Information architecture, or IA, is the discipline of distilling and organizing information in a structural format that is streamlined, easy to understand and navigate, and user-centric. It serves as the invisible guide that makes it easy for users to find what they need, verify its appropriateness, utilize the relevant resources, and get on with their day.
Supplying the user with what they need, ensuring that the information is organized and categorized properly, and making the information easy to maneuver are key components in information architecture. These features lend directly to good, invisible design which, in turn, creates an incredible user experience.
In branding, information architecture unifies form and function providing a consistent flow between screens or interfaces. A well-structured information architecture mapping will incorporate industry-standard design and strategy principles.
Information Architecture Principles
- Focus all design decisions around the user (e.g. the user’s needs, experiences, tasks, and behaviors).
- Place the most valuable information front and center, such as navigation and calls to action, and make it easy to reference.
- Ensure the content and context align to highlight where the user is and what they can find.
- Simplify elements and visuals by excluding clutter and filler.
- Keep content succinct and minimize the amount of information and options to reduce user overwhelm.
Supplemental Sources
In developing and designing the user experience for a brand, these principles and resources show the simplicity and efficacy in applying information architecture. The practice yields elevated, sophisticated design and strategy—form and function—in ways that directly support the end-user and underscore the brand’s value proposition.