Dump The Bucket

Greg Storey doesn’t like the word “bucket,” nor what it implies.

I just got off the phone with another in a long list of clients who used the word “bucket” several times during a conversation about information architecture. In olden times we used words like “categories” or “sections” but these new kids are dropping their own slang as if creating a website is the new rap-battle.
Does the word really work that much better than long established terms? No. The preferred word, “category”, is used to described “things having shared characteristics” while “bucket” is a “container”. One implies the relationship of things while the other is an object you put things in with absolutely no relationship implied.
Using the word “bucket” in web development is the equivalent of using the words “things” or “stuff” in conversation. In both cases details are hit-and-run over by the practice of subtle oversimplification. The result is an experience that lacks eloquence, education, and energy.

Storey goes on to say clients are increasingly playing the role of information architect; yet, rarely do they consider the user experience as one of the primary goals for their site.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.