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The recent IABC Research Foundation report Preparing Messages for Information Overload Environments recommends using more visual elements to make it easier and faster for readers to absorb information. However, the report notes that “adequate know-how, tools and time were identified as key barriers to implementing visual strategies against overload.”
As communicators, we’re faced with a dilemma: Most of us are not graphic designers or “data visualization” specialists. Most of us also don’t have the resources to hire these specialists for every communication project, and we don’t have much in the way of time.
Are there simple ways to make your regular, no-budget communications more visual, while helping your audience absorb information faster? Happily, yes! Here are a few ways to quickly create visual aids that can be used in most communication vehicles.
1. Tag clouds
Tag clouds (Figure 1) are a popular feature found on blogs and many online news sites. They list the top words used on the site and give the reader a quick overview of what the main content is about. Online tools like www.wordle.net or www.tagcrowd.com make it easy for you to generate a tag cloud from a file, URL or pasted text. Capture a screenshot of your tag cloud and save it as a JPG, or use the HTML code to embed it in a web page or any other HTML-based communication.
2. Image as metaphor
A simple way to incorporate visuals into your communications is to find image metaphors for your main ideas—ones that go beyond the obvious (Figure 2). Most of your publications and intranets will contain photos or images that align with particular stories. Consider taking these images to the next level by using symbolic photos to convey your key message.
To do this you must first determine the most important idea in your newsletter, report, e-mail, etc., that you’d like your audience to understand and remember. Brainstorm possible ways to represent the concept as an image by conducting Google keyword searches, doodling, asking other people for their ideas or by using stock photo sites.
If you’ve never delved into online image banks (such as www.istockphoto.com or www.bigstockphoto.com), start by searching their massive databases using keywords. In most cases, downloading a web-quality image only costs a few dollars.
Pair your image with a good, strong caption that conveys the essence of your photo and message.
3. Charts and graphs
Don’t overlook diagrams and charts—they quickly convey comparisons, status reports, health checks and even strategic initiatives. Free online tools like OnlineChartTool offer outside-the-box options such as the gauge visual shown in Figure 3. Standard programs such as Excel and PowerPoint can provide robust graphs, too. (Figure 4)
4. Visuals for lists, processes and hierarchies
If you use PowerPoint, have a look at the SmartArt feature (available in Microsoft Office 2007). Use it to create visuals to convey information on processes, hierarchies, lists or relationships. Many templates include image details, such as the slide in Figure 5. After you convert this image to a JPG, it’s easy to embed it in an e-mail or document.
5. Color, icons and layout
You can improve the readability of even the simplest message by using color, icons or a consistent layout, all of which provide visual cues to readers and help them process information faster.
The IABC Research Foundation report makes a good case for spending the time to create an efficient and compelling design for the particular written medium you’re using, and then creating a template of your efforts.
Figure 6 shows a template that employs color, icons and a consistent layout, transforming one organization’s daily, text-only e-mail staff bulletin. Readership and click-throughs of the e-mail increased dramatically due to the rich visual cues and clear layout.
Applying a standard template for even one-to-one e-mails that includes a consistent layout and a clearly visible call to action will make it easier for recipients to process and absorb the messages you send.
In today’s world of information overload, where the average knowledge worker spends 28 percent of the day managing interruptions, and 140 characters are the maximum many people can handle, incorporating visuals into everyday communications has the potential to win you a few critical extra seconds of your audience’s attention, and to ultimately make a big difference.
For additional ideas, check out these resources:
Paula Cassin is the CEO of Cut Through Communications, a California-based technology company that provides visual delivery channels for broadcast and two-way employee communications, used by enterprises looking for innovative ways to recapture employees’ attention and drive action. |
