Your brain will instantly recognise which element stands out because it is different in each case, and it is the correct use and combination of these visual devices that creates an effective infographic design.īy harnessing the power of these pre-attentive attributes an infographic designer can set the scene for the brain and enable the reader to get the most from the information presented. These are the elements that our iconic memory picks up as our eyes scan an object, and include: As the brain remembers more of what it sees than what it reads or hears, designers can help by using what are known as pre-attentive attributes in their infographics. So how does an infographic designer achieve this? Pre-attentive attributes “It is the infographic designer’s job to make this process as short and as memorable as possible, so that the information is processed and stored quickly and correctly.” Short-term memory doesn’t last long and can only cope with 3-7 items at a time, then long-term memory takes over and holds the knowledge and information indefinitely. what the eye immediately sees, to the short-term memory for initial processing, and then to the long-term memory for storing. When we look at an infographic, the information we take in moves from our iconic memory, i.e. Iconic memory, as it’s referred to, is short-lasting but it helps the brain quickly sort the information being seen. Sensory memory refers to the five senses – sight, smell, touch, hear and taste – and it’s sight which is paramount when it comes to infographic design. The brain uses three sorts of memory to experience, absorb and store the information it receives as we go about our day-to-day lives. To start with we need to understand a bit of biology and chemistry. Non Wood How our brains work when reading an infographic “Effective infographic designs are much more likely to create interest, and are more successfully shared on social media and other channels.” By applying this knowledge correctly, designers can create more effective infographics because they give our brains the optimum conditions to process and understand the data quickly and correctly. A key factor in producing an effective infographic is how much understanding the designer has about how the brain functions and how we process and store information about the world around us. The process of unravelling reams of data and creating a visual narrative that tells the story uncovered by the research is really satisfying.ĭesigning an infographic isn’t merely ‘making data attractive’. We love the challenge of using our knowledge of how the brain works and the design principles that stimulate it to solve the problem of presenting complex information so that it becomes more easily digestible and more memorable.
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