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My article in the latest Spitfire newsletter

Posted: July 24th, 2010 | Filed under: Uncategorized | Comments Off on My article in the latest Spitfire newsletter

Building out of my post below on one of my recent fascinations, I wrote this piece for the latest Spitfire Sparks – the bimonthly newsletter released by Spitfire Strategies (they’re the ones that keep me gainfully employed).

Great Minds: Ideas to Make You Think

The Rise of the Infographic, and What it Means for You

by Rachel Dearborn – Junior Account Executive

The rise of the Internet and mobile technology has had its fair share of side effects, good and bad – the decline of traditional print media and the rise of social networking that allows you to connect with your audience in real time. Our job is to look at changing circumstances and learn how to communicate more effectively.

One result of this technological shift is that the Web has changed how we find and read information while cultivating an ever decreasing attention span. We read hastily and focus more on initial impressions. Readers of online news often scan only the first couple paragraphs, and Web users often don’t scroll down if the information “above the fold” doesn’t catch their eye. Recently, The Atlantic’s Michael Kingsley claimed that newspaper articles are too long and encouraged Internet communicators to get to the point.

In the age of impatient reading we have to learn how to communicate visually – on and off the Web. Videos and images do this well, but for many nonprofits the challenge lies in communicating data and research in an easily digestible format. Recently, Alex Lundry, VP of research at TargetPoint, a market research firm, spoke about the power of data visualization in political communications and strategies for visually packaging information to make a message stick. The take away from this (fittingly brief) video is that data visualizations – charts, interactive graphics, even cartoons – are becoming increasingly useful in delivering messages. Think about how the hockey stick chart sparked discussions about humans’ impact on global warming.

The design and packaging of your data is as important as the data itself and can be critical to breaking through your audience’s media fatigue.

Data visualization is nothing new, but current technology makes creating compelling graphics easier than ever and makes audiences even more willing to pay attention. The New York Times and NPR have increasingly begun delivering news this way.

Before you pick up the phone to pitch your next big research report – think about how to create a visual impact. Can you tweet an infographic as a way to draw visitors to your Web site? Or use an infographic as the focal point of your one-pager or leave-behind?

Remember – think intuitively and simply, and once you’ve got their attention, spur them to action!

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