What is information noise ? Can it be avoided in the 21st century? What effects can be expected from it? Find the answers to the troubling questions, reach for the article and become a more thoughtful recipient of content!
What is information noise?
You have probably encountered the term “information noise” more than once. Have you ever wondered what this term means? Scientists specializing in communication noise consider it in terms of weather (information smog), natural disasters, martial law (information flood, information bomb), and even disease (information paralysis). It is difficult to find any positive definitions of this phenomenon.
How to recognize communication noise?
One of the dominant features that distinguishes indonesia mobile phone number communication noise from other messages is saturation. In the network, it refers to the following aspects:
shape/form of expression (language) – shock and controversy as the main characters of the content;
photography – similarly to content, it is meant to attract attention and arouse interest; often by presenting provocative activities, situations or characters;
video recordings – included without the prior consent of the Internet user;
pop-ups;
unwanted redirection of Internet users to other websites.
Information noise is a phenomenon that is still progressing and will continue to progress due to the ubiquitous access to the Internet. It could be said that the user does not have a moment's rest from catchy headlines, colorful, interactive graphics and audiovisual messages. They often convey unconfirmed or incorrect information (so-called fake news).
The coronavirus pandemic and the resulting communication chaos are a perfect example. The internet was abuzz with orders, prohibitions, and advice that did not necessarily correspond to the actual state of affairs. Recipients began to nervously browse various websites in search of the truth. The mainstream media did not make their task any easier. It turned out that current reporting on changes introduced by the government and providing meticulous data on the number of deaths and illnesses increased anxiety.
Does information noise affect health?
Imagine that you turn on the TV and change channels. You plan to watch two stations at the same time. Answer the question: how much information have you absorbed? The conclusion is one - you are not able to absorb it all. As a result, you lose concentration and interest in the message. Radio, television or online advertisements are everyday bread for the user, who quickly forgets what they have just watched or heard. This is how information noise works.
Is it harmful? Indirectly, yes. Communication noise affects health because as a result of the saturation of received content, severe stress occurs. This affects well-being, leading to its deterioration. There are cases when the existing stress leads to complete paralysis in the reception of information. Such a situation is not favorable to both the recipients and the advertisers themselves.
How to avoid information noise?
Is it possible to avoid information noise at all? From the recipient's perspective, certainly not. However, in the creative process, it is worth reaching for a few proven techniques developed by neuromarketing experts . Messages of this type are referred to as "brain-friendly". What are their characteristics?
No impersonal form
Behind every message there must be a real character or phrase suggesting a connection with the audience. Direct statements addressed to the recipient are perceived better than using an impersonal form. Graphics featuring a certain hero also fare better than in the case of photos of the product itself.
Emotions rule
Make sure that future customers associate your brand with positive emotions. Try to make them laugh until they cry, move them or pleasantly surprise them. Stimulate reflection and intrigue. Don't forget the old golden rule to maintain relative moderation in all advertising activities.
The power of colors
A trivially simple solution, although overlooked by many when creating eye-catching ads, is the thoughtful selection of colors, which is a key element of online marketing . The consistency of content with the graphic design of the website plays an important role for visual customers. Flashy colors are passé. Take care of thoughtful combinations that will distinguish the brand from others.
Unique, meaning?
Just be yourself. Find your way to get ahead of the crowd and interest your target group. Analyze and collect all the necessary data about your audience, then create personalized messages and reach potential customers.
