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Language Arts for the Lizard Brain: Vocabulary Design for the Predictably Irrational

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My talk from the 2017 Information Architecture Summit in Vancouver, BC on March 24th. An earlier versions of this talk was also presented at Taxonomy Bootcamp in Washington, DC on November 15th, 2016.

Published in: Design
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Language Arts for the Lizard Brain: Vocabulary Design for the Predictably Irrational

  1. 1. LANGUAGE ARTS FOR THE LIZARD BRAIN INFORMATION ARCHITECTURE SUMMIT VANCOUVER, BC | 24 MARCH, 2017 #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE
  2. 2. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE EMPLOYMENT DEVELOPMENT DEPARTMENT
  3. 3. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE EMPLOYMENT DEVELOPMENT DEPARTMENT
  4. 4. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE TEN SECONDS “The first 10 seconds of the page visit are critical for users' decision to stay or leave.” – Jakob Nielsen
  5. 5. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE LIZARD BRAIN
  6. 6. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE LIZARD BRAIN ‣ Two systems for making meaning ‣ Words as activation patterns ‣ Cognitive frames for understanding ‣ Putting it all together
  7. 7. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE Two Systems
  8. 8. ‣ System 1
 ‣ System 2
 #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE TWO SYSTEMS Operates automatically and quickly with 
 little or no effort and no voluntary control 
 Allocates attention and effort and is associated with agency, choice, and concentration
  9. 9. ‣ System 1
 ‣ System 2
 #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE TWO SYSTEMS 17 X 24 = a math problem probably neither 124 nor 16,548 17 x 24 = 408
  10. 10. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE TWO SYSTEMS I dare you not to read this.
  11. 11. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE TWO SYSTEMS – Daniel Kahneman “If System 1 is involved, the conclusion comes first and the arguments follow”
  12. 12. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE TWO SYSTEMS ‣ Visitors don’t read, they scan ‣ Key words are automatically parsed ‣ The first and easiest sensible solution wins
  13. 13. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE Activation Patterns
  14. 14. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE – Gilles Fauconnier ACTIVATION PATTERNS “Linguistic expressions prompt for meanings rather than represent meanings”
  15. 15. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE PROMPTING FOR MEANING
  16. 16. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE PROMPTING FOR MEANING
  17. 17. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE PROMPTING FOR MEANING
  18. 18. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE PROMPTING FOR MEANING CLAIMS! ! ! New! ! ! Current! ! ! ! Active!! Tag by action needed/no action needed. 
 ! ! ! ! Can generate notifications.! ! ! Pending! Tag by action needed/no action needed. ! ! ! ! ! Can generate notifications. ! ! History! ! ! Closed claims! ! ! ! ! FORMS! ! Available forms! Drafts! Submitted forms! ! ! ACCOUNT! !
  19. 19. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE PROMPTING FOR MEANING
  20. 20. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE LANGUAGE DIFFERENTIATES MEANING
  21. 21. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE LANGUAGE DIFFERENTIATES MEANING
  22. 22. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE LANGUAGE DIFFERENTIATES MEANING
  23. 23. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE ACTIVATION PATTERNS ‣ Words don’t “mean” on their own – we assign them meaning on the fly ‣ Vocabularies take on sense based on the activation patterns in which they’re presented ‣ Visual design and layout can influence activation patterns, but rarely create new meaning alone
  24. 24. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE Cognitive Frames
  25. 25. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE – Gilles Fauconnier COGNITIVE FRAMES “Mental spaces are small, conceptual packets constructed as we think and talk, for purposes of local understanding and action”
  26. 26. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE COGNITIVE FRAMES ‣ global insight ‣ human scale understanding ‣ new meaning
  27. 27. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE GLOBAL INSIGHT
  28. 28. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE HUMAN SCALE UNDERSTANDING
  29. 29. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE HUMAN SCALE UNDERSTANDING
  30. 30. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE HUMAN SCALE UNDERSTANDING
  31. 31. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE HUMAN SCALE UNDERSTANDING
  32. 32. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE NEW MEANING
  33. 33. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE NEW MEANING
  34. 34. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE NEW MEANING
  35. 35. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE NEW MEANING
  36. 36. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE NEW MEANING
  37. 37. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE NEW MEANING
  38. 38. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE COGNITIVE FRAMES ‣ Frames are how we understand where we are and what we can do there ‣ Successful frames create human scale understanding ‣ Leveraging human-scale experience helps us see and create new meaning
  39. 39. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE Putting It All Together
  40. 40. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE PUTTING IT ALL TOGETHER ‣ Select language for the easy construction of intended meaning ‣ Create intentional activation patterns ‣ Build to the human scale
  41. 41. Thank you! andyfitzgeraldconsulting.com andybywire@gmail.com @andybywire
  42. 42. #LIZARDBRAIN ANDY FITZGERALD | @ANDYBYWIRE LEARN MORE

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