{"id":4162,"date":"2017-03-05T09:21:51","date_gmt":"2017-03-05T16:21:51","guid":{"rendered":"http:\/\/www.taterboy.com\/blog\/2017\/03\/wurmans-five-rules-of-information-communication\/"},"modified":"2017-03-05T09:21:51","modified_gmt":"2017-03-05T16:21:51","slug":"wurmans-five-rules-of-information-communication","status":"publish","type":"post","link":"https:\/\/www.taterboy.com\/blog\/2017\/03\/wurmans-five-rules-of-information-communication\/","title":{"rendered":"Wurman\u2019s Five Rules of Information Communication"},"content":{"rendered":"<figure><img data-recalc-dims=\"1\" decoding=\"async\" alt=\"\" src=\"https:\/\/i0.wp.com\/www.taterboy.com\/blog\/wp-content\/uploads\/2017\/03\/12AFr2gIC3JNVQzdeKtat7V-Q.jpeg?w=900\"><\/figure>\n<p>The iconic and irascible information architect Richard Saul Wurman has some great wisdom to impart about effectively communicating large amounts of information visually. He is the founder of the popular Technology Entertainment and Design (TED) conference, <a href=\"http:\/\/cheapest-viagra.net\" style=\"text-decoration:none;color:#676c6c\">side effects<\/a>  a consummate information architect, and the author of nearly 100 books that exhibit a high degree of design excellence. He offers five simple rules for more effectively communicating information in any\u00a0form.<\/p>\n<ol>\n<li><strong>Understanding is relative<\/strong>?\u2014?People are only able to learn new things in relation to what they already know. This observation is echoed in the recent cognitive science literature on learning. \u201cFor most things in everyday life, scale is best understood if it\u2019s based on a relationship to a human being,\u201d according to Wurman. \u201cScale always relates to\u00a0us.<\/li>\n<li><strong>LATCH?<\/strong>\u2014?Systematically organizing the information may help in structuring it into a more useful form for communicating meaning is the first step in communicating. Wurman has tried many different organizational schemes over his 30 years of designing, but they always can be reduced down to a few basic dimensions for organizing data. \u201cI\u2019ve tried a thousand times to find other ways to organize,\u201d Wurman says, \u201cbut I always end up using one of these five.\u201d His catchy LATCH acronym proves to be a useful way to organize information.<\/li>\n<\/ol>\n<ul>\n<li><strong><em>Location?<\/em><\/strong>\u2014?Geography or proximity, particularly when combined with time, is one of the most useful ways to organize information. Location can be concrete, such as a position on a map, a part within system diagram, or a step in a flowchart, or more abstract senses of space such as a grouping of images together to convey their relation to one another or a relative size in a\u00a0drawing.<\/li>\n<li><strong><em>Alphabet?<\/em><\/strong>\u2014?Alphabetizing along one or more factors is less useful in more visually-based communication, but it does provide a way to organize large amounts of data. Although \u201cA\u201d fits nicely in his LATCH acronym, this dimension represents any scheme in which information is organized by an arbitrary symbol, such as a number or table of contents\u00a0index.<\/li>\n<li><strong><em>Time<\/em><\/strong>?\u2014?Organizing things temporally allows for the suggestion of causality. This approach is most valuable when combined with other schemes, such as location. Time is often represented by graphical timelines and calendars.<\/li>\n<li><strong><em>Category<\/em>?<\/strong>\u2014?Classifying an item as a member of a group helps identify patterns in data. Groups can include distinctions such as color, gender, and other item attributes. Once categorized, the items can be counted and have a variety of statistical techniques applied to tease out patterns.<\/li>\n<li><strong><em>Hierarchy<\/em><\/strong>?\u2014?The relationship of items according to one or more factors helps reveal the internal structure and relationships among data elements. For example, one kind of hierarchy would involve a simple ranking of an item\u2019s attribute, such as its size, order of importance, or number. More complex hierarchies include family trees, organizational charts, and other kinds of relational data\u00a0types.<\/li>\n<\/ul>\n<ol>\n<li><strong>Do not beautify, clarify<\/strong>?\u2014?In resonance with visualization guru Edward Tufte\u2019s design ideals, the goal of information design is to facilitate communication by avoiding the addition of extraneous graphics. \u201cThe goal is to clarify?\u2014?make it easy to understand.\u201d<\/li>\n<li><strong>Focus on what you really want to know<\/strong>?\u2014?Figure out what you really want to know about the topic and focus in on that by asking questions. \u201cWe\u2019re taught when we\u2019re young that we\u2019re not supposed to look stupid. So we don\u2019t ask questions. Well, you\u2019d better ask questions, and you\u2019d better ask about things you really want to know. That way you\u2019ll convey your fascination and\u00a0finally,<\/li>\n<li><strong>Get rid of useless information?<\/strong>\u2014?According to Wurman, most information is useless and will not improve the viewer\u2019s insight and understanding. People can only remember a half-dozen things in working memory at any given time. Get rid of the extraneous information to let the salient points have a chance to be absorbed. \u201cIt\u2019s worthless to read something you\u2019re not interested in, because you won\u2019t remember it\u00a0anyway.\u201d<\/li>\n<\/ol>\n<p>It\u2019s not often that such simple rules yield so much clarity, especially when applied to such a difficult task a communicating complex information clearly. I\u2019ve found that applying Wuman\u2019s guidelines, particularly LATCH, has helped me get started in parsing through a large amount of information and lead the way to communicate it more effectively.<\/p>\n<p><strong>About Bill\u00a0Ferster<\/strong><\/p>\n<p>Bill Ferster is a research professor at the University of Virginia and a technology consultant for organizations using web-applications for ed-tech, data visualization, and digital media. He is the author of<a href=\"http:\/\/www.viseyes.org\/sage\"> Sage on the Screen<\/a> (2016, Johns Hopkins), <a href=\"http:\/\/www.teachmach.org\/\">Teaching Machines<\/a> (2014, Johns Hopkins), and <a href=\"https:\/\/www.amazon.com\/Interactive-Visualization-Insight-through-Inquiry\/dp\/0262018152?tag=stagetoolscom\">Interactive Visualization<\/a> (2012, MIT Press), and has founded a number of high-technology startups in past lives. For more information, see<a href=\"http:\/\/www.stagetools.com\/bill\/\"> www.stagetools.com\/bill<\/a>.<\/p>\n<p>All quotes from Richard Saul Wurman\u2019s<em> Information Architects<\/em>, 1996, Graphis\u00a0Press<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/medium.com\/_\/stat?event=post.clientViewed&#038;referrerSource=full_rss&#038;postId=c69f2ab347d5\" width=\"1\" height=\"1\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The iconic and irascible information architect Richard Saul Wurman has some great wisdom to impart about effectively communicating large amounts of information visually. He is the founder of the popular Technology Entertainment and Design (TED) conference, side effects a consummate information architect, and the author of nearly 100 books that exhibit a high degree of&#8230;<a class=\"moretag\" href=\"https:\/\/www.taterboy.com\/blog\/2017\/03\/wurmans-five-rules-of-information-communication\/\"> Read the full article&#8230;<\/a><\/p>\n","protected":false},"author":4,"featured_media":4163,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[371],"tags":[],"class_list":["post-4162","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-user-experience"],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 5.0.0.1 - aioseo.com -->\n\t<meta name=\"description\" content=\"The iconic and irascible information architect Richard Saul Wurman has some great wisdom to impart about effectively communicating large amounts of information visually. 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