Chapter 7. It’s not what you say; it’s how you say it!
This chapter covers
- Framing communication to users and potential users
- Ensuring your design accommodates effective framing of communication
- Identifying areas of improvement to frame communication to users
- Discussing framing with others
- Effectively framing communication in digital contexts
Gen. Smythe is a 20-year Army veteran. He receives an email from a local candidate asking him to download a tablet application that will track all of the candidates his party has running in the local, state, and national election. The email contains a picture of the candidate and the message “Download our XYZ Party app to make sure you stay up to date with the latest candidates and issues.” Gen. Smythe deletes the email and doesn’t think about downloading the app.
Two weeks later, Gen. Smythe gets an email from the headquarters of the local candidate of the party in which he’s a registered voter. This email contains a graphic of the American flag, a bald eagle, an apple pie, fireworks, and Uncle Sam. The caption under the graphic asks Gen. Smythe to “Do your patriotic duty: download this app and vote for the candidates and issues that keep our country great.” Gen. Smythe immediately downloads the app and registers his personal information so that he can get accurate information on local candidates and issues.