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I’m fascinated by how much we are influenced by the media and
indeed how much they make us think we are in control of our own
decisions. Are we really in control though? I’m not so sure because
despite being a media savvy species, there are subliminal forces at
work affecting our moods, buying habits and emotions.
The layout of a supermarket can cause us to leave with bags of
goodies we didn’t need. The colour of a hospital wall can stop us
from feeling agitated in a stressful environment. A simple icon or
sign can quickly tell us if we can proceed or not. The structure of a
sentence and words used can convey a mood or tone to us. A logo
can reinforce the values of the company it represents.
As we are continually exposed to the hidden messages within
the media, we become adept at receiving these messages and the
more we are exposed to them the more capable we are at reading
them. It’s like a continuous circle of exposure, ability to process,
exposure, and ability to process etc. This happens to the point
where we digest the messages without thinking and that’s the
fascinating part, how much of the final story are we ‘reading’
subconsciously? A lot.
This happens on the web of course or else this book wouldn’t
exist. All of the elements of design communicate to us, either
literally through words and images or on a more invisible level.
This book is the focus of the latter elements, the invisible ones.
Colours, brands, tone of voice, icons, typefaces, they all reveal
more of the story and if given the consideration they deserve they
will contribute to a more fulfilling user experience for the target
audience.
That’s a lot of buzz words for one introduction. Let’s get on
with it and find out how to make the invisible visible.
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