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During the previous courses you have studied different models of communication. Before we talk of designing information it would be better to recollect the communication process and the various models of communication. For the present understanding let us take up Berlo’s model of communication. This is the SMCR model i.e. Source, Message, Channel and Receiver.
This model can be discussed with reference to designing information material. Source- All communication must come from some source. The source might be one person, a group of people or a company, organization, or institution. The source is therefore the information giver. The designer of information decides what information to give, how the information is to be given and whom to give.
Several things determine how the source will operate in the communication process. They include the sources communication skills i.e. their ability to think, write, draw and speak.
Message has to do with information. Within the message, the content has to be organized and treated in such a way as to suit the audience or the specific channel. If the source makes poor choice, the message may fail.
Channel is the method over which the message will be transmitted i.e. audio, audio-visual or written form. The kind and number of channels to be used to convey the information will depend on the purpose. The more channels used, the more effective will be the message.
Receiver is the final link in the communication process. The receiver is the person or persons who make up the audience of the message. The receivers understanding of the message will depend on his/her communication skills of reading, hearing, and using other senses, knowledge level and socio cultural background.
This Berlo’s model can now be interpreted with reference to designing information material.
Source - Is the information designer
Message- Information or content to be designed
Channel- Designing of information for audio/visual presentation
Receiver-I nformation receiver.
While designing the information material one should check if the material is:
- Relevant: Consider relevance not only from the perspective of what your participants want, but also from the perspective of what they need in order for your overall goals to be realized.
- Clear: information can be easily integrated and understood. You must eliminate as many barriers to understanding as possible. Clear information successfully addresses the needs of the participants and as many of the operating factors within the information domain as possible.
- Memorable: information makes an impact and leaves a lasting impression. In a world where is overload of information the information you design needs to stand out, i.e. it needs to get attention and it needs to promote rememberance only when the information is well designed people will notice it and remember.
Designer of messages needs to have good skills in writing understandable, clear and consistent texts, in creating clear illustrations, transparent typography and layout that will aid attention, perception, interpretation, understanding and learning for the intended receiver.
All information material must be legible and readable. They should also be well worth reading for member of the intended audience. The information designer should not view communication as complete until the intended audience can understand the messages.
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Participants