The UX Dictionary > I for The Scent of Information
Information Scent
noun /ˌɪn.fɚˈmeɪ.ʃən/
1. Visual and textual cues that influence what users expect to find before following a link.
Animals put effort in following the scent of prey, digging for grubs, climbing trees etc. in search of food. However, as energy is scarce, they only put effort into pursuing something when the reward seems likely.
Humans are animals, but food isn’t an issue. Our scarcity in time and attention, so we only put effort into journeys that have a good “Scent of Information”, i.e. appear likely to lead to the information we need. Therefore, we need to feel confident that a journey will bear fruit.
We’re less likely to engage in a journey if;
It looks like it’ll take too long to complete.
It’s unclear what the reward and its benefits are.
Each new step feels unfamiliar to the previous ones.