Infographics: The objective

A few weeks ago I saw the new program of spanish journalist Ana Pastor “El Objetivo (The Goal)” and was surprised at both the ease with which data was handled and communicated visually, and the capacity with which this communication was smoothly delivered and which amazingly didn’t become boring, something totally unforgivable on television since the remote control does not forgive any minute of boredom. Far from being disgustingly boring, the program becomes interesting when data visualization is used with a careful design of the content and a very successful exhibition of its director. The volume of data used is huge. If she had not chosen the right tools I’m sure viewers would have changed the channel within three minutes of viewing the program. But they didn’t, judging by the amount of audience reached. And to what do they owe that loyalty, a priori, strange, being a journalistic program with such data, so much dates and much statistics? Plain and simple, the appeal to visual information display. The real “objective” of Ana Pastor in her program is that we create all the data that are given to us. The data provided are objective, they never lie, but they give it more credibility because the way it’s transmitted is essential for a clear and direct understanding by the viewer. In this area you can use many methods in going about a presentation but, for me, infographics is one of the most successful because it is perhaps the most comprehensive when conveying a considerable amount of data quickly and concisely. Infographics fosters an understanding and credibility far greater than normal exposure, due to the visual load and the component of surprise and beauty that awaits the viewer. I must say that the data absorbed by the viewer is directly proportional to the level of visual attraction we can achieve to get their attention. It is good to put on display the percentages and  figures that we provide. It must be done with creative graphics, funny animations, bright colors and striking designs, not to mention dealing with information we want to convey in a rigorous and clear way. Infographics contain all these virtues and what we get is that the viewer is curious to see how the data will be presented, rather than the information itself. In fact, when you get used to being careful and creative in presenting them, I’m sure the spectators will watch with more excitement, if only to appreciate the dedication and effort sown in order to exhibit them. The current TV viewer is accustomed to a lot of powerful images and if he sees something bland, with no ability to surprise or emotionless, right away, he’ll find some other more appealing channel in the television. Infographics therefore fulfills an important twofold objective: firstly its informative, data output and secondly broadcaster feelings, beauty and emotion that the viewer unconsciously demands. Everyone is attracted beauty. All things being equal always choose  something beautiful rather than something that is not. If infographics was drawn like a work of art, with a suitable color palette, creative design, attractive and successful initial idea is almost certain that the viewer will quickly capture the essence of the information and will store it in his brain. So, I’d like to congratulate Ana Pastor and her team for the good work, however visual communication can always be innovated while searching for new ways of transmission; even, I would suggest the use of infographics in her program in order to transmit information and sensations similar to that of a work of art.