The document discusses the concept of consistency in information architecture from multiple perspectives. It provides definitions and examples of internal consistency within a single system, external consistency across multiple connected systems, and pervasive internal consistency across channels. The key aspects that create consistency are repeated elements in language, organization, visual design, and voice. Consistency helps create familiarity and orientation by activating existing mental models.

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Consistency
SI 658
Information Architecture
Marti Gukeisen

2. Consistency
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you know, keeping things the same. predictable. good for
orientation, way-finding. Bad for EXCITEMENT.
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3. Consistency
what the book says:
con·sist·en·cy
/kənˈsistənsē/
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 the capability of a pervasive information architecture
model to suit the purposes, the contexts and the
people it is design for (internal consistency); and to
maintain the same logic along the different media
environments and times in which it acts (external
consistency)
pg 90
 internal consistency: related to the single artifact,
collection or organization system
 external consistency: related to multiple connected
artifacts or to a system linked together
pg 105
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4. Consistency
what google says:
con·sist·en·cy
/kənˈsistənsē/
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 conformity in the application of something,
typically that which is necessary for the sake of
logic, accuracy, or fairness
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5. Consistency
what I say (aka gospel truth):
con·sist·en·cy
/kənˈsistənsē/
I win!
because I get to pick the
winner and I pick me
 doing something the same way so it is
recognizably the same or similar
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 Consistency in Information Architecture:
using repeated elements to create a recognizable
and familiar environment, through language,
color, organization, and arrangement / location.
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6. Consistency
Types of Consistency
take note, the book is inconsistent here*
 Internal Consistency
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using repeated elements to create a recognizable and
familiar environment WITHIN a given framework (such
as a website or a brand)
 Pervasive Internal Consistency
using repeated elements to create a recognizable and
familiar environment across multiple channels between
a brand and the people that interact with them
 External Consistency
aligning elements of a framework (brand) with the
relative context: outside understanding, meaning,
conventions, and societal cues
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7. Consistency
look back, go back, way back…
Place-making in the many-channeled world
Internal Place-making
in-channel place making
 a sense of place within a
single channel
 makes use of
advantages, subject to
limitations
 more specific, articulate
External Place-making
cross-channel place-making
 creating a sense of place
that spans channels
 spatial familiarity,
comfort, continuity
 vast reach, more
profound
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8. Consistency
what does consistency DO?
Consistency demonstrates RELATEDNESS.
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9. Consistency
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how does consistency WORK?
consistency takes advantage of the mental models
people use to understand their world.
using repeated visual and other cues, a successful
brand can very quickly create and call up
associations in that person’s mental mapping
in this way, a brand can:
 accomplish brand recognition
 associate emotions (can be good or bad)
 facilitate quick interpretation / understanding by
activating the relevant mental model and
presenting familiar elements
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10. Consistency
How do you make it?
Consistency can be comprised of many aspects,
some typical to web include:
 labeling – using the same words
 categorization – using the same groupings
 design elements – things like logo, colors, visual tone,
fonts, white space, image choice, curves, dots, lines,
squares, etc.
 voice – tone of copy, level of complexity, how
authoritative versus conversational.
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11. Consistency
with regards to pervasive IA
not exclusively, but particularly…
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 Consistency of DESIGN elements & VOICE helps to
establish personality and place.
 Consistency of LABELING and ORGANIZATION
helps with orientation and way-finding.
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12. Consistency
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Example of BAD external consistency
(stolen from Dan Klyn)
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13. Consistency
sorry Maidenform, the cultural
context and pre-conceived
perceptions dictate that…
Pants ≠
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14. Consistency
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Example of BAD internal consistency
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and now, some good points from this chapter which is only
tangentially related to consistency and is really about…
CATEGORIZATITION, TAXONOMY,
and ORGANIZATION
…but that’s not so bad because those are really important and as
IAs we totally dig that stuff. So here’s a bit of review…
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16. Consistency
remember the platypus
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 Information has to be used: ergo, classification
systems need to be adaptable and remain useful.
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17. Consistency
lets play
Fruit or Vegetable?
 folk classification – common understanding
 scientific classification – precise,
accurate, technical definition
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IA tends to
focus here
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18. Consistency
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audience, context, vernacular
Hi, my name is
Howard Becker
and I’m an irate.
the attendant
was caught off
guard because
an outsider was
using their internal
classification
system
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19. Consistency
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classification is unavoidably influenced
by our social and societal circumstance
“…the exotic charm of another system of thought, is
the limitation of our own, the stark impossibility of
thinking that.”
- Michael Foucault’s The Order of Things
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20. Consistency
sing it, Mike
I know that I'm a prisoner
To all my Father held so dear
I know that I'm a hostage
To all his hopes and fears
I just wish I could have told him
in the living years
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- Mike & The Mechanics The Living Years
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21. Consistency
categorization, classification are
hostage to…
 personal experience
 cultural influence
 societal meaning
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PROCEED
that is a
no-go,
fo sho.
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22. Consistency
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the vulgarity of polyamorous flowers
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23. Consistency
revolutionary
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!?
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24. Consistency
ESP game – focus on the overlap
what you
might
call it
what
someone
else
might
call it
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IA sweet spot:
common
understanding
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25. Consistency
Vocabulary Quiz
 taxonomy
 metaphor
 metonymy
 primary characteristic
 secondary characteristic
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26. Consistency
Prototypical Classification
 Rate the furniture-ness of each object:
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27. Consistency
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wine, wine, wine: an aside about the
non-IA reasons for things
1. wine shops often
organize wine by region.
2. almost no one shops
that way.
 why do they (still)
organize it like that?
 how do they meet
customers’ needs?
 Is this good/bad IA?
good/bad UX?
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28. 3/20/2013
Project Time
the part where you collaborate and teach each other
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29. Consistency
Get in your groups
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30. Consistency
group assignment
 last one (it’s a doosey): what you make of it
 revised high level IA
 revised homepage & (3) interior page wires
 cross-channel assessment & recommendations
 brief in ctools
 due April 3
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31. Consistency
group project breakdown
 assignment 1 – 100 pts
 assignment 2 – 100 pts
 assignment 3 – 100 pts
 assignment 4 – 100 pts  you are here
 presentation – 500 pts  April 17th
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 participation – 100 pts  you grading each other
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32. Presentation
Time
the part where you teach
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33. Wrap Up
More stuff for you to do.
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34. Consistency
next reading
Due TUES Mar 26th at 11 pm.
50-300 words responding to the following:
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PERVASIVE IA
Ch 7 Reduction
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35. 3/20/2013
Laters
Questions?
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