Information Architecture is design shapes what's seen. It sits in the Cognition dimension (COG) of the Human Behavior Taxonomy™ as element HBT-COG-0716, within the Level 4 family. The core principle: design shapes what's seen. In incentive terms, it matters because it changes the payoff people perceive before they choose — which means it can be designed for, or exploited.
Scientific Definition
Design shapes what's seen
Plain-English Definition
Design shapes what's seen
Feynman Explanation
Design shapes what's seen
Core Principle
Design shapes what's seen
Mechanisms
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Inputs (Triggers)
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Outputs (Behaviors)
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Behavioral Signature
Design shapes what's seen
Examples
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Original analysis from The Incentives Lab — how this element behaves inside real payoff structures.
Why this element matters to incentive design
When this element shows up in a diagnostic, the instinct is to train people out of it. Training rarely moves it. The mechanism underneath it operates in the Cognition dimension — how do we think?. You can recognize it in the field by its signature: design shapes what's seen. Every element in the Cognition dimension changes the perceived payoff of an action before the action happens, which is exactly where incentive design has leverage.
How it gets exploited
Left undesigned, this element is exploited the ordinary way: someone discovers that triggering it is cheaper than earning the outcome it stands in for. The pattern is the same one Goodhart's Law describes: the measurable proxy attracts the effort, and the purpose behind it quietly loses funding.
How the Lab designs around it
The redesign move is to make the desired behavior observable, remove whatever currently pays for its opposite, and attach the reward to the behavior rather than to the noisy outcome downstream of it. Measure the behavior, not the sentiment. A survey will tell you how people feel about this; only observed action tells you whether it changed.
Famous Experiments
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Design Principles
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Measurement Approaches
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Evidence
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The Perverse Incentive Lens™
How this behavior is exploited — and how to redesign around it.
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Interactive Mini Network
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Knowledge Graph Neighbors
Auto-linked to the rest of the Human Behavior Taxonomy by family, domain, dimension, and shared keywords.
Prices & info guide attention
Shapes what millions notice
What stands out captures attention
Filters what we engage with
Aligns attention toward a goal
Tech shapes our focus
We notice things selectively
Humanity learns together
Simplify complex team decisions
Belief systems shape decisions
We interpret through models
We imagine others' minds
Where Information Architecture is cited in the corpus
Essays, field guides, and diagnostics from The Incentives Lab that apply this element.
- EssayGoodhart's Law in the Real World
How measurable proxies capture judgment.
- EssayThe Perverse Incentives Hiding in Your KPIs
Cognitive shortcuts turned into scorecards.
- CourseIncentives 101
The free ten-part primer on reading a payoff structure.
- ReferenceThe Periodic Table of Human Behavior
The full 1,267-element map this page belongs to.
Questions about Information Architecture
- What is Information Architecture?
- Information Architecture is design shapes what's seen. It sits in the Cognition dimension (COG) of the Human Behavior Taxonomy™ as element HBT-COG-0716, within the Level 4 family. The core principle: design shapes what's seen. In incentive terms, it matters because it changes the payoff people perceive before they choose — which means it can be designed for, or exploited.
- How is Information Architecture exploited?
- It is exploited when triggering the behavior becomes cheaper than producing the outcome the behavior is supposed to signal — the standard perverse-incentive path.
- How do you design around Information Architecture?
- Name the behavior you want in observable terms, remove what currently pays for the opposite, attach the reward to the behavior rather than a lagging proxy, and publish how you will detect gaming.
- Which behavioral dimension does Information Architecture belong to?
- Information Architecture is classified in the Cognition dimension (COG) of the Human Behavior Taxonomy™, family "Level 4", class "Behavioral Force". Its permanent identifier is HBT-COG-0716 and its evidence grade is B.