Infographics Unleashed

Prof (Dr) Shalini Verma ‘Lifoholic’

In the dynamic world of business management, conveying complex data and insights efficiently is a critical challenge. Traditional methods of data presentation, such as lengthy reports and dense tables, often fail to capture the attention of busy executives and stakeholders.

This issue is particularly pronounced in the places where the management education sector is rapidly growing. Management students frequently encounter the difficulty of synthesising large volumes of information into concise, impactful presentations that can drive decision-making.

A recent survey by the National Institute of Industrial Engineering (NITIE) in Mumbai highlighted that over 70 per cent of management students find it challenging to present their research findings in a way that is both engaging and easily understood by their peers and mentors. This problem underscores the need for innovative communication tools that can simplify complex data without losing its essence.

The Role of Infographics in Enhancing Communication

Infographics have emerged as a powerful solution to this problem. They combine data and visual design to present information in a way that is both engaging and easy to understand. To understand the impact of infographics better, let’s delve into a case story of a management student, Anjali, who was struggling to present her final project on market trends in the Indian e-commerce sector.

Anjali’s Dilemma:

Anjali was tasked with presenting comprehensive data on market trends, consumer behaviour, and future projections in the Indian e-commerce sector. Her initial approach involved a traditional slide deck filled with extensive text, charts, and tables. Despite her rigorous analysis, her presentation failed to engage her audience including evaluating professors, who found it overwhelming and difficult to follow.

The Turning Point:

Anjali discovered infographics during a workshop on data visualisation. Intrigued by their potential, she decided to revamp her presentation using different types of infographics. Here are the seven types she explored:

1. Statistical Infographics: The visual representation of statistics make the data more relatable and easier to digest for her audience.

Use: Anjali used statistical infographics to present key data points, such as the projected growth rate of the Indian e-commerce market, which was estimated to reach $188 billion by 2025.

Informational Infographics: It breaks down complex theories into simple visual steps and help audience/readers to grasp the concepts quickly.

2. Use: Ajali created informational infographics to explain the concept of consumer behaviour and purchasing patterns.Timeline Infographics: This chronological flow provides a clear narrative, making it easier for the audience to understand the sector’s development over time.

Use: Anjali used a timeline infographic to showcase the evolution of e-commerce in India, from the early 2000s to the present.

4. Comparison Infographics: This side-by-side comparison highlights the unique selling points and market strategies of each player effectively.

Use: Anjali used comparison infographics to juxtapose the features and market shares of major e-commerce players like Flipkart, Amazon, and Reliance JioMart.

5. Geographic Infographics: The use of maps help illustrate regional disparities and market potential visually compellingly.

Use: Anjali created geographic infographics to display regional variations in e-commerce penetration across India.

6. Hierarchical Infographics: This approach clarifies the structure and prioritisation of different market segments.

Use: Anjali employed hierarchical infographics to represent the market segmentation and hierarchy of consumer demographics.

7. List Infographics: Lists provided a concise and memorable summary, reinforcing the main points of her presentation.

Use: Anjali used list infographics to summarise key takeaways and future trends.

Crafting Effective Infographics

Creating an impactful infographic involves several critical steps as:

Step 1 Identify the Purpose: Clearly define the goal of the infographic. For Anjali, the objective was to present complex market data in an engaging manner.

Step 2 Know the Audience: Understand the target audience’s needs and preferences. Anjali tailored her infographics to her peers and mentors, focusing on clarity and visual appeal.

Step 3 Gather Data: Collect accurate and relevant data from credible sources. Anjali sourced data from market reports, academic journals, and industry publications.

Step 4 Create a Storyboard: Outline the flow of information. Anjali sketched a rough layout to determine how the data would be visually represented.

Step 5 Choose the Right Type: Select the type of infographic that best suits the information and purpose. Anjali carefully matched each type to her specific data needs.

Step 6 Design the Infographic: Use design tools to create the infographic, incorporating visual elements like icons, charts, and colours. Anjali used software like Canva and Piktochart.

Step 7 Review and Edit: Ensure accuracy, clarity, and visual appeal. Anjali reviewed her infographics multiple times, making necessary revisions.

Step 8 Distribute: Share the infographic on appropriate platforms. Anjali used digital formats for her presentation and printed versions for handouts.

What Makes a Good Infographic?

Success with infographics depends on the following key elements:

• Clarity and Simplicity: Infographics should be easy to understand and free of clutter.
• Visual Appeal: Use balanced colour schemes, attractive fonts, and well-organised layouts.
• Accuracy: Ensure data accuracy and reliability.
• Engagement: Draw the viewer’s attention with striking visuals and interactive elements.
• Relevance: Tailor content to meet the audience’s needs and interests.
• Storytelling: Use a clear narrative to guide the viewer through the information.
• Shareability: Make infographics easy to share across various platforms.

Anjali’s journey from a traditional data presentation to an engaging infographic-based presentation illustrates the transformative power of infographics in business communication.

By adopting this approach, management students and professionals can enhance their ability to present complex information in a compelling and effective manner. The principles and practices Anjali employed can serve as a valuable guide for anyone looking to leverage infographics for better communication and decision-making.

About the Author: Prof (Dr) Shalini Verma ‘Lifoholic’ is Founder - SAMVAW FOUNDATION | Impact Leadership Coach | Director - Aadya Green Gifting Pvt. Ltd. | Award-winning Author with 75 Published Books | ESG Consultant | Certified Independent Director

Author may be reached at: impactleadership@lifoholicshalini.com

Follow her on: https://www.linkedin.com/in/drshaliniverma/