Measure Twice,Cut Once: The Temporality of Communication Design

The familiar folk saying, “Measure twice, cut once,” with origins in carpentry design certainly indicates that the issue of measurement is central to good design work. The equally important—if implicit—wisdom to which it points is that it takes more time, or a careful pace of action, to do so properly. To develop our central arguments about the temporality of communication design, we first describe how the consideration of varying time scales offers great utility in the communication design enterprise and elaborate on the designable features of temporality for human interaction. Next, we draw on Ballard's typology of work-based activity cycles to offer some temporally based design principles for the design of work. We then apply these insights to various work activities that unfold at various time scales and illustrate how concern with temporality (rather than only time) may lead to a redesign of communication. In the conclusion, we attend to an underlying issue implicated throughout the preceding discussion: the pace at which the designer proceeds.