I went grocery shopping the other day. I picked up what I thought were two identical bottles of salad dressing (in the photo above). I remember thinking how strange it was that they put the same bottles of salad dressing in two different spots on the shelf. Nevertheless, I took one from each side and tossed them in my cart. It wasn’t until much later, after I was home, when I looked in the pantry, saw the two bottles sitting together on the shelf, and realized that one was organic, while the other was not.
To be honest, I really couldn’t care less as to whether a food product is organic or not. I usually buy the regular product because it tends to cost less and usually has a longer shelf life. (Personally, I believe the purported health benefits of organic products are minimal and overhyped, but I digress; that’s not what this is about.) But what I am wondering is how I was blind to the fact that one said “organic” while the other didn’t.
I’m sure there are cognitive and behavioral studies as to why people are blind to certain pieces of information, but that’s a topic that goes beyond my level of knowledge or expertise. (Before anyone says anything about information bias, I will mention that while I do tend to buy non-organic products, I really don’t have a strong bias one way or the other.) Rather, what I’m writing about is the fact that information can and does get overlooked. So what do technical communicators and UX/UI designers do to combat this?
For starters, I’ll say that the fact that information is missed is a matter of when, not if. Using myself as an example, I’m the first to admit that I often have the attention span of a flea, and as such, I’ll often skim, as opposed to deeply read, documentation that isn’t my own. As such, I’ll often overlook information. Granted, many people are more thorough than I am, I’m sure, but I guarantee that everyone will miss at least one thing. We are humans, not computers, and we are not capable of scanning, parsing, and processing every little bit of information that comes our way, so it’s unlikely that we’ll absorb or retain everything that’s thrown at us.
This brings me to another of my mantras: reading is work. (You can put this on my gravestone.) Reading requires effort. The more effort that is required, the more something is likely to be missed. One of my biggest documentation pet peeves is anytime someone says “it’s right there in the documentation,” but when you look at the documentation, the information is buried like a Where’s Waldo puzzle. Nobody can be expected to find information like that, and people who insist that that is valid documentation are not, in my honest opinion, technical communicators. Bottom line: if you have an important piece of information, don’t expect it to be read if you bury it within bad design or a large black paragraph swath.
However, that wasn’t the case with the bottle of salad dressing. The bottle was clearly marked. Yet I didn’t notice it until I got home. So what can writers and designers do to mitigate missed information? I don’t know if I have the answers, but I do have some ideas.
For starters, placement matters (good designers understand this). I admit that I was confused that these bottles were on opposite sides of the same shelf. Maybe this wasn’t enough. Placing them on separate shelves likely would’ve helped. Or, maybe separating them a little from the other group of bottles (the documentation equivalent would be utilizing whitespace). Maybe even placing the bottles in a separate section dedicated to organic products might’ve made a difference as well.
Another idea would be to use different appearances, such as varying fonts, graphics, or colors. As you can see in the above photo, both bottles use white labels and feature a picture of a peach. That design led me to believe the products were identical, but yet, I completely ignored the fact that one said “organic” while the other didn’t. We often comprehend visual cues before text, so changing the picture or the label color likely would’ve been enough for me to differentiate them at a glance.
I’m sure there are other ideas as well, but the bottom line is that information can and will be overlooked. By considering better information design, the chances of information being overlooked can be minimized.