Great information architecture is invisible so that content can shine through

“Content makes the sale, delivers the service and builds the brand. The architecture is the container of the website, but content—well, it’s the content in the container. We don’t buy from iTunes because of its architecture; we buy because of its music. Great information architecture is invisible so that the content can shine through.” – Gerry McGovern

Read “The Importance of a Customer-Centric Design Approach: An Interview with Gerry McGovern” from UIE here. This is the same article that brought us another great quote from Gerry back in April.

1. Manage the task the user wishes to complete, not the content or technology
2. Great information architecture leads the site to behave as the visitor expects
3. Information Architecture helps people get better at sharing information
4. Information architecture is at the very center of the electronic information storm
5. Information architecture helps make sure that business and user needs are met