As the old saying goes, "A picture is worth a thousand words."
PUBLISHED APRIL 07, 2019
A RECENT STUDY BY MICROSOFT* says today's typical reader has a shorter attention span than a goldfish. In a world saturated with information, people have become notoriously picky about what's worthy of their interest. Failure to immediately engage the reader too often means a lost opportunity.
Well-designed infographics help cut through clutter by quickly communicating facts and statistics in visually compelling ways. They can simplify a complicated story and transform an otherwise tedious subject into engaging, useful and memorable information.
The ups and downs of stock prices are a great example of how complex information can be visually intuitive and easily understood. Simply listing figures in a table requires readers to carefully analyze and compare the numbers to identify trends. Alternately, plotting them onto a fever chart can bring life to those numbers and make their relevance more easily understood.
Infographics also play a double role as artistic elements, attracting the reader's attention in much the same way as photographs. An informative and attractive infographic can make a gray, visually intimidating article about facts and figures more approachable.
I created the following infographic on ice fishing safety this past winter for the Society of Conservation Information. Instead of writing an article on how thick ice must be to support anglers and equipment, I condensed it into an easy-to-understand infographic. In the two weeks after posting it to Facebook and Twitter, at least 220,000 people had seen or shared it when the Utah Division of Wildlife Resources used it.
We're all familiar with basic pie charts and bar graphs, which are really just simple infographics. Exported directly from a spreadsheet, these graphics can be a bit rough. With a little help from a designer and Adobe Illustrator, those numbers can be converted into a work of art that will double and triple readership.
Okay, so not all of us are graphic designers or have easy access to a designer. Fortunately, options exist that non-designers can turn to. Many of these options are inexpensive or, even better, free.
For those preferring to build things from scratch (with a little help), both Shutterstock.com and iStockPhoto.com sell low-cost infographic kits. These packages containing symbols, drawings and other basic elements that can be mixed, matched and modified to create custom infographics. If you would rather hire a designer to create a custom infographic, consider shooting me an email.
If you really want to know more about what makes great infographics, I highly recommend Edward Tufte's classic book, The Visual Display of Quantitative Information.
* Link to external article: You now have a shorter attention span than a goldfish
I'm a proponent of developing practical solutions to communication problems through good design. My career has included newspapers, magazines, books, websites, corporate branding and typefaces.