Even worse, it's often impossible to separate what's important or trustworthy from the flood of digital confetti on your screen. A noise filter Institutionalized attention-deficit disorder is not a rational communications strategy. The best information systems are stringent filters and organizers of data, not indiscriminate fire hoses of raw facts and figures. Producers, editors, and educators spend most of their time screening out the meaningless noise and irrelevant facts, cogently presenting knowledge within in an understandable narrative. In professional life we're now barraged by more messages than we can process, and it is crucial not to make the organization Web site just another part of the overall problem.
Media floods most of our waking moments, and work and at home.
The Web and its plethora of banner ads has surely increased the noise level, and brought it to every corporate desktop with access to the Internet. Ironically, polls show also show a steep decline in advertising retention rates, as people both struggle to keep up, and develop filtering behaviors to screen out the noise around them. Today finding information is much less of a problem than assessing its quality, and nowhere is this more of a problem than it is on the Web. Sites, subsites, and metasites The rapid development of the Web has outstripped our ability to logically describe the immensely complex structures we are now creating with Web technology. The Web site theme should be easily recognizable and must seem logical, unified, and internally consistent to most users of the site.