How Do You Communicate Complex Information Through Design?
In the realm of visual communication, the ability to distill complex information into digestible graphics is an art form. We reached out to Art Directors and Founders for their expert examples. From crafting an easy-to-understand infographic to layered visuals for complex compliance, explore the five compelling strategies they've shared.
- Crafting an Easy-to-Understand Infographic
- Visual Simplicity in Advertising Design
- Illustrating Complex Environmental Data
- Utilizing Graphics for Clear Communication
- Layered Visuals for Complex Compliance
Crafting an Easy-to-Understand Infographic
Our team recently faced a challenge: how to display a complicated infographic showcasing our main business offering. Our service is highly complex, with a lot happening behind the scenes, but it's crucial for people to understand it because it's what sets us apart in the market. This involved demonstrating how our machine intelligence intertwines with the home-buying process.
After multiple meetings with team members who developed the program and those who have tested and used it, we managed to create a beautifully designed, easy-to-understand infographic. We proudly display this infographic on many of our marketing materials, which has significantly helped our various business units explain our unique value proposition.
This process not only clarified our differentiators for potential clients but also boosted our team's confidence in fully understanding and utilizing this information in numerous applications. My advice is to leverage the collective knowledge of your team and the feedback from actual users to craft clear and compelling visual aids that effectively communicate your unique strengths.
Visual Simplicity in Advertising Design
I believe the most crucial part of the design process starts before any actual designing: it begins with research. Key questions I ask include: Who is this information for, and in what context will they receive it? What is the most important takeaway?
After that, I think about how to simplify the information and make it more interesting to the audience, sparking their curiosity.
For example, I recently created an advertising campaign for a client who needed to communicate complex information in just a few seconds. The main goal was to convey that their service was easy to use. Using a lot of words to describe a service as 'easy' felt counterproductive. Instead, we showed someone playing golf on a course with gigantic holes—a visual that immediately communicated the message in a more fun way without needing any words.
Illustrating Complex Environmental Data
An EMP device was being studied for placement in the Gulf of Mexico in the 1990s, and a hearing was going to be held in Biloxi on its environmental impact. The newspaper where I worked wanted to explain all facets of the project: the device itself, what it was for, how it worked, where it would be placed, and the manufacturer's environmental impact statement.
I ended up designing a full-page (13" x 21") graphic illustrating the device. Sections around the illustration briefly covered all of those topics and ended up looking clear and simple despite all the data packed onto the page. It looked great, and local press coverage even put the graphic on TV for a few seconds.
Utilizing Graphics for Clear Communication
Most people are visual learners. Knowing this, utilizing a simple graphic language over text-based communication gets the information across in a cleaner and more comprehensive way. Most people also don't read beyond the headline—you know who you are. Push for catchy, information-driven headlines that encapsulate the gist of the information.
Layered Visuals for Complex Compliance
In my role as a visual creative working on large-scale mixed-use projects, effectively communicating complex information through design is crucial. These projects often involve numerous compliance overlays, such as building separations, minimum dimensions, solar exposure, cross-ventilation, amenity to view, privacy, and glare control. Each of these aspects requires complex formulas and modularity to ensure all regulations and standards are met.
To communicate this intricate information clearly, we focus on creating visually digestible and granular formats. Here's how we achieve this:
First, we use layered diagrams to break down each compliance aspect into manageable sections. Separate layers for building separations, solar exposure, and cross-ventilation can be viewed individually or in combination, allowing stakeholders to understand each component independently and how they interact collectively.
We also translate complex data, such as solar exposure and glare control, into infographics and simplified charts. These visuals use clear icons, color coding, and concise legends to make the information easily accessible. For example, solar exposure can be depicted through gradient shading, indicating areas with the most and least sunlight.
We also employ interactive digital models where users can click on specific parts of the design to view detailed information about each compliance requirement. These models often include pop-up boxes with explanations, ensuring that even those without technical expertise can understand the project details.
We present the information modularly, breaking it down into sections that can be reviewed individually or as part of the whole project. This approach helps maintain focus and avoid information overload.
Annotations on drawings and models are also meticulously detailed. They include dimensions, compliance notes, and references to regulations, ensuring that all necessary information is available at a glance.
By employing these methods, we ensure that complex compliance requirements and project details are communicated effectively, making it easier for stakeholders to understand and engage with the project. This approach not only enhances clarity but also helps in making informed decisions throughout the project's lifecycle.
