May 23, 2005

Use Eye-Catching Icons to Cut Through the Clutter

Icons are so prevalent in our day-to-day lives that we often don’t even notice them as communication. For example, we intrinsically recognize that when a door has an image of a figure wearing a dress, it communicates that the room is for women. Since one simple graphic demonstrates a concept that would take many words to explain, icons can be particularly powerful in employee communications. Here’s why you should consider using them.

What is an icon?
An icon is a small, easy-to-recognize image that (if well designed and thought out) is universally understood. Not to be confused with a logo or symbol, an icon becomes shorthand for an idea or concept. Most icons are one-dimensional and one color, and their style can vary from realistic to abstract.

Using icons in employee communications
Since most of us struggle to make communication more visual, we should consider using icons as visual tools to convey key information. Here’s what makes icons so powerful:

• They’re widely applicable: A well-designed icon has the same meaning globally, offering a rich potential for communicating across language barriers. For example, let’s say that safety is a corporate priority for your organization; an icon of a hardhat would be universally understood.
  
• They cut through the clutter: Between all the words in print and online, an icon stands out like a beacon in the night to help readers navigate, guiding them to various kinds of content. On a subscription website, a “key” icon represents premium content, so if you’re a member, you’ll be able to access in-depth content.
  
• They create recall: Some organizations use icons to represent key information, like company values. By nature, adults are visual learners. Icons serve as “handles” that employees can grasp when trying to recall information. Used consistently, icons reinforce messages and further emphasize their importance. When used with written content, icons can also create clarity by linking to overarching concepts.
  

Icon warnings
When creating your own icons—follow these guidelines:

• Make sure they’re clear: Only very simple images make a good icon. If you’re icon is too busy visually, you risk that employees won’t be able to make out the image, which is especially problematic if the icon is reduced for use on a webpage.
  
• Ensure that they’re without cultural bias: Colors and images vary from culture to culture. For example, in France, an icon of a house would not represent “homepage” because the French call it a “welcome page.” Before introducing icons to your organization, test them on a diverse group of employees and get feedback.
  
• Keep it simple: Too many icons can add to employees’ confusion. Don’t overdo it: Five icons is a safe bet.
  
• Hire a designer: Think about when and where you could leverage icons: operating principles, values, business strategies, etc. Then, enlist a designer to help you create an icon. The cost is minimal and the results are worth it.
  
• Make it easy for new employees to learn what they mean: Don’t ever take it for granted that employees know what different icons represent. Whether in print or online, include a key that offers an explanation of each icon.