Chapter 6: Labeling SystemsInformation Architecture: Rosenfeld and Moreville

Labeling is a form of representation

• Just like spoken words represent thoughts, “labels represent LARGER chunks of information in our web sites.

• The MAIN GOAL of labels is to communicate efficiently, not using too much vertical space or the user’s cognition*

• Why should you care about labeling?

Why Labeling

• The web is not always conducive to design that gives immediate feedback

• Therefore, to minimize this issue, IA tries to design labels that speak the same language as the user while reflecting the content.

Ask yourself a few questions

• Do the prominent labels on the pages standout?

• If they do, why?

•If a label is new, unanticipated or confusing, is there an explanation? Or, are you required to click through to learn more?

• Http://www.uhaul.com

• Labels are representative and don’t differentiate• They are “jargony,” not-user centric• They waste money• They don’t make a good impression

There are different “types” of labels:1. Contextual Links2. Headings3. Navigation System Choices4. Index Terms>>> These terms are not perfectly or mutually exclusive

Labels :: Contextual Links1. Describe the hypertext links within the body of a document or chunk of information2. They are generally not developed systematically; more in an “ad hoc” manner3. The result can often mean that CL can mean different things to different users

Labels :: Contextual LinksLabels :: Contextual Links1.1. On the otherhand it is important to note that the IA isOn the otherhand it is important to note that the IA is not always in control, that is, the content authornot always in control, that is, the content author usually has the “last say” as to what the link will beusually has the “last say” as to what the link will be called, but the IA can try to influence the situationcalled, but the IA can try to influence the situation with their knowledge and forethought.with their knowledge and forethought.

Example: Example: Kelley Blue Book

Labels :: As HeadingsLabels :: As Headings1.1. Labels are used as headings that describe the “chunk”Labels are used as headings that describe the “chunk” of information that follows itof information that follows it2.2. Typography is often inherent in setting up a proper IATypography is often inherent in setting up a proper IA3.3. Hierarchical relationships between headings are usuallyHierarchical relationships between headings are usually established through visual consistency --- numbering,established through visual consistency --- numbering, font sizes, colors, styles, white space, indentation andfont sizes, colors, styles, white space, indentation and good “proximity division.”good “proximity division.”

Labels :: As HeadingsLabels :: As Headings1.1. One area of labels as One area of labels as HeadingsHeadings that must be noted is that must be noted is when labeling steps in a process when labeling steps in a process (task oriented organization),(task oriented organization),

it is particularly important to maintain consistent it is particularly important to maintain consistent heading labelsheading labels• ““Sequence” is very important in this caseSequence” is very important in this case

Note Well: Heading Labels, whether hierarchical or task oriented Note Well: Heading Labels, whether hierarchical or task oriented (sequenced), come in multiples and should be more systematically(sequenced), come in multiples and should be more systematicallydesigned than other types of labels.designed than other types of labels.

Labels :: As Navigation System (NSL)Labels :: As Navigation System (NSL)1.1. NSL demand consistency more than any other type of labelNSL demand consistency more than any other type of label2.2. NSL should have, and usually do have, less than ten choices NSL should have, and usually do have, less than ten choices (George(George

Miller (7 = OR - 2) Miller (7 = OR - 2) and typically occur repetitively throughout the web site, and typically occur repetitively throughout the web site,

3.3. Users rely on NSL to behave “rationally,” so they should be:Users rely on NSL to behave “rationally,” so they should be:~ consistent~ consistent~ in the same location (repetition)~ in the same location (repetition)~ have the same look (repetition, contrast and alignment)~ have the same look (repetition, contrast and alignment)~ build a sense of familiarity (proximity)~ build a sense of familiarity (proximity)

..

Labels :: Navigation System LabelsLabels :: Navigation System Labels1.1. Locations that need to display consistent labeling are (this is a non-Locations that need to display consistent labeling are (this is a non- exhaustive list):exhaustive list):

~ Main, Main Page, Home~ Main, Main Page, Home~ Search, Find, Browse, Search/Browse~ Search, Find, Browse, Search/Browse~ Site Map, Contents, Table of Contents, Index~ Site Map, Contents, Table of Contents, Index~ Contact, Contact Us~ Contact, Contact Us~ Help, FAQ, Frequently Asked Questions~ Help, FAQ, Frequently Asked Questions~ News, News and Events, Announcements~ News, News and Events, Announcements~ About, About Us, About <company name>, Who We Are~ About, About Us, About <company name>, Who We Are

(http://www.gaiam.com)

Labels :: Navigation System LabelsLabels :: Navigation System Labels1.1. Sometimes to avoid confusion, NSL will have scope notes,Sometimes to avoid confusion, NSL will have scope notes, or descriptives to assist the user in understanding what the link or descriptives to assist the user in understanding what the link will address:will address:

(http://www.laticrete.com/Pages/contractorlinks.html)

2.2. Alternatives to “scope notes” are Java Script roll-overs and other Alternatives to “scope notes” are Java Script roll-overs and other scripted mouseover effects, but all of these fall prey to the scripted mouseover effects, but all of these fall prey to the browser interpretationbrowser interpretation

Labels :: Iconic LabelsLabels :: Iconic Labels1.1. Icons can represent information in much the same ay as text canIcons can represent information in much the same ay as text can2.2. The problem is they can be much more limiting, that’s why theyThe problem is they can be much more limiting, that’s why they are used more often for navigation systems or small organizationare used more often for navigation systems or small organization system labelssystem labels

Labels :: As Index TermsLabels :: As Index Terms1.1. Index Terms is a way to help the searcher have a more productive resultIndex Terms is a way to help the searcher have a more productive result via the browser’s capability, or someone has assessed the content’svia the browser’s capability, or someone has assessed the content’s meaning and has ascribed a value to it in terms of an index valuemeaning and has ascribed a value to it in terms of an index value2. This is basically browsable lists or menus that are beneficial to the user2. This is basically browsable lists or menus that are beneficial to the user3. Sun Microsystems (No index anymore is this better?)(No index anymore is this better?)

4.4. Frequently index terms are invisible to users, such as meta tags embeddedFrequently index terms are invisible to users, such as meta tags embedded into html codeinto html code

Let’s look at meta tags:Let’s look at meta tags:Gap, Ameritrade, Buick, Miniusa, Verizon, Sony, Apple, Modem Media, BMW,Gap, Ameritrade, Buick, Miniusa, Verizon, Sony, Apple, Modem Media, BMW,Stop and Shop, LL Bean, Pottery Barn, Red Sox, Patriots, Boston MFA,Stop and Shop, LL Bean, Pottery Barn, Red Sox, Patriots, Boston MFA,John Hancock, PacSun, MySpace, Dell.John Hancock, PacSun, MySpace, Dell.

( http://searchenginewatch.com )

Designing Labels

Designing labels is one of the most difficult aspects of IA

General Guidelines for Label DevelopmentGeneral Guidelines for Label Development1. Narrow scope whenever possible, said another way “Keep it Simple”2. Develop consistent labeling systems, not labels

~ consistency breeds predictability, and systems that are predictable are easier to learn3. Consistency is affected by many issues, such as:

~Style, Presentation, Syntax, Granularity, Comprehensiveness, Audience

(see handout)

Sources of Labeling Systems

Study, learn and borrow from other websites, particularly those in your genre.

General Guidelines for Label SystemsGeneral Guidelines for Label Systems1. As you look for existing labeling systems, consider what works

and what doesn’t --- which systems can you learn from andwhich can you dismiss

2. Use the labeling system that you are stuck with and see what you can save and what you can get rid of (NEIA)

3. A useful approach is to capture all the labels in a single Excel document, sort out and label the labels (Show the NEIA example - Create a Label Table)

Handout of pages 95 and 96

Compaq: Solutionshome & home office

small & medium businessenterprise business

govt., edu. & healthcareresellers & partners

Gateway: Solutions for:Home & Home Office

Small & Mid-size BusinessLarge Businesses

GovernmentEducation

Dell: Online ShoppingConsumerHome & Home Office

BusinessSmall BusinessMedium & Large Businesses

PublicState & Local GovernmentFederal GovernmentEducationHealthcare

IBMHome / home office

Small businessGovernment

Education

A professor of mine once saidA a long time ago, “…cast your eyes

Aand plagiarize…”Don’t take this literally, but

Yyou get the drift…if it is notBbroke, don’t fix it.

Creating New Labeling Systems

• Content analysis - auto-extraction software could help, be sure that output makes sense

• Ask content authors to suggest labels• Use Subject Matter Experts (SME) or intermediaries• Ask end users via card sort (closed and open)

Final Steps to Consider in Looking at Labels

• 1. Whenever possible, always list alphabetically• 2. Review for consistency of usage, punctuation, syntax etc.• 3. Ask yourself how broad and large a system must be• 4. Determine obvious gaps with end-users• 5. Keep your scope narrow and focused• 6. Prepare that you will need to improve and adjust it further after launch