Geometric Design

The style in which I will create my visuals will be geometric shapes and gradients produced in Illustrator. But im looking for ideas when it comes to approaching different textures, patterns and effects. I found a designer called Justin M. Maller whose recent work utilises geometric shapes to create people and objects. Uses abstract shapes and colour to create definitave objects.

This piece was created for album artwork, thats why its rather abstract but the detail is in the depth and colours. You can see which elements are overlapping, which are behind and which are on top.

These pieces are created in a similiar style but are less abstract as they are based on animals. The geometry adds a nice texture to the pieces, and often contrast within themselves. They feature sharp and direct shapes whilst the colours are vibrant and energetic, they seem more playful. I really like the use of negative space in the zebra piece as it strangely ties it all together. The overlapping shapes also give the sense of anotomical drawings where you can see all the muscles and tendants, has a strange organic aesthetic.

 

These poster designs are previous works I have done that utilises geometric design. The first one was produced in Photoshop which is why there are some inaccuracies and mistakes. The next two were produced in Illustrator which allowed for more precision when interlocking and overlapping shapes. These are the sort of pattern and textures I aim to produce for my celestial bodies.

Page Layout

As I am designing a hardcover book, page layout is important. I need to balance intense and interesting visuals with limited body text so as one doesn't out weigh the other. This will be achieved by composition of text on the right page, as the the image will most likely sit on its own the left page. To gather some ideas I looked at some notable layouts. I looked for layouts that used image on one page and text on the other.

I like this layout because the colour on the left really stands out against the grey on white on the right page. This makes the colours seem alot more intense as well making it the focus. I also like how each page is balanced, one page doesnt outweigh the other. I also like the use of circles on the text page.

I like this spread for its simplicity, the composition is the only focus in this spread, no colour or image to distract. I also like how the right page doesnt outweigh the left despite there being considerable more text on the left. I think this is done by centering everything on the left and then shifting body text to the bottom on the right. There is a consistent negative space on both pages at the top.

This layout is effective because of the huge japanese symbol balances each page out, without it the photograph would be to dominant. This is the technique I need to use in my layouts so the text isnt sidelined or forgotten about when parallel with my visuals.

This spread uses the body text on the right to balance out the photograph on the left, it does this by being center aligned in one column. The text on the left beneath the photograph is also center aligned to one column as well which creates consistency and balances the spread out.

I like this spread because of the elements on the right page spill over on to the photograph on the left which helps to tie the text to the image as well leading the readers eye. However the text seems to be big and slightly out of place.

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.

Scientific Infographics

Modern scientific infographics often appear more abstract than older ones simply because of the development of technology which allows for more diverse visual representation. Wired compiled 10 research graphics that visually standout. They are often glanced at or overlooked within the design community simply because of functional nature of material they are associated with even though this seems unfair.

This visual above demonstrates the "waggle dance" done by honeybees in there hive. It involves and series complicated steps that inform other bees of their exact location. The image above shows the steps of 742 waggle dances by individual bees. Using this data scientists hope to make honeybee robots and that can replicate this data. The visual itself creates a nice effect with intense colours. The image almost looks monochrome if it wasn’t for blackened areas and a hint of yellow in the centre.

In a blog post a man talks about how he is helping his 10yr old with a maths problem and that to help him they both have to understand it on the same level. The man discovers that in order to reach the right answer and better understand the question he has to draw graphs and visuals.

“It comes to them in a way that it reads like a story problem. It’s just words and figures on paper. It’s hard to see them come to life, to become something meaningful that they can relate to." - Rootinc

The visuals help solidify the entire problem into one solid image that can be digested and understood better than any 500+. The words may convey specifics better but the visuals help to display the basic idea and meaning behind what your reading so as soon as you have finished reading the visual ties it altogether to create an actual understanding.

The reason why modern scientific infographics have become so abstract and complicated compared to flat design in older infographics other than technology is that as science develops it becomes more complicated forever asking more questions so turning these complex discoveries into digestible visuals is a task in itself.

“One challenge is the lack of shared vocabulary – the public and policy makers generally speak the same language, but researchers have a lexicon all of their own.” – Research Media, 2014

Another challenge is that scientists understand the data in a very different way to us, they see it in a very real and applicable whereas to us it’s just information. So they have to turn it into something that not only we can relate to but something that is visually engaging and understandable. These infographics may represent months of data as well pages of information but it’s condensed down into a graphic that removes all complicated phrases and meanings and simply displays its meaning.

Also a task for modern scientific infographics is because it’s a branch of design it requires only the necessary information to be displayed but also must include relevant information so as the audience know what they’re looking at this often leads to the structure of main visual/infographic centre and information such as height, size, temperature, etc. can be found on the outside surrounding the visual which gives a universal standard for these infographics, that the words and visuals should complement and not overpower or overlap one another.

“I think that the fundamental reason is that what infographics do is they allow you to quickly make sense of a large amount of information, and a large amount of information is one of the defining features of our time.” – Gareth Cook, 2013

Modern scientific infographics have come a long way since Florence Nightingale’s radial graph. Infographics have become the standard for conveying information to the public and help to speed up the process of understanding that is involved with science. Early scientific infographics had a somewhat predictable approach, mostly using flat design with sparse colour which definitely worked in its day. But we live in a world of 3D and colour now and these modern scientific infographics meet the standards. Not only are they visually engaging with their vibrant colours and 3D dimensions but they also include texture. These textures help to bring the designs into the real world and make them so much more relatable as they feel like a part of nature.

Picture Supiority Effect

The Picture Superiority Effect is the idea that the brain has a higher retention rate for images rather than text especially over longer periods of time. The effectiveness of the image though is determined by its ability to reinforce the message in the text. They must correlate for the brain to retain the information.

“When we read text alone, we are likely to remember only 10 percent of the information 3 days later. If that information is presented to us as text combined with a relevant image, we are likely to remember 65 percent of the information 3 days later.” – Randy Krum, 2015

Types of image that use the Picture Superiority Effect include charts, graphs, diagrams and data visualisations. These images don’t work alone but increase the effectiveness of the information found in text and helps the brain to retain it longer.
 
One theory suggests that the reason the brain retains image better than text is because the brain has 2 compartments for remembering. One for image and one for text. But in the text part image is also encoded as well which suggest the picture superiority effect. Because the brain uses 2 memory stores for image and text is often considered to be why we have high level of retention.
 

"Because pictures are often encoded in both memory stores whereas words are not; pictures invoke naming upon study more often than words invoke imagery." - Georg Stenberg, 2006

Of course some type of images work better than others, colour is major factor as well as clarity, the image must relate to the text for the effect to be achieved. Using this logic in infographics in makes for a great way to present information concerning science as words can over complicate and make ideas and information seem more complicated than they are making it less interesting and therefore less memorable.

“The effect is strongest when the pictures represent common, concrete things compared to more abstract ideas.” – Garr Reynolds, 2007

Using the picture superiority effect in infographics and data visualisation in science could be a key factor in effective imagery. The by using this effect in a considered way people’s retention and interest in science could increase simply by appealing to the brains strengths.

There are 2 theories regarding the Picture Superiority Effect, the 1^st being Paivio and the other Nelson. Paivio theory is that the brain uses 2 different types of coding for pictures, one for visual and one for verbal. Only one set of coding is used for words. When seeing a picture you receive two types of information, one being shapes, size, colour, etc. the other is verbal such as naming these elements as you see them. This increases retention due to there being at least two different ways to represent any image. However because there is an element of the brain processing information this effect is only achieved if given an appropriate amount of time as the brain takes longer to view and process and image than it does to read a word.

Nelson’s theory differs somewhat. He suggests that pictures and words both have a single store but rather pictures have a much larger store than words. In essence pictures contain far more information for our senses than words do which in turn gives them a much higher chance of retention and are easily processed into memory. Nelson experimented with this theory and noticed that to achieve maximum effect images had to be somewhat distinctive of each other rather than looking similar else the brain does not retain the information so well. They theorised that images might be remembered better by the distinctive look compared surrounding imagery.

Using these theories when considering infographics and visualisation in science could be a major factor in creating really memorable and engaging visuals so as not only to draw the audience in but also so they remember the information they are reading. For infographics the information is key and trying to increase retention of information is a must for designers.