| Too Much, Too Many Times |
| 09.04.07 |
|
Sometimes it is easy for a website, a poster, or any design for that matter to deliver too much, too many messages, and too many options. Recently, I was handed a small 8.5 x 11 information sheet while walking out of a meeting.  As I opened the folded sheet I almost fell over. All the type was
printed in large bold letters. The text, only a few sentences, filled
the entire page; there was very little space left on the page. It is
almost as if someone were yelling everything at me all at once.
Social scientist and college professor, Barry Schwartz, coined the phrase, "the paradox of choice." He demonstrated that the more options that you provide to an individual, the less likely they will make any choice at all. Having choices is good, but providing endless options creates confusion. A well-designed piece, be it web, or print directs and focuses the viewers attention on the things that are of benefit to them. Every event or business provides a variety of services or information to their clients, but not all the information or the options are of equal importance. Your website, and especially posters, or marketing material is not a place to provide a yellow-page listing of every service; product, or information you can provide. Sometimes giving fewer choices can draw more clients with a clear message. |
