Difference between revisions of "Visual Communication"
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Revision as of 15:47, 11 October 2017
This is a guide to strategic communication with signs.
Signs, signs, everywhere the signs
While the song contemplates the cultural degredation induced by signs, there is no cheaper force multiplier when it comes to communication with people. "Force multiplier"? Yes. Want everyone to know about a workshop happening? You can tie up one person at the front door all evening to give a message to every person entering the building, or you can post a sign. Or, you can do both if it's an important enough message.
Draft the Message
Write up what you want to say. Then revise it to use fewer words. Then revise it again with fewer words. Remember that every sentence that is added to a sign reduces the chances someone will read it. If your sign simply can't work without a page of text, you MUST include a stand-out TL;DR sentence or exactly 0% of your audience will read it.
Will images help convey meaning? Use images if they can reduce word count or it helps get attention. Raid those clip-art sites and google image search.
Images can make a sign funny or annoying. There is a double-edged sword with funny though: sometimes the message can be lost in the humor. It's not that people don't get the message, it's that all that someone remembers is the funny and not the message. This is an issue with TV commercials: While funny ones get more attention, it's the annoying ones people remember. Remember the "La petite giraffe" commercials with the rich Russian business man? I honestly don't remember what those were advertising, I just remember the gold house, opulence, and the cute tiny giraffe. Hate that annoying carpet warehouse commercial with a guy yelling in monotone scream voice? Yea, everyone does, but everyone also remembers this commercial and that it's about carpets.
For most flyers in Bloominglabs and such I tend to just use plain white paper. However, if this is a yard sign or otherwise REALLY has to be seen, there is only one choice as far as I'm concerned: Flourescent red paper with black text. The outline of the sign can be seen from over 100' away as drivers approach an intersection. Yes it's annoying, but it will be seen even if there are 20 other signs at that same intersection.
The reader and time investment
The easier a sign is to read, the more likely your audience will read it. Conversely, the harder it is for the audience to read it, the fewer of them will take the time to. Mentally walk past your sign and think about how long it takes to read. Does a person have to slow down or stop to read it? Can they get the message without even slowing down? There are two parts to this:
Too often I see people forget what a sign is there to do. They choose a fancy font or pastel colors so their sign stands out from all the harsh and brightly colored signs. However that fancy font can only be read from 4 feet away. NEVER trade off form over function with a sign. It's there to communicate, every barrier you put in the readers way reduces the chances it will perform it's function. This is most noticable with yard signs. People often don't realize just how far away the audience is from a yard sign (usually 15-50 feet). Block letters, the largest font the print format will support, and bolded text.
Also, remember the age of your target audience. Youths can read smaller fonts. Anyone over 30 will have a progressively harder time reading that same small font. If you have any interest at all in anyone over 30 reading your signs, make the font as large as the format will allow.
TL;DR is a real world problem. Signs are usually there to get out small bursts of information, not teach the fundamentals of a new subject. On the other hand, sometimes a wall of text is part of the mission. Consider mixing the two: an 8x10" sheet of paper that says "Network Settings for This Building", posted right next to a printoff of all the info someone seeking this info may need.
Location, location, location
When posting signs and flyers, you need to think strategicly. Observe an area and look for bottle-necks in peoples movement. Doorways are great. You can post flyers on doors, or on walls next to doors. Also notice, does a door stay open for periods of time? Will this hide a flyer if it's only on one side of a door? Should the flyer be posted on both sides of the door? It all depends on what you are communicating. Conversely, putting a sign above or below eye-level will reduce the number of people who see it. This could be part of the plan, just have another plan for the 70% who didn't look up.
Know your audience
Who is the intended audience? If you have a flyer aimed at a larger audience (the public), post signs near a main entryway for a building. Is it aimed at a members of a group? Interior locations deeper in a building can be used instead.
Go use the restroom. Notice where you are looking while doing your business - now put a sign there! Also remember there are two positions that a toilet gets used (standing and sitting). Sometimes it's easy to forget this. Don't forget to wash your hands - hey look, another place to put flyers (in front of the sink, papertowel dispenser, etc).
Are you flyering for an event? Business cards are handy to leave on urinals. No one will touch it until the cleaning staff comes through. Same thing for the floor of a stall.
These are great ways to put lots of information out for people to read. I tend to use them when I want to put more information out than a single 8.5"x11" sheet of paper can display. Also, printing can be done on ordinary printer paper and multiple sheets can be organized together to get more information out there. They are also easy to move when needed. They can be hung on a wall or put on a freestanding easle in an open area.
Assembly: Use rubber cement. It dries clear, and excess glue can be rubbed off without leaving any marks behind. The finished look is seamless and high quality.
Often workshop walls are blocked by shelving or hanging tools, a poster board can be tucked into a space with the majority of the sign sticking out into view. Also, sometimes information needs to be dense. Printing imperial/metric conversion charts and attaching to poster board helps keep information at your finger-tips but out of the way when not needed. The entire board can be wrapped in saran-wrap to keep finger prints and dust at bay. The same can be done with machine tool instructions.
Events - The Posting of Strategic Information
At our maker faire event (Makevention), I make extensive use of poster board signs in the Bloominglabs booth. While we have people manning the booth at all times, they can only engage a limited number of people at a time. There are hundreds of people passing through who don't get the chance to talk to anyone. It's important to strategize what info you want to get out to those people. Generally I try to cover these messages:
- Who are we? What are we about?
- What cool things have we done recently?
- Are we having a fundraiser?
- How do you (as Joe public) get involved with our group?
- Is there anything we need?
The public goal of Makevention is to communicate those things. Signage is invaluable for getting this information out.
Groups like hackerspaces/makerspaces face a unique challenge with member turnover. The group as a whole can begin to forget who it was and where it came from. Sometimes this is acceptable, after all every group needs to be free to shift and bend with the needs of the current members. But often this means loosing memory of the amazing things the group did in its earlier years. As founders and members leave and new ones fill their places, the community memory starts to fade. One way to combat this is to make poster boards commemorating events and projects and place them on the walls of your hackerspace. This is similar to a trophy case in the front hall at a public high school. While not everyone will pay attention to it, those new people that wish to learn more about your group can start to get a feel for your groups accomplishments as they walk through. Some people might argue that a wiki does this virtually, and they are partially right. But how many times has a website been lost to disk failure or aged out of usefulness? The sign can just continue to hang on the wall and tell the world what happened.