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My commute-time reading of Steven Berlin Johnson's book, Mind Wide Open included the discussion of attention today, toward the end of Chapter 5, as Steven pointed out that Dopamine regulates the "novelty-seeking" axis. I began to think about MTV, Web development, advertising, and other entertainments. It seems much of the creative force in entertainment and design is aimed at triggering the novelty-seeking part of our brain to draw attention. I throw Web development in there as there is a desire for over decorating and using cool Flash (I love Flash, but it is often used as a container for content, which inhibits the easy consumption of the information) where it is not best used.

This also reminded me of a rough theory about executives and content owners and their understanding of Web design. The content owners and managers that get involved with their Web development want exciting and flashy sites developed because they are bored with their content. They have been working with their content for years and it is not interesting to themselves any longer, in short it is work not fun and the Web is fun. There seems to be a correlation to the formality of the content and the desire for Flash and over-the-top visual design. The finance and budget people want a banker lamp with words moving out of them. The legal department wants highly-graphic backgrounds for their text.

The cure for this injection of excitement is turning the focus to the users of the content, that are not bored with the information and need to find the information and are often craving the information. Focussing the content owner on how to make the words that are important and the text of desired information easy to consume helps turn the situation from decoration that distracts the user. The next step is to user test and show the roadblock, if not worse, that stands between the user and their desired information.

In terms of "novelty-seeking" for the users, their desired information is often the novelty. On information sites the users what to come and get what they want easily and quickly. Providing clarity to help the user get that which they need is the best service. The design should not be boring, but should be well though out to help direct the user's attention to what will help them the most. Information design skills and a solid understanding of how to use the medium well will benefit the user greatly as it will the content owners.