Infographics The Power of Visual Storytelling

272 Pages·2012·18.08 MB·English

by  Jason Lankow

Contents
Introduction
A Brief History of Infographics
The Purpose of This Book
What This Book is Not
A Note on Terminology
How to Use This Book
Chapter 1: Importance and Efficacy: Why Our Brains Love Infographics
Varied Perspectives on Information Design: A Brief History
Objectives of Visualization
Appeal
Comprehension
Retention
Chapter 2: Infographic Formats: Choosing The Right Vehicle For Your
Message
Static Infographics
Motion Graphics
Interactive Infographics
Chapter 3: The Visual Storytelling Spectrum: An Objective Approach
Understanding The Visual Storytelling Spectrum
Chapter 4: Editorial Infographics
What Are Editorial Infographics?
Origins of Editorial Infographics
Editorial Infographic Production
Chapter 5: Content Distribution: Sharing Your Story
Posting On Your Site
Distributing Your Content
Patience Pays Dividends
Chapter 6: Brand-Centric Infographics
“About Us” Pages
Product Instructions
Visual Press Releases
Presentation Design
Annual Reports
Chapter 7: Data Visualization Interfaces
A Case For Visualization in User Interfaces
Dashboards
Visual Data Hubs
Chapter 8: What Makes A Good Infographic?
Utility
Soundness
Beauty
Chapter 9: Information Design Best Practices
Illustration
Data
Visualization
Chapter 10: The Future of Infographics
Democratized Access to Creation Tools
Socially Generative Visualizations
Problem Solving
Becoming A Visual Company
Further Infographic Goodness
Thank You
Index

Copyright © 2012 by Column Five Media. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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INTRODUCTION
The world around us is changing. The Information Age has fundamentally changed the way we think
and communicate. We are now a culture that thrives on learning and sharing—much of this is
facilitated by the increasing ubiquity of social media. This influx of information needs to be consumed
and processed, which requires new methods of communication. Infographics, in many different forms,
are at the forefront of this new way of thinking. The visualization of information is enabling us to gain
insight and understanding quickly and efficiently, utilizing the incredible processing power of the
human visual system. Accessing and harnessing this power is not only valuable, but necessary, as we
navigate the vast amounts of data presented to us daily.
This is an especially prevalent need in the business world. Consumers are increasingly cynical with
regard to advertising and marketing efforts, an attitude which borders on callous. In order to
communicate their messages, brands must appeal to consumers in a new way. Hard-sell
advertisements are no longer effective. Brands now need to provide a unique value to their audiences,
beyond the propositions of their products and services. This value comes in the form of information
presentation. In order to build and engage an audience, an increasing number of companies are finding
success in taking cues from publishers—presenting purely editorial content with the aim of informing
and entertaining readers. How do infographics fit into this picture? With a massive amount of content
being created and distributed daily on the web, it has become much more challenging to catch and
keep the attention of viewers. Infographics provide a format that utilizes engaging visuals that not only
appeal to an audience hungry for information, but also aid in the comprehension and retention of that
material.
“The aim of the poet is to inform or delight, or to combine together, in what he says, both
pleasure and applicability to life.
In instructing, be brief in what you say in order that your readers may grasp it quickly and
retain it faithfully.
Superfluous words simply spill out when the mind is already full.”
Horace
(Epistolas Ad Pisones De Ars Poetica)
Though this was written over 2,000 years ago with regard to the role of the poet, every business can
benefit from this timeless wisdom as it pertains to any communication. Whether you are informing,
delighting, or both, succinct messaging that provides real, interesting knowledge to consumers is not
only the new face of marketing, but of any brand communications.
A BRIEF HISTORY OF INFOGRAPHICS
THE PURPOSE OF THIS BOOK
WHAT THIS BOOK IS NOT
A NOTE ON TERMINOLOGY
HOW TO USE THIS BOOK
A BRIEF HISTORY OF INFOGRAPHICS
The design of information is nothing new. From the earliest cave paintings to modern-day data
visualization, humans have always utilized graphic depictions as a representation of information.
Their efficacy has been proven as far back as the Victorian Era, as evidenced by the infographic in
Figure I.1, created by Florence Nightingale to show the causes of mortality of the British Army during
the Crimean War. This was presented to Parliament, who had previously been unresponsive to
concerns of health and hygiene of the troops, and brought about a new way of thinking about the
spread of disease (Kopf, p. 390-392).
Figure I.1: Diagram of the Causes of Mortality in the Army in the East.
Florence Nightengale.
They were popularized for editorial use in the late 1930s and early 1940s, with Fortune magazine
being one of the most well-recognized early purveyors. These illustrations in Figure I.2 are the
embodiment of true craftsmanship, characterized not only by an iconic style, but painstaking attention
to detail.
Figure I.2: Fortune magazine infographics.