Above is an example of ineffective communication design. It is a photograph of a bookshelf that can be typically found in a library near you. Although its’ function of stacking books in an organized fashion is achieved by this design, when it comes time for consumers/readers to select a book that they are looking for, one can argue that it serves an additional function; that is, causing those consumers/readers to experience a bit of neck pain and nausea. Since the title of a book is placed on the spine, which, with this design, run perpendicular to the eyes of the consumer, all are required to tilt their heads so that their vision becomes parallel to the spine and the title can be read. Keeping this in mind, it would be very beneficial for bookshelves to be redesigned so that the titles of the books stacked on the shelves run parallel to the perusers’ vision. Then, and only then, will neck pain and nausea no longer be side effects of visiting the library.