Foreword by Guy Kawasaki xiii
SECTION I: VISUAL COMMUNICATION
Chapter 1 Infographics 101
3
What Are Infographics? 3
Infographics Defined 3
Infographic History 6
The Science of Visualization 7
Hardwiring 7
Easy on the Mind 7
Visual Learning 11
Why Infographics Work for Business 12
Easy to Digest 12
Shareability 15
The “Cool” Factor 16
Endnotes 16
SECTION II: BUSINESS INFORMATION NEEDS
Chapter 2 Visualizing Numbers and
Concepts 21
Statistics 21
Using Data to Tell a Story
22
The Benefits of Visualizing
Research 24
Understanding the Risks 25
Ideas and Concepts 26
Using Visual Metaphors 27
Using Cartoons to Communicate Your
Ideas 30
Case Study: The Kronos “Time Well Spent” Cartoon
Series 33
Endnotes 34
Chapter 3 Visualizing How Things Work and Are
Connected 35
Process 35
The Jargon Dilemma 37
Infographics Help Explain What You
Do 38
Hierarchy 42
Business Hierarchies 42
Relationships 47
Simplified Systems Thinking
49
Business Models 49
Endnotes 55
Chapter 4 Visualizing Who, When, and
Where 57
Personality 57
Brand Humanization 58
Infographic Resumes 60
Chronology 65
Business Timelines 65
Geography 69
Business Maps 69
Endnotes 72
SECTION III: CREATING INFOGRAPHICS
Chapter 5 Infographic Prep Work
75
Purpose 77
Understanding Your Audiences’ Information
Needs 77
Audience Analysis 77
Setting Infographic Objectives
79
The Art of Observation 82
Seeing 82
Listening 83
Endnotes 86
Chapter 6 Processing Your Ideas
87
Recording Your Thoughts 87
I’m Not an Artist 87
Different Ways to Document
88
Info-Synthesis 90
The Five W’s (and One H) of Infographics
. 94
Endnotes 98
Chapter 7 Designing Your
Infographics 99
The Critics 99
Infographic DIY 100
An Infographic Rant 100
The DIY Infographic Formula
103
Outsourcing 108
Going Pro 109
Working with Students 114
Endnotes 118
Chapter 8 Publishing Your
Infographics 119
Audience Research 119
Online Publishing Channels 120
Infographic Home Base 122
Infographic Outposts 126
Offline Publishing Opportunities 133
Endnotes 133
SECTION IV: BUSINESS VALUE
Chapter 9 Infographics as an Internal and External
Communication Tool . . . . 137
Using Infographics to Build Your Brand
137
The Business of Infographics
138
Content Marketing 139
Promoting Your Infographics
148
Infographics Inside the Organization
153
Internal Adoption of
Infographics 153
Internal Communication
Opportunities 154
Endnotes 155
Chapter 10 Infographic ROI
157
Measuring the VOI (Value of Infographics)
159
Tangible Metrics 160
Intangible Benefits 163
Chapter 11 Infographic Resources
165
Guide to Visual Elements 165
Infographic Tools . 175
Visualization Tools 175
Design Elements 178
Further Reading 179
Information Designers, Consultants, and
Agencies 181
Agencies 182
Freelance Designers 184
Consultants 187
Index 189
Mark Smiciklas is the president of Intersection Consulting,
a Vancouver-based digital marketing and communications agency that
teaches organizations how to leverage the dynamics of Web 2.0 to
achieve business goals. He is an established digital marketing and
social media practitioner recognized for his visual thinking and
strategic, no-nonsense approach. His service offering is framed by
core beliefs in listening, stakeholder engagement, trust creation,
and employee empowerment. An interest in the evolution of social
business continues to motivate him, as does a passion for teaching.
Smiciklas has developed and taught social media strategy classes
for undergraduates and adult learners at a number of Canadian
universities. He also has spoken about a wide variety of digital
marketing topics at corporate and public events and workshops. His
genuine love of technology and people continues to ignite ongoing
learning and new thinking that aim to help individuals and
organizations connect with their audiences. Smiciklas hangs out
full-time at intersectionconsulting.com/ blog. He can be found on
Twitter at @Intersection1. He is also a regular contributor to
socialmediaexplorer.com, the popular digital and social media
marketing and online communications blog. He lives in North
Vancouver, BC, Canada, with his lovely wife, three kids, and Max
the dog.
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