Whitepaper Info Graphics

8/8/2019 Whitepaper Info Graphics

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Anol Bhattacharya

Infographics for Marketing & Communication


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I

A picture is worth a thousand words. Weve heard that said often and indeed it is a tried-and-tested maxim of traditional

marketing. As such savvy marketers are beginning to pay much more attention to the info-graphical presentation of content in

their marketing campaigns, sales kits and business proposals. In case of marketing complex solutions or conveying technical

data to a non-tech savvy audience, infographics can and often do play a really major role. According to Artist with an MBA,

Cliff Atkinson, designed and used properly, infographics can:

I. Help a prospective client understand a concept quickly.

II. Show respect for the viewer's visual sophistication.

III. Serve as an elegant visual interface to your quality content.

IV. Motivate readers to dive into the text to find out more.

V. Show you care to craft a compelling visual story out of your content, rather than use a cookie cutter approach.

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We think inpictures.


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Switzerland

8$2,019bn

UBS

19$1,209bn

Credit Suisse Group

Italy

13$1,504bn

UniCredit

26$843bn

Intesa San Paolo

China

20$1,189bn

ICBC

24$903bn

China ConstructionBank Corporation

28$828bn

Agricultural Bankof China

29$820bnBank of China

Spain

17$1,344bn

Santander Central Hispano

33$739bn

BBV Argentaria

UK

Now owned byLloyds

1

$3,808bnRoyal Bank of Scotland

4

$2,459bnBarclays

5$2,354bn

HSBC

18$1,336bn

HBOS

35$708bn

LloydsUS

Now owned byWells Fargo

7$2,188bn

Citigroup

10$1,716bn

Bank of America

12$1,562bn

JP Morgan Chase

32$783bn

Wachovia Corporation

43$575bn

Wells Fargo

Japan

9$1,818bn

Mitsubishi UFJ Financial Group

14$1,495bn

Mizuho Financial Group

22$1,073bnSumitomo MitsuiFinancial Group

45$528bn

Norinchukin Bank

France

3$2,494bn

BNP Paribas

6$2,268bn

Crdit Agricole Group

11$1,578bn

Socit Gnrale

31$815bn

Crdit Mutuel

38$638bn

Groupe Caissed'Epargne

47$514bn

Groupe BanquesPopulaires

Germany

2$2,974bn

Deutsche Bank

23$908bnCommerzbank

34$736bn

Dresdner Bank

37$653bn

Landesbank Baden-Wrttemberg

39$635bnDZ Bank

40$612bnBayerische

Landesbank

41$589bnHypo Real

Estate Holding

49$422bn

WestLB

Australia

42$585bnNational

Australia Bank

48$444bn

CommonwealthBank Group

50$419bn

ANZ BankingGroup

15$1,463bn

ING Bank

27$840bn

Rabobank Group

Netherlands

21$1,129bn

Fortis Bank

25$890bn

Dexia

46$523bnKBC Group

Belgium

44$573bn

Nordea Group

Sweden

36$660bnDanske Bank

Denmark

30$816bn

Nordea Bank Norge

Norway

16$1,391bnBanca Romneasca

Romania

$24.4bn-34%

$26.5bn-32%

$36.1bn-11%

$6.1bn-86%

$14.2bn-77%

$6.2bn-71%

$61.3bn-43%

$22.9bn-36%

$14.8bn-71%

$104.2bn-41%

$20.4bn-91%

$14.6bn-86%

$51.4bn-81%

$108.5bn-37%

$21.4bn-86%

$73.4bn-47%

Co-op

Owned byNordea Group

Owned byNational Bank

of Greece

Co-op

$25.3bn-46%

$30.8bn-47%

$4.9bn-90%

$6.3bn-84%

State-owned$112.4bn

-32%

$134.6bn-40%$178bn

-33%

$42.7bn-44%

$5.4bn-78%

Mutual

Co-op

Co-op

$27.7bn-48%

$4.5bn-82%

$3.1bn-62%

$34.7bn-53%

$27.3bn-66%

$36.9bn-24%

$34.1bn-47%

$26.4bn-56%

$0.6bn-93%

State-owned

State-owned

Now owned byCommerzbank

$25.1bn-48%

$32.1bn-53%$60.2bn

-51%

What does this show?Assets are predominantly debtsowed to the bank, such asmortgages. Liabilities in bankingare money they owe to clients,such as deposit accounts. Thisshows which banks are sitting onthe largest loan books and thecontrast with their dwindlingstock market values

The world's top 50 banks -and the institutions thatno longer existRanked by The Banker magazine, based on latest assets figures

1$bn

SOURCES: THEBANKER, THOMSONREUTERS

Rank

Assets

Market value now and

% change over 12 months

Infographics by guardian.co.uk

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W I

Infographics are a visual representation of information and

most probably the oldest communication content designed by

human beings. From the time of Egyptian Hieroglyphics the

journey of Infographics began as a means to visually

communicate a complex concept, document events or tell

stories.

Modern Infographics started off as visual elements such ascharts, maps, or diagrams that aid comprehension of a given

text-based content. Today in the context of marketing, we

can also include process diagrams, concept maps, visual

narratives, simulations etc. under Infographics.

Infographics are used wherecomplex information needs to be

explained quickly and clearly.They can present a rich amountof information withoutintimidating you.

Illustration about russian sportsmans total fees in 2007 year. MariyaSharapova (tennis) is 19 mln dollars, Andrew Kirilenko (basketball) is 12and Nikolay Habibulin (Hockey) 6.

Infographics by Maximus Chatsky4 / 19
http://www.behance.net/chatskyhttp://www.behance.net/chatsky


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We think inpictures.Words are abstract representations of form, keeping the context intact.

E I

N M R

Map by Charles Joseph Minard, one of the most celebrated Infographics from early 19th century, portrays the losses suffered

by Napoleons army in the Russian campaign of 1812. Beginning at the Polish-Russian border, the thick band shows the size of

the army at each position. The path of Napoleons retreat from Moscow in the bitterly cold winter is depicted by the dark lowerband, which is tied to temperature and time scales.

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Edward Tufte, identifies six separate variables that are captured in the map.

I. The line width continuously indicates the size of the army.

II. The line shows the latitude of the army as it moved.

III. The line shows the longitude of the army as it moved.

IV. The direction that the army was traveling, are distinguished by colors, tan for advance and black for retreat.V. The location of the army with respect to certain dates.

VI. The temperature along the path of retreat

tienne-Jules Marey first called notice to this dramatic depiction of the terrible fate of Napoleon's army in the Russian

campaign, saying it defies the pen of the historian in its brutal eloquence. Edward Tufte says it may well be the best

statistical graphic ever drawn and uses it as a prime example in The Visual Display of Quantitative Information.

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7/19Infographics for Marketing & Communication


E I

XPLANE : S

When Microsoft launched a new health application platform, HealthVault, it faced the issue of having to communicate what it

was in a concise and understandable way. Microsoft HealthVault allows consumers to better manage and control their health

information by connecting all members of the healthcare ecosystem: consumers, pharmacies, hospitals, healthcare providers,employers, devices and other resources. The integrated health application platform allows consumers to collect, store and

share data that would otherwise reside in disparate systems.

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Microsoft needed to communicate the value proposition of HealthVault in a way that was understandable to the healthcare

community.

XPLANE created a value proposition map showing the interactions of an integrated ecosystem where consumers, pharmacies,

hospitals, healthcare providers, employers, devices and other resources are all connected in a creative and visually engaging

way. XPLANE visually represented HealthVault as a data platform that supports multiple applications so health informationcan be shared with caregivers, physicians and family. The Microsoft HealthVault map was rolled out at the Healthcare

Information and Management Systems Society (HIMMS) 2008 Annual Conference & Exhibition where it was enthusiastically

received by attendees and fellow exhibitors.

Download the complete case study from XPLANE site.

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http://www.xplane.com/wp-content/uploads/2009/01/xplane-mshealthvault-case-study.pdfhttp://www.xplane.com/wp-content/uploads/2009/01/xplane-mshealthvault-case-study.pdf



We think inpictures.Words are abstract representations of form, keeping the context intact.Infographics by Juan Pablo Bravo

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http://juanpablobravo.blogspot.com/http://juanpablobravo.blogspot.com/http://juanpablobravo.blogspot.com/



Infographics by Tony Park

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http://twoeyes.org/http://twoeyes.org/



Resume Infographics by Michael Anderson

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I

Three main questions need to be answered before making any

information graphics: Why? How? Does it Work? Making good

information graphics consists of facilitating the understandingof complexity.

The Infographic discussed below is a project done by GetIT

(thats us!) for Cisco Systems, Inc. The Infographic is on Cisco

Connected Learning infrastructure i.e., Cisco Network

Infrastructure Solution for Universities and the main

objective is to provide required information to different levels

of decision makers from universities and literally bring them on

the same page.

Although this Infographic is one-dimensional, without any

step-by-step procedure and cause/effect scenario we hope

that it has achieved its purpose. We also learned a lot from the

process of development.

Let us articulate the process we went through in developing this

infographic.

Three main questions need to

be answered before making

any information graphics:

Why? How? Does it Work?

Making good informationgraphics consists of facilitating

the understanding of

complexity.

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Infographics for Marketing & Communication 13 / 19


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I. Collection: Collection of all the raw information for the

infographics such as PowerPoint slides, white papers,

face-to-face interviews (multiple sessions), network

diagrams etc.

II. Identifying the objectives: Who is the target audience?Whats their range of technical knowledge? What are their

main pain points? What do we want to highlight to them?

Its great if you can sketch a persona.

III. Classification: Grouping the infrastructures into physical

spaces in this case into the buildings.

IV. Blueprinting: Time to draw each buildings individual

groups (pencil sketch) with the technical details.

V. Space planning: Basically - putting together a collage, i.e.,

sticking together different A-4 size papers photocopies of

the individual groups.

VI. Planning the Interrelationsbetween the groups.

VII. Go digital: time to draw the infographic on the computer;

we used Freehand and Flash. Any Vector graphics editor

should do the job.

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X. Optimizing detail: Add in the useful detail, get rid of the extras, balance between aesthetics and usability.

XI. Labeling: Copywriting and inserting the labels, tricky part need to be specific and clear, yet short.

XII. Coloring and Typography: Effective typography is not only for corporate identity or enrichment of visual

appearance, it also helps you to represent the bound emotions of your graphics.

Varying the colors, reducing the saturation of what is less important and increasing it for the most relevant

data, modifying the typography, the size of fonts, eliminating everything that doesnt contribute to showing

and clarifying the data (irrelevant grids, redundant data, and unnecessary labels) without losing relevant

information sometimes provides surprisingly improved results.

VIII. Integration: The purpose of any infographic is to bring everyone on the same page and tell a complete story.

Integration of different elements to tell a coherent story is the most vital step of the creation of an infographic.

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We think inpictures.Words are abstract representations of form, keeping the context intact.Infographics : Good Magazine

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http://www.good.is/http://www.good.is/http://www.good.is/


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As we mentioned, there are different types of infographics. For organizations

another very useful format of infographic is depicting a process flow. Sometimes

those are very complex especially the multi-dimensional ones. There are few

additional considerations for creating those types of infographics.

Establishing Context, multi-dimensional and interrelations of the

dimensions: The problem of multi-dimensional infographics are that they can

easily lose the context by information overload and loosely established

relationship of different elements. Planning out the space mapping with just

pencil and paper helps.

Establishing Causality: in a non-multimedia infographics its the toughest

part, but the soul of a process or procedure flow infographics is cause and effect.

F S C I

W

Used properly, infographics can help a great deal to market complex solutions

or products which are difficult to articulate. Besides print, infographics are also

taking shape in several different formats, such as interactive narratives, visual

explainer and other digital formats.

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We think inpictures.Words are abstract representations of form, keeping the context intact.Infographics with motion and interactivity - storyboard by Rafal Macho

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http://www.rafaelmacho.com/http://www.rafaelmacho.com/http://www.rafaelmacho.com/


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REFERENCES

I. Information graphics WikipediaII. Edward Tufte: Posters and Graph Paper

III. Alberto Cairos website: infographics, design and visual journalismIV. Nigel HolmesV. John Information GraphicsVI. NiXLOG | INFOGRAPHICSVII. The Visual Display of Quantitative Information by Edward R. TufteVIII.Designing Infographics by Eric K. MeyerIX. Interactive Visual Explainers-A Simple Classification by Maish Nichani & Venkat Rajamanickam

ABOUT GETITCOMMS

We are a boutique outfit focused on using new media solutions to help hi-tech and

telco business share business knowledge.

You tell us what you want to communicate and what resources you have currently.

We listen to your objectives, and develop and implement best-fit solutions usingour awareness of how people pick-up, incorporate and share new knowledge.

Whether in the context of marketing initiatives, customer and partner awareness

programs, learning and development, or sales support the end goal remains

getting the message across with speed, accuracy and impact.

Infographics for Marketing & Communication 19 / 19
http://www.elearningpost.com/articles/archives/interactive_visual_explainers_a_simple_classification/http://www.elearningpost.com/articles/archives/interactive_visual_explainers_a_simple_classification/http://www.amazon.com/gp/product/1568303394/ref=wl_it_dp/102-6602382-4792141?ie=UTF8&coliid=I2FQG2CR9JSCHY&colid=64JHD2SO59V1http://www.amazon.com/gp/product/1568303394/ref=wl_it_dp/102-6602382-4792141?ie=UTF8&coliid=I2FQG2CR9JSCHY&colid=64JHD2SO59V1http://www.amazon.com/gp/product/0961392142/ref=wl_it_dp/102-6602382-4792141?ie=UTF8&coliid=I1PIB1X57QSD6D&colid=64JHD2SO59V1http://www.amazon.com/gp/product/0961392142/ref=wl_it_dp/102-6602382-4792141?ie=UTF8&coliid=I1PIB1X57QSD6D&colid=64JHD2SO59V1http://www.nixlog.com/infographics/http://www.nixlog.com/infographics/http://johngrimwade.com/http://johngrimwade.com/http://www.nigelholmes.com/home.htmhttp://www.nigelholmes.com/home.htmhttp://www.albertocairo.com/index/index_english.htmlhttp://www.albertocairo.com/index/index_english.htmlhttp://www.edwardtufte.com/tufte/postershttp://www.edwardtufte.com/tufte/postershttp://en.wikipedia.org/wiki/Information_graphicshttp://en.wikipedia.org/wiki/Information_graphics

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