Why it worked
If it’s easy to read, it’s easy to do, pretty, good, and true. Or so say academics Song and Schwartz. Making things simpler and more readable makes them more memorable and believable. Think: ‘Hands, Face, Space.’ (Or, if you can bear to, ‘Live, Laugh, Love’.)
Our introductory security risk considerations were designed to be easy to read, understand, and act on. Jointly, we kept the essential but more heavy-duty guidance back for assets and brochures.
How do you best digest huge, unwieldy wodges of information? By breaking them into bite-sized chunks, that’s how. ‘Chunking’ information pleases our short-term memories and helps them process and cope with that information so much better.
This project meant both unifying and dividing in order to conquer – putting all the material together in the core script but also splitting it into explainers and assets that wouldn’t be too intimidating for our audience.
Picture Superiority Effect
As behavioural communications devotees, we’re big believers in the power of words. But we also appreciate that a picture can speak a thousand of them. The lock graphic we created was an effective way of bringing information together in one place while showcasing that the guidance was connected, unified and secure.
The picture superiority effect only really works when images are related to the content. In this instance, the lock image was (ahem) key. We wouldn’t want to illustrate the serious business of data guidance with pictures of, say, multicoloured horses. (Although perhaps we would if we made them multicoloured Trojan horses – but, well, you get the picture.)