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.

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