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Design Research - UX Australia
The Use of Infographic
Resources to Present
Research Results
Carla Sarli
Story-showing
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Content 01 About me & this talk
02 About infographics
03 Infographics in the context of
research results
04 Parts of research results
05 Things to consider
02
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03
About me and this talk
01
Story-showing
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About me
04
➔ Graphic Designer
➔ Former teacher at FADU-UBA
➔ Master in Communication Design.
➔ I studied infographics in the context of
journalism.
➔ Since 2015, I work as an Experience Designer
consultant with a strong focus on research, and
have since then been presenting results.
➔ Currently, I am a Lead Experience Designer at
Bound.
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About this talk
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Why this talk?
Several infographic
resources are available as
templates but don’t provide
insight into how and when
to use them.
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About this talk
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Objectives
Equip you with elements to:
➔ Understand which infographic components are
most appropriate for information types typically
found in research reports.
➔ Keep the research report coherent and cohesive
through consecutive slides.
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About infographics
02
Story-showing
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A visual communication method that
conveys information that is
autonomous from the text. It is
self-suicient in its ability to inform
What is an infographic?
Infographics are a self-suicient
discursive form that combines various
codes when transmiing information,
and has specific narrative uses
Self-suicient discursive form Combination of codes Specific narrative uses
A verbal-iconic information unit
that combines verbal and iconic codes
(photographic, graphics, drawings,
illustrations).
Used to tell a story that would
otherwise be tedious to tell, and
delivers information for which a verbal
discourse would be more complex
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What is NOT an infographic?
A quick search on Google images using
the term "infographics" will throw back
results that can not be considered
infographics under the definition we
have provided, but components of it.
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Information graphs
Bar graphs, cakes or
fevers.
(+)
The iconic parts tells information
that can not be told by text.
(x)
There’s no story being told. In any
case, these are fragments of a
story.
Image source:
hps://www.wired.com/2012/07/you-suck-at-
infographics/
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Maps
(+)
It allows us to understand spatial
relationships, which cannot be
done through words.
(x)
It describes spatial relationships,
but cannot tell a story without
other components.
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Illustration & text
Image source:
Venngage
(+)
Communication combining 2
codes.
(x)
This communication relies
heavily on text. Illustrations are
just decorative, as the same can
be said through words.
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Information have been
visually presented in
these ways for a long time
01
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18th century
The world’s first bar chart, from
The Commercial and Political
Atlas, shows the relative
importance of Scotland’s trading
partners.
Information graphs
Image source:
William Playfair/Public Domain
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The oldest surviving
Ptolemaic world map
Redrawn according to his 1st
projection by monks at
Constantinople under Maximus
Planudes around 1300
Maps
Image source:
Early world maps. (2023, February 10). In Wikipedia.
hps://en.wikipedia.org/wiki/Early_world_maps
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Illuminated manuscript
Illustration & text
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Iconic
Verbal
Infographic
Statistics Cartography
Scientific
illustration
Text
Information
graphs
Maps Illustration
+ text
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No content
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Flux diagram
Army casualties
during its
advance and
retreat.
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Map
Location and
route of the
army
Flux diagram
Army casualties
during its
advance and
retreat.
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Map
Location and
route of the
army
Line graph
Variations in air
temperature
during the
retreat.
Flux diagram
Army casualties
during its
advance and
retreat.
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Not only data is visually
representable.
01
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“Inception - The Architecture”
By Rick Slusher
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“Leeratura grafica”
By Francesco Franchi
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As every narrative form,
infographics has specific
characteristics.
01
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It puts together components in a
common context to tell a story.
Each component is appropriate for
its narrative purpose.
It supports various reading levels. A
dominant element acts as an entry
point and structures the rest.
It is holistic - it is understood at a
glance.
Infographics’ specific characteristics
Components
of dierent nature
Information
hierarchy
A sense of a whole
01 02 03
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Infographics in the
context of research
results
03
Story-showing
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One of the most typical
outcomes of design
research is an infographic.
01
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No content
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tt
tt
What is “context” in research results?
tt Infographic tt Presentation
Segmented
The story unfolds in
consecutive slides
Holistic
The story unfolds in a
single space
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Data
Number based content
Information
Knowledge-based content
Graphs
method to visually uncover
relationships in the data
Infographic
components
method to visually uncover
relationships in the data
Quantitative Qualitative
Research
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Parts of a (qualitative)
research results report
04
Story-showing
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Parts of a research report
Part Infographicable degree Visual presentation
01 Objectives Low Highly standardised
02 Process Medium
03 Methods Low
04 Sample Low
05 Recommendations Medium
06 Findings High Wide variety
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Highly standardised
visual presentation
Research report parts
➔ Objectives
➔ Process
➔ Methods
➔ Sample
➔ Recommendations
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Objectives
Image source:
Own
Definition
Clear and precise
statement/s specifying
the purpose pursued by
our research
Infographicable degree
Low
Representation
List
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Definition
Set of successive
phases of a
phenomenon
Infographicable degree
Medium
Representation
Timeline
Process
Image source:
Own
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Definition
Explanation of our data
collection process.
Infographicable degree
Medium
Representation
Illustration + text
Method/s
Image source:
Own
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Definition
Subset of data (in
qualitative research,
participants)
Infographicable degree
Medium
Representation
Illustration + text
Sample
Image source:
Own
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Definition
Subset of data (in
qualitative research,
people)
Infographicable degree
Medium
Representation
Informations graphs
Sample
Image source:
Own
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Definition
List
Representation
Illustration + text
Infographicable degree
Medium
Recommendations
Image source:
Own
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Variety of
representations
Research report parts
➔ Findings
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02
If it is not, what am I trying to
do with this information?
Compare? Describe? Show
changes in time?
To define how to represent a finding,
evaluate the information it contains:
03
Are there established ways to
visualise my intention?
Can I use any standard
representation as a framework
to organise the information?
04
Does the information order
maer?
Are there dierent information
groups and subgroups?
What relationships can I
establish between the
information?
01
Is the text the best way to
convey this information?
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02
If it is not, what am I trying to
do with this information?
Compare? Describe? Show
changes in time?
To define how to represent a finding,
evaluate the information it contains:
03
Are there established ways to
visualise my intention?
Can I use any standard
representation as a framework
to organise the information?
04
Does the information order
maer?
Are there dierent information
groups and subgroups?
What relationships can I
establish between the
information?
01
Is the text the best way to
convey this information?
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Think of frameworks that
could help organise the
information.
01
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Simple frameworks
Frameworks
➔ Tables
➔ Line graphs
➔ 4-quadrant graph
➔ Arrows
➔ Word cloud
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Comparison
Table
- 2-column
- Multiple columns
Change in time Description
Relationship
Arrows
4-quadrant graph
Line graph Word cloud
Simple frameworks
Words relevance
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To explain the transformation of McDonald’s
employees upon joining the company.
To show how two concepts look before and after
validation with customers.
Comparison > Table (2 columns)
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Table showing which drinks consumers in a specific
needstate drink, and the reasons for their
consumption.
Table showing a brand awareness strategy.
Objectives, messages, and recipients are defined
based on specific moments of a disease and its
treatment.
Comparison > Tables (multiple columns)
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To show how
McDonald’s
employees'
enthusiasm decrease
as they progress in
their training and
incorporate the
company values
Change in time > Line graph
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To explain when specific customer segments
consume alcoholic beverages.
To show the niche a new drink concept can operate, a
niche not occupied by any other drink.
Relationship between information > 4-quadrant graph
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To describe a series of aributes that should be
present on a drink package in order to appeal to its
target audience.
To describe the aributes of the person who is the
target audience.
Description > Arrows
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To list the connotations associated with a drink’s
potential name.
To name the connotations that a "territory for
ideation" has amongst target customers.
Words relevance > Word cloud
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Complex frameworks
Frameworks
➔ Calendar
➔ Double diamond
➔ Others
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Design process
Double
diamond
Others
Communication
diagram & cell
Complex frameworks
Events in time
Calendar
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To explain on what day and at what time a specific
segment consumes certain drinks
To explain on what day and at what time a specific
segment consumes certain drinks
Events in time > Calendar
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To explain how we went from problems to solutions in
a project, specifying the number of moments, pain
points, problem areas, opportunities, ideas
generated and solutions
To explain an ideation workshop process to go from
opportunity areas to solutions that will be
subsequently refined.
Design process > Double diamond
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Communication diagram Cell
Used as a framework to explain the dierent parts of a
communication strategy. This slide acted as an index
for the next sections.
Used to explain the origin of the ideas that formed
part of an innovation pipeline portfolio.
Others
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Things to consider
05
Design Research - UX Australia
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All aributes of graphic
elements communicate
something.
All elements
communicate
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➔ Think of spatial aributes:
shape, size, orientation
position.
➔ Think of filling aributes:
colour, texture, value.
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Prioritise
communicative impact
over accuracy.
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Visualisation aims to
facilitate understanding of
the information, and exact
representation is less
critical.
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A note on colour
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Use colour intentionally and
be mindful of established
colour associations.
➔ Assign a specific colour to each
section in a presentation.
➔ Define what’s important to
show through colour (too much
colour can be confusing)
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Make the presentation
structure visually
explicit
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➔ Have clear indexes for sections
and subsections.
➔ Let readers know where they
are standing by using numbers.
➔ Assign dierent colours to
dierent sections.
A clear structure will help
the readers orientate
themselves in the entire
presentation.
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Be consistent in
template and
colour-coding use
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The presentation can be
more understandable by
linking the elements on
dierent slides.
➔ Assign the same template to
slides with a similar role in the
structure
➔ Maintain the colour coding
consistent throughout the
presentation.
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Consistent colour-coding
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Consistent template use
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Download resources
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You do not need technical
skills to create infographic
presentations, but semiotic
knowledge to identify when
an element supports the
message you are trying to
convey and when it doesn’t.