Information, Please: The Age of Infographics
Infographics are a newly popular way to communicate static information to an audience. At Lime Valley, infographics are a favorite medium for Associate Art Director Casey Christenson, whose work with Jefferson Lines recently received a Service Industry Advertising Award. In this article he offers some insight into this new age of infographics.
What is an “infographic”?
An infographic (or information graphic) is a visual form of communicating information in a more interesting and creative way. An infographic consists of a mix of images, icons and illustrations that are combined with unique typography.
Why use an infographic?
Statistics and other data that could be complicated or simply uninteresting to readers are arranged in a more exciting, visual experience. The basic goal of an infographic is to make information easily understandable at a glance. Furthermore, studies indicate that 90% of information is transmitted to the brain visually.
How do you turn information into a visual story?
When creating an infographic, I try to break down the information to its simplest form. Next I find a style and feel for the overall graphics (techy, modern, sophisticated, etc.) Then I take the most important information and combine it with visuals that have a connection with one another. I really like to use positive and negative space to connect different elements.
Case Study: Land to Air Express
The “Select Your Destination” campaign is a key service for Land to Air Express. Lime Valley wanted to summarize the service in a catchy and widely appealing way. The illustration of the shuttle used in the ad campaign communicates the advantages and destinations of the shuttle in one infographic. This was done through city names and symbols associated with traveling for leisure or business. The unique infographic was used in print ads, web banners and TV commercials.
Case Study: United Way
The 2015 campaign brochure for Greater Mankato Area United Way incorporated more visual elements than in previous years. The three main impact areas (Basic Needs, Education, and Health) were divided by colors, and within each area statistics were shown with the use of simple icons in combination with varied typography. This project was a perfect fit for an infographic because of the amount of information communicated and the nature of the services being provided.
Case Study: Jefferson Lines
Jefferson Lines needed a way to communicate the different routes they offer in Minnesota. A typical schedule or map was not going to make the company stand out. Lime Valley felt an infographic map series would be a great choice for what Jefferson Lines wanted to achieve. Each route had its own specific color, along with fun icons representing recognizable landmarks along each route. The different maps included a consistent footer area for brand messaging.