If INFOGRAPHICS have you scratching your head or running to the cabinet for Ibuprofen, you're not alone. Just because it can be done, it doesn't necessarily mean it should.
Let's back up a minute. According to Visual.ly, a site that promotes the use of these beautifully designed images, Infographics can best be described as data visualizations. Edudemic credits Visual.ly with this definition:
An easy-to-read illustration that helps tell a story and makes data points easier to understand. And it doesn’t hurt when infographics are not only clear and straightforward but also beautiful and engaging. The aesthetic design draws the viewer in; the information helps the viewer analyze and understand the data being presented.
The key phrase here is easy-to-read. In that sense, beauty or simplicity may be in the eye of the beholder. And this may just be one of those whom-are-you-targeting problems. Data visualization may make sense to one segment of the population, those who think in pictures and make associations quickly via imagery, but what about the rest of us? Do our customers and clients "get it"?
This data visualization phenomenon has its roots in something which now seems quite primitive, spreadsheet graphs. Remember those?
Check out the example here of an animated graph designed to create greater interest and save space over a presentation or series of images.
Infographic from www.marketo.com.
One of the problems with being overly creative in our communications, is that we run the risk of confusing or losing the reader (or viewer), and that could hurt sales.
In a 2010 article entitled, "Visualize this: Is it information or is it art?", John Grimwade, information graphics director at Condé Nast Traveler and a long time supporter, teacher, mentor for SND infographics, presented this concern:
"Let’s not lose sight of the end user in this. Unless we’re creating pieces for a gallery, everything in a graphic should work to help people make sense of complex information."
Three years later, we have a great deal more content to look at. And there are dozens of templates, tools (free and not-so-free), and how-to videos. So, if you would like to venture into the world of Infographics, here are some links we have found that you may find useful. Have fun, and let us know if you become really good at creating graphics people can understand.