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Designing for data: Making technical innovations accessible through infographics

Author : Tom Fallows, Stone Junction

04 October 2024

The ancient hieroglyphs in Egypt stand as a testament to how intricate symbols once communicated complex ideas. In much the same way, the automation and associated technology industries can harness the power of visuals to make their complex data and innovations accessible quickly to educated niche audiences, says Tom Fallows, Graphic Designer at technical PR agency Stone Junction. 

Though created thousands of years ago, the visual storytelling of hieroglyphs continues to resonate today. But, just as deciphering them can be challenging for the untrained eye, so too can the complex data and technical language used by the automation, IoT and AI industries. While these sectors drive global innovation, communicating their breakthroughs to a broader audience often proves difficult. 

Non-expert audiences, such as investors, end users and the media, may struggle to grasp the full picture when faced with dense research findings or technical jargon. This creates a significant barrier to understanding and engagement, making it crucial to simplify complex concepts without losing the essence of the innovation.

Similarly, even expert users can benefit from simplified data. Imagine your next data sheet presented as an infographic and how much easier that would be to interpret for a busy engineer. 

In automation, we frequently rely on dense numerical data, technical jargon and specialised terminology to communicate vital information. While these details are necessary for accuracy, they can easily alienate audiences who lack technical expertise. Research papers brimming with statistics or engineering reports filled with complex diagrams often lose the interest of readers who cannot grasp the immediate relevance of the information.

The risk is clear: information overload or indecipherable content can lead to disengagement. For companies and organisations aiming to promote their innovations or gain stakeholder interest, this can have a detrimental impact. A key challenge in technical communication, then, is striking the right balance between technical accuracy and accessibility.

The visual solution 

Infographics are a powerful solution to this problem. These visual tools translate complex data into engaging, easy-to-understand formats, using a combination of text, icons and graphics to create a visual narrative. Infographics simplify intricate subjects and present them in a way that audiences can digest quickly, making them particularly effective in technical fields.

Take, for example, automation for healthcare. Infographics have been widely used to explain the intricacies of diseases, medical procedures or research outcomes for some time. They help break down the data into bite-sized, actionable insights. 

In the energy sector, infographics can distil the impact of renewable automation technologies or explain the environmental benefits of an innovation, making technical information relatable. Similarly, in technology, infographics have been used to map out everything from the evolution of artificial intelligence to cybersecurity risks, showing not only raw data but the story behind it.

The success of an infographic hinges on its design. A poorly executed infographic can confuse or mislead, whereas a well-designed one provides clarity and insight. Several principles define effective infographic design.

First and foremost is clarity. The message must be easily understood. This can be achieved by stripping away unnecessary details and focusing on the essential information. Visual hierarchy plays a crucial role here, as it directs the viewer’s attention to the most important data points. Large, bold headers might highlight key statistics, while supporting details are shown in smaller, subtler text.

Colour usage is another critical element. Vibrant colours can draw attention but should be used sparingly to avoid overwhelming the viewer. Colour can also be employed to group related data, making it easier for the audience to follow the narrative.

Balancing text and visuals is equally important. Too much text can overwhelm, while too many visuals may detract from the data's meaning. The aim is to ensure that every element complements the other, working together to tell the story behind the data. When these principles are applied thoughtfully, an infographic becomes not just a display of information but a guided journey through the data.

As digital platforms evolve, interactive infographics have risen to prominence. These tools allow viewers to engage with data dynamically, offering more depth than traditional static visuals. By clicking on elements, adjusting parameters or exploring datasets in real-time, users can gain a deeper understanding of the information presented.

Interactive infographics are particularly useful in fields where data is dynamic. For example, in climate science, interactive visuals can allow viewers to explore different climate models or simulate various environmental outcomes. In healthcare, they can enable users to learn about disease progression based on different patient variables, making the data more personal and relatable. 

These interactive elements turn viewers from passive observers into active participants, deepening their engagement with the material.

Infographics have become invaluable tools for technical communication, especially in a landscape where data is abundant but attention spans are short. By turning complex information into engaging, accessible stories, infographics help innovations reach broader audiences, making them easier to understand and appreciate. 

Just as the Egyptians used hieroglyphs to bridge generations, infographics allow today’s engineers, data scientists and technologists to translate intricate ideas into something universally understood.

To discover how graphic design helped transform media presence and position a brand as a leader in telemetry for oil and gas, rail and energy, take a look at our case study, Breaking The PESO Model, which highlights the impact of strategic design in reshaping industry perceptions.


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