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Visual Representation

What is visual representation.

Visual Representation refers to the principles by which markings on a surface are made and interpreted. Designers use representations like typography and illustrations to communicate information, emotions and concepts. Color, imagery, typography and layout are crucial in this communication.

Alan Blackwell, cognition scientist and professor, gives a brief introduction to visual representation:

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We can see visual representation throughout human history, from cave drawings to data visualization :

Art uses visual representation to express emotions and abstract ideas.

Financial forecasting graphs condense data and research into a more straightforward format.

Icons on user interfaces (UI) represent different actions users can take.

The color of a notification indicates its nature and meaning.

Van Gogh's "The Starry Night" uses visuals to evoke deep emotions, representing an abstract, dreamy night sky. It exemplifies how art can communicate complex feelings and ideas.

© Public domain

Importance of Visual Representation in Design

Designers use visual representation for internal and external use throughout the design process . For example:

Storyboards are illustrations that outline users’ actions and where they perform them.

Sitemaps are diagrams that show the hierarchy and navigation structure of a website.

Wireframes are sketches that bring together elements of a user interface's structure.

Usability reports use graphs and charts to communicate data gathered from usability testing.

User interfaces visually represent information contained in applications and computerized devices.

This usability report is straightforward to understand. Yet, the data behind the visualizations could come from thousands of answered surveys.

© Interaction Design Foundation, CC BY-SA 4.0

Visual representation simplifies complex ideas and data and makes them easy to understand. Without these visual aids, designers would struggle to communicate their ideas, findings and products . For example, it would be easier to create a mockup of an e-commerce website interface than to describe it with words.

Visual representation simplifies the communication of designs. Without mockups, it would be difficult for developers to reproduce designs using words alone.

Types of Visual Representation

Below are some of the most common forms of visual representation designers use.

Text and Typography

Text represents language and ideas through written characters and symbols. Readers visually perceive and interpret these characters. Typography turns text into a visual form, influencing its perception and interpretation.

We have developed the conventions of typography over centuries , for example, in documents, newspapers and magazines. These conventions include:

Text arranged on a grid brings clarity and structure. Gridded text makes complex information easier to navigate and understand. Tables, columns and other formats help organize content logically and enhance readability.

Contrasting text sizes create a visual hierarchy and draw attention to critical areas. For example, headings use larger text while body copy uses smaller text. This contrast helps readers distinguish between primary and secondary information.

Adequate spacing and paragraphing improve the readability and appearance of the text. These conventions prevent the content from appearing cluttered. Spacing and paragraphing make it easier for the eye to follow and for the brain to process the information.

Balanced image-to-text ratios create engaging layouts. Images break the monotony of text, provide visual relief and illustrate or emphasize points made in the text. A well-planned ratio ensures neither text nor images overwhelm each other. Effective ratios make designs more effective and appealing.

Designers use these conventions because people are familiar with them and better understand text presented in this manner.

This table of funerals from the plague in London in 1665 uses typographic conventions still used today. For example, the author arranged the information in a table and used contrasting text styling to highlight information in the header.

Illustrations and Drawings

Designers use illustrations and drawings independently or alongside text. An example of illustration used to communicate information is the assembly instructions created by furniture retailer IKEA. If IKEA used text instead of illustrations in their instructions, people would find it harder to assemble the furniture.

IKEA assembly instructions use illustrations to inform customers how to build their furniture. The only text used is numeric to denote step and part numbers. IKEA communicates this information visually to: 1. Enable simple communication, 2. Ensure their instructions are easy to follow, regardless of the customer’s language.

© IKEA, Fair use

Illustrations and drawings can often convey the core message of a visual representation more effectively than a photograph. They focus on the core message , while a photograph might distract a viewer with additional details (such as who this person is, where they are from, etc.)

For example, in IKEA’s case, photographing a person building a piece of furniture might be complicated. Further, photographs may not be easy to understand in a black-and-white print, leading to higher printing costs. To be useful, the pictures would also need to be larger and would occupy more space on a printed manual, further adding to the costs.

But imagine a girl winking—this is something we can easily photograph. 

Ivan Sutherland, creator of the first graphical user interface, used his computer program Sketchpad to draw a winking girl. While not realistic, Sutherland's representation effectively portrays a winking girl. The drawing's abstract, generic elements contrast with the distinct winking eye. The graphical conventions of lines and shapes represent the eyes and mouth. The simplicity of the drawing does not draw attention away from the winking.

A photo might distract from the focused message compared to Sutherland's representation. In the photo, the other aspects of the image (i.e., the particular person) distract the viewer from this message.

© Ivan Sutherland, CC BY-SA 3.0 and Amina Filkins, Pexels License

Information and Data Visualization

Designers and other stakeholders use data and information visualization across many industries.

Data visualization uses charts and graphs to show raw data in a graphic form. Information visualization goes further, including more context and complex data sets. Information visualization often uses interactive elements to share a deeper understanding.

For example, most computerized devices have a battery level indicator. This is a type of data visualization. IV takes this further by allowing you to click on the battery indicator for further insights. These insights may include the apps that use the most battery and the last time you charged your device.

macOS displays a battery icon in the menu bar that visualizes your device’s battery level. This is an example of data visualization. Meanwhile, macOS’s settings tell you battery level over time, screen-on-usage and when you last charged your device. These insights are actionable; users may notice their battery drains at a specific time. This is an example of information visualization.

© Low Battery by Jemis Mali, CC BY-NC-ND 4.0, and Apple, Fair use

Information visualization is not exclusive to numeric data. It encompasses representations like diagrams and maps. For example, Google Maps collates various types of data and information into one interface:

Data Representation: Google Maps transforms complex geographical data into an easily understandable and navigable visual map.

Interactivity: Users can interactively customize views that show traffic, satellite imagery and more in real-time.

Layered Information: Google Maps layers multiple data types (e.g., traffic, weather) over geographical maps for comprehensive visualization.

User-Centered Design : The interface is intuitive and user-friendly, with symbols and colors for straightforward data interpretation.

The volume of data contained in one screenshot of Google Maps is massive. However, this information is presented clearly to the user. Google Maps highlights different terrains with colors and local places and businesses with icons and colors. The panel on the left lists the selected location’s profile, which includes an image, rating and contact information.

© Google, Fair use

Symbolic Correspondence

Symbolic correspondence uses universally recognized symbols and signs to convey specific meanings . This method employs widely recognized visual cues for immediate understanding. Symbolic correspondence removes the need for textual explanation.

For instance, a magnifying glass icon in UI design signifies the search function. Similarly, in environmental design, symbols for restrooms, parking and amenities guide visitors effectively.

The Interaction Design Foundation (IxDF) website uses the universal magnifying glass symbol to signify the search function. Similarly, the play icon draws attention to a link to watch a video.

How Designers Create Visual Representations

Visual language.

Designers use elements like color , shape and texture to create a communicative visual experience. Designers use these 8 principles:

Size – Larger elements tend to capture users' attention readily.

Color – Users are typically drawn to bright colors over muted shades.

Contrast – Colors with stark contrasts catch the eye more effectively.

Alignment – Unaligned elements are more noticeable than those aligned ones.

Repetition – Similar styles repeated imply a relationship in content.

Proximity – Elements placed near each other appear to be connected.

Whitespace – Elements surrounded by ample space attract the eye.

Texture and Style – Users often notice richer textures before flat designs.

The 8 visual design principles.

In web design , visual hierarchy uses color and repetition to direct the user's attention. Color choice is crucial as it creates contrast between different elements. Repetition helps to organize the design—it uses recurring elements to establish consistency and familiarity.

In this video, Alan Dix, Professor and Expert in Human-Computer Interaction, explains how visual alignment affects how we read and absorb information:

Correspondence Techniques

Designers use correspondence techniques to align visual elements with their conceptual meanings. These techniques include color coding, spatial arrangement and specific imagery. In information visualization, different colors can represent various data sets. This correspondence aids users in quickly identifying trends and relationships .

Color coding enables the stakeholder to see the relationship and trend between the two pie charts easily.

In user interface design, correspondence techniques link elements with meaning. An example is color-coding notifications to state their nature. For instance, red for warnings and green for confirmation. These techniques are informative and intuitive and enhance the user experience.

The IxDF website uses blue for call-to-actions (CTAs) and red for warnings. These colors inform the user of the nature of the action of buttons and other interactive elements.

Perception and Interpretation

If visual language is how designers create representations, then visual perception and interpretation are how users receive those representations. Consider a painting—the viewer’s eyes take in colors, shapes and lines, and the brain perceives these visual elements as a painting.

In this video, Alan Dix explains how the interplay of sensation, perception and culture is crucial to understanding visual experiences in design:

Copyright holder: Michael Murphy _ Appearance time: 07:19 - 07:37 _ Link: https://www.youtube.com/watch?v=C67JuZnBBDc

Visual perception principles are essential for creating compelling, engaging visual representations. For example, Gestalt principles explain how we perceive visual information. These rules describe how we group similar items, spot patterns and simplify complex images. Designers apply Gestalt principles to arrange content on websites and other interfaces. This application creates visually appealing and easily understood designs.

In this video, design expert and teacher Mia Cinelli discusses the significance of Gestalt principles in visual design . She introduces fundamental principles, like figure/ground relationships, similarity and proximity.

Interpretation

Everyone's experiences, culture and physical abilities dictate how they interpret visual representations. For this reason, designers carefully consider how users interpret their visual representations. They employ user research and testing to ensure their designs are attractive and functional.

Leonardo da Vinci's "Mona Lisa", is one of the most famous paintings in the world. The piece is renowned for its subject's enigmatic expression. Some interpret her smile as content and serene, while others see it as sad or mischievous. Not everyone interprets this visual representation in the same way.

Color is an excellent example of how one person, compared to another, may interpret a visual element. Take the color red:

In Chinese culture, red symbolizes luck, while in some parts of Africa, it can mean death or illness.

A personal experience may mean a user has a negative or positive connotation with red.

People with protanopia and deuteranopia color blindness cannot distinguish between red and green.

In this video, Joann and Arielle Eckstut, leading color consultants and authors, explain how many factors influence how we perceive and interpret color:

Learn More about Visual Representation

Read Alan Blackwell’s chapter on visual representation from The Encyclopedia of Human-Computer Interaction.

Learn about the F-Shaped Pattern For Reading Web Content from Jakob Nielsen.

Read Smashing Magazine’s article, Visual Design Language: The Building Blocks Of Design .

Take the IxDF’s course, Perception and Memory in HCI and UX .

Questions related to Visual Representation

Some highly cited research on visual representation and related topics includes:

Roland, P. E., & Gulyás, B. (1994). Visual imagery and visual representation. Trends in Neurosciences, 17(7), 281-287. Roland and Gulyás' study explores how the brain creates visual imagination. They look at whether imagining things like objects and scenes uses the same parts of the brain as seeing them does. Their research shows the brain uses certain areas specifically for imagination. These areas are different from the areas used for seeing. This research is essential for understanding how our brain works with vision.

Lurie, N. H., & Mason, C. H. (2007). Visual Representation: Implications for Decision Making. Journal of Marketing, 71(1), 160-177.

This article looks at how visualization tools help in understanding complicated marketing data. It discusses how these tools affect decision-making in marketing. The article gives a detailed method to assess the impact of visuals on the study and combination of vast quantities of marketing data. It explores the benefits and possible biases visuals can bring to marketing choices. These factors make the article an essential resource for researchers and marketing experts. The article suggests using visual tools and detailed analysis together for the best results.

Lohse, G. L., Biolsi, K., Walker, N., & Rueter, H. H. (1994, December). A classification of visual representations. Communications of the ACM, 37(12), 36+.

This publication looks at how visuals help communicate and make information easier to understand. It divides these visuals into six types: graphs, tables, maps, diagrams, networks and icons. The article also looks at different ways these visuals share information effectively.

​​If you’d like to cite content from the IxDF website , click the ‘cite this article’ button near the top of your screen.

Some recommended books on visual representation and related topics include:

Chaplin, E. (1994). Sociology and Visual Representation (1st ed.) . Routledge.

Chaplin's book describes how visual art analysis has changed from ancient times to today. It shows how photography, post-modernism and feminism have changed how we see art. The book combines words and images in its analysis and looks into real-life social sciences studies.

Mitchell, W. J. T. (1994). Picture Theory. The University of Chicago Press.

Mitchell's book explores the important role and meaning of pictures in the late twentieth century. It discusses the change from focusing on language to focusing on images in cultural studies. The book deeply examines the interaction between images and text in different cultural forms like literature, art and media. This detailed study of how we see and read visual representations has become an essential reference for scholars and professionals.

Koffka, K. (1935). Principles of Gestalt Psychology. Harcourt, Brace & World.

"Principles of Gestalt Psychology" by Koffka, released in 1935, is a critical book in its field. It's known as a foundational work in Gestalt psychology, laying out the basic ideas of the theory and how they apply to how we see and think. Koffka's thorough study of Gestalt psychology's principles has profoundly influenced how we understand human perception. This book has been a significant reference in later research and writings.

A visual representation, like an infographic or chart, uses visual elements to show information or data. These types of visuals make complicated information easier to understand and more user-friendly.

Designers harness visual representations in design and communication. Infographics and charts, for instance, distill data for easier audience comprehension and retention.

For an introduction to designing basic information visualizations, take our course, Information Visualization .

Text is a crucial design and communication element, transforming language visually. Designers use font style, size, color and layout to convey emotions and messages effectively.

Designers utilize text for both literal communication and aesthetic enhancement. Their typography choices significantly impact design aesthetics, user experience and readability.

Designers should always consider text's visual impact in their designs. This consideration includes font choice, placement, color and interaction with other design elements.

In this video, design expert and teacher Mia Cinelli teaches how Gestalt principles apply to typography:

Designers use visual elements in projects to convey information, ideas, and messages. Designers use images, colors, shapes and typography for impactful designs.

In UI/UX design, visual representation is vital. Icons, buttons and colors provide contrast for intuitive, user-friendly website and app interfaces.

Graphic design leverages visual representation to create attention-grabbing marketing materials. Careful color, imagery and layout choices create an emotional connection.

Product design relies on visual representation for prototyping and idea presentation. Designers and stakeholders use visual representations to envision functional, aesthetically pleasing products.

Our brains process visuals 60,000 times faster than text. This fact highlights the crucial role of visual representation in design.

Our course, Visual Design: The Ultimate Guide , teaches you how to use visual design elements and principles in your work effectively.

Visual representation, crucial in UX, facilitates interaction, comprehension and emotion. It combines elements like images and typography for better interfaces.

Effective visuals guide users, highlight features and improve navigation. Icons and color schemes communicate functions and set interaction tones.

UX design research shows visual elements significantly impact emotions. 90% of brain-transmitted information is visual.

To create functional, accessible visuals, designers use color contrast and consistent iconography. These elements improve readability and inclusivity.

An excellent example of visual representation in UX is Apple's iOS interface. iOS combines a clean, minimalist design with intuitive navigation. As a result, the operating system is both visually appealing and user-friendly.

Michal Malewicz, Creative Director and CEO at Hype4, explains why visual skills are important in design:

Learn more about UI design from Michal in our Master Class, Beyond Interfaces: The UI Design Skills You Need to Know .

The fundamental principles of effective visual representation are:

Clarity : Designers convey messages clearly, avoiding clutter.

Simplicity : Embrace simple designs for ease and recall.

Emphasis : Designers highlight key elements distinctively.

Balance : Balance ensures design stability and structure.

Alignment : Designers enhance coherence through alignment.

Contrast : Use contrast for dynamic, distinct designs.

Repetition : Repeating elements unify and guide designs.

Designers practice these principles in their projects. They also analyze successful designs and seek feedback to improve their skills.

Read our topic description of Gestalt principles to learn more about creating effective visual designs. The Gestalt principles explain how humans group elements, recognize patterns and simplify object perception.

Color theory is vital in design, helping designers craft visually appealing and compelling works. Designers understand color interactions, psychological impacts and symbolism. These elements help designers enhance communication and guide attention.

Designers use complementary , analogous and triadic colors for contrast, harmony and balance. Understanding color temperature also plays a crucial role in design perception.

Color symbolism is crucial, as different colors can represent specific emotions and messages. For instance, blue can symbolize trust and calmness, while red can indicate energy and urgency.

Cultural variations significantly influence color perception and symbolism. Designers consider these differences to ensure their designs resonate with diverse audiences.

For actionable insights, designers should:

Experiment with color schemes for effective messaging. 

Assess colors' psychological impact on the audience. 

Use color contrast to highlight critical elements. 

Ensure color choices are accessible to all.

In this video, Joann and Arielle Eckstut, leading color consultants and authors, give their six tips for choosing color:

Learn more about color from Joann and Arielle in our Master Class, How To Use Color Theory To Enhance Your Designs .

Typography and font choice are crucial in design, impacting readability and mood. Designers utilize them for effective communication and expression.

Designers' perception of information varies with font type. Serif fonts can imply formality, while sans-serifs can give a more modern look.

Typography choices by designers influence readability and user experience. Well-spaced, distinct fonts enhance readability, whereas decorative fonts may hinder it.

Designers use typography to evoke emotions and set a design's tone. Choices in font size, style and color affect the emotional impact and message clarity.

Designers use typography to direct attention, create hierarchy and establish rhythm. These benefits help with brand recognition and consistency across mediums.

Read our article to learn how web fonts are critical to the online user experience .

Designers create a balance between simplicity and complexity in their work. They focus on the main messages and highlight important parts. Designers use the principles of visual hierarchy, like size, color and spacing. They also use empty space to make their designs clear and understandable.

The Gestalt law of Prägnanz suggests people naturally simplify complex images. This principle aids in making even intricate information accessible and engaging.

Through iteration and feedback, designers refine visuals. They remove extraneous elements and highlight vital information. Testing with the target audience ensures the design resonates and is comprehensible.

Michal Malewicz explains how to master hierarchy in UI design using the Gestalt rule of proximity:

Answer a Short Quiz to Earn a Gift

Why do designers use visual representation?

• To guarantee only a specific audience can understand the information
• To replace the need for any form of written communication
• To simplify complex information and make it understandable

Which type of visual representation helps to compare data?

• Article images
• Line charts
• Text paragraphs

What is the main purpose of visual hierarchy in design?

• To decorate the design with more colors
• To guide the viewer’s attention to the most important elements first
• To provide complex text for high-level readers

How does color impact visual representation?

• It has no impact on the design at all.
• It helps to distinguish different elements and set the mood.
• It makes the design less engaging for a serious mood.

Why is consistency important in visual representation?

• It limits creativity, but allows variation in design.
• It makes sure the visual elements are cohesive and easy to understand.
• It makes the design unpredictable yet interesting.

Better luck next time!

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Literature on Visual Representation

Here’s the entire UX literature on Visual Representation by the Interaction Design Foundation, collated in one place:

Learn more about Visual Representation

Take a deep dive into Visual Representation with our course Perception and Memory in HCI and UX .

How does all of this fit with interaction design and user experience? The simple answer is that most of our understanding of human experience comes from our own experiences and just being ourselves. That might extend to people like us, but it gives us no real grasp of the whole range of human experience and abilities. By considering more closely how humans perceive and interact with our world, we can gain real insights into what designs will work for a broader audience: those younger or older than us, more or less capable, more or less skilled and so on.

“You can design for all the people some of the time, and some of the people all the time, but you cannot design for all the people all the time.“ – William Hudson (with apologies to Abraham Lincoln)

While “design for all of the people all of the time” is an impossible goal, understanding how the human machine operates is essential to getting ever closer. And of course, building solutions for people with a wide range of abilities, including those with accessibility issues, involves knowing how and why some human faculties fail. As our course tutor, Professor Alan Dix, points out, this is not only a moral duty but, in most countries, also a legal obligation.

Portfolio Project

In the “ Build Your Portfolio: Perception and Memory Project ”, you’ll find a series of practical exercises that will give you first-hand experience in applying what we’ll cover. If you want to complete these optional exercises, you’ll create a series of case studies for your portfolio which you can show your future employer or freelance customers.

This in-depth, video-based course is created with the amazing Alan Dix , the co-author of the internationally best-selling textbook  Human-Computer Interaction and a superstar in the field of Human-Computer Interaction . Alan is currently a professor and Director of the Computational Foundry at Swansea University.

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Visual Communication: A Brief Overview

Visual Communication uses images and graphics to transcend language barriers and capture attention in branding, marketing, education, and more. Discover the importance of Visual Communication, its benefits in the workplace, and strategies for effective implementation in this comprehensive blog. Keep reading to learn more.

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Are you bombarding your listeners and viewers with information overload?  Maybe you are struggling to keep your audience engaged in the age of short attention spans. Visual Communication offers a powerful solution to this problem! It's the art of using visual elements to transmit ideas and information in a clear, compelling way.  This blog sheds light on the power of Visual Communication and its various applications. 

We'll explore how visuals can simplify complex concepts, enhance storytelling, and ultimately boost audience understanding and retention.  You'll discover different types of Visual Communication, from infographics and photography to typography and Data Visualisation.  Get ready to unlock the secrets to creating impactful visuals that will grab attention, leave a lasting impression, and revolutionise your communication strategy! 

Table of Contents 

1) What is Visual Communication? 

2) The Significance of Visual Communication 

3) Types of Visual Communication 

4) Strategies for Workplace Visual Communication 

5) Best Practices for Implementing Visual Communication 

6) Conclusion 

What is Visual Communication? 

Visual Communication is the act of representing ideas, directions, or any other type of message using images rather than text or audio. It involves a set of visual elements, referred to as signs, that are used to convey information. These elements include images, typography, drawing, graphic design, illustration, industrial design, advertising, animation, and electronic resources. The key components of Visual Communication are colour, shape, tones, texture, figure-ground, balance, and hierarchy. 

Unlike verbal or written languages, Visual Communication transcends language barriers, making it easily understandable to a diverse audience. It plays a crucial role in various aspects of our lives, including culture, social media, politics, economics, and science. By utilising visual elements effectively, Visual Communication enhances the clarity and impact of the message, making it more engaging and accessible.  

The Significance of Visual Communication 

The probability of your workforce all coming from one generation and having the same personality type and learning style is very low. The modern workplace is a melting pot of generations and cultures, each with their own learning style and background. Creativity and innovation are fostered by such diversity in the workplace, as diverse perspectives are shared. However, this also creates significant challenges that employers and managers must address to ensure effective communication and engagement across the entire workforce. 

How people receive and retain information can be greatly influenced by their generational experience, cultural context, personality, and learning preferences. Additionally, the method of information delivery plays a crucial role in how well it is understood and remembered. Traditional, word-based communication often falls short of meeting these varied needs. 

These challenges can be addressed by integrating Visual Communication into your routine practices. For instance, infographics, charts, and videos can convey complex information more clearly and engagingly than plain text. Visual Communication enhances understanding by catering to different learning styles and making information more accessible. 

Mastering the language of Visual Communication can make your efforts more impactful and significantly improve information retention among your staff. Additionally, you will be increasing the level of interaction with your diverse workforce in a highly effective and inclusive manner. 

Types of Visual Communication 

Visual Communication does not merely refer to images. It is the use of visual elements to convey ideas and information. Here's a breakdown of some common types: 

a) Graphics and illustrations: Appealing graphical elements such as logos, infographics, and illustrations attract viewers and simplify explaining complex ideas, making the story more effective and interesting. Companies can use infographics to present complex data in an easily digestible format. For example, a marketing team might use an infographic to illustrate key performance metrics, making it simpler for stakeholders to understand trends and outcomes. 

b) Photography and videography: Engaging photographs and captivating videos transmit emotion, showcase your product, and tell a realistic story. Organisations can create training videos to educate employees on new software, company policies, or safety procedures. For instance, a manufacturing company might use animated videos to demonstrate proper equipment handling techniques. 

c) Typography and layout: This involves how you present your text: font, size, and colour, and how your layout is structured. This ensures your content reads well, the right elements stand out, and the overall design is aesthetically pleasing. 

d) Branding and design: Visual components such as logos, colour palettes, and brand imagery create a unique identity and build recognition by establishing a connection between the product/service and the customer. Brands utilise eye-catching images and videos on social media to engage their audience. For example, a fashion retailer might post visually appealing photos and videos of new clothing lines on Instagram to attract customers. 

e) Data Visualisation: Data represented in charts, graphs, and other visual formats provides clear explanations of complex information and helps identify trends. Interactive dashboards provide real-time Data Visualisation for business analytics. A finance department might use a dashboard to monitor cash flow, expenses, and revenue, enabling quick decision-making based on visualised data. 

f) Signage and wayfinding: Clear signs and symbols in buildings help people navigate physical spaces and understand instructions. Airports and large venues use clear, visually distinct signs to guide visitors. Colour-coded maps and symbols help travellers find their gates, restrooms, and other facilities quickly and efficiently. 

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Strategies for Workplace Visual Communication 

Here is a brief look at ways in which Visual Communication can aid you in the workplace:  

1) Onboard New Staff 

Use visual aids during the onboarding process for new employees. Design welcome packets that include infographics on the company structure, processes, and policies. Additionally, support this with videos demonstrating daily tasks, virtual introductions to team members, and virtual tours of the workplace. These tools help new hires integrate more quickly and effectively into the organisation. 

2) Get Inspired 

Visual tools like mood boards, mind maps, and brainstorming diagrams capture and organise creative ideas. These tools enable teams to visualise concepts, make connections, and develop innovative solutions more efficiently. Platforms like Pinterest and Trello facilitate visual collaboration, sparking creativity and enhancing collective brainstorming sessions. 

3) Skip Writing Pages of Notes 

Instead of lengthy written notes, use visual summaries and diagrams to capture meeting discussions and project plans. Whiteboards, digital drawing tools, and visual note-taking apps like Notion or OneNote can help distil complex information into clear, concise visual formats. This approach saves time and makes it easier for team members to review and recall important points. 

4) Provide Constructive Feedback 

Visual feedback can improve clarity and understanding. Annotate documents, use screen recordings with voiceovers or employ design tools to highlight specific areas. Visual feedback tools like Loom or Skitch facilitate more effective communication, ensuring that constructive feedback is clear and actionable. 

5) Report Progress 

Dashboards, charts, and graphs can provide clear snapshots of project status and performance metrics. Tools like Power BI, Tableau, or Google Data Studio enable the creation of interactive and visually engaging reports. These visuals help stakeholders quickly grasp progress, identify issues, and make informed decisions, enhancing overall project management and accountability. 

Best Practices for Implementing Visual Communication 

Here are some of the key best practices to implement when using Visual Communication: 

Consistency is Key 

Maintaining consistency in Visual Communication ensures clarity and professionalism. Use a uniform colour scheme, typography, and design style across all visual materials. This not only enhances brand identity but also makes the information more recognisable and easier for the audience to understand. 

Don't Forget the Narrative 

Incorporate a strong narrative to make your visuals more engaging and meaningful. A compelling story helps to contextualise the data and creates an emotional connection with the audience. Whether through infographics, videos, or presentations, a well-crafted narrative can significantly enhance the impact of your message. 

Prioritise Ease of Use and Accessibility 

Make your Visual Communications usable and accessible for all employees by applying clear and plain language, high-contrast colours, and readable fonts. Ensure images have alternative text and all videos are captioned. Prioritising accessibility not only complies with legal standards but also fosters an inclusive workplace environment. 

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Conclusion 

Empowered by the power of Visual Communication, you're now equipped to craft captivating messages.  Let your visuals do the talking – simplify ideas, engage your audience, and achieve your communication goals with stunning clarity.  Go forth and create impactful visuals that will inform, inspire, and leave a lasting impression! 

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Frequently Asked Questions

Popular Visual Communication tools include:  

a) Adobe Photoshop for image editing 

b) Illustrator for creating vector graphics 

c) InDesign for creating layouts 

d) Presentation tools like PowerPoint  

e) Online platforms like Canva   

Here are some trends shaping Visual Communication:  

a) 3D design integration  

b) Bold typography  

c) Abstract shapes  

d) Focus on User Experience (UX) and accessibility 

e) Rise of AI-generated art   

Cultural context significantly impacts Visual Communication. Colours, symbols, and even layouts can hold different meanings across cultures. Understanding your audience's cultural background ensures your visuals are interpreted correctly and avoids unintentional offence. 

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18 Types of Diagrams You Can Use to Visualize Data (Templates Included)

Have you ever found yourself stuck while trying to explain a complex concept to someone? Or struggling to put your idea into words?

This is where diagrams come in.

While simple text is best for highlighting figures or information, diagrams are handy for conveying complex ideas and loads of information without overwhelming your audience. They can visualize almost anything, from numerical data to qualitative relationships, making them versatile tools in numerous fields.

Whether you’re in the academe or enterprise setting, this guide is for you. We’ll explore the different types of diagrams with a brief explanation for each type, the best time to use a diagram type, and how you can use them to be a better visual storyteller and communicator. You’ll also find examples and templates for each type of diagram.

Let’s get on with it.

You can also follow along by creating a free account . Select a template to get started.

What exactly is a diagram? 

A diagram is a visual snapshot of information. Think of diagrams as visual representations of data or information that communicate a concept, idea, or process in a simplified and easily understandable way. You can also use them to illustrate relationships, hierarchies, cycles, or workflows. 

Diagrams aren’t just used to show quantitative data, such as sales earnings or satisfaction ratings with a diagram. They’re equally helpful if you want to share qualitative data. For example, a diagram could be used to illustrate the life cycle of a butterfly, showcasing each transformation stage. 

Now, let’s jump into the various types of diagrams, ranging from simple flow charts to the more complex Unified Modeling Language (UML) diagrams.

18 diagram types and when to use each type 

Whether you’re doing data analysis or need a simple visual representation of data, there is a wide array of diagrams at your fingertips. If you’re having a hard time choosing the right diagram for your data visualization needs, use the list below as a quick guide. 

1. Flowchart 

A flowchart is a type of diagram that acts as a roadmap for a process or workflow. It uses shapes and arrows to guide you through each step, making complex procedures simple to understand.

Flowcharts are best for : Simplifying complex processes into understandable stages, making it easier for your readers to follow along and see the ‘big picture”. 

2. Line graph

Line graphs , sometimes called line charts, visualizes numerical data points connected by straight lines. In a line graph or line chart, data points representing different time periods are plotted and connected by a line. This helps with easy visualization of trends and patterns.

Line graphs are best for: Representing the change of one or more quantities over time, making them excellent for tracking the progression of data points.

3. Bar chart 

A bar chart , often interchangeable with bar graphs, is a type of diagram used primarily to display and compare data. For this diagram type, rectangular bars of varying lengths represent data of different categories or groups. Each bar represents a category, and the length or height of the bar corresponds to the numeric data or quantity.

Variations of bar charts include stacked bar charts, grouped bar charts, and horizontal bar charts. 

Bar charts are best for : Comparing the frequency, count, or other measures (such as average) for different categories or groups. A bar chart is particularly useful if you want to display data sets that can be grouped into categories.

4. Circle diagram or pie chart

A pie chart is a circular diagram that represents data in slices. Each slice of the pie chart represents a different category and its proportion to the whole.

Pie charts are best for: Displaying categorical data where you want to highlight each category’s percentage of the total.

5.Venn diagrams

A Venn diagram compares the differences and similarities of groups of things. As a diagram based on overlapping circles, each circle in a Venn diagram represents a different set, and their overlap represents the intersection of the data sets. 

Venn diagrams are best for : Visualizing the relationships between different groups of things. They are helpful when you want to show areas of overlap between elements. A good example is if you want to compare the features of different products or two overlapping concepts, like in the Ikigai Venn diagram template below. Easily create your Venn diagram with Piktochart’s online Venn diagram maker .

6. Tree diagrams

A tree diagram is a diagram that starts with one central idea and expands with branching lines to show multiple paths, all possible outcomes, decisions, or steps. Each ‘branch’ represents a possible outcome or decision in a tree diagram, moving from left to right. Tree diagrams are best for : Representing hierarchy like organizational roles, evolutionary relationships, or possible outcomes of events like when a company launches a product. 

7. Organizational chart 

Organizational charts are diagrams used to display the structure of an organization. In an organizational chart, each box or node represents a different role or department, and lines connecting the boxes illustrate the lines of authority, communication, and responsibility. The chart typically starts with the highest-ranking individual or body (like a CEO or Board of Directors) at the top and branches downwards to various levels of management and individual employees.

Organizational charts are best for : Showing relationships between different members and departments in a company or organization. 

8. Gantt charts 

Gantt charts are typically used in project management to represent the timeline of a project. They consist of horizontal bars, with each bar representing a task or activity.

For this type of diagram, each chart is represented by a horizontal bar spanning from its start date to its end date. The length of the bar corresponds to the duration of the task. Tasks are listed vertically, often in the order they need to be completed. In some projects, tasks are grouped under larger, overarching activities or phases.

Gantt charts are best for : Projects where you need to manage multiple tasks that occur over time, often in a specific sequence, and may depend on each other.

9. Unified Modeling Language (UML) diagram

Software engineers use Unified Modeling Language (UML) diagrams to create standardized diagrams that illustrate the building blocks of a software system.

UML diagrams, such as class diagrams, sequence diagrams, and state diagrams, provide different perspectives on complex systems. Class diagrams depict a system’s static structure, displaying classes, attributes, and relationships. Meanwhile, sequence diagrams illustrate interactions and communication between system entities, providing insight into system functionality. 

UML diagrams are best for : Visualizing a software system’s architecture in software engineering.

10. SWOT analysis diagrams 

A SWOT analysis diagram is used in business strategy for evaluating internal and external factors affecting the organization. The acronym stands for Strengths, Weaknesses, Opportunities, and Threats. Each category is represented in a quadrant chart, providing a comprehensive view of the business landscape.

SWOT diagrams are best for : Strategic planning and decision-making. They represent data that can help identify areas of competitive advantage and inform strategy development.

Piktochart offers professionally-designed templates to create diagrams , reports , presentations , brochures , and more. Sign up for a free account today to create impressive visuals within minutes.

11. Fishbone diagram 

Fishbone diagrams, sometimes called cause-and-effect diagrams,  are used to represent the causes of a problem. They consist of a central idea, with different diagrams or branches representing the factors contributing to the problem.

Fishbone diagrams are best for : Brainstorming and problem-solving sessions.

12. Funnel chart

A funnel chart is a type of diagram used to represent stages or progress. In a funnel chart, each stage is represented by a horizontal bar, and the length of the bar corresponds to the quantity or value at that stage. The chart is widest at the top, where the quantity or value is greatest, and narrows down to represent the decrease at each subsequent stage.

Funnel charts are best for: Visual representation of the sales pipeline or data visualization of how a broad market is narrowed down into potential leads and a select group of customers.

13. SIPOC diagrams

A SIPOC diagram is used in process improvement to represent the different components of a process. The acronym stands for Suppliers, Inputs, Process, Outputs, and Customers.

SIPOC diagrams are best for: Providing a high-level view of a process which helps visualize the sequence of events and their interconnections.

14. Swimlane diagrams

Swimlane diagrams are best for mapping out complex processes that involve multiple participants or groups.

Keep in mind that each lane (which can be either horizontal or vertical) in a swimlane diagram represents a different participant or group involved in the process. The steps or activities carried out by each participant are plotted within their respective lanes. This helps clarify roles and responsibilities as well as the sequence of events and points of interaction.

Swimlane diagrams are best for : Visualizing how different roles or departments interact and collaborate throughout a workflow or process.

15. Mind maps

A mind map starts with a central idea and expands outward to include supporting ideas, related subtopics, concepts, or tasks, which can be further subdivided as needed. The branches radiating out from the central idea represent hierarchical relationships and connections between the different pieces of information in a mind map.

Mind maps are best for : Brainstorming, taking notes, organizing information, and visualizing complex concepts in a digestible format.

16. Scatter Plots

Scatter plots are used to compare data and represent the relationship between two variables. In a scatter plot, each dot represents a data point with its position along the x and y axes representing the values of two variables.

Scatter plots are best for : Observing relationships and trends between the two variables. These scatter plots are useful for regression analysis, hypothesis testing, and data exploration in various fields such as statistics, economics, and natural sciences.

17. PERT chart

PERT (Project Evaluation Review Technique) charts are project management tools used to schedule tasks. Each node or arrow represents each task, while lines represent dependencies between tasks. The chart includes task duration and earliest/latest start/end times.

Construction project managers often use PERT charts to schedule tasks like design, site prep, construction, and inspection. Identifying the critical path helps focus resources on tasks that impact the project timeline.

PERT charts are best for : Visualizing the sequence of tasks, the time required for each task, and project timelines.

18. Network diagrams

A network diagram visually represents the relationships between elements in a system or project. In network diagrams, each node represents an element, such as a device in a computer network or a task in a project. The lines or arrows connecting the nodes represent the relationships or interactions between these elements.

Network diagrams are best for: Visually representing the relationships or connections between different elements in a system or a project. They are often used in telecommunications, computer networking, project management, and organization planning.

Choosing the right diagram starts with a good understanding of your audience

Understanding your audience’s needs, expectations, and context is necessary before designing diagrams. The best diagram is not the one that looks the most impressive but the one that communicates complex information most clearly and effectively to your intended audience.

Make professional diagrams for free with no design experience with Piktochart’s online diagram maker . Sign up for free .

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Unlock the power of visual thinking with visual thinking strategies

Create beautiful charts & infographics get started, 13.06.2023 by anete ezera.

Most people are visual learners . According to research , we identify, process, and understand visual information more efficiently than text. That’s one of many reasons why infographics are used to convey information effectively, using images, symbols, and data visualizations. It also explains why it’s difficult for many people to stay focused during a dry lecture or learn only by reading books. Embracing visual thinking can significantly enhance learning and understanding. Visual thinking is a cognitive process that utilizes visual and spatial representations to organize, process, and comprehend information. It harnesses the power of visuals to enhance creativity, problem-solving, and communication. This article explores the concept of visual thinking, its strategies, benefits, and how it compares to verbal thinking. Additionally, we delve into the significance of design as thinking made visual and highlight how Infogram, a data visualization tool, can complement visual thinkers’ capabilities.

Click to jump ahead: What is visual thinking? Visual thinking strategies 1. Mind mapping 2. Storyboarding 3. Visual note-taking Visual thinking examples

What is visual thinking?

Visual thinking refers to the mental process of constructing and manipulating visual images in the mind’s eye. It involves the use of diagrams, sketches, symbols, and other visual tools to represent and manipulate information. Visual thinking enables individuals to better perceive, analyze, and synthesize complex ideas and concepts.

Visual thinking vs. verbal thinking

Verbal thinking and visual thinking are two distinct cognitive processes that help to perceive, process, and communicate information. As previously stated, visual thinking involves the use of mental images, spatial relationships, and visual representations to analyze and understand concepts. It allows individuals to think in pictures and patterns, enabling them to generate creative solutions, recognize visual cues, and engage in imaginative problem-solving.

On the other hand, verbal thinking relies predominantly on linguistic skills, utilizing words, language, and logical reasoning to process information. Verbal thinkers excel in analytical tasks, critical thinking, and articulating their thoughts through language. Both visual and verbal thinking are valuable cognitive styles, each offering unique strengths and preferences in how individuals perceive and interpret the world around them. By recognizing and embracing the power of both visual and verbal thinking, individuals can tap into a broader range of cognitive abilities and enhance their overall problem-solving and communication skills.

Visual thinking strategies

If you seek to improve your learning and understanding process or you want to convey information more effectively ( marketing , advertising, teaching), look out for visual thinking strategies. Visual thinking strategies encompass various techniques that facilitate the application of visual thinking. Some of the most common visual thinking strategies are mind mapping, concept mapping, storyboarding, and visual note-taking. By employing these methods, you can organize information, identify relationships, and generate new insights.

Mind mapping

Mind mapping is a visual thinking and note-taking technique that involves creating a hierarchical diagram to represent ideas, concepts, and their relationships. It is a powerful tool for brainstorming, organizing thoughts, and enhancing creativity.

Key aspects of mind mapping

• Central idea: A mind map begins with a central idea or topic placed in the center of the page or screen. It serves as the focal point from which all other ideas radiate.
• Branches and sub-branches: The central idea is connected to branches, which represent major themes or categories related to the topic. Each branch can then be further expanded into sub-branches, representing more specific concepts or details.
• Keywords and visual elements: Mind maps utilize keywords and short phrases to capture the essence of ideas. Visual elements such as icons, symbols, colors, and images can also be incorporated to enhance understanding, stimulate memory, and add visual appeal.
• Non-linear structure: Unlike traditional note-taking methods, mind maps follow a non-linear structure. Ideas can be added, modified, or expanded anywhere on the map, allowing for flexibility and the exploration of different connections and perspectives.

Mind mapping benefits

• Enhanced creativity: Mind mapping stimulates creativity by encouraging free-flowing associations and connections between ideas. It enables individuals to explore new possibilities and generate innovative solutions to problems.
• Improved comprehension and retention: Mind maps utilize visual-spatial representation, making information more memorable and easier to understand. The visual layout helps the brain organize and connect concepts, aiding in comprehension and long-term retention.
• Efficient organization: Mind maps provide a clear overview of complex information, allowing for easy identification of key ideas, relationships, and hierarchies. They help individuals structure their thoughts and present information in a concise and organized manner.
• Collaborative tool: Mind maps can be used as collaborative tools for group discussions, brainstorming sessions, and project planning. They promote effective communication, facilitate idea sharing, and foster teamwork.
• Versatility: Mind maps can be applied to various tasks and disciplines, including education, project management, problem-solving, and personal organization. They can be created on paper, whiteboards, or using digital mind mapping software.

In summary, mind mapping is a flexible and effective technique that harnesses the power of visualization to enhance creativity, comprehension, and organization. By capturing and organizing ideas in a non-linear and visually engaging format, mind mapping helps individuals explore and communicate complex concepts with clarity and efficiency.

If you want to make your own mind map, you can easily create it using Infogram. Simply select a blank canvas and start creating. Use images , connectors, animations , data visualizations, and more to visualize your concepts and ideas. Get inspired by mind mapping examples here.

Storyboarding

Storyboarding is a visual thinking and planning technique commonly used in various creative fields such as film, animation, advertising, and design. It involves creating a series of sequential visual panels or sketches that depict the key moments, actions, and compositions of a story or project.

Key aspects of storyboarding

• Visualizing the story: Storyboarding involves visually depicting the key moments, scenes, and compositions of a story or project. It serves as a visual representation of how the narrative unfolds, allowing creators to visualize and plan the sequence of events.
• Sequential panels: Storyboards consist of a series of sequential panels or frames that depict specific moments in the story. Each panel represents a key action, shot, or scene, and they are arranged in a linear sequence to reflect the progression of the story.
• Action and movement: Storyboards illustrate the action and movement within each scene. They depict the characters’ poses, gestures, and expressions, as well as the flow of movement from one frame to another. This helps convey the dynamics and pacing of the story.
• Visual styling and aesthetics: Storyboards may also incorporate visual styling elements to indicate the desired aesthetics, mood, or visual effects. This can include color schemes, lighting references, or references to specific visual references or inspirations.
• Pre-visualization: Storyboarding serves as a pre-visualization tool, allowing creators to assess the visual flow and overall coherence of the story before the actual production begins. It helps identify any potential issues or adjustments needed, saving time and resources during the production phase.

Storyboarding purposes

• Visualizing ideas: Storyboards help translate abstract ideas into concrete visuals. By sketching out scenes and sequences, creators can visualize the overall flow of their story or project, identify gaps or inconsistencies, and make necessary adjustments before committing to a final version.
• Storytelling and narrative structure: Storyboards enable creators to map out the narrative structure of their project. Each panel represents a specific moment or scene, allowing for a clear visualization of how the story unfolds, including key events, character interactions, and important visual elements.
• Planning and collaboration: Storyboarding serves as a blueprint for the production process. It helps plan camera angles, shot compositions, and transitions, aiding in efficient resource allocation and coordination among team members. Storyboards also facilitate communication and collaboration by providing a visual reference that all stakeholders can easily understand and discuss.
• Visualizing visual effects and animation: In fields such as film and animation, storyboarding is crucial for pre-visualizing complex visual effects, action sequences, or animated scenes. It allows for experimenting with different visual techniques, camera movements, and timing, helping artists and directors envision and refine the desired visual aesthetics.

Overall, storyboarding is a powerful visual thinking tool that helps streamline the creative process, communicate ideas effectively, and ensure a cohesive and well-planned outcome for various visual storytelling projects .

Visual note-taking

Visual note-taking is a technique that combines words and visuals to capture and represent information during lectures, presentations, meetings, or other learning experiences. It involves using a combination of drawings, icons, symbols, typography, and organizational structures to visually summarize and illustrate key ideas and concepts.

Key aspects of visual note-taking

• Visual representation: Visual note-taking emphasizes the use of visuals to complement and enhance written or spoken information. It involves creating quick sketches, diagrams, icons, and other visual elements to represent ideas, objects, processes, and relationships.
• Selective and simplified content: Visual note-takers selectively capture and summarize information by focusing on key points, essential ideas, and memorable quotes. They use concise wording and visual symbols to distill complex concepts into more digestible and memorable forms.
• Structural layout: Visual notes often follow a structured layout that helps organize and sequence information. This can include the use of visual frameworks such as mind maps, flowcharts, timelines, or grids to visually arrange content in a logical and coherent manner.
• Visual hierarchy: Visual note-taking employs visual hierarchy to emphasize the importance and relationships between different elements. This can be achieved through the use of font size, bolding, color coding, arrows, and other visual cues that guide the viewer’s attention and understanding.

Visual note-taking benefits

• Improved engagement and focus: Visual note-taking promotes active listening and engagement during lectures or presentations. It encourages note-takers to pay closer attention to the content, identify key ideas, and think critically about how to visually represent them.
• Enhanced comprehension and memory: Visual notes combine the power of visuals and text, making information more memorable and easier to understand. The use of visuals aids in visual-spatial learning, which can enhance comprehension and retention of the information being captured.
• Creativity and personal expression: Visual note-taking allows individuals to infuse their personal style, creativity, and interpretation into their notes. It provides a creative outlet for expressing ideas and insights in a visually appealing and unique way.
• Effective communication and sharing: Visual notes can be easily shared with others to convey complex information in a concise and engaging manner. They serve as visual summaries that capture the essence of a topic, making it easier to communicate ideas, teach others, or revisit information at a glance.

Visual note-taking is a versatile technique that can be adapted to various learning and professional contexts. Whether done on paper or digitally using note-taking apps or tablets, visual note-taking offers a dynamic and visually stimulating approach to capturing and retaining information. Check out a few examples of visual note-taking below. You can easily create these and other types of visual notes using Infogram. Either create them from scratch or use a pre-designed template and fill in the information. 

Visual Thinking Examples

Visual thinking finds application in various fields, including education, business, science, and design. Here are a few examples of visual thinking in practice. These include using mind maps to outline ideas, creating visual presentations to engage audiences, employing flowcharts to analyze processes, and utilizing infographics to convey complex data in an accessible manner.

Slide-based presentation templates 

Flowchart templates, infographic templates, infogram: empowering visual thinkers.

Visual thinking is a valuable cognitive process that leverages the power of visuals to enhance understanding, problem-solving, and communication. By utilizing visual thinking strategies and embracing design as thinking made visual, individuals can tap into their creative potential and generate innovative solutions. If you’re looking for a tool that would support you in creating engaging and informative visual content, try Infogram. With a user-friendly interface and a wide range of customizable templates, you can transform complex data sets into compelling visuals such as charts, graphs, maps , and infographics . By leveraging Infogram, you can enhance your ability to convey ideas visually and effectively communicate information to your target audience. Try it out today and start creating impactful visuals! 

Interested in discovering how Infogram can enhance your team’s work? Join a brief Zoom session with our Infogram representative to explore key features, get answers to your questions, and understand how we can assist. It’s quick, informative, and just like a coffee break chat. Schedule your call now!

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• Open access
• Published: 19 July 2015

The role of visual representations in scientific practices: from conceptual understanding and knowledge generation to ‘seeing’ how science works

• Maria Evagorou 1 ,
• Sibel Erduran 2 &
• Terhi Mäntylä 3  

International Journal of STEM Education volume  2 , Article number:  11 ( 2015 ) Cite this article

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The use of visual representations (i.e., photographs, diagrams, models) has been part of science, and their use makes it possible for scientists to interact with and represent complex phenomena, not observable in other ways. Despite a wealth of research in science education on visual representations, the emphasis of such research has mainly been on the conceptual understanding when using visual representations and less on visual representations as epistemic objects. In this paper, we argue that by positioning visual representations as epistemic objects of scientific practices, science education can bring a renewed focus on how visualization contributes to knowledge formation in science from the learners’ perspective.

This is a theoretical paper, and in order to argue about the role of visualization, we first present a case study, that of the discovery of the structure of DNA that highlights the epistemic components of visual information in science. The second case study focuses on Faraday’s use of the lines of magnetic force. Faraday is known of his exploratory, creative, and yet systemic way of experimenting, and the visual reasoning leading to theoretical development was an inherent part of the experimentation. Third, we trace a contemporary account from science focusing on the experimental practices and how reproducibility of experimental procedures can be reinforced through video data.

Conclusions

Our conclusions suggest that in teaching science, the emphasis in visualization should shift from cognitive understanding—using the products of science to understand the content—to engaging in the processes of visualization. Furthermore, we suggest that is it essential to design curriculum materials and learning environments that create a social and epistemic context and invite students to engage in the practice of visualization as evidence, reasoning, experimental procedure, or a means of communication and reflect on these practices. Implications for teacher education include the need for teacher professional development programs to problematize the use of visual representations as epistemic objects that are part of scientific practices.

During the last decades, research and reform documents in science education across the world have been calling for an emphasis not only on the content but also on the processes of science (Bybee 2014 ; Eurydice 2012 ; Duschl and Bybee 2014 ; Osborne 2014 ; Schwartz et al. 2012 ), in order to make science accessible to the students and enable them to understand the epistemic foundation of science. Scientific practices, part of the process of science, are the cognitive and discursive activities that are targeted in science education to develop epistemic understanding and appreciation of the nature of science (Duschl et al. 2008 ) and have been the emphasis of recent reform documents in science education across the world (Achieve 2013 ; Eurydice 2012 ). With the term scientific practices, we refer to the processes that take place during scientific discoveries and include among others: asking questions, developing and using models, engaging in arguments, and constructing and communicating explanations (National Research Council 2012 ). The emphasis on scientific practices aims to move the teaching of science from knowledge to the understanding of the processes and the epistemic aspects of science. Additionally, by placing an emphasis on engaging students in scientific practices, we aim to help students acquire scientific knowledge in meaningful contexts that resemble the reality of scientific discoveries.

Despite a wealth of research in science education on visual representations, the emphasis of such research has mainly been on the conceptual understanding when using visual representations and less on visual representations as epistemic objects. In this paper, we argue that by positioning visual representations as epistemic objects, science education can bring a renewed focus on how visualization contributes to knowledge formation in science from the learners’ perspective. Specifically, the use of visual representations (i.e., photographs, diagrams, tables, charts) has been part of science and over the years has evolved with the new technologies (i.e., from drawings to advanced digital images and three dimensional models). Visualization makes it possible for scientists to interact with complex phenomena (Richards 2003 ), and they might convey important evidence not observable in other ways. Visual representations as a tool to support cognitive understanding in science have been studied extensively (i.e., Gilbert 2010 ; Wu and Shah 2004 ). Studies in science education have explored the use of images in science textbooks (i.e., Dimopoulos et al. 2003 ; Bungum 2008 ), students’ representations or models when doing science (i.e., Gilbert et al. 2008 ; Dori et al. 2003 ; Lehrer and Schauble 2012 ; Schwarz et al. 2009 ), and students’ images of science and scientists (i.e., Chambers 1983 ). Therefore, studies in the field of science education have been using the term visualization as “the formation of an internal representation from an external representation” (Gilbert et al. 2008 , p. 4) or as a tool for conceptual understanding for students.

In this paper, we do not refer to visualization as mental image, model, or presentation only (Gilbert et al. 2008 ; Philips et al. 2010 ) but instead focus on visual representations or visualization as epistemic objects. Specifically, we refer to visualization as a process for knowledge production and growth in science. In this respect, modeling is an aspect of visualization, but what we are focusing on with visualization is not on the use of model as a tool for cognitive understanding (Gilbert 2010 ; Wu and Shah 2004 ) but the on the process of modeling as a scientific practice which includes the construction and use of models, the use of other representations, the communication in the groups with the use of the visual representation, and the appreciation of the difficulties that the science phase in this process. Therefore, the purpose of this paper is to present through the history of science how visualization can be considered not only as a cognitive tool in science education but also as an epistemic object that can potentially support students to understand aspects of the nature of science.

Scientific practices and science education

According to the New Generation Science Standards (Achieve 2013 ), scientific practices refer to: asking questions and defining problems; developing and using models; planning and carrying out investigations; analyzing and interpreting data; using mathematical and computational thinking; constructing explanations and designing solutions; engaging in argument from evidence; and obtaining, evaluating, and communicating information. A significant aspect of scientific practices is that science learning is more than just about learning facts, concepts, theories, and laws. A fuller appreciation of science necessitates the understanding of the science relative to its epistemological grounding and the process that are involved in the production of knowledge (Hogan and Maglienti 2001 ; Wickman 2004 ).

The New Generation Science Standards is, among other changes, shifting away from science inquiry and towards the inclusion of scientific practices (Duschl and Bybee 2014 ; Osborne 2014 ). By comparing the abilities to do scientific inquiry (National Research Council 2000 ) with the set of scientific practices, it is evident that the latter is about engaging in the processes of doing science and experiencing in that way science in a more authentic way. Engaging in scientific practices according to Osborne ( 2014 ) “presents a more authentic picture of the endeavor that is science” (p.183) and also helps the students to develop a deeper understanding of the epistemic aspects of science. Furthermore, as Bybee ( 2014 ) argues, by engaging students in scientific practices, we involve them in an understanding of the nature of science and an understanding on the nature of scientific knowledge.

Science as a practice and scientific practices as a term emerged by the philosopher of science, Kuhn (Osborne 2014 ), refers to the processes in which the scientists engage during knowledge production and communication. The work that is followed by historians, philosophers, and sociologists of science (Latour 2011 ; Longino 2002 ; Nersessian 2008 ) revealed the scientific practices in which the scientists engage in and include among others theory development and specific ways of talking, modeling, and communicating the outcomes of science.

Visualization as an epistemic object

Schematic, pictorial symbols in the design of scientific instruments and analysis of the perceptual and functional information that is being stored in those images have been areas of investigation in philosophy of scientific experimentation (Gooding et al. 1993 ). The nature of visual perception, the relationship between thought and vision, and the role of reproducibility as a norm for experimental research form a central aspect of this domain of research in philosophy of science. For instance, Rothbart ( 1997 ) has argued that visualizations are commonplace in the theoretical sciences even if every scientific theory may not be defined by visualized models.

Visual representations (i.e., photographs, diagrams, tables, charts, models) have been used in science over the years to enable scientists to interact with complex phenomena (Richards 2003 ) and might convey important evidence not observable in other ways (Barber et al. 2006 ). Some authors (e.g., Ruivenkamp and Rip 2010 ) have argued that visualization is as a core activity of some scientific communities of practice (e.g., nanotechnology) while others (e.g., Lynch and Edgerton 1988 ) have differentiated the role of particular visualization techniques (e.g., of digital image processing in astronomy). Visualization in science includes the complex process through which scientists develop or produce imagery, schemes, and graphical representation, and therefore, what is of importance in this process is not only the result but also the methodology employed by the scientists, namely, how this result was produced. Visual representations in science may refer to objects that are believed to have some kind of material or physical existence but equally might refer to purely mental, conceptual, and abstract constructs (Pauwels 2006 ). More specifically, visual representations can be found for: (a) phenomena that are not observable with the eye (i.e., microscopic or macroscopic); (b) phenomena that do not exist as visual representations but can be translated as such (i.e., sound); and (c) in experimental settings to provide visual data representations (i.e., graphs presenting velocity of moving objects). Additionally, since science is not only about replicating reality but also about making it more understandable to people (either to the public or other scientists), visual representations are not only about reproducing the nature but also about: (a) functioning in helping solving a problem, (b) filling gaps in our knowledge, and (c) facilitating knowledge building or transfer (Lynch 2006 ).

Using or developing visual representations in the scientific practice can range from a straightforward to a complicated situation. More specifically, scientists can observe a phenomenon (i.e., mitosis) and represent it visually using a picture or diagram, which is quite straightforward. But they can also use a variety of complicated techniques (i.e., crystallography in the case of DNA studies) that are either available or need to be developed or refined in order to acquire the visual information that can be used in the process of theory development (i.e., Latour and Woolgar 1979 ). Furthermore, some visual representations need decoding, and the scientists need to learn how to read these images (i.e., radiologists); therefore, using visual representations in the process of science requires learning a new language that is specific to the medium/methods that is used (i.e., understanding an X-ray picture is different from understanding an MRI scan) and then communicating that language to other scientists and the public.

There are much intent and purposes of visual representations in scientific practices, as for example to make a diagnosis, compare, describe, and preserve for future study, verify and explore new territory, generate new data (Pauwels 2006 ), or present new methodologies. According to Latour and Woolgar ( 1979 ) and Knorr Cetina ( 1999 ), visual representations can be used either as primary data (i.e., image from a microscope). or can be used to help in concept development (i.e., models of DNA used by Watson and Crick), to uncover relationships and to make the abstract more concrete (graphs of sound waves). Therefore, visual representations and visual practices, in all forms, are an important aspect of the scientific practices in developing, clarifying, and transmitting scientific knowledge (Pauwels 2006 ).

Methods and Results: Merging Visualization and scientific practices in science

In this paper, we present three case studies that embody the working practices of scientists in an effort to present visualization as a scientific practice and present our argument about how visualization is a complex process that could include among others modeling and use of representation but is not only limited to that. The first case study explores the role of visualization in the construction of knowledge about the structure of DNA, using visuals as evidence. The second case study focuses on Faraday’s use of the lines of magnetic force and the visual reasoning leading to the theoretical development that was an inherent part of the experimentation. The third case study focuses on the current practices of scientists in the context of a peer-reviewed journal called the Journal of Visualized Experiments where the methodology is communicated through videotaped procedures. The three case studies represent the research interests of the three authors of this paper and were chosen to present how visualization as a practice can be involved in all stages of doing science, from hypothesizing and evaluating evidence (case study 1) to experimenting and reasoning (case study 2) to communicating the findings and methodology with the research community (case study 3), and represent in this way the three functions of visualization as presented by Lynch ( 2006 ). Furthermore, the last case study showcases how the development of visualization technologies has contributed to the communication of findings and methodologies in science and present in that way an aspect of current scientific practices. In all three cases, our approach is guided by the observation that the visual information is an integral part of scientific practices at the least and furthermore that they are particularly central in the scientific practices of science.

Case study 1: use visual representations as evidence in the discovery of DNA

The focus of the first case study is the discovery of the structure of DNA. The DNA was first isolated in 1869 by Friedrich Miescher, and by the late 1940s, it was known that it contained phosphate, sugar, and four nitrogen-containing chemical bases. However, no one had figured the structure of the DNA until Watson and Crick presented their model of DNA in 1953. Other than the social aspects of the discovery of the DNA, another important aspect was the role of visual evidence that led to knowledge development in the area. More specifically, by studying the personal accounts of Watson ( 1968 ) and Crick ( 1988 ) about the discovery of the structure of the DNA, the following main ideas regarding the role of visual representations in the production of knowledge can be identified: (a) The use of visual representations was an important part of knowledge growth and was often dependent upon the discovery of new technologies (i.e., better microscopes or better techniques in crystallography that would provide better visual representations as evidence of the helical structure of the DNA); and (b) Models (three-dimensional) were used as a way to represent the visual images (X-ray images) and connect them to the evidence provided by other sources to see whether the theory can be supported. Therefore, the model of DNA was built based on the combination of visual evidence and experimental data.

An example showcasing the importance of visual representations in the process of knowledge production in this case is provided by Watson, in his book The Double Helix (1968):

…since the middle of the summer Rosy [Rosalind Franklin] had had evidence for a new three-dimensional form of DNA. It occurred when the DNA 2molecules were surrounded by a large amount of water. When I asked what the pattern was like, Maurice went into the adjacent room to pick up a print of the new form they called the “B” structure. The instant I saw the picture, my mouth fell open and my pulse began to race. The pattern was unbelievably simpler than those previously obtained (A form). Moreover, the black cross of reflections which dominated the picture could arise only from a helical structure. With the A form the argument for the helix was never straightforward, and considerable ambiguity existed as to exactly which type of helical symmetry was present. With the B form however, mere inspection of its X-ray picture gave several of the vital helical parameters. (p. 167-169)

As suggested by Watson’s personal account of the discovery of the DNA, the photo taken by Rosalind Franklin (Fig.  1 ) convinced him that the DNA molecule must consist of two chains arranged in a paired helix, which resembles a spiral staircase or ladder, and on March 7, 1953, Watson and Crick finished and presented their model of the structure of DNA (Watson and Berry 2004 ; Watson 1968 ) which was based on the visual information provided by the X-ray image and their knowledge of chemistry.

X-ray chrystallography of DNA

In analyzing the visualization practice in this case study, we observe the following instances that highlight how the visual information played a role:

Asking questions and defining problems: The real world in the model of science can at some points only be observed through visual representations or representations, i.e., if we are using DNA as an example, the structure of DNA was only observable through the crystallography images produced by Rosalind Franklin in the laboratory. There was no other way to observe the structure of DNA, therefore the real world.

Analyzing and interpreting data: The images that resulted from crystallography as well as their interpretations served as the data for the scientists studying the structure of DNA.

Experimenting: The data in the form of visual information were used to predict the possible structure of the DNA.

Modeling: Based on the prediction, an actual three-dimensional model was prepared by Watson and Crick. The first model did not fit with the real world (refuted by Rosalind Franklin and her research group from King’s College) and Watson and Crick had to go through the same process again to find better visual evidence (better crystallography images) and create an improved visual model.

Example excerpts from Watson’s biography provide further evidence for how visualization practices were applied in the context of the discovery of DNA (Table  1 ).

In summary, by examining the history of the discovery of DNA, we showcased how visual data is used as scientific evidence in science, identifying in that way an aspect of the nature of science that is still unexplored in the history of science and an aspect that has been ignored in the teaching of science. Visual representations are used in many ways: as images, as models, as evidence to support or rebut a model, and as interpretations of reality.

Case study 2: applying visual reasoning in knowledge production, the example of the lines of magnetic force

The focus of this case study is on Faraday’s use of the lines of magnetic force. Faraday is known of his exploratory, creative, and yet systemic way of experimenting, and the visual reasoning leading to theoretical development was an inherent part of this experimentation (Gooding 2006 ). Faraday’s articles or notebooks do not include mathematical formulations; instead, they include images and illustrations from experimental devices and setups to the recapping of his theoretical ideas (Nersessian 2008 ). According to Gooding ( 2006 ), “Faraday’s visual method was designed not to copy apparent features of the world, but to analyse and replicate them” (2006, p. 46).

The lines of force played a central role in Faraday’s research on electricity and magnetism and in the development of his “field theory” (Faraday 1852a ; Nersessian 1984 ). Before Faraday, the experiments with iron filings around magnets were known and the term “magnetic curves” was used for the iron filing patterns and also for the geometrical constructs derived from the mathematical theory of magnetism (Gooding et al. 1993 ). However, Faraday used the lines of force for explaining his experimental observations and in constructing the theory of forces in magnetism and electricity. Examples of Faraday’s different illustrations of lines of magnetic force are given in Fig.  2 . Faraday gave the following experiment-based definition for the lines of magnetic forces:

a Iron filing pattern in case of bar magnet drawn by Faraday (Faraday 1852b , Plate IX, p. 158, Fig. 1), b Faraday’s drawing of lines of magnetic force in case of cylinder magnet, where the experimental procedure, knife blade showing the direction of lines, is combined into drawing (Faraday, 1855, vol. 1, plate 1)

A line of magnetic force may be defined as that line which is described by a very small magnetic needle, when it is so moved in either direction correspondent to its length, that the needle is constantly a tangent to the line of motion; or it is that line along which, if a transverse wire be moved in either direction, there is no tendency to the formation of any current in the wire, whilst if moved in any other direction there is such a tendency; or it is that line which coincides with the direction of the magnecrystallic axis of a crystal of bismuth, which is carried in either direction along it. The direction of these lines about and amongst magnets and electric currents, is easily represented and understood, in a general manner, by the ordinary use of iron filings. (Faraday 1852a , p. 25 (3071))

The definition describes the connection between the experiments and the visual representation of the results. Initially, the lines of force were just geometric representations, but later, Faraday treated them as physical objects (Nersessian 1984 ; Pocovi and Finlay 2002 ):

I have sometimes used the term lines of force so vaguely, as to leave the reader doubtful whether I intended it as a merely representative idea of the forces, or as the description of the path along which the power was continuously exerted. … wherever the expression line of force is taken simply to represent the disposition of forces, it shall have the fullness of that meaning; but that wherever it may seem to represent the idea of the physical mode of transmission of the force, it expresses in that respect the opinion to which I incline at present. The opinion may be erroneous, and yet all that relates or refers to the disposition of the force will remain the same. (Faraday, 1852a , p. 55-56 (3075))

He also felt that the lines of force had greater explanatory power than the dominant theory of action-at-a-distance:

Now it appears to me that these lines may be employed with great advantage to represent nature, condition, direction and comparative amount of the magnetic forces; and that in many cases they have, to the physical reasoned at least, a superiority over that method which represents the forces as concentrated in centres of action… (Faraday, 1852a , p. 26 (3074))

For giving some insight to Faraday’s visual reasoning as an epistemic practice, the following examples of Faraday’s studies of the lines of magnetic force (Faraday 1852a , 1852b ) are presented:

(a) Asking questions and defining problems: The iron filing patterns formed the empirical basis for the visual model: 2D visualization of lines of magnetic force as presented in Fig.  2 . According to Faraday, these iron filing patterns were suitable for illustrating the direction and form of the magnetic lines of force (emphasis added):

It must be well understood that these forms give no indication by their appearance of the relative strength of the magnetic force at different places, inasmuch as the appearance of the lines depends greatly upon the quantity of filings and the amount of tapping; but the direction and forms of these lines are well given, and these indicate, in a considerable degree, the direction in which the forces increase and diminish . (Faraday 1852b , p.158 (3237))

Despite being static and two dimensional on paper, the lines of magnetic force were dynamical (Nersessian 1992 , 2008 ) and three dimensional for Faraday (see Fig.  2 b). For instance, Faraday described the lines of force “expanding”, “bending,” and “being cut” (Nersessian 1992 ). In Fig.  2 b, Faraday has summarized his experiment (bar magnet and knife blade) and its results (lines of force) in one picture.

(b) Analyzing and interpreting data: The model was so powerful for Faraday that he ended up thinking them as physical objects (e.g., Nersessian 1984 ), i.e., making interpretations of the way forces act. Of course, he made a lot of experiments for showing the physical existence of the lines of force, but he did not succeed in it (Nersessian 1984 ). The following quote illuminates Faraday’s use of the lines of force in different situations:

The study of these lines has, at different times, been greatly influential in leading me to various results, which I think prove their utility as well as fertility. Thus, the law of magneto-electric induction; the earth’s inductive action; the relation of magnetism and light; diamagnetic action and its law, and magnetocrystallic action, are the cases of this kind… (Faraday 1852a , p. 55 (3174))

(c) Experimenting: In Faraday's case, he used a lot of exploratory experiments; in case of lines of magnetic force, he used, e.g., iron filings, magnetic needles, or current carrying wires (see the quote above). The magnetic field is not directly observable and the representation of lines of force was a visual model, which includes the direction, form, and magnitude of field.

(d) Modeling: There is no denying that the lines of magnetic force are visual by nature. Faraday’s views of lines of force developed gradually during the years, and he applied and developed them in different contexts such as electromagnetic, electrostatic, and magnetic induction (Nersessian 1984 ). An example of Faraday’s explanation of the effect of the wire b’s position to experiment is given in Fig.  3 . In Fig.  3 , few magnetic lines of force are drawn, and in the quote below, Faraday is explaining the effect using these magnetic lines of force (emphasis added):

Picture of an experiment with different arrangements of wires ( a , b’ , b” ), magnet, and galvanometer. Note the lines of force drawn around the magnet. (Faraday 1852a , p. 34)

It will be evident by inspection of Fig. 3 , that, however the wires are carried away, the general result will, according to the assumed principles of action, be the same; for if a be the axial wire, and b’, b”, b”’ the equatorial wire, represented in three different positions, whatever magnetic lines of force pass across the latter wire in one position, will also pass it in the other, or in any other position which can be given to it. The distance of the wire at the place of intersection with the lines of force, has been shown, by the experiments (3093.), to be unimportant. (Faraday 1852a , p. 34 (3099))

In summary, by examining the history of Faraday’s use of lines of force, we showed how visual imagery and reasoning played an important part in Faraday’s construction and representation of his “field theory”. As Gooding has stated, “many of Faraday’s sketches are far more that depictions of observation, they are tools for reasoning with and about phenomena” (2006, p. 59).

Case study 3: visualizing scientific methods, the case of a journal

The focus of the third case study is the Journal of Visualized Experiments (JoVE) , a peer-reviewed publication indexed in PubMed. The journal devoted to the publication of biological, medical, chemical, and physical research in a video format. The journal describes its history as follows:

JoVE was established as a new tool in life science publication and communication, with participation of scientists from leading research institutions. JoVE takes advantage of video technology to capture and transmit the multiple facets and intricacies of life science research. Visualization greatly facilitates the understanding and efficient reproduction of both basic and complex experimental techniques, thereby addressing two of the biggest challenges faced by today's life science research community: i) low transparency and poor reproducibility of biological experiments and ii) time and labor-intensive nature of learning new experimental techniques. ( http://www.jove.com/ )

By examining the journal content, we generate a set of categories that can be considered as indicators of relevance and significance in terms of epistemic practices of science that have relevance for science education. For example, the quote above illustrates how scientists view some norms of scientific practice including the norms of “transparency” and “reproducibility” of experimental methods and results, and how the visual format of the journal facilitates the implementation of these norms. “Reproducibility” can be considered as an epistemic criterion that sits at the heart of what counts as an experimental procedure in science:

Investigating what should be reproducible and by whom leads to different types of experimental reproducibility, which can be observed to play different roles in experimental practice. A successful application of the strategy of reproducing an experiment is an achievement that may depend on certain isiosyncratic aspects of a local situation. Yet a purely local experiment that cannot be carried out by other experimenters and in other experimental contexts will, in the end be unproductive in science. (Sarkar and Pfeifer 2006 , p.270)

We now turn to an article on “Elevated Plus Maze for Mice” that is available for free on the journal website ( http://www.jove.com/video/1088/elevated-plus-maze-for-mice ). The purpose of this experiment was to investigate anxiety levels in mice through behavioral analysis. The journal article consists of a 9-min video accompanied by text. The video illustrates the handling of the mice in soundproof location with less light, worksheets with characteristics of mice, computer software, apparatus, resources, setting up the computer software, and the video recording of mouse behavior on the computer. The authors describe the apparatus that is used in the experiment and state how procedural differences exist between research groups that lead to difficulties in the interpretation of results:

The apparatus consists of open arms and closed arms, crossed in the middle perpendicularly to each other, and a center area. Mice are given access to all of the arms and are allowed to move freely between them. The number of entries into the open arms and the time spent in the open arms are used as indices of open space-induced anxiety in mice. Unfortunately, the procedural differences that exist between laboratories make it difficult to duplicate and compare results among laboratories.

The authors’ emphasis on the particularity of procedural context echoes in the observations of some philosophers of science:

It is not just the knowledge of experimental objects and phenomena but also their actual existence and occurrence that prove to be dependent on specific, productive interventions by the experimenters” (Sarkar and Pfeifer 2006 , pp. 270-271)

The inclusion of a video of the experimental procedure specifies what the apparatus looks like (Fig.  4 ) and how the behavior of the mice is captured through video recording that feeds into a computer (Fig.  5 ). Subsequently, a computer software which captures different variables such as the distance traveled, the number of entries, and the time spent on each arm of the apparatus. Here, there is visual information at different levels of representation ranging from reconfiguration of raw video data to representations that analyze the data around the variables in question (Fig.  6 ). The practice of levels of visual representations is not particular to the biological sciences. For instance, they are commonplace in nanotechnological practices:

Visual illustration of apparatus

Video processing of experimental set-up

Computer software for video input and variable recording

In the visualization processes, instruments are needed that can register the nanoscale and provide raw data, which needs to be transformed into images. Some Imaging Techniques have software incorporated already where this transformation automatically takes place, providing raw images. Raw data must be translated through the use of Graphic Software and software is also used for the further manipulation of images to highlight what is of interest to capture the (inferred) phenomena -- and to capture the reader. There are two levels of choice: Scientists have to choose which imaging technique and embedded software to use for the job at hand, and they will then have to follow the structure of the software. Within such software, there are explicit choices for the scientists, e.g. about colour coding, and ways of sharpening images. (Ruivenkamp and Rip 2010 , pp.14–15)

On the text that accompanies the video, the authors highlight the role of visualization in their experiment:

Visualization of the protocol will promote better understanding of the details of the entire experimental procedure, allowing for standardization of the protocols used in different laboratories and comparisons of the behavioral phenotypes of various strains of mutant mice assessed using this test.

The software that takes the video data and transforms it into various representations allows the researchers to collect data on mouse behavior more reliably. For instance, the distance traveled across the arms of the apparatus or the time spent on each arm would have been difficult to observe and record precisely. A further aspect to note is how the visualization of the experiment facilitates control of bias. The authors illustrate how the olfactory bias between experimental procedures carried on mice in sequence is avoided by cleaning the equipment.

Our discussion highlights the role of visualization in science, particularly with respect to presenting visualization as part of the scientific practices. We have used case studies from the history of science highlighting a scientist’s account of how visualization played a role in the discovery of DNA and the magnetic field and from a contemporary illustration of a science journal’s practices in incorporating visualization as a way to communicate new findings and methodologies. Our implicit aim in drawing from these case studies was the need to align science education with scientific practices, particularly in terms of how visual representations, stable or dynamic, can engage students in the processes of science and not only to be used as tools for cognitive development in science. Our approach was guided by the notion of “knowledge-as-practice” as advanced by Knorr Cetina ( 1999 ) who studied scientists and characterized their knowledge as practice, a characterization which shifts focus away from ideas inside scientists’ minds to practices that are cultural and deeply contextualized within fields of science. She suggests that people working together can be examined as epistemic cultures whose collective knowledge exists as practice.

It is important to stress, however, that visual representations are not used in isolation, but are supported by other types of evidence as well, or other theories (i.e., in order to understand the helical form of DNA, or the structure, chemistry knowledge was needed). More importantly, this finding can also have implications when teaching science as argument (e.g., Erduran and Jimenez-Aleixandre 2008 ), since the verbal evidence used in the science classroom to maintain an argument could be supported by visual evidence (either a model, representation, image, graph, etc.). For example, in a group of students discussing the outcomes of an introduced species in an ecosystem, pictures of the species and the ecosystem over time, and videos showing the changes in the ecosystem, and the special characteristics of the different species could serve as visual evidence to help the students support their arguments (Evagorou et al. 2012 ). Therefore, an important implication for the teaching of science is the use of visual representations as evidence in the science curriculum as part of knowledge production. Even though studies in the area of science education have focused on the use of models and modeling as a way to support students in the learning of science (Dori et al. 2003 ; Lehrer and Schauble 2012 ; Mendonça and Justi 2013 ; Papaevripidou et al. 2007 ) or on the use of images (i.e., Korfiatis et al. 2003 ), with the term using visuals as evidence, we refer to the collection of all forms of visuals and the processes involved.

Another aspect that was identified through the case studies is that of the visual reasoning (an integral part of Faraday’s investigations). Both the verbalization and visualization were part of the process of generating new knowledge (Gooding 2006 ). Even today, most of the textbooks use the lines of force (or just field lines) as a geometrical representation of field, and the number of field lines is connected to the quantity of flux. Often, the textbooks use the same kind of visual imagery than in what is used by scientists. However, when using images, only certain aspects or features of the phenomena or data are captured or highlighted, and often in tacit ways. Especially in textbooks, the process of producing the image is not presented and instead only the product—image—is left. This could easily lead to an idea of images (i.e., photos, graphs, visual model) being just representations of knowledge and, in the worse case, misinterpreted representations of knowledge as the results of Pocovi and Finlay ( 2002 ) in case of electric field lines show. In order to avoid this, the teachers should be able to explain how the images are produced (what features of phenomena or data the images captures, on what ground the features are chosen to that image, and what features are omitted); in this way, the role of visualization in knowledge production can be made “visible” to students by engaging them in the process of visualization.

The implication of these norms for science teaching and learning is numerous. The classroom contexts can model the generation, sharing and evaluation of evidence, and experimental procedures carried out by students, thereby promoting not only some contemporary cultural norms in scientific practice but also enabling the learning of criteria, standards, and heuristics that scientists use in making decisions on scientific methods. As we have demonstrated with the three case studies, visual representations are part of the process of knowledge growth and communication in science, as demonstrated with two examples from the history of science and an example from current scientific practices. Additionally, visual information, especially with the use of technology is a part of students’ everyday lives. Therefore, we suggest making use of students’ knowledge and technological skills (i.e., how to produce their own videos showing their experimental method or how to identify or provide appropriate visual evidence for a given topic), in order to teach them the aspects of the nature of science that are often neglected both in the history of science and the design of curriculum. Specifically, what we suggest in this paper is that students should actively engage in visualization processes in order to appreciate the diverse nature of doing science and engage in authentic scientific practices.

However, as a word of caution, we need to distinguish the products and processes involved in visualization practices in science:

If one considers scientific representations and the ways in which they can foster or thwart our understanding, it is clear that a mere object approach, which would devote all attention to the representation as a free-standing product of scientific labor, is inadequate. What is needed is a process approach: each visual representation should be linked with its context of production (Pauwels 2006 , p.21).

The aforementioned suggests that the emphasis in visualization should shift from cognitive understanding—using the products of science to understand the content—to engaging in the processes of visualization. Therefore, an implication for the teaching of science includes designing curriculum materials and learning environments that create a social and epistemic context and invite students to engage in the practice of visualization as evidence, reasoning, experimental procedure, or a means of communication (as presented in the three case studies) and reflect on these practices (Ryu et al. 2015 ).

Finally, a question that arises from including visualization in science education, as well as from including scientific practices in science education is whether teachers themselves are prepared to include them as part of their teaching (Bybee 2014 ). Teacher preparation programs and teacher education have been critiqued, studied, and rethought since the time they emerged (Cochran-Smith 2004 ). Despite the years of history in teacher training and teacher education, the debate about initial teacher training and its content still pertains in our community and in policy circles (Cochran-Smith 2004 ; Conway et al. 2009 ). In the last decades, the debate has shifted from a behavioral view of learning and teaching to a learning problem—focusing on that way not only on teachers’ knowledge, skills, and beliefs but also on making the connection of the aforementioned with how and if pupils learn (Cochran-Smith 2004 ). The Science Education in Europe report recommended that “Good quality teachers, with up-to-date knowledge and skills, are the foundation of any system of formal science education” (Osborne and Dillon 2008 , p.9).

However, questions such as what should be the emphasis on pre-service and in-service science teacher training, especially with the new emphasis on scientific practices, still remain unanswered. As Bybee ( 2014 ) argues, starting from the new emphasis on scientific practices in the NGSS, we should consider teacher preparation programs “that would provide undergraduates opportunities to learn the science content and practices in contexts that would be aligned with their future work as teachers” (p.218). Therefore, engaging pre- and in-service teachers in visualization as a scientific practice should be one of the purposes of teacher preparation programs.

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Evagorou, M., Erduran, S. & Mäntylä, T. The role of visual representations in scientific practices: from conceptual understanding and knowledge generation to ‘seeing’ how science works. IJ STEM Ed 2 , 11 (2015). https://doi.org/10.1186/s40594-015-0024-x

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Six visual thinking tools that will help you communicate better

August 24, 2023 by MindManager Blog

Albert Einstein once said, “If I can’t picture it, I can’t understand it.”

Sometimes, words or text alone aren’t enough to capture what we see in our minds. That’s why visual thinking tools rely predominantly on images to help us explore, explain, and comprehend new ideas and information.

Visual thinking can be explained as a sketch in a notebook or as full-featured as an interactive project planning mind map. But from workplace spaces dedicated to wall-drawing and collaboration, to the virtual whiteboards built into video platforms like Zoom, visual thinking tools are essential communication aids.

In this guide, we’ll explore some visual thinking tools you can use to support everything from idea creation to workflow management .

How to use tools for visual thinking

If you’re unclear on how to use visual thinking tools, consider this: Whether you’re part of a team or client meeting at work or you’re brainstorming ways to raise funds for your local charity, there will always be times when it’s just easier to explain an idea visually than it is to try and spell it out verbally.

No matter how you make use of them, visual thinking tools facilitate discussion, understanding, and learning by helping us:

• Express complicated ideas and clarify vague concepts.
• Make connections and draw useful conclusions from various types of information.
• Manipulate and play with designs, scenarios and outcomes in a low-risk, cost-effective way.

While rigid, linear tools tend to leave our best thinking on the table, visual thinking tools benefit everyone sitting around it: the thinkers trying to get ideas out of their heads, and the doers trying to understand a concept or problem.

Top six visual thinking tools, and how to use them

There’s no shortage of tools you can use to promote visual thinking and communicate better. Below, we dive into a few visual thinking tools we feel are especially helpful for encouraging shared understanding and for extending that understanding into organized ideas and action.

1. Virtual or physical whiteboards

Whiteboards aren’t new, but they’re still a great way to get your message across quickly and visually, especially in meetings. Some digital whiteboards even offer unlimited space and a range of graphics and icons to help you draw models or play with designs as you work through problems and opportunities.

How to use them:

• Try turning your physical whiteboard into a storyboard to work through a business idea or prepare for a process design. You can assemble rough thoughts or stages on colored sticky notes and move them around your board to help you see what may or may not work.
• Try turning your digital whiteboard into an idea board by combining all your ideas into a visual collage. You can add, subtract, or reorder your images until you find the best sequence to help you write a book, structure a screenplay, or plan and teach a lesson.

Below is a screenshot of a virtual brainstorming template that was created using MindManager®:

2. Infographics and empathy maps

Infographics are colorful, visual representations of data or knowledge that present key information clearly and succinctly. An empathy map , meanwhile, is a simple, collaborative visualization that shows what you know about a particular type of user or customer.

Because both tools improve understanding and outcomes, you can use infographics and empathy maps together to improve a product or process. By combining data and other practical information about a topic or system with profile views of behaviors and attitudes, you’ll gain powerful, empathetic insight into the needs of your customers or users.

Below is an example of an empathy map created using MindManager:

3. Organizational (org) charts

As simple connection diagrams, relationship maps visualize the associations that make up our personal, community, or professional networks and show where their needs or interests align.

Org charts are especially helpful for understanding company relations and for mapping out interactions and lines of communication. They’re a great tool when you need to onboard a new employee or describe your business or charity to an investor or funder.

Below is an example of an org chart template created using MindManager:

4. Kanban boards

Kanban boards display specific work procedures by using cards (or sticky notes) to represent tasks or activities, and columns to depict each stage in a process. They’re especially useful for working in groups because they make it easier for the actions assigned to various people to align and integrate over time.

You’re not just limited to using a Kanban board to help implement Kanban as a methodology. You can also use it to manage personal tasks or streamline your project management role.

5. Interactive diagrams and charts

Visual by design, diagrams and charts come in all shapes and sizes. With the help of colors and icons, process diagrams like flowcharts, for example, are frequently used to illustrate the steps in a business process. Schematic diagrams like timelines and Gantt charts, meanwhile, are versatile scheduling tools.

Because they instantly make information more memorable and user-friendly than words or written instructions alone, both flowcharts and Gantt charts are project management staples. You can also count on visual thinking tools like these to boost team engagement and attentiveness.

Below is an example of a flowchart template created using MindManager.

6. Visual maps

You can’t beat visual maps when you need to brainstorm an idea, plan a project, construct a timeline, or outline a strategy. In MindManager software , pre-built visual map templates make it easy to get started using and developing visual thinking. Visual maps of all types are ideal for laying out your vision in one dynamic view. You can even add related files or media to your maps from across sites, apps, platforms, and people.

• Mind maps help you think more creatively, either alone or in a group. Because they encourage free-flow thinking – without the need to worry about order or structure – they make it easier to visually construct and make sense of the notions and ideas floating around in your head. Try using a digital, shareable mind map when you need to create a story, hash out some cost-saving ideas, or troubleshoot a glitchy product or service.
• Idea maps help you structure information more effectively by laying out your thinking process as a series of interconnected ideas. Beyond their brainstorming applications, these simple-to-use planning tools make it easy to organize your thoughts in ways that don’t rely on traditional note taking. Idea maps are great for sharing and remembering complex information. You can use them for everything from creating a handbook, to collaborating over a new product or process design.

Below is an example of an idea map created using MindManager:

Remember: Visual thinking is not about artistic ability. It’s about using visual tools to bring your ideas to life and share them with others.

You can use visual thinking tools like the ones built into MindManager to reduce complexity in information and systems, see problems from a whole new perspective, and create greater engagement among your team members.

No matter which visual tools you choose to work with – and how you choose to use them – thinking and communicating visually will help you process and organize information more effectively, see the big picture and little details at the same time, and bring structure and clarity to your next plan or project.

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17 Data Visualization Techniques All Professionals Should Know

• 17 Sep 2019

There’s a growing demand for business analytics and data expertise in the workforce. But you don’t need to be a professional analyst to benefit from data-related skills.

Becoming skilled at common data visualization techniques can help you reap the rewards of data-driven decision-making , including increased confidence and potential cost savings. Learning how to effectively visualize data could be the first step toward using data analytics and data science to your advantage to add value to your organization.

Several data visualization techniques can help you become more effective in your role. Here are 17 essential data visualization techniques all professionals should know, as well as tips to help you effectively present your data.

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What Is Data Visualization?

Data visualization is the process of creating graphical representations of information. This process helps the presenter communicate data in a way that’s easy for the viewer to interpret and draw conclusions.

There are many different techniques and tools you can leverage to visualize data, so you want to know which ones to use and when. Here are some of the most important data visualization techniques all professionals should know.

Data Visualization Techniques

The type of data visualization technique you leverage will vary based on the type of data you’re working with, in addition to the story you’re telling with your data .

Here are some important data visualization techniques to know:

• Gantt Chart
• Box and Whisker Plot
• Waterfall Chart
• Scatter Plot
• Pictogram Chart
• Highlight Table
• Bullet Graph
• Choropleth Map
• Network Diagram
• Correlation Matrices

1. Pie Chart

Pie charts are one of the most common and basic data visualization techniques, used across a wide range of applications. Pie charts are ideal for illustrating proportions, or part-to-whole comparisons.

Because pie charts are relatively simple and easy to read, they’re best suited for audiences who might be unfamiliar with the information or are only interested in the key takeaways. For viewers who require a more thorough explanation of the data, pie charts fall short in their ability to display complex information.

2. Bar Chart

The classic bar chart , or bar graph, is another common and easy-to-use method of data visualization. In this type of visualization, one axis of the chart shows the categories being compared, and the other, a measured value. The length of the bar indicates how each group measures according to the value.

One drawback is that labeling and clarity can become problematic when there are too many categories included. Like pie charts, they can also be too simple for more complex data sets.

3. Histogram

Unlike bar charts, histograms illustrate the distribution of data over a continuous interval or defined period. These visualizations are helpful in identifying where values are concentrated, as well as where there are gaps or unusual values.

Histograms are especially useful for showing the frequency of a particular occurrence. For instance, if you’d like to show how many clicks your website received each day over the last week, you can use a histogram. From this visualization, you can quickly determine which days your website saw the greatest and fewest number of clicks.

4. Gantt Chart

Gantt charts are particularly common in project management, as they’re useful in illustrating a project timeline or progression of tasks. In this type of chart, tasks to be performed are listed on the vertical axis and time intervals on the horizontal axis. Horizontal bars in the body of the chart represent the duration of each activity.

Utilizing Gantt charts to display timelines can be incredibly helpful, and enable team members to keep track of every aspect of a project. Even if you’re not a project management professional, familiarizing yourself with Gantt charts can help you stay organized.

5. Heat Map

A heat map is a type of visualization used to show differences in data through variations in color. These charts use color to communicate values in a way that makes it easy for the viewer to quickly identify trends. Having a clear legend is necessary in order for a user to successfully read and interpret a heatmap.

There are many possible applications of heat maps. For example, if you want to analyze which time of day a retail store makes the most sales, you can use a heat map that shows the day of the week on the vertical axis and time of day on the horizontal axis. Then, by shading in the matrix with colors that correspond to the number of sales at each time of day, you can identify trends in the data that allow you to determine the exact times your store experiences the most sales.

6. A Box and Whisker Plot

A box and whisker plot , or box plot, provides a visual summary of data through its quartiles. First, a box is drawn from the first quartile to the third of the data set. A line within the box represents the median. “Whiskers,” or lines, are then drawn extending from the box to the minimum (lower extreme) and maximum (upper extreme). Outliers are represented by individual points that are in-line with the whiskers.

This type of chart is helpful in quickly identifying whether or not the data is symmetrical or skewed, as well as providing a visual summary of the data set that can be easily interpreted.

7. Waterfall Chart

A waterfall chart is a visual representation that illustrates how a value changes as it’s influenced by different factors, such as time. The main goal of this chart is to show the viewer how a value has grown or declined over a defined period. For example, waterfall charts are popular for showing spending or earnings over time.

8. Area Chart

An area chart , or area graph, is a variation on a basic line graph in which the area underneath the line is shaded to represent the total value of each data point. When several data series must be compared on the same graph, stacked area charts are used.

This method of data visualization is useful for showing changes in one or more quantities over time, as well as showing how each quantity combines to make up the whole. Stacked area charts are effective in showing part-to-whole comparisons.

9. Scatter Plot

Another technique commonly used to display data is a scatter plot . A scatter plot displays data for two variables as represented by points plotted against the horizontal and vertical axis. This type of data visualization is useful in illustrating the relationships that exist between variables and can be used to identify trends or correlations in data.

Scatter plots are most effective for fairly large data sets, since it’s often easier to identify trends when there are more data points present. Additionally, the closer the data points are grouped together, the stronger the correlation or trend tends to be.

10. Pictogram Chart

Pictogram charts , or pictograph charts, are particularly useful for presenting simple data in a more visual and engaging way. These charts use icons to visualize data, with each icon representing a different value or category. For example, data about time might be represented by icons of clocks or watches. Each icon can correspond to either a single unit or a set number of units (for example, each icon represents 100 units).

In addition to making the data more engaging, pictogram charts are helpful in situations where language or cultural differences might be a barrier to the audience’s understanding of the data.

11. Timeline

Timelines are the most effective way to visualize a sequence of events in chronological order. They’re typically linear, with key events outlined along the axis. Timelines are used to communicate time-related information and display historical data.

Timelines allow you to highlight the most important events that occurred, or need to occur in the future, and make it easy for the viewer to identify any patterns appearing within the selected time period. While timelines are often relatively simple linear visualizations, they can be made more visually appealing by adding images, colors, fonts, and decorative shapes.

12. Highlight Table

A highlight table is a more engaging alternative to traditional tables. By highlighting cells in the table with color, you can make it easier for viewers to quickly spot trends and patterns in the data. These visualizations are useful for comparing categorical data.

Depending on the data visualization tool you’re using, you may be able to add conditional formatting rules to the table that automatically color cells that meet specified conditions. For instance, when using a highlight table to visualize a company’s sales data, you may color cells red if the sales data is below the goal, or green if sales were above the goal. Unlike a heat map, the colors in a highlight table are discrete and represent a single meaning or value.

13. Bullet Graph

A bullet graph is a variation of a bar graph that can act as an alternative to dashboard gauges to represent performance data. The main use for a bullet graph is to inform the viewer of how a business is performing in comparison to benchmarks that are in place for key business metrics.

In a bullet graph, the darker horizontal bar in the middle of the chart represents the actual value, while the vertical line represents a comparative value, or target. If the horizontal bar passes the vertical line, the target for that metric has been surpassed. Additionally, the segmented colored sections behind the horizontal bar represent range scores, such as “poor,” “fair,” or “good.”

14. Choropleth Maps

A choropleth map uses color, shading, and other patterns to visualize numerical values across geographic regions. These visualizations use a progression of color (or shading) on a spectrum to distinguish high values from low.

Choropleth maps allow viewers to see how a variable changes from one region to the next. A potential downside to this type of visualization is that the exact numerical values aren’t easily accessible because the colors represent a range of values. Some data visualization tools, however, allow you to add interactivity to your map so the exact values are accessible.

15. Word Cloud

A word cloud , or tag cloud, is a visual representation of text data in which the size of the word is proportional to its frequency. The more often a specific word appears in a dataset, the larger it appears in the visualization. In addition to size, words often appear bolder or follow a specific color scheme depending on their frequency.

Word clouds are often used on websites and blogs to identify significant keywords and compare differences in textual data between two sources. They are also useful when analyzing qualitative datasets, such as the specific words consumers used to describe a product.

16. Network Diagram

Network diagrams are a type of data visualization that represent relationships between qualitative data points. These visualizations are composed of nodes and links, also called edges. Nodes are singular data points that are connected to other nodes through edges, which show the relationship between multiple nodes.

There are many use cases for network diagrams, including depicting social networks, highlighting the relationships between employees at an organization, or visualizing product sales across geographic regions.

17. Correlation Matrix

A correlation matrix is a table that shows correlation coefficients between variables. Each cell represents the relationship between two variables, and a color scale is used to communicate whether the variables are correlated and to what extent.

Correlation matrices are useful to summarize and find patterns in large data sets. In business, a correlation matrix might be used to analyze how different data points about a specific product might be related, such as price, advertising spend, launch date, etc.

Other Data Visualization Options

While the examples listed above are some of the most commonly used techniques, there are many other ways you can visualize data to become a more effective communicator. Some other data visualization options include:

• Bubble clouds
• Circle views
• Dendrograms
• Dot distribution maps
• Open-high-low-close charts
• Polar areas
• Radial trees
• Ring Charts
• Sankey diagram
• Span charts
• Streamgraphs
• Wedge stack graphs
• Violin plots

Tips For Creating Effective Visualizations

Creating effective data visualizations requires more than just knowing how to choose the best technique for your needs. There are several considerations you should take into account to maximize your effectiveness when it comes to presenting data.

Related : What to Keep in Mind When Creating Data Visualizations in Excel

One of the most important steps is to evaluate your audience. For example, if you’re presenting financial data to a team that works in an unrelated department, you’ll want to choose a fairly simple illustration. On the other hand, if you’re presenting financial data to a team of finance experts, it’s likely you can safely include more complex information.

Another helpful tip is to avoid unnecessary distractions. Although visual elements like animation can be a great way to add interest, they can also distract from the key points the illustration is trying to convey and hinder the viewer’s ability to quickly understand the information.

Finally, be mindful of the colors you utilize, as well as your overall design. While it’s important that your graphs or charts are visually appealing, there are more practical reasons you might choose one color palette over another. For instance, using low contrast colors can make it difficult for your audience to discern differences between data points. Using colors that are too bold, however, can make the illustration overwhelming or distracting for the viewer.

Related : Bad Data Visualization: 5 Examples of Misleading Data

Visuals to Interpret and Share Information

No matter your role or title within an organization, data visualization is a skill that’s important for all professionals. Being able to effectively present complex data through easy-to-understand visual representations is invaluable when it comes to communicating information with members both inside and outside your business.

There’s no shortage in how data visualization can be applied in the real world. Data is playing an increasingly important role in the marketplace today, and data literacy is the first step in understanding how analytics can be used in business.

Are you interested in improving your analytical skills? Learn more about Business Analytics , our eight-week online course that can help you use data to generate insights and tackle business decisions.

This post was updated on January 20, 2022. It was originally published on September 17, 2019.

About the Author

The Importance of Visual Communication: Definition, Examples, & Benefits

Visual communication is a powerful and versatile way to convey ideas, information, and possibly emotions. This article aims to discuss the importance of visual communication, providing an overview of its various definitions, examples of its use, and the associated benefits.

It offers a comprehensive analysis of a range of topics, from visual literacy and storyboarding to using infographics to display data. In addition, this article covers how to best utilize visuals to enhance messages and create effective campaigns.

So, step into the world of visual communication and explore how it can help make any presentation, report, or project more successful.

What is Visual Communication?

Visual communication is the art of using visuals to express ideas and information. From text, diagrams, illustrations, photographs, and videos to graphic design – there are many different types of visuals that can be used in visual communication. When visual images are combined together, they create a powerful presentation that can effectively communicate any message.

Graphic design is one of the six main categories within visual communication; it uses visuals to create layouts and designs. Advertising also falls into this category as it uses visuals to promote products or services. Photography and illustration capture moments or tell stories visually appealing, while web design and video production use visuals for interactive experiences users can engage with.

The four main types of visual communication are typography, graphics, layout, and motion. Typography involves creating typefaces, while graphics include illustrations, images, and logos. Layout arranges these elements on a page or screen, while motion adds animation for a dynamic experience. All these components work together to form an effective message that resonates with viewers!

Finally, the part of the brain responsible for processing all this visual information is called the visual cortex – an incredibly powerful area capable of quickly making sense of what we see!

Why Is Visual Communication Important?

Visual communication is a powerful tool for people to express their ideas and concepts in an efficient, effective way. Through visuals and visual mediums such as data visualizations, presentations, and graphic design, complex topics can be presented in a more understandable format. Visual communication is used in advertising, public relations, and design – you name it – to help people comprehend information quickly and accurately.

Visuals are the bridge that traditional word-focused communication fails to build. By using body language and adding images into the message mix, one can communicate ideas with greater impact than words alone. Visuals have the power to inspire change and reach large audiences without language barriers getting in the way.

The purpose of visual communication is clear: understand complex info, create compelling presentations, and advertise products or services effectively. But if done wrong? Misunderstandings and confusion will follow suit! That’s why it’s important to consider both pros & cons before implementing visuals into your marketing strategy. A 2019 study showed that attention spans are decreasing at an alarming rate – making visuals even more essential for capturing viewers’ attention spans today!

It Increases Engagement

Visual communication can be a powerful tool for reaching potential customers. It’s an effective way to make your brand more memorable, as iconic ads can become widely known and remembered. To engage viewers, incorporate high-quality images and videos into content, tailor visuals to the audience, and use visuals to capture their interest. Visual communication also has the power to inspire change or evoke emotion through symbols and visual metaphors. Plus, it helps build trust with customers by creating a positive first impression that encourages action.

It Enhances Learning and Retention

Visual communication strategy can be used to connect strategy with the VAK theory, which states that people learn through visual, auditory, and kinesthetic methods. By incorporating strong visual communication strategies, one can cater to the needs of visual learners and create a positive learning environment. Visuals also allow viewers to pay attention to, think about, and understand a message; they are also more memorable than text content alone, making the end product more memorable.

Incorporating visuals into communication can also help to increase understanding of the process, reduce confusion, and motivate employees. When presenting complex information, visuals can bridge the gap between concepts and words, making the content more engaging and aiding in comprehension. The visual cortex, the part of the brain responsible for processing visual information, is also an important aspect of visual communication, as it can help people to retain information.

It Helps Create Connections

Visual communication can be a powerful tool for influencing and persuading people’s opinions. By creating connections and using visuals to clarify a message, one can create meaningful content that leaves an impression. But inconsistencies in visuals can lead to confusion or alienation of customers.

This form of visual communication helps us build relationships with people from all over the world – especially in this digital age where visuals are more important than ever before. They provide a clear way to share ideas and thoughts while also evoking emotions and answering the question, “why should I care?”.

Organizational systems help avoid any potential confusion or conflict by providing everyone involved with a reference point. Visuals can also present process documents quickly, so teams understand new organizational processes easily. And visual storytelling makes messages stick longer, making them more memorable for viewers.

How to Use Visual Communication Effectively

Visual communication is a powerful tool for any organization, helping to engage viewers and create lasting impressions. It involves conveying messages or ideas using visual elements such as photos, videos, graphs, typography, charts, maps, and illustrations.

When it comes to visual communication strategies, there are many options – from selecting elements to create meaning for the audience to incorporating visuals that add depth and context. Common tools used by graphic designers include charts, graphs, and diagrams.

To make effective use of visual communication, you can employ symbols to convey meaning; utilize color to communicate visually and evoke emotion; incorporate visuals into marketing materials; craft a message that educates, motivates, and engages with design principles; all while making sure your message is memorable!

Read our blog posts about

What is Mass Communication? How to Communicate with a Large Audience What Is Corporate Communication: The Basics Why is Intercultural Communication Important

Visual and Kinesthetic Imagery

Visual and kinesthetic imagery is like a bridge between complex ideas and technical information, helping people to process changes cross over into understanding. It can evoke emotions, add details that text alone cannot convey, and provide a reference point for further exploration.

In education, visuals such as process diagrams such as mind maps allow students to better understand and organize complex information. Pie charts, bar graphs, and other data visualizations also help illustrate points in an engaging way. For organizations, visuals can make unclear expectations clearer while keeping everyone on the same page. Visual storytelling is a powerful tool for communicating complex info in an appealing manner.

Data Storytelling

Data storytelling is a way to use visuals to communicate information, ideas, and processes in an interesting manner. Visuals can be used to show risk, handle large amounts of data, and emphasize comparisons. When creating visual content, it’s important to consider the target audience and choose visuals that are relevant to them – images, diagrams, charts, videos, etc. Incorporating visuals into emails or presentations makes the message more engaging and memorable.

Coherence is also essential when it comes to data storytelling – making sure all visuals tell one story together so they provide a clear, unified message. Data storytelling is invaluable for organizations in this digital age as it helps engage customers in new ways; healthcare providers can use visuals to explain complex info, while businesses on social media can differentiate from competitors with visual communication.

To make effective visual communication possible, there are some basics you should know about: understand what works best for your target audience, be aware of different ways you could improve visual imagery, and utilize tools available at your disposal. With these tips, you’ll create visuals that will engage people’s attention and motivate them!

Benefits of Visual Communication

Visual communication is a powerful tool for businesses and organizations to communicate effectively and engage their target audiences. By incorporating visual elements such as data visualization, visual storytelling, and content marketing into communication strategies, companies can create an unforgettable experience for customers while promoting products or services.

The advantages of visual communication are plentiful – from creating a more understandable representation of information that surpasses language barriers to forming a concrete connection with the viewer. It also helps build brand recognition by crafting a professional image for businesses.

Using visuals in business has many benefits, including increased connection among team members and audiences, improved engagement, heightened brand awareness, and more memorable content. Visuals can quickly convey complex ideas which viewers can easily process and remember; they also make dry information easier to digest by adding context to it. Data visualization is essential in effective visual communication since it allows businesses to analyze large amounts of data sets, recognize relationships between them, and spot trends. Additionally, dynamic visuals keep users informed on the latest news, thus keeping them engaged with the company’s message.

In conclusion, utilizing the benefits of visual communication is key in helping businesses communicate effectively with their targeted audiences while increasing sales and building brand awareness at the same time. It improves reception and retention of information, making processes simpler to understand and reducing confusion or mistakes along the way; plus, it brings up $1 200 per year productivity per employee who consumes content as part of their job role! Nonprofits, too, benefit from this type of visual communication tool as it updates stakeholders on campaigns or research results swiftly yet efficiently!

Visual communication is an essential tool allowing us to express the most complex of ideas effectively and engage with our audiences quickly and in an innovative way. It serves as an efficient way to break language barriers, offers an intriguing method for storytelling, aids comprehension of topics, and lets businesses reach larger customer bases through their visual presentation.

In terms of the implementation of visual aid, there are a few tactics to be aware of when it comes to effective visual communication. Visuals such as video and imagery can be used to increase engagement and understanding, while data storytelling can help create meaningful connections across cultures. With the potential benefits offered by visual media, businesses have the opportunity to spark change, deepen customer engagement, and improve learning retention.

All this makes visual communication an important tool for modern meeting demands and driving growth in any organization.

Frequently Asked Questions

What is visual communication, and why is it important.

Visual communication is the transmission of ideas and information via visual elements such as text, images, graphics, and other components communicating information. It is an important tool for businesses to convey information, promote their products or services, and create meaningful connections with their audience.

Visual aids to communication can be seen in typography, logos, website design, videos, photographs, illustrations, and other visuals.

What is the benefit of visual communication?

The benefit of visual communication is that it helps to get messages across quickly and effectively; communicating visually engages an audience better than words alone and can be used to reinforce written or spoken health messages.

Visuals are also more flexible and attention-grabbing, making complex concepts easier to comprehend.

What is the importance of visual communications 10 points?

Visual communication is essential for meaningful, effective communication as it enables us to convey ideas quickly and effectively. It connects with people emotionally, helps clarify complex concepts, and assists in making persuasive arguments.

Visuals can increase retention of the conveyed message and evoke an emotional response from the viewer. Aug 18, 2021

Why is visual communication an important skill?

Visual communication is a powerful tool for conveying information to an audience quickly and effectively. It allows us to better understand complex concepts and information, draw conclusions, solve problems, and convey messages with clarity.

Visuals play an important role in how we interact with the world around us and can bring greater depth and understanding to communication.

What is meant by visual communication?

Visual communication is the process of conveying messages or ideas through visuals, such as images, videos, diagrams, graphs, and illustrations. Visual communication can be used to communicate ideas more effectively than using words alone and can have a powerful impact on an audience.

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Blog Beginner Guides How to Use Visual Communication: Definition, Examples, Templates

How to Use Visual Communication: Definition, Examples, Templates

Written by: Midori Nediger Aug 27, 2020

With so many businesses and organizations now operating online, visual communication is more important than ever.

Whether you’re an executive looking to align your team on new organizational processes, or a marketer looking for ways to differentiate on social media, you may wonder how best to use visuals to really connect with your audience.

In this guide, I’ll give you some trade secrets from my experience as an information designer. I’ll show you how to leverage design and visual communications best practices to engage your audience while avoiding information overload.

Table of contents:

• What is visual communication?

What are some of the most common types of visual communication?

Why does visual communication matter, how to use visual communication in the workplace, how to make your visual communications look professional, what is visual communication visual communication defined:.

Visual communication is the practice of using visual elements to convey a message, inspire change, or evoke emotion. 

It’s one part communication design— crafting a message that educates, motivates, and engages,  and one part graphic design— using design principles to communicate that message so that it’s clear and eye-catching.

Effective visual communication should be equally appealing and informative.

Visual communication is really about picking the right elements (usually text, icons, shapes, imagery and data visualizations) to create meaning for your audience.  You can also communicate visually with video. For example, you can use a free screen recorder to show a colleague how to complete a task rather than sharing a document.

Some common visual communication strategies include:

• Using data visualization to show the impact of your work
• Using shapes and lines to outline relationships, processes, and flows
• Using symbols and icons to make information more memorable
• Using visuals and data to tell stories  
• Using color to indicate importance and draw attention

When you think about visual communication, your mind might first jump to design-heavy content like social media graphics or infographics .

And while visual communication certainly plays a role in those cases, there are a ton of other types of content that fall under the visual communication umbrella.

Some common types of visual communications in the workplace include:

• Process Diagrams
• Flow Charts
• Charts and Graphs
• Visual Reports
• Presentations

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These can look very different when used in different industries, but they all use the same visual communication strategies and design principles to accurately present information and create meaning for audiences.

Let’s take a look at some visual communication strategies used across different types of organizations.

Nonprofit organizations

Nonprofit organizations often combine data visualization and visual storytelling to gain the trust of their audiences and establish the credibility of their organization. 

This might take the form of a statistical infographic or an impact report that they share with their donors and supporters:

They may also create public-facing informational posters or brochures to build awareness around their organization and foster support for their cause. 

Another place where visual communication is key for larger nonprofits is to update stakeholders on campaign or research results. These reports often combine storytelling with data visualization to inform and convince. 

Healthcare organizations

A visual communication strategy often applied in healthcare is the use of plain language and simple iconography to communicate with audiences with lower health literacy. 

For example, a public health unit might create an infographic factsheet to ensure that recommended protocols are followed, like these recent COVID-19 guidelines from Public Health Ontario:

In fact, the CDC recommends the use of visuals to boost understanding of health information for external communications in healthcare.

These types of visual guides aren’t just helpful for external communication. Similar tactics can be used to remind staff of workplace best practices, like patient safety and infection prevention practices.

Learn more: Venngage for Healthcare Organizations

Business consulting organizations

Business development organizations may use diagrams like process maps to communicate high-level strategy to clients , which can help make their value more tangible.

A simple roadmap or summary of strategy recommendations can go a long way towards communicating and aligning with clients.

Visuals can help create understanding where words alone cannot. 

They can help bridge the gap between concepts and words, especially when appealing to an audience with diverse needs and backgrounds.

It’s clear that visual communication is top-of-mind for many. When we surveyed marketers about their use of visual content , 74% of the marketers we surveyed stated that more than 70% of their content contained some form of visual.

Plus, it’s been demonstrated time and time again that in addition to making information more engaging, visuals can actually help with the comprehension of information. 

But when should you consider making your content more visual?

You can use visual communication to:

• Engage your audience
• Communicate complex information
• Tell a story and convey emotion
• Simplify information
• Communicate the impact of your data

Let’s take a look at how this can apply in the workplace.

You might think that visual communication isn’t really necessary in your day-to-day work. 

But visuals, in the right hands, can be used as a tool to influence what your audience pays attention to, thinks about, and understands. 

1. How to make boring topics engaging

Creating engaging content that shows the value of your business can be a challenge when you work in a “boring” or technical industry like finance, business development, engineering or healthcare.

But it’s this kind of challenge where visual communication shines. Creating unique visuals can help you position yourself as the innovative solution in the market.

Here are some simple strategies to consider:

Use stylized icons to make technical information feel concrete and approachable

This infographic about credit card merchant processing, for example, takes advantage of a playful icon style and a modern design treatment to capture your attention and keep you reading.

This might be the perfect way to signal to young business owners that you’re different from the traditional big banks, and that you’re right for them. It feels so much more approachable than a wall of text on a web page.

Just applying some basic visual communication strategies can make this “boring” technical information a bit more accessible and relatable to your target audience —ready to boost engagement on social media, your blog, or your newsletter.

Use visual metaphors to get your audience thinking

Visual metaphors are another way to make old ideas feel fresh and exciting, and can even help foster deeper understanding of your subject matter.

The use of women running in the infographic below, for example, helps me think about NPS scores in a new way:

By allowing the visual presentation to drive how you position the value of your product or service, you can find new ways to reach your customers.

Read more: Common symbols and meanings and how to use them in design

To sum up, here are some visual communication tips for how to make boring topics engaging:

• Use visuals and icons to make technical information feel approachable
• Choose a graphic design style that will resonate with your target audience 
• Think outside of the box: use a unique visual presentation to get your audience thinking 

If your visual presentation is unique, your information doesn’t have to be revolutionary to give you an edge over your competitors.

Read more: Infographic ideas to make your information engaging.

2. How to communicate process changes and improvements

Being able to quickly re-align your team on process changes has never been more important. 

Visuals can make processes easier to understand and more memorable. They can also help boost employee alignment and engagement. 

Here’s how you can use process documentation to help align your team.

Show both high-level and low-level changes with hierarchical process diagrams

Breaking down processes into discrete visual steps can make new processes much easier to grasp.

And breaking down steps into even smaller sections can help you communicate both high-level concepts and specific details in the same place, like in this process diagram below.

Providing these process documents to employees can help quickly align teams on new strategies, like an action plan to address a crisis or a shift into a new market, while also acting as a reference point in the future.

• Provide presentation slides as a post-meeting reference guide 

With remote work becoming the norm, you likely spend many of your days in back-to-back Zoom calls. 

If you’re holding a meeting to discuss major process changes or company updates, it may be worth your while to whip up some quick meeting slides to help clarify changes and ensure your team is aligned.

Including a slide deck can help reinforce the importance of what’s discussed, and act as a reference when your team digs into their work.

Provide checklists to help your team keep track of complex processes

Providing a checklist of steps for your team to follow can help you delegate work with confidence, while giving your team the confidence to know that they’re doing things right.

Checklists are particularly helpful for communicating complex or proprietary internal processes, as they can help remove any anxiety from the process.

Build out a library of internal training documents that you can update periodically

Building out a library of training documents, while it might take a bit of time up front, can really save time and money in the long run, because a team that’s aligned is a team that’s productive.

Onboarding guides, FAQs for new employees (like the fun onboarding FAQs below), and other process documentation can all help make remote onboarding easier, and help new employees feel comfortable and in control.

HR onboarding checklists can help avoid the headache of overlooked paperwork and unclear expectations. Having one checklist for the employee and one for your HR department will help keep everyone aligned and on top of their tasks.

If you’re ramping up to hire a mass of new employees, it may even be worth rethinking the design of your offer letter . After your new employee signs, you can send on their package of matching onboarding documents.

And once you create those documents, they should be easy to update and disseminate to new and existing team members, making your job even easier.

To summarize, here are your tips for communicating process changes on the fly:

• Show high- and low-level changes with hierarchical process diagrams
• Help your team keep track of changes with checklists
• Build a library of internal training documents that you can update periodically

3. How to simplify complex information with visuals

Perhaps the most powerful use of visual communication is to simplify complex information. 

Just take this image that HubSpot posted on Twitter recently, for example. With one simple visual, they manage to position their product as the perfect solution to three problems experienced across three different teams:

This doesn’t just work for external communications on social media.

It can be the perfect approach for consultants looking to communicate their ideas and strategies to clients, in a quick and digestible way.

Or B2B organizations in technical fields looking to demystify the products and services they offer to differentiate from their competitors, without using a ton of technical language:

Or healthcare organizations looking to make recommendations clear to patients:

The four key steps for simplifying complex information with visuals are:

• Remove as much text as possible
• Use shapes like circles and rectangles to indicate groupings
• Use lines and borders to indicate flows and relationships
• Use color and size to draw attention to key information

Read More: How to Summarize Information Visually

4. How to visualize data and insights

Effective data visualization does more than just display some data from a spreadsheet.

It should communicate insights and capture ideas. It should communicate the why behind the trends.

It should help you answer the question often asked by busy people with competing demands: why should I care?

• Use the right chart for your data and your goal

The first thing to consider when visualizing data is what visual form will best communicate your insight.

At Venngage, we’ve developed the ICCOR method to help you choose the best charts for your infographic. The ICCOR method is a framework aimed to help you use a visualization type that aligns with your communication goal.

Your communication goal might be to: 

• Inform : convey a single important message or data point that doesn’t require much context to understand
• Compare : show similarities or differences among values or parts of a whole
• Show Change : visualize trends over time or space
• Organize : show groups, patterns, rank or order
• Reveal Relationships : show correlations among variables or values

Each of these different goals will be best communicated with a different type of chart.

For example, icons arrays (also called ‘pictograms’) have been shown to be more effective than bar or pie charts for communicating risk , which is particularly important for healthcare providers and public health workers who want to support good decision making in their patients.

Bar charts, on the other hand, are perfect for handling larger amounts of data and highlighting comparisons between sets of data, which might be more important for those working in finance:

For access to professional templates, and a simple editor to visualize financial information, check out: Venngage for Finance

For the full ICCOR framework, check out: How to choose the best types of charts for your data

Choosing a chart is just one part of the process. How do you actually make an impact with your data?

• Tell a story with your data to inspire your audience

A plain old bar graph won’t do much to inspire your audience. But a creative combination of charts, visuals, text, and statistics that tells a story can. 

By highlighting the right numbers and pulling in text and other visuals, you can show the impact of your organization in a more holistic way, and tell the story behind the data.

Storytelling with data is as much about crafting a narrative as it is about understanding and communicating the insights in your data. 

The first step to crafting your narrative is understanding your audience. Think about:

• What’s going on in their lives?
• What knowledge do they have on the subject?
• What context do they need from you?

Once you understand your audience, it should be easy to pull out the insights that will make an impact, and present them in an impactful way. That’s the difference between an engaging design and your standard Excel chart.

Another common practice in data storytelling is the use of icon stories to draw viewers in and make abstract ideas more concrete.

Take this report from UNICEF, for example. The simple, universal icons are combined in different ways to create and reinforce key ideas, creating an impactful report that will be memorable for readers.

• Call out key insights and action items in the data

The impact of your hard work can easily get lost in a monthly or quarterly report. 

But you can apply the design techniques typically used in infographics to make sure your efforts stand out of more traditional summative reports.

The trick is to do more with less. Get rid of data that doesn’t say anything, and emphasize the data that’s meaningful. Remove the noise to pull focus towards what’s useful.

Highlight key data points and add annotations to provide context to the most important data:

Here’s what to consider when visualizing your data and insights:

• Understand your audience and design with their knowledge in mind

Read more: Data visualization examples and best practices

If you’re not a full-time designer, one of your main concerns might be making sure your visual communications look professional. 

You want to make sure you’re producing content that elevates your brand, and inspires your colleagues, donors, and stakeholders.

Here’s what you should think about:

Establish a cohesive visual brand for any external communications

It’s critical for any growing business to establish cohesive visual branding. 

Especially for consumer-facing communications, like for your blog or social media, the quality of your visual brand signals to your customers about the quality of your organization.

Luckily, it’s pretty easy to ensure your branding feels consistent. Here’s how:

• Include the same header and footer with your logo across infographics, one-pagers, reports, and flyers
• Apply your brand fonts and colors consistently across all of your collateral
• Use the same style of symbols and icons across every document

As a shortcut, you can use Venngage’s Brand Kit to add your brand logos, fonts and colors to your designs with just a few clicks.

Read more: Don’t have your brand guidelines built out yet? Learn how to choose fonts and how to pick colors for designs, first.

Repurpose and reuse designs to keep your communications consistent

Reusing and repurposing existing designs can truly be a game changer.

For one, it’ll speed up your workflow. But more importantly, it’ll ensure that you’re producing communications that are consistent and cohesive.

Did I mention yet that your communications need to be cohesive?

You can repurpose the documents you’ve created for one client or project, add different content and tweak it a bit for a new client or a different target audience, to get a ton of mileage out of a small amount of design work.

Even if you’re just creating documents to share internally, like project summaries or company newsletters, you can set yourself and your team apart by producing documents that have a consistent visual style.

The recent rapid transition to remote work has propelled visual communication from a “nice-to-have” into an integral part of communication at work. 

I hope you’ve already started thinking about how you can use visuals to amplify your communications. 

Just remember to keep these design and visual communication principles in mind:

• Use modern design and visuals to make boring information engaging and differentiate yourself from your competitors
• Simplify your information to make an impact
• Use data visualization techniques to show the value of your work
• Create designs with a cohesive visual brand and reuse them to keep your communications consistent

For help getting started with visual communication and infographics, check out this guide: How to make an infographic in 5 steps .

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Infographic Definition:  

An infographic, short for “information graphic,” is a visual representation of data, information, or knowledge, designed to convey complex ideas or concepts in a simple, digestible manner. Infographics utilize various graphical elements, such as charts, icons, illustrations, and text, to present information in a visually appealing and easily understandable format. The primary goal of an infographic is to make complex information more accessible and engaging to a broader audience, by breaking down intricate ideas into visually compelling components.

Infographics have become increasingly popular in the digital age, as they offer a quick and effective way to communicate information to people with varying levels of expertise or familiarity with a given subject matter. They are often used in marketing, education, journalism, and various other fields where visual storytelling can help capture the viewer’s attention and aid in information retention. The versatility and effectiveness of infographics make them a valuable tool for communicating in today’s fast-paced, visually-oriented world.

History of Infographics:

The history of infographics can be traced back to ancient civilizations, where visual representations of information were used to depict complex ideas, events, or systems. Although the term “infographic” is a relatively recent invention, the concept of using visuals to communicate information has been an essential aspect of human communication for thousands of years.

One of the earliest known examples of infographics dates back to around 7500 BCE, with the discovery of prehistoric cave paintings in Lascaux, France. These paintings depicted animals, humans, and abstract symbols, which historians believe were used to tell stories, share information about hunting, and document important events.

In ancient Egypt, around 3000 BCE, hieroglyphics were used to represent words, sounds, and concepts through a combination of pictorial symbols and more abstract signs. Egyptian scribes would create elaborate wall carvings and papyrus scrolls, using these visual elements to record historical events, religious texts, and other important information.

During the Middle Ages, illuminated manuscripts served as a precursor to modern infographics. These manuscripts combined text with intricate illustrations, diagrams, and other visual elements to help readers better understand religious texts, scientific concepts, and historical events.

The 17th and 18th centuries saw the emergence of early statistical graphics and data visualization techniques. In 1686, Edmond Halley, an English astronomer, and mathematician, created the first known meteorological chart, mapping the trade winds and monsoons across the Atlantic and Indian Oceans. A century later, in 1786, William Playfair, a Scottish engineer and economist, invented the bar chart and the line graph, which are still widely used today.

In the 19th century, infographics continued to evolve, with the development of more sophisticated data visualization techniques and the rise of mass print media. One notable example is the work of Florence Nightingale, who created a polar area diagram, also known as a “coxcomb” chart, to demonstrate the causes of mortality during the Crimean War. Her groundbreaking work in data visualization helped to improve public health policy and medical practices.

Throughout the 20th century, advancements in technology and graphic design led to the rapid growth and widespread adoption of infographics in various industries. Newspapers, magazines, and other print media began incorporating more infographics to help readers digest complex information and statistics. As computers and design software became more advanced, infographics became even more sophisticated and visually appealing.

Today, infographics play a critical role in modern communication, particularly in the digital age. They are used across various industries and fields, including marketing, journalism, education, and social media. The rise of the internet and the increasing importance of visual storytelling have made infographics an essential tool for sharing information, engaging audiences, and simplifying complex ideas in a world overflowing with data.

In conclusion, the history of infographics demonstrates the enduring importance of visual communication in human society. From ancient cave paintings to modern data visualizations, infographics have evolved and adapted to meet the changing needs of our increasingly complex world, and they will likely continue to play a vital role in the way we share and understand information in the future.

21 Interesting Facts About Infographics

• Infographics are 30 times more likely to be read than text articles. (Source: HubSpot )
• Visuals are processed 60,000 times faster by the brain than text. (Source: 3M Corporation )
• 65% of people are visual learners. (Source: Social Science Research Network )
• Infographics can increase website traffic by up to 12%. (Source: DemandGen )
• An infographic is 3 times more likely to be shared on social media than any other type of content. (Source: Mass Planner )
• 40% of people respond better to visual information than text. (Source: Zabisco )
• Infographics have seen a 990% increase in usage from 2007 to 2022. (Source: Google Trends )
• Publishers that use infographics grow their traffic an average of 12% more than those that don’t. (Source: AnsonAlex )
• 90% of the information transmitted to the brain is visual. (Source: MIT )
• Infographics can help increase sales by 84%. (Source: Xerox )
• Tweets with images receive 150% more retweets than tweets without images. (Source: Buffer )
• Facebook posts with images see 2.3 times more engagement than those without images. (Source: Buzzsumo )
• Articles featuring an infographic received 72% more views than those without. (Source: Unbounce )
• The search volume for infographics increased by over 800% from 2010 to 2022. (Source: Google Trends )
• Infographics receive 3 times more likes and shares on social media than other types of content. (Source: Content Marketing Institute )
• 60% of marketers predict the use of infographics will continue to increase in importance as a content marketing format. (Source: Content Marketing Institute )
• 45% of B2B marketers identified infographics as the most engaging form of content. (Source: Siegemedia )
• The most popular type of infographic is statistical, accounting for 42.8% of all infographics created. (Source: Venngage )
• Infographics are shared three times more than other types of content on LinkedIn. (Source: LinkedIn )
• 74% of marketers rely on visuals in their social media marketing, making infographics a popular choice. (Source: Social Media Examiner )
• High-quality infographics are 30 times more likely to be read than text-only content, leading to increased engagement and information retention. (Source: HubSpot )

These statistics highlight the significant impact infographics have on content consumption, engagement, and information retention.  By incorporating infographics in your content strategy, you can effectively reach and engage with your target audience.

Commonly Asked Questions About Infographics

Q: how do you define infographics.

• A: Infographics are visual representations of data, information, or knowledge that are designed to convey complex information in a clear and engaging manner, using a combination of text, images, charts, and icons.

Q: What is infographics and example?

• A: An infographic is a visual representation of data or information, often used to simplify complex concepts or make data more digestible. An example of an infographic could be a chart showing the growth of social media usage over time, using colorful bars and icons to represent each platform.

Q: What are the 3 types of infographics?

• A: The three main types of infographics are statistical, informational, and process infographics. Statistical infographics display data and statistics, informational infographics present facts and explanations, and process infographics illustrate a sequence of steps or a workflow.

Q: What are the 5 elements of infographic?

• A: The five essential elements of an infographic are: a clear and concise title, engaging visuals, well-organized data, accurate and relevant information, and a clear narrative or flow that guides the viewer through the content.

Q: What is the main purpose of an infographic?

• A: The primary purpose of an infographic is to simplify complex information and present it in an engaging, visually appealing format that is easy for the audience to understand and remember.

Q: What are the three definitions of infographics?

• A: Infographics can be defined as:
• Visual representations of data or information.
• Tools that combine text, images, and design elements to convey complex information in a simplified manner.
• Engaging, easy-to-understand graphics that help viewers process and retain information more effectively.

Q: What are the 7 common types of infographics?

• A: The seven common types of infographics are statistical, informational, process, timeline, comparison, geographic, and hierarchical infographics.

Q: What is the difference between a poster and an infographic?

• A: A poster is a visual medium used to convey a message, promote an event, or present information, while an infographic is specifically designed to present complex data or information in a visually engaging and simplified format. Infographics often include charts, icons, and other visual elements, whereas posters may rely more heavily on text and images.

Q: What makes a good infographic?

• A: A good infographic has a clear purpose, presents accurate and relevant information, uses engaging visuals, follows a logical flow, and is easy for the viewer to understand and remember.

Q: What are the key elements of an infographic?

• A: The key elements of an infographic include a clear and concise title, engaging visuals, well-organized data, accurate and relevant information, and a clear narrative or flow that guides the viewer through the content.

Q: When should you use infographics?

• A: Infographics are best used when you need to present complex information, data, or processes in a simplified and engaging manner that is easy for the audience to understand and remember.

Q: What are the rules of infographic?

• A: Some rules of infographic design include having a clear purpose, using accurate and relevant information, organizing data effectively, creating engaging visuals, maintaining a consistent style, and ensuring the infographic is easy to read and understand.

Q: What not to do in an infographic?

• A: When creating an infographic, avoid using too much text, making it cluttered, using irrelevant or inaccurate information, using low-quality visuals, or creating a confusing layout that is difficult for the viewer to follow.

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