My last blog described how CRI and other communication and information designers have realised that we cannot predict in advance how people will interact with the information we design—not because we lack the skills, but because communication is by its very nature non-predictable.

Of course, this doesn’t mean that no-one can communicate. But the realisation of non-predictability requires that professional communicators think very carefully about what communication is and what it can do.

I described it as “going through a big shift” and promised to tell you why. It’s a “big shift” because the common way of thinking about communication by professionals and laypersons alike, has been undergoing a radical change over the past 50 years.

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