Fogg’s Principle of Tunneling:  “Using computing technology to guide users through a process or experience provides opportunities to persuade along the way.”

            This month we take a journey to tunneling in our series on B. J. Fogg’s seven tools of persuasion from his book Persuasive Technology:  Using Computers to Change What We Think and Do.  Fogg cites software installation as a tunnel.  That frequently involves staying near the computer and answering questions every so often.  You are a captive audience as the installation proceeds.  As such, you may experience promotions for other products or about the benefits of your new purchase.  You and the company share a journey of software installation, with the company selecting the sights along the route.

              In his narrative, but not in his Principle, Fogg defines a tunnel as a committed journey, like an amusement park ride.  Once you sit in that gondola (or begin software installation), you’re committed to the entire journey.  In information arrangement, tunneling encompasses a wider definition.  You are enticed along a journey that you may or may not complete.  At any point you may decide what you are looking for is not worth the effort, or you may complete the journey, ending it only when you find what you are looking for.

One example of persuasive tunneling is the arrangement of a grocery store.  Many people pop into the store just for a quart of milk.  Milk sometimes goes bad suddenly so you pick it up on a quick errand.  That’s why milk is always at the back of the store.  If it was at the front, you would buy that one item and head on home.  When it’s at the back, you travel through the store aisles, experiencing other products and perhaps buying something else.

The Vietnam Veterans Memorial (VVM) provides a more complex tunnel.  Its 140 panels increase in height from 8 inches at the ends to over 10 feet in the center.  Names are inscribed in chronological order by date of casualty and alphabetical order within each day.  So it would seem that visitors take a journey from the beginning of the war to the end.

That is the case, but the journey actually begins in the center.  Maya Lin wanted the VVM to symbolize a circle so the names begin and end at the tall center panels, indicated by the only two dates on the Memorial, 1959 and 1975.  No other dates appear.  Walking along the panels, the only indication of a new day is the beginning of a new set of names in alphabetical order.  Even though this is the journey of the Vietnam War, it does not feel like a persuasive tunnel, since we only see a massive display of names.

Many visitors believe the chronology begins at the short left panel.  That’s logical since we read from left to right, not from the center to the right to the left and back again to the center.  When we experience the VVM from left to right, the shape of the memorial helps us feel the shape of war.  A few deaths at the beginning, building to a crescendo at the center and winding down to just a few names at the end.  In this case, because we know the names are in chronological order, the shape of the VVM creates a journey along the panels, persuading us to experience feelings about the progression of war.

Illustration used with permission from Microsoft.

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Last month I introduced B J Fogg’s seven tools of persuasion as outlined in his book, Persuasive Technology: Using Computers to Change What We Think and Do.  I showed how information arrangement exploits these tools with specific reference to the Vietnam Veterans Memorial (VVM).  The VVM arranges its names in chronological order by date of casualty, grouping together soldiers who served at the same time.  In so doing, the memorial demonstrates six of the Fogg’s seven persuasive tools.  This month, let’s take a deeper look at the first tool, Reduction or Persuading through Simplifying.

Reduction strategy is all about cost/benefit analysis.  How much effort (cost) achieves the benefit?  Fogg describes Amazon’s 1-click ordering method as pure reduction.  Before
this innovation, every click in the online sales process was a chance for customers to change their minds.  Will they go on to the next buying step or will they give up and click over to anotherWebsite?  At Amazon, one click seals the deal.  If a mind changes later, there’s a new cost/benefit analysis for the effort involved in cancelling the order.

Many years ago, when Ma Bell stopped being our only telephone company, the new phone services battled mightily for customers.  It became very easy to change your long distance company.  One brief request and it was done.  Sometimes you didn’t even have to bother with the request.  Sign your name to some freebie promo and you might find out later that the small print was an agreement to change phone services.  One step and it didn’t even involve thinking about phones.

Maya Lin’s VVM is a more honorable example of reduction, but her controversial proposal almost didn’t get approved.  Among many complaints about Lin’s design was the chronology, which requires the use of an index to find an individual name.  Critics wanted the names on the VVM in alphabetical order, making the memorial itself a giant index. 

MIT’s John Maeda, in his book, The Laws of Simplicity, assigns organization as the second law.  Organizing arranges similar items together and simplifies our efforts to use them.  Alphabetical order on the VVM would have made it easier to find a single name, but much harder to find a group of names.

First, a vet would have to remember names from more than 30 years ago.  Then he would have to look up each name individually, walking along the panels from A – Z.  To prepare for the effort, he might alphabetize the names of his dead buddies, the ones he remembers, so he doesn’t have to move back and forth among the 144 panels.  The names near each lost friend would have no meaning other than an alphabetic
similarity, or even the same name in some cases.  Names he can’t remember would remain forgotten.  The primary memorial activity here is similar to using a print dictionary, an exercise in the alphabet rather than an emotional experience of memory.

Chronology reduces the effort and increases the depth of feeling.  The vet only has to remember one name.  He finds that name in the printed index and goes to a panel representing the time he spent in Vietnam.  There are all his friends who died or went missing.  If he can’t remember someone’s name, the memorial remembers for him.
They are together again, the vet seeing his reflection in the polished marble among the names of those he lost.  The next time he visits, he won’t need the index.  He’ll know where to find his friends. 

Illustration used with permission from Microsoft.

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The Vietnam Veterans Memorial (VVM) is arguably the most powerful memorial in the world.  Maya Lin’s choice of chronological order for name arrangement may be the primary element of that power.  In making that choice, she engaged six of the seven persuasive tools identified by B J Fogg, in his book, Persuasive Technology:  Using Computers to Change What We Think and Do.  Along with technology, Fogg’s tools explain the persuasive aspects of information arrangement.  He defines a persuasive technology tool as one “designed to change attitudes or behaviors or both by making desired outcomes easier to achieve.”  He further divides these into macrosuasion and microsuasion.  The only purpose of a macrosausive tool is to persuade.  For example, the museum exhibit and computer game HIV Roulette persuades players to practice safer sex.

Microsuasive tools are the persuasive components of technologies whose primary purpose is other than persuasive.  The primary purpose of the VVM is to honor those who died or went missing during that war.  The chronologic arrangement changes the attitude and behavior of visiting Vietnam vets by allowing them to experience their time of service as they stand in front of the names of their lost buddies.

Information arrangement is almost always microsuasive.  Following are Fogg’s seven tools with an explanation of how the VVM uses them.  This is an article about arrangement, so I will mention that the tools appear in the same order in which they appear in Fogg’s book.

1)  Reduction:  Persuading through Simplifying  

People are more likely to complete a simple task.  Amazon offers“one-click” sales.  Press the key once and the sale is complete.  You can change your mind after that, but it’s a hassle.  If the names on the VVM were in alphabetical order, each name would have to be remembered and found individually.  But with chronology, a vet need only retrieve one name from his decades of memory.  The printed index shows where that name is on The Wall, surrounded by others who died on the same day, in the same battle.

2)  Tunneling:  Guided Persuasion 

In the journey of software installation, with a captive audience, the producer may demonstrate product features or try to sell more software.  The VVM also takes us on a journey.  Symbolized as a circle, the chronology begins and finishes in the center of the memorial.  Panel sizes, small at the two exteriors and huge in the center, encourage the view of a journey into a war that started small and grew and eventually ended.

3)  Tailoring:  Persuasion through Customization 

Shopping sites customize the buying experience by offering products based on previous purchases.  The VVM’s chronology gives each surviving Vietnam vet a personal place of remembrance on the memorial.  The names of his buddies will always be in that one location, a location he can return to again and again.       

4)  Suggestion:  Intervening at the Right Time 

Traffic trailers that give your speed as you drive by provide a suggestion at the appropriate moment, while you are driving.  The appropriate moment at the VVM is the occasion of a visit.  Any memorial’s purpose is to encourage thoughts about the memorialized event.  Because the VVM names are in a chronology, vets easily find their friends in one place, eliciting more memories with deeper thoughts.

5)  Self-Monitoring:  Taking the Tedium Out of Tracking 

Self-monitoring technologies include pedometers that record steps taken in a day.  This persuasive tool is not included at the VVM.  One information arrangement technique that does involve self-monitoring is the use of facets.  Let’s say a clothing site offers selection by the attributes (facets) of its products.  A user may first select gender, with the system only displaying products that meet the selection.  The user then selects shirts, changing the display to only available shirts in that gender.  Size may be selected next, etc.  Users self-monitor by evaluating the results of their choices as they proceed.

6)  Surveillance:  Persuasion through Observation

We are all familiar with the announcement that our conversation with a call center may be monitored.  Obviously the call center employee knows this too.  I have not yet seen an information arrangement example of surveillance.  However there is a form of surveillance at the VVM. Visitors leave items everyday at the base of the panels.  These are gathered by the Park Service, cataloged and placed in storage. Knowledge that the offerings become part of the historic record encourages this tradition.

7)  Conditioning:  Reinforcing Target Behaviors  

As positive reinforcement, an online game may award points or prizes to keep people playing the game.  Chronological order at the VVM offers positive reinforcement by helping vets remember their time of service and their friends who died.  These are intimate emotions the vet may want to have again, so the arrangement itself encourages him to continue visiting.

Conditioning, of course, can also be negative.  With information arrangement, negative reinforcement may be inadvertent.  If, for example, alphabetical order had been selected for the VVM, it would just be another list of names, with nowhere near the power of chronology.  But in a different situation, it could be the alphabet that provides the persuasive element.  Like all communication, persuasion changes with context.

Illustration used with permission from Microsoft.

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Today is Memorial Day.  On Friday the American military announced its 1000^th death in Afghanistan.  Yesterday, British Petroleum announced that it failed in its fourth attempt to stop the massive oil spill in the Gulf of Mexico.

We study name arrangement on memorials during the final week of my online Strategic Information Arrangement class at Simmons College.  That week includes an optional forum question asking class members to describe a memorial neartheir home.

Jared Stern, a Brandeis University pre-school librarian who also works at the Boston Public Library, told us about the New England Holocaust Memorial by Stanley Saitowitz, with Polish extermination camps represented by six columns extending six feet into the earth and 54 feet into the sky.  Smoke rises from “smoldering coals” toward the columns’ glass panels filled with 6,000,000 numbers evoking the tattoos of Holocaust prisoners.

Some panels have quotations instead of numbers.  Jared included one in his remarks:  “At first the bodies were burned, they were buried.  In January 1944, we were forced to dig up the bodies so they could be burned.  When the last mass grave was opened, I recognized my whole family, my mother and sisters and their kids.  They were all in there.  (Motke Zaidt, a Holocaust survivor who was deported from Lithuania and forced to work the death detail in Chelmno.)”

Beth Toren, Web Services Librarian at West Virginia University Libraries discussed two types of memorials for the mine disasters in her state.  An April 5 explosion at the Upper Big Branch Mine killed 29 miners.  The community responded by building spontaneous memorials such as one with pieces of coal painted white with the names of those who died written in black.  It sits on lace on the ground with a cross.

The Sago Mine exploded on January 2, 2006, killing twelve miners; one survived.  This has a formal memorial in Phillippi, although it is not complete.  The photo in this post shows Ross Straight’s flat 4’ x 6’ sculpture, with figures arranged as the bodies were found when rescuers finally reached them. 

Beth spoke with the project’s organizer who said the memorial is intended to honor all who died in the mines, but they will only list the names of the twelve who died at Sago.  According to Beth’s paraphrase, “they would never be able to fit all the miners’ names that died in coalmine accidents just in that county on a memorial.”  Today, as oil continues to gush into the Gulf of Mexico, we also remember eleven energy workers who died last month when the Deepwater Horizon drilling platform exploded.      

Vermont’s Sharon North Welcome Center on I-89 demonstrates green design with sustainable energy and water facilities.  That’s where Edee Edwards, taxonomy manager at a bio-pharmaceutical services company, found Vermont Vietnam Veterans Memorial.  This first state-sanctioned Vietnam memorial was dedicated two weeks prior to DC’s memorial.  It includes both the names of those who died and of every Vermonter who served. 

The memorial also has separate installations for those who died in Iraq and in Afghanistan.  These include not just names, but photos and remarks about their lives.  Since 1983, an all night vigil has been held every Memorial Day.  Edee said that even though she does not feel connected with the war in Vietnam, “this project ended up not just making me think, but making me feel.”

In the 90’s, the Sharon rest stop almost closed, but Vermont’s Vietnam vets lobbied to keep it open.  Ten years ago, the state selected it to be renovated as a green showcase, designed by Timothy D. Smith.  Using ground source heat pumps, the center keeps warm in the cold Vermont winter and cool in the summer, not by extraction, but by sending reclaimed water into 24 wells to return with the earth’s own heat.  Take a look at the worst oil spill in U.S. history.  Instead of stealing her blood, we should let the earth nurture us with geothermal energy.

Photo Credit:  West Virginia Governor Joe Manchin’s Photo Gallery.  Album:  Sago Mine Memorial Unveiling, May 21, 2009.

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Anyone in a group photo knows about spatial information arrangement.  To display who’s who, names are usually arranged by their place in the photo — left to right, in rows, clockwise.  For photos, alphabetical order would require a location statement (third row, second from the left), so it’s a lot easier and more helpful to organize the names by spatial placement.

Geography is a subset of spatial arrangement.  Here information is listed by how it appears on the land.  Written travel guides often organize the sights in the order in which tourists encounter them on the road.  The guide might put a prominent attraction first, veering from geography for the sake of customer convenience.  The authors know where the tourists are really heading, so they make things easier by incorporating order-of-importance into the spatial arrangement.

The many guides to Route 66 usually begin in Chicago and head west to LA.  US 66 followed the trail of American westward expansion, so this direction makes historic sense.  As a native Californian, now an Arizonan, and an adventurous driver, I often find myself traveling backwards on
the few remaining stretches of the Mother Road.

“Route 66,” Bobby Troup’s hit song, maintains the east-west travelogue with one exception, “Gallup, New Mexico; Flagstaff, Arizona; don’t forget Winona.”  Winona is east of Flagstaff so an accurate listing would be Gallup, Winona, and Flagstaff. 

Troup had an arrangement parameter that took precedence over the map.  He needed a rhyme.  For those lines, he returned eastward.  Even so, Troup maintains geography, signaling a change in direction with “don’t forget Winona.”  Then he heads west again to Kingman, Barstow, San Bernardino.

If you ever plan to motor west,
travel my way; take the highway that’s the best.
Get your kicks on Route Sixty Six!

It winds from Chicago to L.A.,
more than two thousand miles all the way.
Get your kicks on Route Sixty Six!

Now you go through St. Looey, Joplin, Missouri
and Oklahoma City is mighty pretty
You’ll see Amarillo, Gallup, New Mexico,
Flagstaff, Arizona; don’t forget Winona,
Kingman, Barstow, San Bernardino.

Won’t you get hip to this timely tip:
When you make that California trip,
get your kicks on Route Sixty Six!

Bobby Troup, “Route 66” in The Great American Songbook: The Singers.  Milwaukee, WI: Hal Leonard, 2007, pages 274-277.

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Today’s post honors Phillip Gibbs and James Green, killed shortly after midnight on May 15, 1970 by police at Jackson State College in Mississippi.  On May 4 of that year, Allison Krause, Jeffrey Miller, Sandra Scheuer, and William Schroeder were killed by the Ohio National Guard at Kent State University.

This post will also be the Memorial Day essay for Discover the Region, where some of my writings will now be published.

Like all language, organized information persuades.  It “directs our thinking,” as biologist Stephen Jay Gould wrote about classification.  Information arrangement shapes perception and interaction.  Names on memorials are examples of organized information where arrangement defines a visitor’s experience.  The thoughtful chronology of the Vietnam Veterans Memorial builds a space for individual remembrance.  A World War I memorial does the same, but with a different arrangement strategy, reflecting the difference in the two wars.  In contrast, the random arrangement proposed for the World Trade Center memorial almost derailed the project.  Yet, in another context, random builds community at the Memorial Temples of Burning Man.

By listing names on the Vietnam Veterans Memorial (VVM) in chronological order, designer Maya Lin gave surviving Vietnam Vets personal spaces for contemplation, spaces that make the VVM our most powerful memorial.  Names are arranged by date of casualty, not date of death.  Those who died later of wounds received in battle are listed on the day of the battle along with their buddies who died that day or went missing.  When a surviving soldier visits the VVM, he need only remember one name to look up in the index.  He finds the panel and sees the names of his friends who died in a battle he fought.  They remain together where he can visit them and remember his own experience.

Architect EdwinLutyens influenced Lin with his World War I Memorial to the Missing of the Somme.  This open structure of 16 huge columns, with intersecting arches and a truncated tower in Thiepval, France lists more than 72,000 names on its huge columns, names of British soldiers missing from a single battle.  Like the VVM, the memorial gives survivors an individual place of remembrance, but the two use different arrangements to achieve the same goal.  The VVM honors over 58,000 dead or missing during a 20 year war.  The Somme memorial lists those missing from a five month battle, most from a one day massacre when British troops surged into waiting German lines.

In World War I, Britain recruited Pals Battalions.  Men who signed up together could serve the entire war with their buddies.  Cities and towns mustered their own fighting units, sending them off to France with names like the Sheffield City Battalion.  On July 1, 1916, many of these towns lost nearly a generation of young men.

The names on the Somme memorial are arranged by British Army Order of Precedence.  That’s how military units appear on the parade ground.  These units came from individual towns, so the arrangement has the effect of organizing missing soldiers by their home towns.  Even today, with only a few remaining World War I vets, relatives and neighbors have their own place of remembrance.

Michael Arad, designer of New York’s National September 11 Memorial, ignored individual places of remembrance when he selected random as the arrangement.  This would have dispersed names from each company all over the monument.  Instead of a personal place to remember fallen coworkers, survivors would have had to hike to see each name.  The arrangement infuriated surviving families and they eventually refused to contribute to the memorial fund.  At that point, the design committee reconsidered and offered “meaningful adjacencies.”  Families can now place their loved one’s name within a group or next to an individual.  Many names will appear with the companies they worked for, but they might also be with special friends.  In one case, a married couple who worked at different companies will now be forever together on the memorial.

The designers of the National September 11 Memorial paid dearly for an arrangement error, losing money, prestige and the community’s good will.  They went from simplistic random to perhaps the most complex arrangement on any memorial with individualized name placement and multiple types of groupings.  If the designers had originally selected an obvious arrangement, such as geographic by floor, survivors would have had their places of remembrance.  They would not have needed strong family associations to fight against the arrangement and ultimately to fight for a more detailed names design.

In the right context, however, even random can build private spaces of remembrance.  David Best did this at Nevada’s Burning Man art festivals.  His Memorial Temples in 2001, 2002, 2003, and 2004 reflect the Somme memorial as arched open structures, topped with a tower and filled with names.  Burners inscribe the names they want to remember anywhere on the memorial.  The effect is random, but each inscription describes a private remembrance.  For the week of the festival, Burners have a personal place to grieve, a place they have chosen.  When the Temple burns on Sunday, individual memories and the combined memories of all Burners float into the evening sky.

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In my previous post, “Creative Literary and Pragmatic Lists”, I indicated that one creative component of a pragmatic list is the selection of a category to sit in first place.  When I added the essay to my “Directory of Postings,” I realized my first place was “Arrangement Structures > Alphabetical Order.”

Of all arrangement structures, alphabetical order is certainly the most boring.  In addition, there are people, some in the information industry, who hate alphabetical order.  They feel it has no meaning, which of course is its beauty.  But do I really want my first category to be something that is both boring and controversial?

So I need to put a category in front of “Alphabetical Order,” which is not so easy.  My Directory is hierarchical with categories alphabetized.  If I keep “Arrangement Structures” as the first major category, I need a structure that appears earlier in the alphabet than “Al.”  There ain’t one.  The alphabet is alpha.  The word is based on the Greek word for “A.”  It’s supposed to be first, which is one way it keeps its primacy.

The next idea places a different major category into first place.  It has to fit in the alphabet before “Arrangement Structures.”  My second major category is “Arrangement Theory.”  I need a word for theory that begins with a letter before “S.”  That word is “Principles.”

My first category is now “Arrangement Principles > Categories.”  Not controversial, but not very sexy either.  So I look at the first few categories of arrangement principles:

Categories
Findability
Information
Architecture
Knowledge
Development
Parameters
Perspective
Persuasive
Strategies

I could find a synonym for categories, but “Findability” is not very sexy either.  The sexiest is “Persuasive Strategies,” a phrase I use often so I can’t change it.  Then I realize all I have to do is put “Arrangement” in front of a category and my problem is solved.

Unfortunately, “Arrangement Persuasive Strategies” is awkward and changes a phrase I use often.  “Findability,” “Information Architecture,” and “Knowledge Development” also awkward, plus lots of people work in those areas.  I want to feature something where I am the primary practitioner.

That brings us to “Parameters” and “Perspective.”  “Arrangement” fits nicely in front of both.  But “Parameters” is a little amorphous.  I use it to represent the sometimes odd characteristics that must be considered in an arrangement.  For example, in “Working with Parameters,” a post about my client Snoopy, I discuss building an arrangement around Bloglines’ inability to accurately display spreadsheets.

Which leaves “Arrangement Perspective.”  How delightful.  I always promote designing arrangements from the perspective of the user.  And there’s an added bonus, a double meaning.  “Arrangement Perspective” could also mean my perspective on arrangement, which is what IsisInBlog is all about.              

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Umberto Eco’s four month Louvre exhibit about lists finished its run in February.  So if you want to see his “Mille e tre,” exhibit, you’ll have to get the beautiful catalog, The Infinity of Lists, with essays by Eco about the history of lists, along with examples of literary lists and photos of lists in visual art.  One shows a painting of edible vegetation combined to make a realistic human face with a zucchini nose (p. 130).

Following the trail of Eco’s footnotes, I found a delightful book about literary lists by Robert E. Belknap, The List: The Uses and Pleasures of Cataloguing.  Belknap distinguishes between literary lists and pragmatic lists, the type usually made by my readers.

We expect creativity in literature and lists are no exception.  Here’s an example from Tom Sawyer identifying the contents of Tom’s pockets as “a lump of chalk, an indiarubber ball, three fish hooks, and one of that kind of marbles known as a ‘sure ‘nough crystal’” (Belknap, p. 17).  Belknap shows how Twain’s language enhances each object, with the marble given “the privileged, anchoring, final spot” (p. 18).

We don’t usually think of pragmatic lists as creative. Yet they are composed of words and any use of words has a creative component.  Just think about placement, which Twain used for the marble.  In a pragmatic list, the first item holds the privileged spot.  First place may be anointed through an accident of the alphabet.  It might also be an example of what Belknap calls deliberate arrangement.  Even in alphabetical lists, first place can be deliberate.  Words have synonyms and some of those synonyms start with an A.

Here’s where we begin to see the connection between literary and pragmatic lists.  They both communicate.  The literary list communicates the author’s intentions and, in many cases, so can the pragmatic list.  If you are the author of a pragmatic list, what are your intentions for the list?  What do you want to give your readers?  The answers will help you build a deliberate arrangement that intentionally communicates. ~

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Strategic Information Arrangement: Theory and Techniques

Online CE Course at Simmons College in May, 2010

Instructor:  Katherine Bertolucci

Fee:  $250 (Simmons GSLIS Alumni price $200) for thefour week online course.

Registration:  http://www.simmons.edu/gslis/careers/continuing-education/workshops/online.php#strategic (Click “Register,” top of the page on the left)

“Strategic Information Arrangement” takes an entertaining look at the building blocks of order, especially arrangement styles for organized information.  These are the skills you need to display information, whether in taxonomy, classification, or structured lists. Understanding these strategies helps you build ordered arrangements that persuade users. Lack of understanding can inadvertently send users in the opposite direction. Since all information has order, even if only random, each arrangement structure you build is an opportunity to persuade or to accidentally dissuade.

Futurist Ray Kurzweil believes “order is more profound than information” because it “fits a purpose.” This course helps you develop profound order with fifteen list structures, six hierarchic methods, and five persuasive strategies. Katherine’s client Snoopy is on hand to explain some of the concepts. Nevada’s Burning Man art festival and the Rolling Stones also make an appearance. You learn how each technique fits a unique purpose and how to persuasively exploit these techniques.

For Memorial Day, we review the Vietnam Veterans Memorial and the Memorial to the Missing of the Somme from World War I, each with similar information and goals, yet requiring different name arrangement strategies.  In the optional assignment, you design a hierarchic structure with provided material.  Assignments are critiqued by Katherine, the only organizational expert focusing on persuasive arrangement.

Instructor: Katherine Bertolucci is an information management consultant and owner of Isis Information Services in Phoenix, AZ. She specializes in the development and arrangement of subject-based classifications, taxonomies, and other formats for persuasive information presentation. A pioneer in non-traditional classification, Katherine built her first taxonomy in 1978. Clients include poets and transnational corporations such as Procter & Gamble and Thomson Financial. Known for her work with Snoopy, Katherine’s programs are entertaining and informative. She is former Chair of SLA’s Library Management Division and Information Futurists Caucus. Katherine’s essays on information arrangement appear on IsisInBlog.  Print publications include “The Future Still Awaits Us: Ray Kurzweil’s Singularity on Wall Street” (Searcher, July-August, 2009),”Beyond Findability: Organizing Information in the Age of the Miscellaneous” (Searcher, February, 2009), and “Happiness is Taxonomy: Four Structures for Snoopy” (Information Outlook, March, 2004). Contact her at katherine@isisinform.com

Photo Credit: “The Temple of Joy at Night,” © Jim Hammer and Burning Man.  More photos by Jim Hammer at http://www.flickr.com/photos/mrscience

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(Today is the anniversary of the 1978 assassinations of San Francisco Mayor George Moscone and Supervisor Harvey Milk at the hands of fellow Supervisor Dan White.  It happened nine days after the Jonestown massacre and the assassination of Leo Ryan, a Bay Area Congressional Representative.  Jim Jones himself was well connected in the San Francisco political scene.  At the time, I was working in Davis, east of San Francisco near Sacramento.  I remember clearly Dianne Feinstein’s announcement of the assassinations as she became Mayor of the city.)

In my ongoing research on the arrangement of names on memorials, I am reading an excellent book by James E. Young, The Texture of Memory: Holocaust Memorials and Meaning.  It won the Jewish Book Council’s National Book Award in the Holocaust category.   I highly recommend this to anyone interested in the nature of monuments and memorials.

On p. 54, Young shows a photo and describes a memorial at the Wittenbergplatz transit station in Berlin.  A simple sign listing the names of ten concentration camps, it begins with the phrase “Places of terror that we should never forget.”  Young writes that the camps “are in no special order, other than that the German camps are listed last.” 

As an arrangement expert, I realized listing the German camps last indicates someone thought about the order of the names.  People who like to organize tend to take another step, if only for their own benefit.  So I used Wikipedia to find a pattern, building a spreadsheet of categories that might be organizing criteria, including locations, dates of operation, numbers of prisoners, and numbers of deaths.  I discovered the camps are listed in a complex order that adds meaning to our understanding of the memorial and of the Holocaust.

(Data from Wikipedia’s List of Nazi-German Concentration Camps.  The number of deaths at Bergen-Belsen is not included in the Wikipedia table, but is estimated from the first paragraph in the Wikipedia article on Bergen-Belsen.)

The first four camps in the arrangement are located in Poland.  The fifth, Theresienstadt, is in Czechoslovakia, with the rest in Germany.  In Poland and in Germany, the first camp is the largest.  The remaining camps in the two countries are then listed by the date the camp was established. 

There may be several reasons for placing Poland first and Germany last.  Auschwitz is by far the largest camp, with the largest number of deaths, so placing it first in the full list is appropriate.  In addition, Germany is the host of the sign and perpetrator of the Holocaust, so the sign designers placed themselves last.Therefore Theresienstadt, the sole Czech camp, is in the middle. 

Why did the designers combine size and date as an arrangement?  If they wanted the largest camp first, why not list the rest in order by size?  I believe they wanted to avoid a hierarchy of horror.  Treblinka, which only had enough space to kill people, was not more benign because it was smaller.  Another option that would place Auschwitz first is alphabetical order.  But alphabetical order has no meaning.  Auschwitz is not first because it starts with an A.  It is first because it is the largest place of terror.

This arrangement is so complex, with three different placement strategies, that an honored Holocaust scholar did not see it.  What is the purpose of something so obscure?  Should the designers put a paragraph on the back of the sign explaining their intentions?

Memorials, even simple signs, are a form of art.  We don’t usually explain art on the piece itself.  We let viewers discover their own understanding.  Like most artists, the sign designers offered clues.  They placed Auschwitz, which begins with an A, first in a non-alphabetic arrangement.  They also set apart the three countries.  This sign is intended for Germans who would know the five camps in their own country.  The clues tell us there is some sort of arrangement here.  Young recognized this when he commented that the German camps were last. 

The Wittenbergplatz sign is at a transit station in a busy Berlin shopping area.  There may be thousands of commuters who see it every day.  If the sign were in alphabetical order, it would be stagnant.  Instead it has a structure that is implied but not obvious, an enigma perhaps adding more conscious thought to those thousands who every day see the words, “Places of terror that we should never forget.”

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