “be conservative in what you send, be liberal in what you accept”. I.e.: use consistent exact labels, but offer plenty of additional variants in alphabetic keyword listings for redirecting. (BTW, please repeat the letter springboard often enough, such that I don’t have to resort to CTRL + F when I want to avoid typing into your search box!)
5. Click-haters vs. scroll-haters
As you might have guessed from my last sentence, I’m a scroll-hater. But the point is: there will always be different types of preferences, and we should never ever try to infer some optimum from our own taste, nor from painstaking user interviews. Click-haters are often the loudest, and accordingly, many UIs overrate hovering and typing.
6. Search vs. browse
This distinction is not only about individual preferences and styles, but also depending on the occasion for one’s visit, and even on a much more fundamental difference: seeking a narrow response or a wider context, looking up a known item or recognizing it only when seeing it.
7. Categories vs. tags
Sometimes, ‘category’ just means that it can be nested while tags can not (e.g. in WordPress), but other times, categories are used as ‘Mutually Exclusive, Collectively Exhaustive (MECE)’, while tags mean that items may have multiple, optional tags. For browsing (6.) in a wide, hierarchical (2.) context, the MECE categories seem to be more appropriate, but for liberal acceptance (4.) of user questions, tags may be more promising.
Unlike the old, browseable card catalogs, digital classification systems offer much more flexible browsing, for example, permutation of index-words, such as swapping of place and time (and person and topic and form) descriptor keywords. Such ‘faceted classification’ is a fascinating alternative to typing into a search box.
8. Teaser vs. summary
Between headline and full-text, there is often a medium-sized ‘description’ or ‘lead-text’ possible. If the user is supposed to stay in their ‘learned helplessness’ (minority) and to earn us clicks, we won’t tell them too much about the full text and offer just a teaser. Otherwise, when we value their time and independence, we might provide a summary or even craft a manual ‘excerpt’, e.g. in WordPress. But mostly, the shorter description is derived just by truncating the long form, which mostly amounts to a teasing click-bait, since the beginning is seldom pregnant. So, the choice is more or less the above question of push or pull (1.).
A related problem is often just negligence: many pages don’t have an HTML ‘title’, which Mac users don’t seem to notice, but users who appreciate a caption on their window or on the taskbar or on a bookmark in their folders, will sadly miss this information type.
9. Bold vs. italic
It is funny that I have never read a plausible advice when to use which of them. They are just seen as different types, or maybe degrees, of highlighting. IMHO, the choice is a bit related to push and pull: Bold is an eye-catcher that helps to quickly find a spot on a page, for intentional, self-directed picking (‘pull’). By contrast, italic is narrower and forces the reader to slowdown, and suggests to stress a word, or directs our attention to a different mode of any kind (quotation, or meta, whatever), i.e., more ‘push’.
Does the text markup belong to literacy or to the arts — probably both camps point to one other. Similarly, I don’t really know what’s the difference between Information Architecture (that can be compared to building architecture which, over here, counts as art), and the other discipline that corresponds to construction engineering (if there is such a discipline, which might have a few simple rules that would rule out the many stupid errors that we encounter each day in our user experience). But I am just a layperson, and maybe my above rules cannot be counted as art, i.e. not as architecture, but just as engineering?