Krum on Infographics

Krum seeks to explain how infographics became a phenomenon on the internet and why the information is remembered by the viewer. He begins the first chapter of his book by explaining that humans constantly have information thrown at them to sift through and pick the relevant information. Krum continues on to say that people remember images that relate to text far better than text or audio on its own. Companies use this information to design easily remembered logos and to put this logo on nearly everything they produce and release to the public. Krum goes on to explain that infographics are similar to public speaking and contain an introduction, main case, and conclusion or call to action. The introduction is used to grab the viewers attention and to show the viewer that this particular infographic is of importance to them. The conclusion wraps up what is stated in the bulk of the main case and, if necessary, provides sources for more information and seeks to persuade viewers to do something. The main portion of an infographic gives statistics or other information that the viewer will find new and interesting. The Picture Superiority Effect comes into play here because designers need to create a memorable image to coincide with the text or audio so that viewers are likely to retain the information and choose to see the designer’s other work. The last portion of this chapter focuses on the different types of media formats for infographics. Krum states that the order of complexity of these formats are static, zooming, clickable, animated, video, and interactive. Krum goes in depth of each format to explain its usefulness and where to use them.

The image below is of a website containing an infographic on the history of social media. The interactive infographic allows users to select a time period and, within that time period, select different years to see different events that shaped the course of social media. This is an excellent representation of what Krum would describe as an interactive infographic. The blue monster, Eddy, creates a memorable character that entices users to continue browsing. The interactivity gives users the freedom to make selections at their leisure and to review the information at their own pace. The infographic also incorporates logos of current internet sites so that they are easily recognizable.

Question: Will humans reach a point where infographics are irrelevant? Will technology advance far enough that computers can design infographics on their own without human intervention?

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