Aesthetics of Scientfic Infographics

The aesthetical structure of scientific infographics and visualisation is broken up into three elements, form, fit and function. Form is aesthetical appearance, fit is its place in reality, its clarity and function is the intended effect of combining both form and fit.

“A creation’s “form” (how it looks – or, aesthetics) and “fit” (how it matches reality – or, clarity) combine to produce some “function” (an intended effect – or, impact).” – Ben Jones, 2012

Form should always be considered before creating visualisations/infographics as there are intended structures for certain types of information. Other elements are colour, colour is always a major factor in all design as they can communicate a wide range of emotions and can set the tone for a piece of information. Another aesthetical element is dimensions, whether or not it should be 3D or 2D. 3D is often used in data visualisations as it adds another axis to plot data on as well giving it a real time effect to the data. 2D or flat design often used to convey facts and information as it can have more impact and looks more decisive.

“Fortunately, there are well established rules of thumb to guide which type of visualization to use to convey specific types of information so as to reduce this load. Let me be clear: being clear matters the most, and it’s not even close” – Ben Jones, 2012

Clarity or the information in the visual is the defining point of an infographic and should take top priority when designing an infographic. It is important to not reduce the information so as to fit with a more convenient design as well as being effectively displayed so the information isn’t lost in the format. The information is the fundamental part of the design isn’t just along for the ride but using the picture superiority effect can be combined well with aesthetics to create a longer lasting impression.

Aesthetics, second only to clarity when designing infographics but plays just as important role, to engage. Without aesthetics they would just be forgettable black words on paper. Aesthetics defines the information as well increasing retention by visual separating it from other information. The aesthetics should always relate to the information, if not it can create a discord amongst the design that can hinder its effectiveness. Another role aesthetic plays in design is the visual structure of the information and how it is delivered to reader. Information involving time might be constructed and displayed in a timeline, this brings the clarity and aesthetic together so as to complement each other not hindering. Also colour can inform as well, if providing information on volcanoes you would use orange, red and browns in your visual as they are colours associated with volcanoes whereas blue, green or purple may confuse the reader as there is a discord because the colours of out of place with the clarity.

By considering both clarity and aesthetics when designing scientific infographics and visualisation you can create effective function. The function is purpose of the combined visual and information, these purposes could be to inform, persuade, warn, advice, etc. But that purpose is only as effective as the clarity and aesthetic. The function should be the first thing considered before any decisions are made as it will influence your entire though process and approach. Often function is confused with aesthetic in that the designer thinks it if its looks good then people will adhere to it but if visuals come down to subjectivity, like any visual element and the information is objective then surely only one can be a guaranteed success? Rather it’s the way the visuals combine with the information to tell a coherent story that will define its visual objectivity. If the visuals are an entity on their own that don’t relate then the visuals are subjective but if the visuals relate to the information then they are objective as they have purpose and intention that can judged and criticised.

“Of course the problem with aesthetics is that the over-used cliché – beauty is in the eye of the beholder – is very true.” – Ben Jones, 2012

Understanding aesthetics is important in creating effective visuals that not only look good and inform but combine both. If someone thing looks good it attracts us briefly because beauty is something we all enjoy seeing but sometimes the beauty is in the relation of visual to information and that can create objectivity. Because aesthetics on its own is purely subjective it has to be combined with some purpose or goal for it to be objectified and viewed in a design approach rather than art. Whereas art’s mystery and beauty come from its aesthetics and images, design should only feature objective beauty and no mystery. The reader should understand everything it sees when refer to infographics and design.