Communication for a purpose
Communication has three parts: the sender, the message and the receiver. Before you make anything, answer: why am I sharing this and who will read it?
- Inform: opening hours, a menu, a washing label.
- Persuade: a sale poster, a clinic advert.
- Instruct: a recipe, how to fold a shirt, a fire exit sign.
In lifestyle industries, we talk with customers, guests, patients and families, so the purpose and the reader decide the words, the picture and the medium (poster, app, talk, label).
Information content
Content is the facts, words and pictures you share. Keep what the reader needs and leave out the rest.
- Write the one main point in one short sentence.
- List the 3 facts they must know (what, when, where or how much).
- Choose one picture that shows the idea.
Information design
Information design is arranging content so it is easy to see and understand. Four simple tools:
- Order (hierarchy): biggest first, details smaller.
- Grouping: put related facts together with space between groups.
- Contrast: dark on light, one key colour.
- Plain words and symbols: short words, common icons.
Choose the medium and test it
A printed label, a poster, a screen and a spoken talk are different media. Use a poster for a passing crowd, a label for a product, a talk for questions. Then test: show it to one reader for 5 seconds and ask what the main point was. If they cannot tell, simplify.
Try it
At home: make a notice for a family job, like "Water the plants". Use one headline, one drawing and one line of time. Show it for 5 seconds to someone and ask what it says.
In the 3D: in the last step drag the items down and watch the clarity meter. What happens if the headline is tiny?
Key formulas and definitions
- Key term: purpose = inform, persuade or instruct
- Hierarchy = big first, small after
- Contrast = difference between text and background
- Test: 5 seconds, then ask "what is the main point?"
Worked examples
1. A cafe wants to say its new opening hours. What purpose and design?
Inform. Headline "Open 7 am to 9 pm", one clock picture, address in small text, dark on light.
2. A laundry wants customers to wash a delicate dress safely. Purpose?
Instruct. Use numbered steps with small pictures.
3. A poster has 10 boxes. How can it improve?
Keep the 3 key facts, remove the rest, add one headline and one picture, and increase contrast.
Common mistakes
- Starting with colours and fonts before deciding the purpose.
- Putting everything on one poster. More is not clearer.
- Using light text on a light background.
- Not testing with a real reader.