The Power of Infographics: Using Pictures to Communicate and Connect With Your Audiences

The Power of Infographics: Using Pictures to Communicate and Connect With Your Audiences

by Mark Smiciklas
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The Power of Infographics: Using Pictures to Communicate and Connect With Your Audiences 3 out of 5 based on 0 ratings. 1 reviews.
Anonymous More than 1 year ago
The Power of Infographics by Mark Smiciklas, review by Tyler Milan Infographics let data tell a story through a picture rather than an large amount of text. A picture is more likely to get attention. The Federal Budget is far more comprehensible in a sunburst chart than a data sheet with lots of numbers. If your business could benefit from visual communication, but you don’t know where to start, The Power of Infographics is your introductory course to the field. The solopreneur or old-school enterprise trying to keep up in the digital age will appreciate this guide and its focus on the strategic use of infographics in business. Author Mark Smiciklas covers every possible opportunity to use visual data representations instead of basic text or numerical data. From internal concerns such as clarifying policies and improving interdepartmental communication to external goals such as softening a brand image and illuminating price structures, every point is supported by articles and interviews with experts ranging from MIT scholars to Social Media CEOs. A marketing department will find plenty of evidence or ammunition in these pages to defend budget increases. I liked the practicality of section III which contains a balanced and detailed guide covering how to think about creating the graphic. Basic steps such as how to define the audience, the information and the message will be invaluable to those just beginning. In-house versus outsourcing and finding the right designer to fit the project are knowledgeably addressed. Initially, the design consultants and agencies mentioned in the pricing section, resource guide and sprinkled throughout the book seemed like advertising, but taken with the right perspective they are a good place to start. I really hoped that the author would spend a little more time on design itself. Instead, he provides links in a section called “Inspiration” and more resources in the last chapter. Recommended sites such as coolinfographics and flowingdata are some next steps if the reader wants to keep going. The tone is friendly, yet practical. The graphics are not intimidating or edgy, which lends a gentle almost soothing quality to the pages. Unfortunately, not all the infographics made sense (figure 3.5 Social Business Organization) and in one case the text was too small to be read (figure 5.4 Listen Before Communicating). Yes, I could look up the image on the digital version which is available for free for 45 days, but I shouldn’t have to. The only extra content available on the digital version is a link to his website. This was a missed opportunity to include some actual extra material. The blogger, journalist or academic looking to improve their visual data skills will probably not find much to learn in this book, but it’s not aimed at them. Mark Smiciklas is a Digital Strategist and his goal is to show how to leverage infographics in the business domain. The Power of Infographics is a comprehensive and gentle guide to this visual tool.