The document discusses theories of digital message design. It outlines five components of constructive design communication: metaphors, mental model, navigation, appearance, and interaction. It also discusses principles like usability, relevance of information, and strategies for return visits. Grid models and theories of semiotics, depiction, detection, and nonperceptual interpretation are presented as useful frameworks for digital message design. Usability, learnability, efficiency, memorability, errors, and subjective satisfaction should all be considered to create effective user-friendly design.

1. Theories of Digital Message Design

2.  Constructive design communication
consists of:
 (1) dialogic loops,
 (2) usability of websites
 (3) keeping visitors
 (4) return visit strategies
 (5) relevant information

3.  The five components are: metaphors,
mental model, navigation, appearance, and
interaction.
 “Metaphors” refers to easiness of terms and
concepts presented on a website.
 “Mental model” refers to the organized
representation of information that the
digital message designer intends to show.

4.  “Navigation” accounts for the effectiveness
of the mental model through menu options
and links.
 “Appearance” indicates the branding of the
digital message.
 “Interaction” refers to the input/output
systems to connect the digital message with
the audience in an interactive manner.

6.  Web users expect to experience rich-media
with video supplements added to textual
information simultaneously (presence
theory).

7.  The grid model provides useful
implications for digital message design as
well. This model consists of four grids: high
involvement, low involvement, thinking,
and feeling.
 The communication designer can think
about the fundamentals of a website or a
message.

8.  Religious website

9.  This website of Mitt Romney appeals to the
website visitors and message readers by
providing detailed information about the
politician as well as emotional stories.

10.  High involvement and thinking

13.  “Rosebud,” a sign, was the symbol of Kane’s
happy life with his family.
 The first is signifier: an actual sound calling
an object. The second concept is signified:
the meaning for which it stands. The third
concept is called a sign: a representation
that stands in place of an object.

14. “Computer” A digital technology-based
device
Sign Signifier Signified

15.  The message (visual or written) can be
either mechanical or manual.
 By mechanical, it means that the scene is
viewed as is posed.
 If a digital message designer places a
camera and takes the scene, it shows as it is
unless it is manually manipulated.
 Meanwhile, a manual message is a
handmade message.

16.  Maynard (1989) improved the theory by
adding the concepts of depiction and
detection.
 To depict is to represent symbolic meanings
through signs or symbols. To detect is to
discover something through the signs and
symbols.

17.  Recognition theory states that a media
message (e.g., picture, graphic, or signifier)
represents a phenomenon because the
message describes the phenomenon.

18.  One, seeing aspects involves resemblances.
 Two, seeing aspects is an imaginative
activity.
 Three, seeing aspects is subject to the
crucial points of the message.
 Four, seeing aspects is detached from
belief.
 Five, seeing an aspect involves definite
experiences.

20.  According to
nonperceptual theory,
when digital message
audiences view the
message, they tend to
see similarities between
the visual message and
what it represents.
 The importance of visual
message (e.g.,
usatoday.com)

21.  Effective usability means a user-friendly
layout of design, organization, and
simplicity without losing key themes of the
message. Particularly in a multimedia
environment, clear, concise, and personal
message styles appeal to the website
visitors and message readers.

22.  The first thing to consider is ease of learning,
how fast a user who has never seen the website
or the message before can learn it sufficiently
well to accomplish basic tasks.
 The second item is efficiency of use. There are
not only new users but also experienced users.
Efficiency of use is focused on how fast the
experienced users can accomplish tasks.

23.  The third item is concerned with
memorability. If a user has used the system
before, the website or the message should
be easy for the user to remember so that the
user can start over again learning
everything if necessary.

24.  Fourth, error frequency and severity
needs to be considered. How often do users
make errors while using the website or
message? How serious are these errors and
how do users recover from these errors?
 Finally, the digital message designer needs
to open their eyes and ears to the site
visitors and message readers to check
subjective satisfaction.