Managing Risks Signs Metaphors - Quiz Explanation

The answers you selected are indicated below, along with text that explains the correct answers.

 
1. Which of the following statements about consistency of signs and metaphors is not true?
Please select the best answer.
  A. Clients will want you to use their corporate colors, typefaces, and established branding or logos.
  B. One portion of the site may be inconsistent with the rest if there is a clear justification for deviating from the norm.
  C. All of the sub-pages should be consistent with each other and the main page should have its own distinct style.
  D. If signs and metaphors are used inconsistently, they may confuse customers, possibly resulting in lost sales.
  The correct answer is C.
Answer C is correct because it is the only false statement about signs and metaphors. Although there are reasons to have some inconsistency, you should typically introduce the look and feel of the site on the main page, and continue that look and feel throughout, unless there is a section with a different purpose or agenda. Answer A is incorrect because it is an excellent idea to use familiar and established colors, typefaces and logos to represent a company. Your client will be aware of this. Answer B is incorrect because it is true that within the framework of overall consistency, you may want to have one section be inconsistent in order for it to stand out, or present a different image than the rest of the site. Answer D is incorrect because it is true that customers respond subconsciously to consistent design features. Haphazard inconsistency may create a sense of confusion, discomfort, or distrust.

2. Which of the following statements best describes the way that poor signs and metaphors can prevent information architecture from functioning effectively?
Please select the best answer.
  A. Icons whose meanings are unclear prevent users from understanding the content categories of the site.
  B. B:
  C. Metaphors that rely on humor will destroy the professionalism of the site.
  D. Poor choice of corporate colors and branding style cause distrust and discomfort in users.
  The correct answer is A. Answer B is incorrect because humor is not necessarily unprofessional; in addition, metaphors rarely involve humor. Answer C is incorrect because although poor choice of colors and branding will not help your site, they will not necessarily impact the Information Architecture. Answer D is incorrect because lack of a site map is an issue solely of information architecture. Although it may involve a graphical representation of the site, it is considered a feature of information architecture, and not of signs and metaphors.

3. Each of the following answers lists some, not all, of the steps of the approval process. Which of the following answers lists the steps in the correct sequence?
Please select the best answer.
  A. Review business objectives and target audience description; write Creative Brief; create a clickable model of the site; create user interface elements.
  B. Write Creative Brief; produce "sketch" of interface; client reviews and approves sketch; study business objectives and target audience description.
  C. Create user interface elements; validate with users; client provides feedback; produce "sketch" of interface; client reviews and approves sketch.
  D. Designer creates a clickable model of the site; client reviews and approves clickable model; Creative development begins on the site; creates user interface elements; validate with users.
  The correct answer is C. Answers A and D are incorrect because user interface elements must be created before the clickable model of the site. Answer B is incorrect because you must study the business objectives and audience description before writing the Creative Brief.

4. The following answers contain functions of both the Editorial and Creative Briefs. Which of the following sets contains functions only of the Creative Brief?
Please select the best answer.
  A. Describes how audience reacts to the Internet in general; describes the benefits the site will provide for the audience; describes initial content requirements.
  B. Describes the benefits the site will provide for the audience; describes the estimated length of time that content sections will be valid without updates; describes the obstacles the site will face in achieving success.
  C. Describes how you will measure of success for the site; describes the benefits the site will provide for the audience; describes initial content requirements.
  D. Describes how audience reacts to the current site; describes the obstacles the site will face in achieving success; describe how you will measure of success for the site.
  The correct answer is D. Answers A and C are incorrect because initial content requirements are part of the Editorial Brief. Answer B is incorrect because the length of time that content sections will be valid without updates, known as content lifecycle, is part of the Editorial Brief.

5. Which one of the following answers describes how tools will help you to evaluate the success of your signs and metaphors?
Please select the best answer.
  A. Site metrics tell you why users left the site; client feedback provides additional sources of feedback; audience analysis informs you of what users like about the site; Design and Architecture Specification gives you statistics on actual download times.
  B. Site metrics provide data on click-throughs; client feedback provides additional sources of feedback; audience analysis informs you of what difficulties users may have with the site; Design and Architecture Specification gives you a benchmark against which you can evaluate actual usage patterns.
  C. Site metrics tell you why users left the site; client feedback provides data on transactions culminating in online sales; audience analysis informs you of who is not coming to the site; Design and Architecture Specification gives you statistics on actual download times.
  D. Site metrics tell you why users left the site; client feedback provides additional sources of input; audience analysis informs you of who is not coming to the site; Design and Architecture Specification gives you the primary path that users have been using to navigate through the site.
  The correct answer is D. Answers A and C are incorrect because site metrics can tell you from which page a user left the site, but explaining why they left the site is a matter of interpretation. Also, the Design and Architecture Specification may have suggested download time limits, but it will not have actual download times, since that document is created before the site is launched. Answer D is incorrect because metrics cannot tell you why users leave the site. Also the Design and Architecture Specification, written before the site launch, may try to predict which path users will navigate along, but it cannot include actual statistics from the Post-Delivery phase, since it is created well before that phase.