Perfectly Imperfect

Science isn’t a field of study that I am particularly strong in. As a creatively-minded person, there’s not a lot of room within the scientific field to be imaginative. However, with the ability of visuals to easily convey information, scientists are increasingly using visual communication in order to convey facts and findings. “Visual representation of science information can include a diversity of styles and techniques such as highly literal imagery, abstract images, diagrams, symbolic notations, and infographics (data visualizations) among others,” write researchers Fabiola Cristina Rodríguez Estrada and Lloyd Spencer Davis in an academic report. This can especially be reflected through the creation of infographics, which according to Estrada and Davis, “have become one of the preferred tools for communicating scientific findings to fellow scientists and to nonspecialists (Frankel & DePace, 2012).”

To demonstrate the effectiveness of infographics, I created one about deforestation in my home state of Connecticut. I conducted research on the internet, and found resources from science-related pages and news reports alike, to gather the facts used in the infographic. Although the information was (surprisingly) abundant, there was no clear, simple, one-stop destination that showcased the topic in its full context. This infographic is an attempt in visually communicating facts and statistics from a variety of sources and compiling them into a coherent narrative.

Determining an Audience

In creating this infographic, I first determined the audience that would be viewing it. Estrada and Davis write that one obstacle in visual science communication “is the lack of identification of the target audiences and the refinement of the visual elements for them.” In this report, the authors note how different audiences will bring different understandings to the information presented. My infographic is catered to people like myself: those who have a basic, everyday awareness of science and its importance, but not a professional level of scientific knowledge. Anyone who knows what deforestation is, regardless of how much science they know or not, will understand this basic infographic.

Choosing the Colors

I was greatly inspired by basic color theory when choosing the colors for this infographic. According to an article entitled “Practical visual literacy for science communication” by Bill Dennison for the University of Maryland, “red hues often evoke a strong emotional response, often associated with danger, while green hues are more soothing. Red color, used sparingly, can serve to highlight or draw attention to certain components of a visual element.” Coincidentally, I ended up using red in this infographic to demonstrate negative statistics about deforestation, and green to represent more neutral or positive facts related to the topic. The use of these colors for these specific purposes aligns with the feeling people tend to have when coming across these colors. 

This color pairing also works because they are considered to be compliments, i.e. they are opposite to each other on the color wheel. According to a Jerry Cao article for The Next Web, “Colors aren’t always at odds with each other: complementary colors accent each other and bring out their best, the opposite of contrast.” The use of these colors in the infographic effectively displays the differences between negative statistics related to the loss of trees in Connecticut, which are sharply distinguished from the more positive facts. Used together, the green and red strike an emotional chord with the viewer. Understanding the importance of color can make infographics more effective by connecting information to certain emotional points. As Dennison notes, “The assessment of color, contrast, layout and design of visual elements should be the part of the process of producing any science communication product.” By correlating facts with emotion (ex. losing trees is bad = red), information can be made to be more memorable.

Using Gestalt Principles

Gestalt principles are also used in the infographic as a means of organizing and creating distinctions between different facts. For example, enclosures are used throughout the infographic to “group” a related thought together. According to Carolann Bonner in an article highlighting different Gestalt principles, “Things that appear to have a boundary around them are perceived to be grouped, and therefore related.” In the case of my infographic, the enclosures also use color, making the boundaries clearer and more distinct. Other principles used include proximity and similarity; for example, the tree visuals are close to the appropriate statistic and placed at appropriate distances from one another.

Creating a Narrative of Plot Points

Because there was a lot of information to work with, I had to determine, as the designer, the best order to present the facts in. This process closely resembles the process of designing a narrative. According to an academic article entitled “Scientific Storytelling using Visualization” by Kwan-Liu Ma, et. al., “A story that is well paced exhibits deliberate control over the rate at which plot points occur.” Keeping the audience in-mind, I decided to structure my infographic to create a compelling narrative. Ellen Lupton, in her book, Design is Storytelling, writes, “Many experiences that people enjoy conform to the pattern of beginning/middle/end… The design of anything from step-by-step instructions to an enticing headline or an onscreen menu can initiate a dramatic arc…” Noting the effectiveness of this structure, I sorted out my facts into a beginning, middle, and end to convey the deforestation topic through “plot points.”

• BEGINNING: Information about the amount of trees in Connecticut (percentage of forests compared to amounts lost)
• MIDDLE: Reasons for the loss of trees (deer population and the ages of trees)
  • Most populous trees in the state, provided as a means of additional context around the main issue
• END: More positive facts (stabilization and increase in perforated forests) to provide the other side of the issue

A Spark of Joy

Although science really isn’t my sweet spot, graphic design is. And because designers can effectively communicate topics through storytelling, they can simplify complex scientific material into understandable narratives while making it enjoyable. Personally, I found this infographic to spark a peculiar sense of joy despite its topic – perhaps it is the graphical depictions of the trees or of the deer, which can be seen as appealing or even “cute.” Maybe it’s the colors. I can’t pinpoint exactly, but regardless, the infographic is able to catch my attention and convey the info. I hope it does the same for you!

References (for both this post and the infographic)

2020 CEQ Annual Report. (2020). Connecticut’s Official State Website; State of Connecticut. https://portal.ct.gov/ceq/ar-20-gold/2020-ceq-annual-report-ebook/land-preserved_land/forests

Bonner, C. (2014, September 15). Using Gestalt Principles for Natural Interactions. Thoughtbot. https://thoughtbot.com/blog/gestalt-principles

Connecticut, United States Deforestation Rates & Statistics | GFW. (n.d.). Global Forest Watch. https://www.globalforestwatch.org/dashboards/country/USA/7/

Connecticut’s Native Trees. (n.d.). Connecticut Tree Protective Association; Connecticut Tree Protective Association. https://ctpa.org/connecticuts-native-trees/

Dennison, B. (2017, March 28). Practical Visual Literacy for Science Communication | Blog | Integration and Application Network. Ian.umces.edu; University of Maryland Center for Environmental Science Integration and Application Network. https://ian.umces.edu/blog/practical-visual-literacy-for-science-communication/

Estrada, F. C. R., & Davis, L. S. (2015). Improving Visual Communication of Science Through the Incorporation of Graphic Design Theories and Practices Into Science Communication. Science Communication.

Hancock, E. (2018, August 1). Connecticut’s Forests Today a Far Cry from Towering Giants of Old. UConn Today; University of Connecticut. https://today.uconn.edu/2018/08/connecticuts-forests-today-far-cry-towering-giants-old/#

Lupton, E. (2017). Design is storytelling. Cooper Hewitt, Smithsonian Design Museum.

Ma, K.-L., Liao, I., Frazier, J., Hauser, H., & Kostis, H.-N. (n.d.). Scientific Storytelling using Visualization.

Shay, J. (2020, December 6). What you may not know about Connecticut’s forests. Connecticut Post; Hearst Media Services Connecticut, LLC. https://www.ctpost.com/local/article/What-you-may-not-know-about-Connecticut-s-15779717.php

Tomlinson, P. (2017, September 23). Report: Connecticut’s forests are in jeopardy. Norwalk Hour; Hearst Media Services Connecticut, LLC. https://www.thehour.com/news/article/Report-Connecticut-s-forests-are-in-jeopardy-12222933.php