By Dona Wong
Strategy Director, Simplification
In today’s data-driven world, we are constantly bombarded by graphics—charts, maps, stock indexes, and PowerPoint presentations—that try to convey valuable information. Whether we are in business, marketing, medicine, or law, we need to know how to read and interpret this onslaught of graphics, as well as how to express ourselves in the language of graphics eloquently and effectively.
Today, project plans, budget illustrations, and progress reports are vital tools we use to communicate across the board and persuade decision makers. And with computer technology, anyone can create graphics. However, technology doesn’t stop us from making bad graphics. It can’t answer such essential questions as:
+ What material is worth putting into a chart?
+ What kind of chart should we use to present the data?
+ How can we organize the data and optimize the medium to convey our message best?
Examples of confusing, misleading, and ineffective graphics are everywhere, which doesn’t surprise me. Unlike, say, grammar, the subject of information graphics isn’t taught in schools, nor is it the focus of on-the-job-training, leaving professionals in every industry scrambling to express themselves graphically. It is painfully obvious. I have made it my business to note good and bad graphics in publications, annual reports, presentations and even street signage.
Generally bad charts fall into two categories. This first category consists of charts that don’t even have the basics down, and for example use the wrong scale, an invalid data set, or a bad color scheme. This is somewhat expected since the majority of charts in presentations are done by professionals who are not information designers. The other category of bad charts is the elaborate, highly designed graphics that turn out incomprehensible and esoteric. These are the worst offenders because these graphics are just a self-indulgent exercise by “professional” information designers. They have no value to the reader. They completely miss the main objective of graphics, which is to communicate a message.
Content is what ultimately makes graphics interesting. When a graphical piece of information is done right, you can’t tell that there is “design” behind it. When you strike an equilibrium between substance and design in a graphic, information just flows to the viewer in the clearest and most efficient way.
At the Center for Plain Language Symposium in Washington D.C. on October 30, I’ll be introducing these concepts to a group of business and government professionals with an interest in simplified communications.
The bottom line is, once you connect with your audience, you can start to have influence!