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Communication on

Goals and objectives for

The DMI's website ( is based on the DMI's mission: To provide meteorological services within the Commonwealth of the Realm of Denmark, the Faroe Islands and Greenland, and surrounding waters and airspace. must: 

  • Act as the entire Realm’s web-based source of weather and climate information on land, at sea and in the air.
  • Present relevant and requested information both graphically and written.
  • Always be updated continuously with relevant new observations, forecasts and warnings.
  • Communicate background knowledge on areas of expertise in which the DMI operates, such as forecasting, collection and processing of weather and climate data, pollen warnings, flooding and slippery roads, and conduct of international obligations.
  • Inform about the DMI as an organization in terms of history, economy, responsibilities, etc.

Written information on

Communication of observations, forecasts and warnings

Intention is to ensure that all written versions of observations, forecasts, warnings and historical data are presented in a clear, precise, consistent and easy understandable manner. Written information must, in other words, be easily readable to all advanced readers.

In addition to general forecasts, a number of special forecasts are prepared – for example for airports – requiring detailed local knowledge of the area in order to read them.

Academic Communication

On news and knowledge pages, various texts within areas of expertise in which the DMI operates are presented.

These pages present a communication structure in three layers: News, themes and background knowledge. Layers complement and support each other by linking to information on the same subject in other layers.

News pages communicate knowledge within and related to the DMI's area of expertise in an easy understandable and preferably entertaining manner. Articles are not actual press releases from the DMI, but merely news stories related to the world of weather, climate and meteorology. The DMI's news must be easily readable to all advanced readers.

Theme pages communicate knowledge of broad public interest within the DMI's area of expertise. Articles convey information and background knowledge and are considered as non-news and non-emergency related material. The DMI's themes must be easily readable to all advanced readers.

Background knowledge contains information on a more advanced level and communicates professional background knowledge within the DMI’s area of expertise – often based on one of the DMI's sections. The DMI's pages on background knowledge must be easily readable to all advanced readers.

Efficient written communication on is achieved by ensuring that:

  • Every one producing texts for receives proper training in producing texts for web.
  • Editors have thorough knowledge of and select relevant links for 'related info'. 
  • Standardization of language use in all formalized written products is sustained.

Graphical illustrations on

Graphical illustrations are used to a large extent on

Observations and forecasts are often illustrated graphically, or as graphical illustrations supported by text. All illustrations must be consistent, clear and comprehensive.

Intention is that text is supported by at least one graphical illustration on all pages. Either in the form of graphs, sketches, or photos.

Efficient graphical illustrations on are achieved by:

  • Continuous consideration of how graphical illustrations support text.
  • Complying with current standards for coding, compression, etc.
  • Using graphical illustrations in the format and compression that provide the smallest file size without compromising meaning and quality of an illustration.
  • Optimizing contrast, saturation, sharpness, etc. for an improved user experience.

Structure on must - in spite of a large and diverse number of pages - be simple to operate. Information must be easily retrievable, regardless of the type of technical device used.

If one uses a standard browser, it must be easy. If one opens with a specialized browser, it must be easy. If one has a slow internet connection or an older computer with a low screen resolution, it must be easy.

A well-functioning structure is achieved by:

  • Striving for consistency in navigation.
  • Continuously analyzing number of hits on all pages.
  • Systematically reviewing all user requests regarding navigation on the website.
  • Applying the ‘Good to Know Box’ extensively in order to help users continue their search.
  • Providing a more personal user experience today and tomorrow.

By Bjarne Siewertsen, Communication,
© DMI, 7 November 2012
Translated by Marianne Brandt