The Communication Process LESSON Ext 1 Module 3: Designing for Communication The Communication Process

Lesson Overview In this lesson, you will learn: Communication basics The basic mechanics of the human eye The role the eye plays in communication How the human brain processes vision The design basics as they relate to communication Applying design principles to Web design Lesson Ext 1 Overview

Guiding Questions for Lesson 1 Have you ever said something that was misinterpreted by another person? Why are things that we say misunderstood? Have you had someone read an e-mail from you and misunderstand the message? What does the color red mean to you? Do you think it means the same thing in all cultures? How can communication be improved? Guiding question – Post one or more of these questions in an area where students can read them and allow time for the students to respond to the question in their journals. Discuss the student answers to these questions. A possible idea to focus on for each question appears in parenthesis after the question. Have you ever said something that was misinterpreted by another person? Why are things that we say misunderstood? (Point out that body language, intonation, and the receiver’s mood all play a part in how the message is received.) Have you had someone read an e-mail from you and misunderstand the message? (Sarcasm is not easily understood in an email. A person might read more in the message than what was intended and the message is misunderstood.) What does the color red mean to you? (The color red, as well as other colors, can have multiple meanings such as love, evil, and anger.)

Basic Communication The transfer of information from one individual to another. At least two individuals involved Sender Receiver Examples Communication is something that we all do everyday but effective communication is something that can be difficult. Define communication as the transfer of information from one individual to another. The individuals involved are referred to as the sender (the one sending the information) and the receiver (the one receiving the information). Ask the class to give examples of communication, driving them to think more complexly about the topic. Child’s game of telephone Television broadcast Printed material Electronically delivered material

Discussion What errors in communication have you experienced? What caused the error to occur? Discuss problems that can arise during communication using some of the examples that were given by the class. Many of the problems discussed and listed here can be used for multiple examples of communication errors (i.e., during the children’s game of telephone – problems hearing, problems understanding the message, can only get the message once; during a television broadcast – interruptions during the broadcast, only hearing part of the message, distraction by something else on the screen; printed material – can’t see the author to interpret body language, someone else’s interpretation of the material might affect our interpretation, communication isn’t interaction; electronically delivered material – distractions of advertisements, important information is hidden, design choices such as color, images, etc. are misleading).

Electronic Communication E-mail Chat and instant messaging Text messaging Web sites Other types of electronic communication Discuss how design can affect electronic communication. What problems have students encountered sending e-mail? How is communication affected through online chats and instant messaging? What problems does text messaging have? What are some problems with message delivery on Web sites? What are other types of electronic information that aren’t listed here that might also encounter problems? Listed below are some possible answers. The purpose is to have the students personalize the problems of communication leading to the problems specifically with electronic communication. Receiver can’t always determine the mood of the sender. Are they angry or joking? Online chats and instant messaging has its own language that some may not understand. Text messaging has similar problems as online chats and instant messaging with understanding another set of language skills. Words are abbreviated to shorten the message. Web sites can make information difficult due to the design of the site. 6

Electronic Communication Problems How might these common electronic communication problems be solved? Can’t determine the mood of the sender Can’t understand the vernacular The design is misleading or confusing Discuss possible solutions to the problems encountered during communication. 7

Improving Web Site Communication Things to consider: Purpose Deliver information Sell something Entertain Audience Age Local National Worldwide Discuss things to consider when developing a Web site for communication: What is the purpose of the Web site? Will the Web site be used to deliver information to an audience? Will the Web site be used to sell an item to its viewers? Will the Web site be used to entertain the viewers? How does purpose change the communication of the Web site? Who is the intended audience of the Web site? What is the intended age of the viewer of the Web site? Is the Web site intended for viewers within a certain area? Is the Web site intended for national viewers? Is the Web site intended for worldwide viewers? How does the audience change the way that the designer should create the site? 8

Worldwide Communication Examples: Microsoft Coca-Cola IBM Take a look at some examples of Web sites designed for a worldwide audience. These sites have multiple versions for different areas or countries of the world. With the class, analyze the Web sites’ differences from area to area or country to country. (Note: The classroom instructor should use their own discretion as to which and how many of these three sites should be used. The students will have a classroom assignment to find a worldwide Web site of their own.)   Microsoft - http://www.microsoft.com/worldwide - to view different versions of the Microsoft site, choose a country from the dropdown menu and click “Go.” Use the back arrow to return to the worldwide page. Coca-Cola - http://www.coca-cola.com/glp/d/index.html?cookie=false – to view different versions of the Coca-Cola site, choose a region on the left side of the page and then choose a country. Use the back arrow to return to the global site. IBM - http://www.ibm.com/planetwide/select/selector.html - to view different versions of the IBM site, choose a country or region from the dropdown menu and click the blue arrow. Use the back arrow to return to the country/region page. 9

Lesson Review What are the basics of communication? How do electronic methods improve or hinder communication? How can communication be improved?

Practice: Communicating Through the Web Find one Web site for each of the following audiences. Discuss how the ideas in each Web site are communicated to fit the needs of that audience. A Web site targeted toward small children ages 5–12. A Web site targeted toward teens ages 13–19. A Web site targeting a local audience. A Web site targeting a national audience. A Web site targeting a worldwide audience. This is the last slide of the presentation.