Information Presentation Matters

Steve Jobs is a legendary presenter.  He has a knack for presenting complex information so simply but powerfully that even the pedestrian observer is awestruck.  Because of this reason, he was Apple's most vaunted and valued product before he relinquished his CEO seat.

As we trek more deeply into the information age, the question of how information itself, should be communicated becomes ever more critical.  Unfortunately, the skill of presenting information appropriately is still an art because of its relative scarcity.

Information is presenting to us at all times, mostly passively.  When presented actively - meaning when it is intended to be presented - the goal is to influence behavior of individuals who absorb the information.  Why, then, is so much of the actively-presented information presented so poorly?  Here is an example from a busy street intersection in downtown Moscow, not far from my place:

One assumes that the goal of information presentation here is to ensure safe, regulated automobile traffic by giving the driver as much pertinent information in the shortest time possible.  If this is the goal, there are a number of issues with this presentation:

1. The street name sign is quite small; the driver has to get right to the street corner to be able to read the street name; at least I had to - and I have 20/20 vision.
2. Signs overlap each other; the driver needs to get as much information as possible with a simple glance.  This set up does not allow for it.
3. There are visual obstructions preventing the proper display of information - like the random pole.
4. The traffic light is small, posted low, and as poor visibility unless you get very close to it; then it is blocked by a random pole (see 3 above).  This creates a potentially unsafe situation.
5. You have to pay very specific attention to the shape of the traffic light (I versus L) to know whether right-hand turns are allowed with a general green sign (I) or whether they require a special green light (L). There is no other way to know other than looking at the shape of the traffic light. And the special green light on the L-shaped signal is not complemented by special red light informing the driver not to turn left. In other words, you either get a green light or nothing.
6. There is a slight degree of additional confusion with the blue direction sign; that sign says that “one can go straight or right;” however, the traffic light says “unless I explicitly allow it – and you have to pay close attention to my shape."
7. There is an advertisement posted right next to official, information signs.  This only clutters up information presentation and robs the driver from the ability to absorb as much valuable information in as little time as possible.

This simple example shows how good intentions go awry when information is presented improperly.  The effect is not influencing the information receiver in the appropriate manner or - worse yet - influencing him something that he should not do (and hence get a ticket or into an accident in this case). 

Back to Steve Jobs:  Pay attention to his presentations.  He is astute at pacing information, he only talks about one thing at a time, and he keeps the presentation stage clutter free to keep the receiver's attention.  Keep these in mind next time you are trying to influence someone's behavior through information presentation (like a "Getting Started Guide" for a product).