What is Information Design and Why is it Important?

Information design and data visualization are two big topics here at Visme. But most of the time we talk about data visualization and not so much about information design. 

Now it’s time to dig into it and show you how information design exists in the world and why it's important. Both inside your Visme editor and the world around you.

First up, it’s possible that the term “information design” already sounds familiar. Do you instantly think of infographics?

You’d be right, in a sense. But there’s more. Much more. 

Hold on to your seats, let’s go!

Find the perfect template for your next infographic. Browse and pick one here.

What Is The Difference Between Information Design and Data Visualization?

Information… data… what’s the difference, anyway?

One of the common misconceptions about information design is its similarity to data visualization. The line of distinction is actually pretty blurry, but this can help you better grasp the difference:

Information design is data used as a storytelling tool. It’s data with a purpose.

Therefore, Information visualizations are more about informing the viewer about a data set and it’s specific parts. Conclusions have already been made for that data, and it’s being presented in a snackable design.

Data visualizations are raw data visualized in a way that permits the viewer to make their own conclusions. Data visualizations can be ever-evolving visuals with new data and information being added regularly.

They can also include data from a specific point in time and can be organized in a way that inspires a distinctive reaction. Nevertheless, it can still be analyzed and direct viewers to their own conclusions.

Use this as a template for your own infographic. Find a template here.

And here’s where things get tricky:

• Infographics are technically a type of information visualization. But they can also include a data visualization inside them. 
• A data visualization can look like an infographic in terms of design parameters.
• Analytics dashboards are data visualizations, but good looking reports are considered information design.

Confused yet? 

It’s ok. No one will blame you for using information design and data visualization interchangeably. Thankfully there’s a term that encompasses both:

Information Visualization

Before we dig deeper into the different types of information design and visualization, it’s important to note how user experience plays a part in the process of every information design project.

The Link Between Information Design and User Experience Design

More often than not, information design goes hand in hand with user experience (UX) design. Not only must information be presented in a clear manner, but users also need to navigate the information without it being overwhelming or confusing.

That’s where the union of information design and UX design becomes inevitable.

The basis of UX design is human-centered design. Meaning that everything is created with the user in mind. User experience design follows a design thinking process in order to get the best results.

Customize this animated template today. Edit and download it here.

Let’s take a look at how even a simple information design project follows the user experience design process. 

Imagine for example, a large set of safety posters to be displayed on a factory floor.

User Research

The user research step is all about getting to know the user and what their needs are. It’s all about getting to know them in their environment and figuring out the best way to help.

1. Empathize

The first step of user research is to empathize with the user. In our example, the information designer visits the factory floor where the posters will be displayed. They will meet the workers and talk to them about what their days and movements in the factory look like.

In cases where it’s not possible to do such deep research, the designer asks more questions to get a sense of what the factory floor is like. If they are only talking to the floor manager, the designer insists on talking to the union leader of the workforce.

2. Define

This is the stage where the problem to be solved is defined. It’s likely that the problem as a whole has been presented from the beginning.

In this case, “we need safety posters on the factory floor.”

But only after the designer communicates with the client and the factory workers, will the real problems show themselves.

For example, a few problems that could arise are:

• The previous posters weren’t laminated so the information faded fast under the lights.
• They didn’t have enough visuals and nobody took the time to read all the instructions.
• The posters were posted in a section of the factory floor where few workers walked past so not everyone saw them.

Ideate

After the user research, it’s time to come up with some ideas for the safety posters project. The questions to answer could be: 

• How big should the posters be?
• How should the information be visualized so it’s attractive and easy to read?
• Where should the posters be placed so that they are not missed?
• Can we think of any other design techniques to make this project a success for all parties involved

Prototype

Once the questions have been answered, the designer puts together a first draft or prototype. It’s displayed in a specific place, for example, the hall outside the bathrooms. They are placed at a general eye-level, laminated, and full of visual instructions.

Test

No information design project is finished until it has been tested by the users. After a few days with prototypes on the floor, the information designer will ask for feedback.

One possibility is that the posters are placed on the wall next to the doors of the bathroom, therefore when the workers pass by them on their way to the bathroom they are usually in a hurry and don’t stop to look.

If the posters are put on the opposite wall, they will see them on the way out and will be in a more relaxed state to stop and study the posters. Of course after a while, employees will already know the information and stop looking.

Nevertheless, the posters must stay full of color and attractive for newly hired workers.

This process is followed by all information design projects big or small. It’s the number one proven way to make sure the visualizations do their job well.

Safety posters are not the only type of information design. In fact, the possibilities are far-reaching. Let’s take a look at some of the most common types.

Use this template for your own infographic. Customize it here.

Types of Information Design

Information and data are all around us. Everything we do collects data. 

For example, our devices are constantly collecting data about how we shop, communicate, what we like to do, how our health is, and what our life, in general, is like.

Information design takes on an important role in this flow of data and information. It’s essentially a way of putting together chunks of relevant information to make it easy to understand for users. 

Information design is often visual, but can also be sensory. Some types are even physically interactive through sound and smell. The best examples also take accessibility into account.

Make your own infographic from this template. Find and download it here.

The different types of information design can be separated into different categories. Below are a few. You’ll be surprised at how many things fall under the same umbrella

• Curated information that follows a storyline. For example; infographics, IKEA manuals, recipe books.
• Searchable information that is viewed according to filters or search parameters. For example; search engines, websites, indexed reports.
• Educational resources, either static or interactive. For example; museum exhibits and displays, textbooks, online education portals.
• Visual and emotive information presented in a snackable way. For example; explainer videos, how-to video tutorials, documentaries.
• Wayfinding. For example; physical and digital maps, escape plans in hotels, touchscreen maps in malls, trail markers in national parks.
• Health and Safety. For example; hospital triage apps, patient medical histories in digital form, CT scans.
• Sensory information design. For example; music apps, 4D cinematic experiences, the smell of apple pie purposefully wafting outside of a bakery.

Let’s take a quick look at a few examples. 

Encyclopedias and Yellow Pages

Before the internet, encyclopedias were the best way to find information about anything, fast. Just how the Yellow Pages were the best for finding businesses in your area. Both of these are examples of searchable information design in a print format.

Search Engines

Our digital, online equivalent of encyclopedias and yellow pages are search engines like Google, Bing, Yandex, etc.

Infographics

The first thing that comes to find for most people when they hear information design is infographics. These are visualizations that include a chosen set of data with a purpose.

Customize this template to make your own infographic. Edit and download here.

Websites

Every single website is an example of information design.

They’re larger than an infographic but smaller than a search engine. The print equivalent of a website would be a brochure or catalog.

Manuals

The manuals that come with new appliances might not be the prettiest but they’re still considered information design. IKEA and Apple manuals on the other hand are highly visual and emotive examples.

Explainer Videos

Explainer videos are another example of information design. They are moving infographics that tell a story plus incite the viewer to act. 

The explainer video below is a how-to for creating ebooks.

Wayfinding Visuals

Wayfinding is the term that applies to all types of information design which helps people find their way. From Google maps to subway diagrams, any visualization that helps a user find a place on a map is also considered in this category.

Museum Exhibits

Every exhibit in a museum, especially the information panel, is considered information design. Examples of these range from a simple text panel to an interactive display. A highly sensorial example are the hands-on science and discovery museums for children

Bullet Journals

A bullet journal is a daily agenda that people can personalize to their liking. Every single bullet journal is different but their purpose is the same; tracking a person’s activities throughout the year. Bullet journals are personal information design projects.

Can you think of any more? Surely you can!

Why is Information Design Important?

Without information design, life would be boring. It’s as simple as that. 

Imagine this:

• Maps without color-coding or legends. 
• Infographics wouldn’t exist.
• All websites would be the same.
• Textbooks would be drab and hard to follow.

Bored yet?

We rely so much on it, that we don’t usually stop to think about how important it is. 

At this point you might be wondering, are all graphic designers information designers? Well, that’s a tricky question. Most graphic designers study information design but don’t necessarily apply it to their work.

You could technically say that all graphic design is information design because they are working with information and putting it together in a design.

The thing is, information design is more about a data set with a purpose. A packaging label, for example, has information but it’s not a collected set of data that tells a story.

Information design is more about using collected data that helps users understand something better or more efficiently.

Furthermore, as the term “information design” is used more and more, it’s becoming widely incorporated in all design fields. Many universities offer courses, career paths, and Ph.D.’s in this discipline. 

You’ll be witness to more conversations around information design as the design thinking and user experience community expands into all design fields.

This is an exciting time for data and information. There’s so much around us that the possibilities of how to use it are endless.

Customize this infographic template and make it your own. Find it here.

Use Information Design Techniques In Your Vismes

Here at Visme, we believe that information is beautiful. Data doesn’t need to be boring to tell a story. That’s why our templates and editing tool are designed in a way that will help create your best projects. 

These are some types of information design you can create with Visme:

• Lots of types of infographics
• Organizational charts
• Indexed reports
• White papers
• Proposals
• And more...

When working on information design projects, remember these important things:

1. Give the data a purpose or a story. This is what turns the data into information.
2. Conduct research before designing.
3. Plan out the project in a prototype.
4. Make the visualizations easy to understand.
5. Organize the sections in an easy-to-follow order.
6. Use attractive color palettes and font combinations.
7. Use hierarchy principles
8. Take into account the Gestalt principles

If you need some inspiration, follow our information design board on Pinterest.

Create your own information design projects today! Visit our templates page to find the perfect starting point for your next design.

Did you find this article helpful? You can find the original version of this article here. For more engaging and helpful content, visit Visme’s Visual Learning Center.