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Infographics: The Power of Visual Storytelling by Ross Crooks, Josh Ritchie, Jason Lankow

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CHAPTER 2

INFOGRAPHIC FORMATS: CHOOSING THE RIGHT VEHICLE FOR YOUR MESSAGE

As you embark on the journey to becoming a more visual company through using infographics, it is important to understand which format will help deliver your message most effectively. The key formats that can house infographic communication are static images, interactive interfaces, and motion content (Figure 2.1). There is no implied hierarchy, as the best format is determined by how effective it is at containing and delivering the information that you want to communicate. It is helpful to understand the attributes of each format, and to consider that many artistic mediums can be used within each of these categories.

Figure 2.1: Infographic Formats Quadrant.

image
1. Static
Typically fixed information. User interaction consists of viewing and reading. Display output is a still image. Works best as a narrative but can be explorative in some cases.
2. Motion
Typically fixed information. User interaction consists of viewing, listening if there is voiceover, and reading. Display output is animated, or moving. Works best as a narrative, almost never explorative without being used in combination with interactive content.
3. Interactive
Can be fixed or dynamic information input. User interaction consists of clicking, searching for specific data, actively shaping the content displayed, and choosing which information ...

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