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We know that information architecture = improved presentation

4 seconds. That's all it takes for any of us to look at a piece of information and decide right then and there if we want to go any further. You know the feeling... you get a pile of mail. Look at it. And start sorting...

Trash....trash...trash....keep.

Responding to user's cognitive needs

Cognitive psychologists tell us about the processes we're following: chunking, queuing, filtering, and abstracting. People look at information and very quickly decide how it is organized and how they will act on the information. But what happens if you don't build documents that help readers act?

As developers and presenters of information, we believe it is our goal to imagine the audience more vividly, to imagine them following the content, in order to better capture and hold their attention.

Meeting new literacy demands

We believe communication in the 21st century requires a new literacy. Changes in technology have coincided with changes in user needs. It's an exciting time for professional communicators and for businesses. But we need to understand how the presentation of information has changed, and we need to respond to these changes.

Knowledge management specialist Thomas Davenport writes: "Organizations need people who can extract knowledge from those who have it, put it in a structured form, and maintain or refine it over time."

That's what we do. As information architects, we serve as a bridge between the organization creating documents and the users of those documents. We take the responsibility to organize, transform, and present information so people can find it and use it.

We bring order to chaos.