The document outlines tips for creating effective infographics based on a cooking workshop given by creative directors Mark Hill and Clint Baker. Some key points covered include knowing your audience, focusing on the main message or "meat" and leaving out unnecessary details or "potatoes", using fresh ingredients like compelling facts, concepts and visual styles, and ensuring the right creative talent is chosen for the job. The workshop emphasized making information interesting for readers and assuming audiences don't care unless the graphic grabs their attention among other scrolling content.

1. Infographic Cooking Workshop

2. BAKER
&HILL

3. The Chefs
Mark Hill Clint Baker

5. Creative Directors use visuals,
text, sound, motion, and interface
to create a mood and message.
(Art Directors do the same thing, but get paid less.)

12. Who’s coming to dinner?
Know your audience.

13. Who are you?

14. How many are writers?

15. How many are designers?

16. Raise your hand if you have
been involved in creating an
infographic.

17. Raise your hand if you have
ever hired a creative talent
(writer, designer, illustrator)
outside of your organization.

18. Raise your hand if you are
against raising your hand.

19. Know what your audience knows
so you can speak to them better.
Assume they don’t care
because they don’t.
Speak how you listen
and don’t sound like a salesman.

20. Graphic Du Jour
The ubiquitous infographic

21. Excuse me waitress, what’s the Soup de Jour?
It’s the soup of the day.
Oh that sounds good. I’ll have that.

28. Meat. Hold the potatoes.Don’t camouflage your point.

29. Fire ants spread 5 to 20 miles a year.
Fire ants could reach Delaware in the East and Seattle in the West.
Fire ants damage farms.
Black fire ants came in 1915 from South American timber shipments.
Red fire ants showed up in 1930.
Black and red fire ants breed hybrid fire ants in the south.
Fire ants can produce anaphylactic shock.
Corn, Soybean, Okra, Citrus, animals and equipment are at risk.
Fire ants do 6.7 billion dollars of damage annually.
There are benefits to fire ants.
What is your point?
(pick one)

30. For a bigger impact find the meat and
leave off the potatoes, so they don’t
camouflage the impact of the message.

34. Fresh or Canned?
Ingredients effect quality.

35. Canned Facts
Fire ants damage farms.
Fire ants may damage farming vehicles by nesting.
Fire ants mounds might damage equipment.
Fire ants will eat seeds among other high fat foods.

36. Canned Facts
Fire ants damage farms.
Fire ants may damage farming vehicles by nesting.
Fire ants mounds might damage equipment.
Fire ants will eat seeds among other high fat foods.
Fresh Facts
Is an army invading our farms?
Fire ants sabotage.
Fire ants occupy.
Fire ants consume.

38. Canned concept

39. Canned concept

40. Fresh concept

41. Fresh concept

42. Canned style

43. Canned style

44. Fresh style

45. Fresh style

46. It needs to grab the audience that is scrolling at
70 mph. Use a challenging or humorous
headline or visual to draw them to details. Don’t
give them what they’ve seen or they won’t see it.

47. Chef or Cook?
Choosing the right creative talent.

60. Either find a style that you like
and hire the designer that did it.
Or if you already have a designer
then work within their style.
Relax your expectations
and let the creative talent make decisions for you.

61. Preparation

62. Make facts interesting.
Is an army invading our farms?
Fire ants are becoming the most expensive pest for farmers. Collateral
damage from these invaders exceeds 1.6 billion per year.
Fire ants sabotage.
Ants stay warm near electrical wiring, dragging dirt and more ants inside
some of the most vulnerable places in farm equipment.
Fire ants occupy.
Mounds can rise to 2 feet tall and spread to 200 mounds per acre, wearing
down equipment and taking over crops,
Fire ants consume.
Ants feed on seeds, stopping germination before it starts.
The invasion is spreading.
Fire ants can spread up to 20 miles per year on their own, But they can move
a lot faster hitchhiking on equipment or commodities like baled hay.
Fight Back.
Granular bait works, but it takes 2-6 weeks to knock out a colony.
Make sure fire ants aren’t hitchhiking to new areas with your help.

63. Present the data creatively.

69. Use an interesting visual style.

70. If you’re hiring an illustrator or designer then it’s safer to
find something literal in their previous work that proves
they can handle your content.

72. Or you can ignore content and just look at style.

73. Cooking

78. Refill?
Keep your straw.
- Is an infographic right for your content?
- Assume your audience doesn’t care.
- What’s the one thing you want your audience to remember?
- Do you have and need fresh ingredients (facts, concept, style)?
- Do you have the right creative talent on the job?

79. bakerandhill.com
BAKER
&HILL
@bakerandhill
/bakerandhill