Signs Apply in the Web Interaction Context

The first layer of the Web Interaction Model is signs and metaphors.
This layer is presented first because from a user's perspective, it is the first element a user will interact with; from a design standpoint, it is the primary planning consideration. When visitors first arrive at a site, the immediate impression they get is from the images, colors, graphics, and typeface they perceive. The "look and feel" of a site creates an instant, subconscious impression. The design team's function is to inform that impression by applying effective Signs and Metaphors.

• User Perspective: Indeed, when users first visit a website, the visual elements like images, colors, graphics, and typography are what they encounter first. These elements shape the user's immediate experience and emotional response to the site.
• Design Standpoint: For designers, this layer is crucial because it sets the tone and context for all subsequent interactions. The choice of signs (icons, logos, visual cues) and metaphors (elements that suggest functionality or purpose, like a shopping cart for e-commerce) are fundamental in guiding user behavior, making navigation intuitive, and establishing the site's identity or brand.
• Signs and Metaphors: These are not just decorative but functional. They communicate ideas and functionalities quickly and effectively, often without the need for text. For example, a magnifying glass icon universally suggests a search function. Effective use of these elements can significantly enhance usability by making interfaces self-explanatory.
• Impression Formation: The "look and feel" does indeed create an instant, subconscious impression. This impression can influence trust, perceived credibility, and user engagement with the site. The design team must ensure that this first layer aligns with the site's goals, target audience, and the message it intends to convey.

This captures the essence of why signs and metaphors are considered the first layer in the Web Interaction Model, highlighting their role in both user experience and design strategy.

1. Signs have practical, unambiguous meaning
2. Symbols are more complex and have greater imaginative resonance
3. Icons stand for an object by resemblance
4. Metaphor is use of an image for something it does not literally denote
5. Allegory is often symbolic representation of a moral or political concept
6. Irony involves a twist of language, often by using the opposite of what is meant
7. Parody is a humorous or satirical imitation

Here's an explanation of each element within the context of the Web Interaction Model, specifically focusing on how they contribute to user interaction and website design:

1. Signs have practical, unambiguous meaning:
   • Explanation: Signs in web design are straightforward and intended to convey a clear, specific message or function. For instance, a 'play' button (triangle pointing right) universally signifies the start of video or audio playback. The goal is immediate recognition and understanding, minimizing confusion or misinterpretation.
2. Symbols are more complex and have greater imaginative resonance:
   • Explanation: Symbols on a website go beyond mere functionality to evoke emotions or concepts. They might represent ideas or themes not directly related to their literal depiction, like a heart symbol used to denote love, care, or favorites. Symbols can resonate on a cultural or personal level, enhancing the user's emotional connection to the site.
3. Icons stand for an object by resemblance:
   • Explanation: Icons are visual representations that mimic or suggest the object or action they represent. For example, a trash can icon for deletion or a house for 'home' or 'main page'. Their effectiveness in web design lies in their ability to communicate function or location through visual mimicry, making navigation intuitive.
4. Metaphor is the use of an image for something it does not literally denote:
   • Explanation: In web design, metaphors help users understand new concepts or technologies through familiar contexts. For instance, a desktop metaphor where files and folders are used to organize digital content, or a tree structure for site navigation, implies a hierarchical organization similar to a natural tree.
5. Allegory is often symbolic representation of a moral or political concept:
   • Explanation: While less common in everyday web design, allegory can be used in thematic websites or campaigns. For example, a site might use characters or narratives to allegorically represent issues like freedom, environmentalism, or social justice, thereby engaging users on a deeper, more reflective level.
6. Irony involves a twist of language, often by using the opposite of what is meant:
   • Explanation: Irony in web design can be employed for humor or to make a point. For example, a site might use exaggerated, overly simplistic graphics to ironically comment on the complexity of a topic. This can engage users by challenging their expectations or offering a critique through design.
7. Parody is a humorous or satirical imitation:
   • Explanation: Parody can be seen in websites or applications that mimic well-known sites or services for comedic effect or to critique them. An example might be a fake news site that parodies real news outlets to highlight biases or absurdity in media. This can be particularly engaging for users who appreciate humor or satire in digital content.

Each of these elements contributes to the 'Signs and Metaphors' layer of the Web Interaction Model by shaping user interaction through visual and conceptual cues. They help designers communicate more effectively, evoke the desired emotional response, and make complex interactions or ideas accessible and engaging. However, their use must be contextually appropriate, culturally sensitive, and aligned with the site's objectives to avoid miscommunication or alienation of the user base.

The Oxford Dictionary definition of a metaphor is the "application of a name or descriptive term or phrase to an object or action where it is not literally applicable". In this way, the metaphor is itself a semiotic sign providing meaning obtained from what is referenced. More than that, the metaphor adds to other communication by providing the association of a meaning to an unfamiliar object rather than only a familiar one. This extra ability of metaphor adds an extra layer to sign-object meaning model. Extending from the word metaphor, when we introduce the concept of a "family tree" to someone for the first time, we allow the pre-existing identity of a tree to help provide meaning to the way we can look at family history. The metaphor acts as a super-interpretant, providing an interpretation where none would normally exist. This super-interpretation makes the metaphor a vital tool in computer interface development as it can be used as a powerful sign for the audience viewing it.

• Signs Present Information
  To clarify what makes an effective sign, visualize a stop sign, where the letters, the color red, and the shape unite for a single purpose: getting you to stop. For designers, signs mean the visual markings or sounds that present information. A sign can be a letter, a number, a frame, a color, or a sound. When viewing the contents of a Web page, you are viewing a set of signs, which may include words, labels, symbols, icons, frames, color fields, or animation. The following table describes attributes of a variety of signs. Click any of the links in the Examples column and see sites that use signs effectively. In the next lesson, you will learn how metaphors work with signs to enrich the visitor's experience at your site.

Sign	Attributes	Example
Words	Bulk of the editorial content. The text that fills the pages	therainforestsite.com
Label	A word that is part of a clickable graphic, often in a carefully designed font and color.	www.amazon.com
Symbol	Any object that is used to represent something more than itself. May be pictorial or non-pictorial (no resemblance or logical relationship to what it is representing).	pbs.org
Icon	A pictorial symbol, that is a simplified, stylized image of what is represents	www.yahoo.com
Color Fields	Appearing within the same page, different areas of color represent divisions of content.	photographymuseum.com
Animation	Active graphics on a page. May be continuous, have an assigned time limit, or may require a user's action to start and stop.	www.adobe.com