IDmag 01

Information overload
What’s this?
IDmag1 - information overload
IDmag is about design of communication, media,
customer service, trends in society and things
like that - things I philosophize about when i’m
not helping customers in creating universes. On
a daily basis I am a communications nerd, whose
greatest pleasure is to search for patterns in the
world around me.
Because I am a curious (and impatient) human
being, the thoughts on these pages are sort of a
pop-semi-scientific-theoretical-praktical-none-
or-the-other-litterature. Maybe it’s a contribution
to scientific research? Maybe it’s an inspiration to
You that work in PR, webdesign, sociology, commu-
nication or something else? Maybe it’s merely a
reinventing of the wheel and worth nothing?
At least it’s a little piece of me, and if You can use
it for anything, it’s Yours!
Love
Mikkel
TERMS OF USE:
You are more than welcome to copy, file share,
link to, give-away, share and distribute this PDF -
if You do it for free and don’t change it in any way.
However, You may not print and sell it as a book.
If You use it for something, or quote from it, I ask
that You mention my name and put a link to me
(email or www) and send me a note about it, or a
copy of what you’ve used it for. Just because i’m
curious.
All thoughts, concepts, texts, graphics, layout,
editing, (poor) translating, distributing and cof-
fee drinking by Mikkel.
www.desig​n​afmikkel.dk/english.htm
mikkel@desig​nafmikkel.dk
Information overload
In our everyday life we are bombarded with in-
formation: advertisements in the mail box, fast
paced TV, interviews never lasting more than 3
minutes, signs and symbols everywhere we go, in-
ternet pages, chat sessions, offers to buy this or to
do that, and lots of other stuff. We are overloaded
with information: the more input, the more we
shut off and become cynical. But ad-people,
designers and producers respond by feeding us
MORE information!
The reason is that we / they rest in a 300 year old
mindset, established and maintained by news­
papers: that as much information as possible
should be conveyed in as little space as possible.
On this page You can see a section of a ”paper”-
paper(!) anno 1829, and an internet-paper anno
2008 - a world of difference, and yet no signifi-
cant difference. The latin word omnibus means​
”everything for everybody” and that old newspa-
per doctrine shows as a desire to impress through
a diversity of features mixed in a big bowl of con-
fusion. The intention is to show the most pro-
ducts and information, so that each one has an
”scatter-gun”-ish opportunity to reach a target
audience: ”Look how exiting I am, here You won’t
be bored” - see a few examples on page 4. The
focusing on features results in everything being
emphasized - and therefore that nothing really is!
I call it featureism.
Featureism is a statement of what the transmit-
ter wants to sell, it’s not a guide for the recipient
to find what she wants. Featureism is not in-
formation, it’s desperation. Featureism is to go
against the way humans naturally interprets our
surroundings. Featureism is bad communication
- and the result is information overload. But there
is another way...
Focused information
All communication is basically about saying the
right thing to the right one at the right time in the
right way. The easiest thing in this equation is the
external part, finding the target audience, while the
hard thing is to handle the internal part: the trans-
mitter: ”me”, ”myself”, ”I”, ”we”, ”us”. The hard part
PRODUCER:
“We want to sell 7000 DytBot-
figures(TM) from The Figure-
Company during 01/03-11 til
- 04/05-11 with 18%+ profit,
offering up to 3% rebate for
customers signing up for the
CustomerCLub (tm), so we can
send ads to them.
CUSTOMER:
“I also want that robot that
can turn it’s arms around and
shoots arrows. But I can’t see
it here on the website, and
there’s too much text and
numbers. What happens if I
click something random...no,
that doesn’t work. I try with
typing “red robot that shoots
arows” into the search field....
no that didn’t work either -
bummer.”
NGO:
“Is the DytBot Figure pro-
duced without toxic chemi-
cals? Under suitable working
conditions? Is is safe for chil-
dren under 3 years? What’s
the producers environmen-
tal values and financial sta-
tus? I don’t need those fancy
pictures and getting rebates
stuffed in my face.”
is to shut up. The result, however, is transmitter
focus, instead of recipient focus, the result is lost
attention and lost market shares.
I know how hard it is, as a transmitter, to focus on
the recipient and how easy it is to think of one-
self. Besides philosophizing on media, commu-
nication and technology, I also (once in a while)
design websites. I know the feeling of wanting
to sell websites but ALSO sell my ideas (You’re
reading some of them now) - because I love both
so much and would hate to prioritize between
them. My brain knows that it’s best to split the
two areas, but my heart would rather not let go
- and the result is that I send mixed signals of
who I am and what I do. My customers also know
how hard it is to limit oneself - when I create their
 Emotional Funnel - theory for en-/decoding information
sites, the hard part isn’t to convince them to try
a radical design-idea of mine, but rather to con-
vince them to limit themselves in terms of con-
tent. They respond in a slightly desperate tone:
”..but Mikkel, I also do this and that - those things Time Action Thought Reason
must be included!” 1 Squints ”Do I feel comfortable in experiencing X?” Pleasure = safety
2 Searches for references ”Do I recognize X or part of X?” Identification = safety
But the customer is NOT always right - and the
3 Focuses on references ”Can I act in relation to, or control X?” Control = safety
brochures and websites of even big and famous
companies cannot be used as an ideal of well de- 4 Processes understanding ”Can I extract information from X?” Information = gain
signed communication - to the contrary! The big- 5 Focuses on target goal ”Can I use X for anything?” Transaction = gain
ger the company is, the worse it’s communication 6 Objects ”Do I get costs or are there riscs related to X?” Possibility of betrayal = safety
usually is - simply because it isn’t capable of ad-
ministering and conveying all the information. = The size of our critical attitude - first we are very critical, later only very little critical.
You can see a few examples on next page.
= The amount of information we desire - first only little information is desired, later we desire much.
Information tunnels
Focused information often use what I call in- Time is not linear, from 1 to 2 may be a few seconds, from 5 to 6 may be several minutes or more.
formation tunnels. On page 2, in the blue co-
lumn to the right, You can see a simple example Good communication is to say the right thing, in the right way, at the right time. You can create good communication by adhering to the principles
of parties having very different expectati- that we humans read read out suroundings by, whether it’s other people, texts, objects, or something else - let’s call it X.
ons of a product or a piece of communication.
Communication is focused when it’s precisely Early in the meeting we are critical, and will in a few seconds judge whether to spend more time on X. That’s why very few negative emotions need
adjusted to a certain group of recipients. When arise, before we cut off the contact. The longer we maintain the contact, the less critical we become - small errors are forgiven if the collected
a transmitter adjusts a certain message to
experience is pleasant. This principle is seen in above.
several groups of recipients, and allow the
individuel recipient to choose which group she
Early in the meeting, our need for rational information is little, First we need to feel comfortable in the experience of X - this is what determines
belongs to, the transmitter has created an infor-
whether one speneds more time on X. The longer time we maintain contact, the greater is our need for rational information. This principle is seen
mation tunnel. See the example below, where a
text is published through 3 information tunnels. in above.
Using information tunnels effectively, means
that one can divide all recipients in groups - but The lesson of the Emotional Funnel is that good communication is first experienced as pleasant, and is lacking information. Later it must be thor-
these doesn’t have to be socio- or demographi- ough, rich on information and may feel less pleasent. All 6 steps must cumululatively be passed before a successful transaction/interaction with X
cally based. I believe that dividing people by age takes place: buying a product, reading a text, a flirt, a conversation, listening to piece of music, etc.
or income, or voting pattern, is less important. It’s
why they interact with You, their intention, that I call the model the Emotional Funnel, because all actions are argued as being rational, but really are controlled by emotions: see the column “rea-
counts! son” above right, showing how we seek A) gain and B) safety (through wellbeing, identification, control, etc)

Information tunnels - individualized information

general
information
abcd “Xphone is an effortless experience! It automatically makes sure that Your photos and movies always
shows in the right format, and it softly turns down the volume when Your friends call. It automatically
individualized
information
(information tunnels)
abcd ABCD Abcd adjusts the screen, so You always get the best experience from Your XPhone, wherever You are.”
“Xphone has built-in distance sensor, that saves power and eliminates inputs of error, by shutting off the touch screen in calls. An accelerometer detects the
Xphone’s angle on 3 axis and adjusts the touch screen and user interface dimensions accordingly. A light-meter detects surrounding ambience and adjusts bright-
individual ness of the screen and monitor.”
recipient “Xphone uses advanced technologies, that saves energies, prolongs the battery life and provides You with a better experience. Xphone auto-
matically turns Your pictures the correct way, turns down the volume when You recieve a call, and automatically adjusts the screen, depending
alice BENNY Carl on where You are located.”
(note: The above example is exagerated on purpose, in terms of colors and fonts - as well as quite fictional. As You can see, it is one text, shaped with three
different audiences in mind).
 To illustrate: all recipients of this very PDF can be Practical advice TRANSMITTER FOCUSING

divided into A) those that has found it by curiousity
- they are interested in an easy-understandable
and entertaining communication, B) those that
weer looking for information on mar­keting - they
want a practical guideline in using the theories,
and C) recipients that are media- and communi-
cation theorists - they desire a scientifically valid
communication. In this case, the recipient’s age
or daily-life is of no or little importance, only their
intention for reading this: whether they are be-
longing to A, B or C, My claim is that Whatever we
do, we are not sociologically founded, we are in-
tentionally founded. Key to reaching a recipient
is not knowing her age, but what she wants to do.
As You see, this PDF is not an example of infor-
mation tunnels or focused information. (but
rather one of featureism!) But this PDF would
have been so, if I had made three of them, each
catering to the desires of each of the recipient
groups.
On page 4 to the bottom right, You’ll see a danish
example of focused communication. On the front
page of ”www.tag-​eksperten.dk” there’s a large
picture of a craftsman on a roof, and the explicit
text: ”we lay new tile roofs for home owners on
Sealand) - specific offer, thorough consultation, a
new roof in a league of it’s own, delivered in only
four weeks” In this way the company’s business,
mission, geographic reach and terms of trade are
all precisely defined in words and pictures. At the
bottom there are 3 boxes which might seem like
features, but in reality are information tunnels:
”Choose tiles”, ”Calculate price of a new roof” and
”8 tips on roof renovating”. Thus exists an en-
trance for those most interested in the looks of
THE DICTIONARY
1) If You only have one target audience - though
this is rare - You should communicate focused to
it. Know it intimately, communicate to, and with,
it as directly as possible, but in as many ways and
through as many media as possible. If You have
several target audiences, You should create an
information tunnel for each of them.
2) Target audiences don’t think of themsel-
ves as a socio- or demographically divided
segment - but strive to schieve certain things,
have aspirations and goals. They are intention
oriented: either curious towards a certain product
or message, seriously interested, or even negative.
Either they seek inspiration, are searching
for something specific or desire to offer so-
mething. Either they have no knowledge of
Your business, a bit of knowledge of Your busi-
ness but none of You, or maybe they have an
intimate knowledge of You and Your business.
Create Your information tunnels accordingly.
3) Information should be organized according to
the Emotional Funnel - See page 3: first the most
elementary information, later the thorough in-
formation. First the exciting introduction, later
the important details. First evoke emotions, then
rationalize.
4) Focused information presents only four options
at a time - few people can cope with more than
that. See the graphics at the top of page 2.
5) Avoid transmitter focus and profession narcis-
sism, but consider the users needs. Transmitters
Communikation which transmitter finds relevant. Monologue. Featureism.
Frofession narcisism. Opposite of “recipient focusing”.
PROFESSION NARCISISM
Unneccesary use of professional or technical terms, brand names or product series instead of
situations of use or product types. A result of transmitter focus. See example on page 2
Featureism
Transmitter has many messages for many target audiences at once. Recipient has many
simultaneous choices. Transmitter focused because transmitter disregards the recipient’s
preferences. Not same as “featurism” (note spelling)
Opposite of “Focused Information”
Focused Information
Transmitter has few messages for few target audiences at once. Recipient has few simultan­
eous choices. Recipient focused because transmitter lets himself be directed by the reci­
pient’s preferences. Opposite of “Featureism”.
Emotional FUnnel
Theory for en-/decoding information. 1) recipient is at first very critical, needing only little
information - the longer time spent, the less critical she becomes and the more information
she needs. 2) Recipient argues her choices rationally, but actually acts on emotions. All this
means that one should design so emotions are envoked first. See the model on page 3.
Information overload
Condition in recipient, created by transmitter communicating too much information which is
irrelevant to the recipient, who reacts by shutting off.
Information tunnel
A certain amount of information, or part hereof, that is designed for a specific target audience
and/or expressed in a way that best appeals to it. Transmitter has at least one information
tunnel. See example on page 3
RECIPIENT FOCUSING
Communikation that recipient finds relevant. Dialogue. Focused information.
Opposite of “transmitter focusing”.

The trend in society

their new roof, one for those worried about the
price, and one for those with a do-it-yourself-
attitude. On the other hand, it must be said that
the language is the same throughout the websi-
te, so in this way it doesn’t abide the principle of
information tunnels.
An accepted idea in business communication
is ”integrated communication”: that all parts
of a company ”speaks the same language”, that
communication is stream-lined. Besides this
principle being de-facto impossible - maybe
even undesirable - to realize, it doesn’t influence
focused information: integrated communication
deals with the companys communication with,
and in relation to, it’s surroundings: what’s to be
said. Focused information deals with how it’s to
be said. Focused information is therefore not to
change the message, but to vary the delivery and
expression, depending on whom the recipient is.
often commits this mistake, because they live in
a bubble filled with certain terms, a bubble that
centers on themselves and their goals and needs.
See the example on page 2, top right.
6) Avoid featureism - it can confuse more than
impress. You can easily appear interesting
without sense-bombarding Your recipient.
Though the useage of features is a matter of jud-
gement in each case, it’s important to consider
their neccessity - this PDF may itself be accused
of having too many features! The important thing
is whether you use them, or avoid using them,
consciously.
7) Search fields and FAQS are stop gaps and
temporary solutions - in an ideal webdesign,
everything can be found with 4 clicks or less.
Another way to view information overload,
is as trend in society. The problem today isn’t
obtaining information - the problem is to organise
it. The history of media started with the invention
of writing, which made it possible to convey know-
ledge across time and space. The efficiency and
cheapness of the printing press made the written
knowledge accessible to many. The telegraph
contributed with a previously impossible speed,
resulting in an even greater availability of
information. The orginal internet was merely a
new form, a technological reincarnation, of the
principle. Todays internet, by some called web
2.0, gives an even greater amount of informa-
tion, through easy tools for creating, publishing
and sharing - this PDF is an example. The hi-
story of media is thus a single continous expan-
sion of access to information, now available in
enormous quantities - the key word here is quantity.
The new is the opposing movement that is awa-
kening: de-selecting quantity and passive recep-
tion, to the advantage of quality and active se-
lection. We see it in avoidance of advertisements,
traditional media loses readers/viewers, growing
numbers even stop watching TV, internet techno-
logies allows customized information channels,
etc. The key word here is quality.
For on the one hand, technology increased the
availability, but at the same time it has lowered
the ”cost of access/entry” and increased indivi-
duality. ”Ordinary people” have regained con-
trol, in a form of technological democratization.
The individual can avoid information overload
and increase the amount of relevance in her life.
The new way of living
In everyday life, this reaction to information
overload, is seen in a general return to origins,
to a lower pace. It shows in an mild increasing
interest in spartan ways of living, nudism, and a
general “turning inwards”, among other things to-
wards philosophy, religion and emotional health.
The opposite of information overload - silence,
emptyness and thoughtfullness - is trendy already:
monastaries experience great interest, pilgrim-
ages have returned. The most succesful publica-
tions are niche-oriented and deals with a narrow
subject, or they are dealing with any kind of
emotional issue. A symbol of this movement could
be Eckhart Tolle: a secretive author that sells
millions of books about spirituality.
In the last 20 years, the most talked about, has been
that which didn’t strive for being talked about: the
café that is only discovered though word of mouth,
a membership only obtained through fulfilling
secret criteria, a musician that appears incognito,
a product in limited editions, etc. All this is a a
different kind of quality.
Another result of information overload, is the way
we relate to each other. Because a greater part of
our time is used on a computer, and as being single,
an increasingly greater part of our rolemod-
els and friendships are found in, and through,
the new media. The common theme of almost
all currently successful companies and tech-
nologies, is the fact that they connect people:
auctionhouses, filesharing services, chat servic-
es, dating- and meeting services, mobile- and in-
ternet services, MMO-computergames, and so on.
The success of a produkt or service depends on
how many connections it opens.
The two major themes that has to be considered
in any project, is thus that which is immaterial,
and that which connects. The third major theme
which i’ll write about in another IDmag, is that
which I call The CoCreating Consumer.
The end
You’ve now reached the end of my introduction
to information overload, and a couple of my tools
and advice on how to avoid it. The rest merely
requires You to use Your critical sense, a little
imagination and some courage.
Good Luck!
Mikkel
Business ideas
Changes in society has always been a great source of busines ideas.
Here are some practical suggestions for how You can start a
new business in, or adjust current products to, a period where
consumers - and You - live in information overload.
Solitude and thoughtfulness
Todays journeys goes into the traveller herself: through
hikes in desolate areas, she rediscovers in the isola-
tion her own fragility and strength. 1990’s action vaca-
tion needs nourishment from 2010’s search for roots.
Case:​Ecco’s ​Sherpa campaign.
A monastery-life is a fine definition of searching for roots.
Todays meditation is supplemented by a light form of
conventional religion and history - inner roots and out-
er roots. Maybe nature melts with mental health and
loneliness in a new form called loneliness-gardens?
Case: monasteries with waiting lists, therapy-gardens.
Understatement
That which man discovers, he cares for - though in a time
of information overload, there is so preciously little of it:
Leak a secret new product series and let Your early adopt-
ers test and market it for You.
Promise less than You deliver and deliver more than
promised - and don’t brag about the fact.
Case: Ruby’s in Copenhagen - if You can find it.
Surveys
People have always wanted to pay for sorting out in
the availability, but now it’s more relevant than ever.
It holds true to any kind of structuralizing of informa-
tion: categorization, reviews, indexes, guides, micro-
publications, nichedatabases, WIKIs, FAQs, etc.
Case: Just-​Eat, Game-​Faqs, Craig​sList
Niches
There is more business in being the best in a small
area than in being mediocre in a large one. People
pick narrow areas of interests which they then
cultivate intensively - a small world is easier to
survey, and far more relevant.
Case: weblogs, Gamespot
Connect people
Cross roads between IRL and cyberlife, such as
dating-websites, semi-voyeuristic confession
sites such as PostSecret and OneSentence, or
the forums, are tools that brings us closer to-
gether.
Case: webcams, PostSecret, OneSentence,
Yahoo Answers