Wiio’s Laws of Human Communication (1976-78)
1. Communication usually fails – except by chance.
1.1 If communication can fail – it will.
1.2 If communication cannot fail it, nevertheless, usually fails.
1.3 If communication seems to succeed in the way which was intended, it must be in a way which was not intended.
1.4 If you are satisfied that your communication is bound to succeed then the communication is bound to fail.
2. If a message can be understood in different ways, it will be understood in the way which does the most harm.
3. There is always somebody who knows better than you what you meant with your message.
4. The more communication there is the more difficult it is for communication to succeed.
4.1 The more communication there is the more misunderstandings will occur.
5. In mass communication it is not important how things are, the important thing is how things seem to be.
6. The importance of a news item is inversely proportional to the square of distance.
7.The more important the situation is the more probably you forget an essential thing you remembered a moment ago.
Wiio’s Laws of Future and Technology (1970-73)
1. The near future is overestimated.
2. The far future is underestimated.
3. The costs of future technology are based on today’s prices.
4. We tend to believe that technology changes the basic human behavior.
5. The opinion leaders mislead the market forces.
6. The S-curve of the adaptation of innovations is usually ignored.
7. Inventions are often used for different purposes than originally intended by the inventors.
8. Customers are usually willing to pay for entertainment but factual information must not cost anything.
9. Users want rather additional duty from their old equipments than buying new and better equipments.