Infographic Cooking Workshop

BAKER&HILL

The Chefs

Mark Hill Clint Baker

Creative Directors use visuals, text, sound, motion, and interface

to create a mood and message.(Art Directors do the same thing, but get paid less.)

Who’s coming to dinner? Know your audience.

Who are you?

How many are writers?

How many are designers?

Raise your hand if you have been involved in creating an

infographic.

Raise your hand if you have ever hired a creative talent

(writer, designer, illustrator) outside of your organization.

Raise your hand if you are against raising your hand.

Know what your audience knows so you can speak to them better. Assume they don’t care because they don’t. Speak how you listen

and don’t sound like a salesman.

Graphic Du Jour The ubiquitous infographic

Excuse me waitress, what’s the Soup de Jour? It’s the soup of the day. Oh that sounds good. I’ll have that.

Meat. Hold the potatoes. Don’t camouflage your point.

Fire ants spread 5 to 20 miles a year.

Fire ants could reach Delaware in the East and Seattle in the West.

Fire ants damage farms.

Black fire ants came in 1915 from South American timber shipments.

Red fire ants showed up in 1930.

Black and red fire ants breed hybrid fire ants in the south.

Fire ants can produce anaphylactic shock.

Corn, Soybean, Okra, Citrus, animals and equipment are at risk.

Fire ants do 6.7 billion dollars of damage annually.

There are benefits to fire ants.

What is your point? (pick one)

For a bigger impact find the meat and

leave off the potatoes, so they don’t

camouflage the impact of the message.

Fresh or Canned? Ingredients effect quality.

Canned Facts Fire ants damage farms.

Fire ants may damage farming vehicles by nesting.

Fire ants mounds might damage equipment.

Fire ants will eat seeds among other high fat foods.

Canned Facts Fire ants damage farms.

Fire ants may damage farming vehicles by nesting.

Fire ants mounds might damage equipment.

Fire ants will eat seeds among other high fat foods.

Fresh Facts Is an army invading our farms?

Fire ants sabotage.

Fire ants occupy.

Fire ants consume.

Canned concept

Canned concept

Fresh concept

Fresh concept

Canned style

Canned style

Fresh style

Fresh style

It needs to grab the audience that is scrolling at

70 mph. Use a challenging or humorous

headline or visual to draw them to details. Don’t

give them what they’ve seen or they won’t see it.

Chef or Cook? Choosing the right creative talent.

Either find a style that you like and hire the designer that did it. Or if you already have a designer then work within their style. Relax your expectations and let the creative talent make decisions for you.

Preparation

Make facts interesting. Is an army invading our farms? Fire ants are becoming the most expensive pest for farmers. Collateral

damage from these invaders exceeds 1.6 billion per year.

Fire ants sabotage. Ants stay warm near electrical wiring, dragging dirt and more ants inside

some of the most vulnerable places in farm equipment.

Fire ants occupy. Mounds can rise to 2 feet tall and spread to 200 mounds per acre, wearing

down equipment and taking over crops,

Fire ants consume. Ants feed on seeds, stopping germination before it starts.

The invasion is spreading. Fire ants can spread up to 20 miles per year on their own, But they can move

a lot faster hitchhiking on equipment or commodities like baled hay.

Fight Back. Granular bait works, but it takes 2-6 weeks to knock out a colony.

Make sure fire ants aren’t hitchhiking to new areas with your help.

Present the data creatively.

Use an interesting visual style.

If you’re hiring an illustrator or designer then it’s safer to find something literal in their previous work that proves

they can handle your content.

Or you can ignore content and just look at style.

Cooking

Refill? Keep your straw.

- Is an infographic right for your content?

- Assume your audience doesn’t care.

- What’s the one thing you want your audience to remember?

- Do you have and need fresh ingredients (facts, concept, style)?

- Do you have the right creative talent on the job?

bakerandhill.com

BAKER&HILL

@bakerandhill

/bakerandhill