Ambient Signifiers

Alice Toth, Tuesday, January 30, 2007 @ 10:48 pm

I recently came across Ross Howard’s essay on ambient signifiers, subtle design elements that give the user context.  They work at a more subconscious level than overt signifiers; yet, even without a conscious effort from the user, their constant presence affords an effective means of communication.

The author’s musings came from his experience with the Tokyo rail network.  Along with a station’s obvious and somewhat standard clues (signage, train colors, audio announcements, etc.), each station has its own chime melody. By remembering the chime for their final stop (which they’re exposed to while waiting for the train) along with the chime for the station before their final stop (which they can hear when the doors open), commuters can more or less ignore the passing landscape and still be cued into their surroundings. Ambient signifiers allow them to maintain a sense of where they are without having to actively seek it out.

Moving into the digital realm, consider when a browser changes the background color of the location field once the user is on a secure site. It’s a subtle change, but once the user associates it as an indicator of a secure site, a quick glance at the field will reinforce that they’re in the secure portion of a site.

The challenge is how to integrate this concept into your web design methodology. Overt signifiers, such as navigation, will always be necessary but perhaps we should also develop a vocabulary of ambient signifiers as reinforcement. A deepening of background colors to indicate sections a user visits often; a lightening of colors to indicate links to older items; differences in font size to show depth of a category, etc. Once you start thinking along these lines, you realize there are a number of ways to incorporate this concept into your design, aiding in the effective use of the site or web app.

user experience design

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