Infographics : The Power of Visual Storytelling

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  • Edition: 1st
  • Format: Paperback
  • Copyright: 2012-09-04
  • Publisher: Wiley

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Visual communication is essential in the business world today, and The Visual Company shows why. As the world moves faster each day, it is necessary to communicate your message in a quick, clear and engaging way that sets it apart from the noise. Visual content--such as infographics and data visualization--is more powerful than ever, and makes a huge impact on long-term brand building. Crafting a message that is efficient, effective, and engaging will not only transform your marketing efforts and communication, but also work to create fans, not just customers. With DIY functionality, this book will teach readers how to find stories in their data to share and turn boring spreadsheets into stunning visual content. Unlike other books in the information design space, The Visual Company examines the amazing potential to use the communication medium as a marketing tool by creating informational and entertaining infographic content that engaging and shareable. Whether explaining an object, idea or process, utilizing strong illustration captures interest and provides instant clarity. As a long-term strategy, utilizing visual content to unlock interesting stories (in previously buried or boring data) build brands that lead to sales.

Author Biography

Lankow, Crooks, and Ritchie are the three cofounders of Column Five, a leading creative agency specializing in infographic design, data visualization, and social PR. They have worked with hundreds of clients representing a range of industries, such as GE, Intuit, Microsoft, Sony, eBay, and the World Bank. Their work has been featured in Fast Company, the Atlantic, TIME, Forbes, the Wall Street Journal, and GOOD magazine. They speak on the subject of infographics frequently, including recent talks at the Federal Reserve and AIGA (American Institute of Graphic Arts), and teach a course on Visualization of Information at Columbia University.

Table of Contents


1. Introduction 010

A Brief History of Infographics 014

The Purpose of This Book 018

What This Book Is Not 018

A Note on Terminology 019

How to Use This Book 024

Chapter 01. Importance and Efficacy: Why Our Brains Love Infographics 028

Varied Perspectives on Information Design: A Brief History 031

Objectives of Visualization 038

Appeal 040

Comprehension 044

Retention 050

Chapter 02. Infographic Formats: Choosing the Right Vehicle for Your Message 056

Static Infographics 060

Motion Graphics 074

Interactive Infographics 082

Chapter 03. The Visual Storytelling Spectrum: An Objective Approach 088

Understanding the Visual Storytelling Spectrum 090

Chapter 04. Editorial Infographics 112

What Are Editorial Infographics? 114

Origins of Editorial Infographics 122

Editorial Infographic Production 128

Chapter 05. Content Distribtion: Sharing Your Story 146

Posting on Your Site 149

Distribution Your Content 152

Patience Pays Dividends 159

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