Perspectives / Jake Coventry

Clear Thinking.

Ideas from research and design about how we understand information. Exploring the framework, the psychology and the small decisions that make communication clearer.

Jake Coventry Creative Director, Matizmo

4 articles

Four coloured paper planes meet beneath a small orange glass Matizmo sculpture.

Clear Thinking

Start with what your audience needs to know

A useful message starts with the reader’s question. Choosing what matters is as much a design decision as choosing how it looks.

An orange glass Matizmo sculpture supports a coral paper bridge beneath a lime sphere.

Clear Thinking

Help people find their way through your message

Headings, grouping and sequence help people see how the parts fit together. Structure is part of the explanation.

Layers of curved coral, blush and lime paper, with the Matizmo symbol embossed into the front layer.

Clear Thinking

What does your audience already understand?

Familiarity changes what a message means. A useful explanation starts where its audience is, then gives them a way into the detail.

A folded coral paper loop surrounds an orange glass Matizmo sculpture beside a pale lime arc.

Clear Thinking

Make the next step clear

People need to understand what they are being asked to do, what will happen next and whether the step is right for them.