Think about the last time you flipped through a confusing instruction manual. Where is this room going? How do these pieces fit together? If the instructions are poor, you get frustrated and end up looking for an explainer video posted online by some random person.
If we can follow the , we'll figure it out. Otherwise, we get lost in chaos. Information design aims to avoid confusion by presenting data in an easy-to-understand manner.
As a marketer, information design makes it easy to share information. 'complex ideas, whether you distribute a annual report or obtain membershipwe for a new campaign. In this article, we'll explain the basics of information design, how to use them, and the tools you need to start applying them to your work.
What is information design?
Information design is the practice of telling a story with data. It helps people interpret information by providing a goal, an easy scenario to follow, and clear conclusions.
Information design is an integral part of life daily. For example, we follow a recipe to prepare a meal or navigate a museum using display panels and explanations. When used effectively, it can help people complete a task, solve a problem, understand complex data, or follow a set of instructions.
You might be thinking this infor designmation looks a lot like data visualization . both relate to graphic design and a core set of design principles , the main differences distinguish them.
| design information || data visualization |
| Tell a story, which gives the purpose of the data. || Presents raw data in a visually appealing way, but does not provide any purpose. |
| Uses logic and models easily understandable by an audience. || Allows viewers to draw their own conclusions and aims to elicit a specific reaction. |
| Provides conclusions, so the viewer doesn't have to make their own assumptions. || Constantly evolving as new data becomes available. |
| Examples: Practical infographics, mInstruction manuals or analysis reports that provide conclusions or forecasts. || Examples: Dash Analytics tables , demographic charts or performance charts. |
Don't know? You're not the only one. The nuances between the two can be difficult to discern. The main thing to remember is that information design is about efficiency and function, while data visualization is more about visual appeal and aesthetics. Both enhance the viewer's ability to understand data, but only the design of the information weaves the storytelling into the mix.
Fortunately, there is a set of principles that will help you transform information. complex into engaging and coherent content.
Principles of Information Design
Most fields have a set ofe guidelines to keep processes clear and consistent. For example, writers follow style guides, engineers adhere to code standards, and information designers practice design thinking.
Design thinking is a process of creative problem-solving that results in priority to people. Like UX design , which considers user needs above all else, the principles of information design are people-centered and give designers a process to follow. The goal is to make sure that people don't feel overwhelmed or confused when browsing through the news.
Although the principles are listed in a particular order below, be aware that this process is not always linear. You may need to repeat a step or jump between two to clarify information.ions. Like all guidelines, you need to find what works for your situation and your intention.
1. Show empathy.
Understanding a problem is essential before creating the solution. This is why the first step in designing information is to put aside all assumptions so that you can focus on the users and their needs.
Start by being curious. Ask questions, watch your audience 's behaviors , engage people in conversation and empathize to understand their real motives or problems. Use interviews, surveys, focus groups, or polls to find out what solution people really need. The goal is to understand how people can interact with the final design for ar make it as efficient as possible, but be aware that the design will only be as good as the information you collect.
2. Define the central problem.
Once you have gathered information from your target audience, you need to synthesize it and define the central problem to be solved. Ideally, you will focus on the people you want to help, rather than your own needs.
For example, suppose you want to create a product page for a new portable speaker that your business will be launching. You can say: "We want to hit our sales target, so we need to create a product page that is focused on converting people to customers. " Instead, think of your customers and redefine the problem as: " People are looking for a speaker that can go anywhere, delivers great sound, and lasts for years. "
Define the problem with your in mindAudience is changing the way designers, writers and marketers approach the solution. And that often sparks creative ideas, which lead straight to the next step.
3. Imagine and reflect.
Not all ideas have the same impact. This is why it is essential to encourage everyone involved in the information design process to be creative during this phase.
Donate brainstorming techniques A go, but don't be afraid to experiment with new methods. Techniques such as mind mapping, brainwriting, free association, S.C.A.M.P.E.R, and storyboarding can stimulate ideas. Get as many ideas as possible for the design and story early on.
Once you've condensed your ideasin a neatly organized list, outline your story to get a feel for how people will interact with and understand your design. This scheme will be used as a basis for the first iterations.
4. Prototype your ideas.
You've probably come up with a strong idea or two for the story and the design. The prototype phase is where you develop these ideas to identify the best possible solution.
Prototypes are generally low-cost and simplified iterations, so don't spend all of your resources perfecting the first version. Instead, focus on the visual hierarchy to make your story stand out. Then, before moving on to the next step, share the prototype with those involved in the project to make sure the information is accurate, precise, engaging, and easy to understand.
5. Test your designs.
When your conception is strong enough to explain your idea, it's time to share it and get some feedback. Send it to your teammates within your company who can provide information or bring together a group of people in your audience.
Take note of everyone's reactions. Are they confused by the storyline or the design? Do they know what action to take? Is the information clear and accurate? Do people read or watch until the end?
Give people a few days to sit down with the prototype and collect feedback. When you feel you have enough information, make the necessary adjustments. You may need to repeat this step a few times because often the feedback prompts you to redefine the problem and rethink your story.
News design examples
Fine that there is a particular way for the design of the information, the poDesign possibilities are almost endless. Let's look at some ways it is used in business and marketing to help spark your ideas.
Industry trends don't have to be boring. This report from MAGNA GLOBAL acts as a thought leadership element to share information on the direction the e-commerce industry is heading and the evolution of the customer experience. A mix of well-designed text and graphics provides an overview of the forces affecting the industry, highlights key takeaways, and provides predictions on the evolution of e-commerce.
Information design can go beyond written content. This Backo explainer video brings the standard “how-to” post to life with an engaging design, animation, and clear instructions. If you want to experiment with content beyond blog posts, infographics, or reports, a video might just be content for your next news design project.
Mergers and acquisitions require a lot of research, but this design makes reading challenges which businesses face quite enjoyable. This is a prime example of how information design is not just about interpreting graphs and viewing studies, it also incorporates graphical elements that delight The eyes. Large blocks of quotes, relevant images and color influence how people understand information, so be sure to consider visual flow when creating your design.
Source de the image
Marketing is constantly evolving and users need to stay on top of the latest trends, strategies and statistics. known. Their annual report reflects their industry expertise, with chapters dedicated to each marketing niche. Need to know the latest SEO strategies? Go to chapter four. This example is a lesson in knowing your audience, providing the data they need, and presenting it in an eye-pleasing design.
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Case studies are necessary to educate your audience and provide proof that your product or service is running. Netguru has done a great job creating a case study that's easy to scan and fun to walk through. Interactive graphics grab your attention and explain how the product works. But my favorite moment must have been learning how automated guided vehicles work.
Information Design tools
Everyone has their favorite tools, whether it's note-taking, project management, graphic design or content management.If your specialty is marketing, the following tools can help you create cohesive and engaging content without having to learn froms complex software.
Some tools are more complex than others, so loop in your design team if necessary. They are the experts, after all! Here are some valuable tools to consider:
- Canva : An easy-to-use graphic design platform for non-designers to quickly create presentations, infographics, reports, and more.
- Visme : Ideal for experienced designers and beginners alike, this graphic design platform offers a variety of templates so you can create videos, infographics, documents, graphics and graphics.
- Crello : full of trendy models, Crello is a graphic design toolwith layouts for social media posts, marketing materials, presentations, etc. It also offers a collection of royalty-free photos so you can spice up your information design documents.
- Adobe Creative Cloud : A must-have for creatives, Adobe CC offers supreme control over your creations. Photoshop, InDesign, Illustrator, and Premiere provide powerful tools for starting a design entirely from scratch.
- Procreate : this application is intended for artists who create digital paintings (think animations, graphics , etc.). It's more for designers than marketers, but it's perfect for those who prare better off working by hand before converting their work to programs like Adobe CC.
In a world where people are constantly bombarded with information, focusing on clear communication can improve business results. conversions, increase customer satisfaction and help you achieve your goals. ef Effective information design makes it easy for people to get information and learn more about your business. With the right data, the story, and the tools in hand, you can design content that is right for your audience and hopefully avoid the frustration of having an incomprehensible set of instructions.