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Martine Farrugia
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Martine Farrugia
Information design.
Sounds semi-dull, semi-sinister doesn’t it?

In actual fact, it’s a clever way of communicating which saves businesses millions. Attention piqued yet?

A dictionary definition

If you Googled ‘what is information design’, you’d find that ‘…good information design results in the clear and effective presentation of information. It combines skills in graphic design, writing, and human factors to make complex information easier to understand.’

The Information Design Association puts it another way: ‘For information to have impact, it must be easy to find, simple to use, and instantly understandable.’

So far, so straightforward, right? So why aren’t more brands making the most of it?

Why do you need information design?

These days, we’re faced with a veritable barrage of information. It invades our every moment through the letterbox, on our televisions, on our laptops, on our smartphones, in every single form of media, even grocery or clothes shopping. It’s endless.

Drowning in a sea of information? The normal reaction is to switch off and block out the noise – exactly the last thing you want as a brand.

But here’s where information design steps in. It helps us cope with information overload by helping readers understand all the details with as little effort as possible.

Think about your tax returns. They can be so absurdly impenetrable it feels like they really want you to run away to the Cayman Islands. And how about trying to wade through ever-updating Terms & Conditions? It’s not surprising that most of us simple click ‘accept’ without even reading them.

These less-than-exciting documents are the most important customer communications. But too often they’re the parts that suffer the most. They usually get left in the shadows as companies aren’t quite sure how to tackle them to get them right.

Not quite convinced yet? Poor communications cost businesses up to 40% of their annual budget.

So how does it work?

Information design is all about collaboration between clear, plain language and best-practice design.

It starts with a real interrogation of the brief. It’s important to nail some key objectives with assigned and measurable targets as these help position the project.

Understanding the proposition comes next and this has to be done with the end user in mind (not just the client). Consider the customer’s needs, priorities, experiences and expectations and use this as a way of teasing out new insights that can be used as part of the creative solution.

As an example, we worked with HMRC on its tax reminders. We used best practice design principles such as clear navigation, typographic hierarchy and effective language, to bring in an extra £600 million in six weeks. And saw 150,000 fewer cases passed to a third party debt collection agency. Not bad for a single document.

Challenge everything

Challenge the usual conventions of procedures – one of the things we hear a lot is ‘but we’ve always done it this way’ and while processes can seem like an unmovable element, often they’re not.

Challenge the guidelines – most brand books are built with above the line advertising in mind so if you’re working on a below the line campaign, you may need to use your imagination.

Information design is all about making life easier for the customer and if there’s a simpler (and often more cost effective) way of doing this, why not?

And this is where the creatives come in. The writers make your message easy to understand by breaking it down and eliminating unnecessary and repetitive information. They look at making features become benefits and calls to action clearer, and a good information design writer gets to grips with complex regulatory content, with the confidence to put it in plainer terms.

A case in point? We worked with Clydesdale Bank on the terms and conditions of their new banking app, B – a fresh approach to finance needed a fresh approach to the fine print.

Meanwhile, the designers use all the tricks in their toolkit to make the complex simple – things like routing, readability, structure, hierarchy and use of color, graphics and fonts. Think of this as creating the invisible thread that creates a logical flow through the communication, directing the reader where you want them to go and how you want them to behave.

Most people are time poor and rarely have more than a couple of minutes to review your communications – if you can do the hard work for them, you’re already a step ahead.

Making it stick and making it stand up

As part-art, part-science and linked to measurable KPIs, information design has a consistent habit of delivering great returns on investments meaning there’s a direct and positive impact on your bottom line and your brand experience.

With so much of design being subjective, information design gives you an objective output that makes real business sense. By creating communications that have a clear purpose, a clear logic and a clear call to action, you’re delivering on your brand promise and eliminating those ‘pain points’ that can cost businesses millions.

See how information design combines creativity and compliance and get inspired for your next project.

Looking to boost that bottom line and properly connect with your customers? Give us a call.

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