CONCLUSION
36 This paper argues that the main game in statistical releases is communicating statistical stories and their associated meta data, in a manner that allows users to understand the statistical messages, as well as the contexts, caveats and limitation of the statistical data to allow them to make informed judgements about fitness of the intended use of the statistics.
37 Obviously selecting the right statistical content is key to communication, but how the statistician presents the stories and data on screen will also determine, to a large extent, how effective the communication will be. Cognitive psychology research by the ABS suggests that choosing layouts, presentational techniques and organisation cues to minimise users' cognitive load is key to effective on-line communication of statistics. Strategies that are being pursued by the ABS to achieve this include adopting a layering approach to present the information from simple concepts to more complex information, writing for the audience taking cognizance of the behaviours of on screen readers, making the stories less dense, visible and cross linked on the internet. Another very important strategy for communicating meta data is contextual linking. Not only will this minimise cognitive load, but also it will ensure that the relevant meta data are provided at the same time with the statistical data when users are reading or accessing statistical information on-line.
38 Finally, a cognitive laboratory was set up in the ABS premises for conducting testing of competing web designs. By observing how subjects in the laboratory go about carrying out the statistical tasks, and interpreting the information from subjects' feedback, ABS is in a good position to make an informed choice of the final design that best meets the communication objective.
REFERENCES
Kraayenbrink, Regina (2004). Applying Cognitive Psychology to Data Communication, unpublished ABS Research Report
Roy, David (2005). Consultation with National Statistical Offices: Web Presence Strategic Vision, International Marketing and Output Database Conference, the Hague
Tam, S M (2005a). ABS directions for electronic dissemination, unpublished ABS Paper
Tam, S M (2005b). On-line communication of statistics - back to basics, International Marketing and Output Database Conference, the Hague
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