How infographics can support your message

December

In New Zealand, infographics are well used in literature, newspapers and the internet. Google reports NZ as the 7th most popular region in the world for infographic searches, with the trend only increasing in future years. So how can infographics help reinforce your message to New Zealanders? David Leigh, a TechCommNZ member who specialises in infographics, has this advice.

From my experience of working with techies and technical writers, I’d like to share with you how information graphics (infographics) complemented their technical communications. And here is the infographic version of this article [PDF].

So, what are infographics?

They’re images designed to visually represent complex information, data or knowledge; simply, quickly and clearly. More than just pictures, an infographic adds to technical writing instantly enhancing it and providing visual context.

Why do we need them?

Modern technology has given us access to more and more information which has increased the need for simple and clear communications. R Bohn reports we are exposed to about 34 gigabytes of information a day, that’s equal to 100,500 words on average. Brain Matters research concludes that our brains filter out 99% of all sensory information, so how can our technical communications to be part of the 1% that our audience's minds take in?

Infographics help audiences consume information quickly, by tapping into the visual processes within the brain. Nearly 70% of all your sensory receptors are in your eyes, which take only 150 milliseconds for a picture or symbol to be processed, then a further 100 milliseconds to attach a meaning to the picture. This is important to consider when presenting technical communications to your audience. How can a graphic complement your document, or strengthen and emphasise any part of it?

How do they complement technical writing?

There is definitely a synergy between technical writing and infographics. Together they can help to focus an eye onto key information, present it with more context than just written material, and visually reinforce that information for ease of understanding. Studies from Wharton School of Business have concluded that the combination of graphics and words help to convince an audience of your message, far more than just written text. Even without the study, I know in my own mind how a good illustration can provide a deeper understanding, or give greater clarity to the written word.

From my experience, what works in an infographic is a central theme, visual harmony between the elements, a sequential story/relationship between data (i.e. how one aspect relates to another) and of course, clear elegant graphics. The artist needs to have technically understood the information, in order to present it effectively. Interpreting technical data into a graphical form requires good left and right brain capabilities. This is where the unique requirements of an infographic artist differ from a graphic designer.

Briefing an infographic artist

As with any brief, the clearer it is, the more likely you'll receive what you want. I have received many descriptions verbally or on the back of a napkin and the result never quite hits the mark. The best briefs I have received include the following:

  1. An overview of the project.
  2. The overall goal/objective.
  3. Background, including previous artwork, pros/cons, company branding considerations.
  4. Your ideas and thoughts (but do allow for the creative process of the artist - if you're too specific you might miss out on that creative gem).
  5. The target audience - who are they? where are they?
  6. The action(s) you want the audience to take.
  7. All the facts and figures you want to include.
  8. The budget ( this will determine how much effort the artist can put into the creative).
  9. Timings.
  10. Specifications: what format you want the infographic to be in, any other specifications you want to include.
Additionally, keep it brief - that's why it's called a brief!

David Leigh

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