Information scent refers to users' ability to predict what they'll find by following certain navigational paths. Based on cognitive psychology, this concept helps designers create intuitive navigation that matches users' mental models.
Key information scent principles:
- Clear labeling: Using terminology users immediately understand
- Progressive disclosure: Revealing information at appropriate moments
- Predictive content: Providing previews of destination content
- Consistent patterns: Maintaining recognizable navigation systems
- Breadcrumb trails: Showing users their current location
- Feedback loops: Confirming users are on the right path
- Scent reinforcement: Strengthening signals as users approach goals
How users follow information scent:
- Scanning for relevance rather than reading completely
- Making rapid judgments based on keywords and visuals
- Following the strongest scent path toward their goal
- Backtracking when scent becomes weak or misleading
- Building mental models from consistent patterns
Common information scent issues:
- Clever but unclear navigation labels
- Generic link text ("click here", "learn more")
- Misleading categorization structures
- Hidden navigation without clear signifiers
- Competing visual elements that distract from the scent trail
Strengthening information scent:
- Use specific, descriptive navigation labels
- Provide meaningful page titles and headings
- Include thumbnails or previews where appropriate
- Maintain consistent navigation patterns
- Test navigation with real users completing actual tasks
Research by Nielsen Norman Group found that strong information scent can improve task success rates by up to 87% and significantly reduce time-on-task.