June 17th, 2005

Fast Clarity: The Answer in an Attention Economy

The basic problem for designers working in an attention economy, I believe, is this:

The more information there is to attend to, the less attention any one interface (web site, app, service) will have
As attention goes down because of competition, the importance of fast clarity becomes crucial
Fast clarity is instant recognition, understanding, and plan for action
In an attempt at fast clarity, we often confuse it with shock value, which is short term attention grabbing without long-term benefits
Most interfaces exist for long-term benefits

Fast clarity is valuable; shock value isn’t.