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How to Tell Your Story Visually


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Information graphics are an effective way to visually presenting synthesized research result. At Vital Findings, we know that sometimes the hardest part about creating an infographic is simply getting started. With this in mind, we created this how-to guide to provide step-by-step instructions for creating a great infographic, with a vivd example of how we created the TMRE infographic as references.

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How to Tell Your Story Visually

  1. 1. HOW T TELL YOUR STORY VISUALLY At Vital Findings, we believe that good, innovative market research should be judged by the actual impact it has on product development, marketing, and business strategy. As a top market research firm, our mission is to elevate the market research profession beyond just delivering reports and PowerPoint bullets, using the tools of design, marketing science, and innovative research consulting to allow researchers to actually enable business action.
  2. 2. Know your readers: 01 THE INFORMATION What do they want to know? What do they need to know? What will catch their attention? Know your communication objective HOW VF DID IT? • • • • Walk in readers' shoes: what would you expect to learn from the graphic if you were one of them? Filtered out useful information from everything available Quantified words and themes in addition to data Brainstormed for information gaps needed to narrate the story Requested extra information and initiated secondary research online for missing pieces HOW VF DID IT? 02 THE STORY Connect the dots Determine how data points interconnect Draw something! Sketch out your storyboard on a piece of paper to test its strength • • • Ideated on the creative theme (ideas we had were scavenger hunt maps and the journey of a researcher at TMRE) Laid out all the text information Walked in readers' shoes to identify the main points of interest as speakers, people and content HOW VF DID IT? 03 THE EXECUTION Determine layout hierarchy Create a dominant visual element Use visual cues to guide the readers through the storyline Use to pick the right color! • • • • Created a series of vivid "badges" to represent content streams Added other visuals (illustration/ imagery to compliment Used the line chart to illustrate TMRE's growth and balance the white space Chose a map to show global reach (brains respond better to graphics and colors than plain text!) HOW VF DID IT? 04 THE REFINEMENT Balance everything! Minimalism is the key The layout is a puzzle; figure out how it best fits together by experiementing Don't let design overshadow information, every design element should have a content-driven purpose • • • Added in Nashville's skyline to serve as a visual anchor Balanced the visual and text proportions (We found that 60% visual and 40% text was the right ratio for this graphic after trying other combinations) If something looks off to you, it is off! (We experimented with 10 different ways before it was perfect)