Every picture tells a story
BY CHUCK GREEN A woman stands up in a crowded city council meeting and reads the research. “We recently asked a random sampling of 250 citizens how often they use the new toll road. Five percent say they use it four or more times a week, eight percent say they use it one to three times a week, 12 percent say...” and continues on.
The point she would eventually get to, could have been stated in a simple declarative sentence, in half the time, with twice the effect: “We completed some eye-opening research this week—over one third of the people in the city don't use the new toll road because they can't afford it!”
The same is true on paper. Instead of getting mired in statistical detail, you can make your point with a simple, declarative image—an information graphic.
What are information graphics?
To my way of thinking, information graphics are bar and pie charts with an opinion. After all, statistical research, by definition, is meant to be a nonpartisan—charts plotted on a grid to show the visual proportion of one fact to another. A purist will tell you that merely adding a color emphasis taints the science of it.
On the other hand, effective information graphics are designed to grab attention. Colors and shapes within a sea of text slow readers down long enough to give you a shot at getting them interested. And graphics telegraph meaning—a football likely represents talk about sports or a clock—time.
Plus, like any other type of illustration, information graphics establish a visual personality. Most of these are lighthearted, but, using different illustration styles, they could have just as easily been serious-minded.
Creating information graphics is easy if you divide it into a few manageable steps.
Gather and present accurate information First, a confession—I cheated. The information I used to create these examples is purely fictional—the proportions of one element to another, approximate.
You, on the other hand, will need to seek out facts and figures from reputable sources and get permission to use them. It is imperative, too, that your proportions be reasonably accurate. If, for example, you intentionally exaggerate a bar that represents 50% to look like 60%, you risk the reader dismissing your whole argument because of it. Be sure to add a caption line that credits your source.
Focus on a single point Don't make the mistake the speaker did. Sort through the details and decide on a single point to be made and organize everything around it. Simplify as much as you can: Consolidate several nonessential categories into one. Choose units of measure that are most easily understood. And round off values.
Find the most relevant image Be obvious—you have just a moment to make the connection with your reader. The “Who's visiting America's Museums” graphic is about people, so it employs a people-oriented image. A museum-like building would have been interesting but you would have explain the people angle. A painting or a piece of sculpture might have worked, but wouldn't apply to all types of museums. If you have limited time or a limited selection of art from which to choose, try finding the image first and building a story around it.
Choose a palette of colors Each of the examples has its own personality, due in large part to the selection of colors. Don't be restricted to the original colors of the a particular piece of clip art. You can open the image in a draw or paint program and choose a different palette of colors.
Build a file of potential colors by saving magazine, brochures, and direct mail pieces with color schemes that appeal to you. To match the colors use a guide such as the Pantone Process Color System Specifier (800-PANTONE) to determine the mix of cyan, magenta, yellow, and black (CMYK) and to recreate them in your draw or paint program. You'll also find books of color combinations in the graphic arts or fine art sections at your local book store.
Use words sparingly Your reader should get your point with as few words as possible. Use a headline of five words of less to telegraph the theme, and a short subhead to fill in the details. Use labels economically and let the shapes, colors, and proportions do the work.
Resources: Fonts: “every picture...” Century Expanded; “JOB HUNT...” Impact; “Who Plays...” Franklin Gothic Heavy; “VAN FUND...” Impact; “Home Stretch” Mona Lisa Solid; “BUSY WORK?” Cosmos; “Kids TV” Good Dog Plain; “Burgers?” Racer; “WHO'S VISITING...” Charlemagne; “Drinking Water?” Franklin Gothic Heavy; “Gardeners” Garamond Extrabold Condensed; Illustrations: Clock from CMCD Everyday Objects 2, Drinking glass from CMCD Metaphorically Speaking, both by PhotoDisc; All other illustrations by Dynamic Graphics.
