Innovating Infographics in Public Health

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Statistical information is difficult to understand for a large section of the general public (Gigerenzer et al, 2007) and yet we rely on data to inform important decisions on a daily basis. Information graphics (infographics) use shape, line, colour and illustration to visually represent data and are recommended as one method by which health communicators can communicate statistical information more effectively (Miranda et al, 2008). However, we understand very little about public opinion towards infographics and of viewer's comprehension of the myriad of diverse infographic types and styles available. Searching for the term 'infographics' on google returns over 14 million page returns and the website for infographic designers, www.visual.ly, claims half a million members. Despite the popularity of infographics there is very little evidence to support or challenge their effectiveness, particularly in relation to public healthcare. Spriegelhalter et al (2011) highlight the lack of robust testing of infographics stating that "despite the burgeoning interest in infographics, there is limited experimental evidence on how different types of visualizations are processed and understood". If the purpose of infographics is to 'reveal data' how can we make the substance and story within that data as clear and compelling as possible?My research will adopt three approaches to infographic design study in order to gain a more complete picture of the subject - this will involve studying the design process, studying the reception of design and employing design practice.Firstly, it will involve studying the current approach to commissioning and design of infographics within Public Health England in order to help them improve their communication strategy in this area and to highlight best practice. How do they analyse the datasets they have access to and how is this data interpreted for use by the general public and key decision makers? My research will involve interviewing key staff and managers within Public Health England and other stakeholders and will examine examples of infographics that they currently use. What techniques do they currently use or consider using to make their data tell a more compelling story? Secondly, my research will focus on the reception of infographic designs with a broad range of service users. My research will examine, in particular, the reception of embellished infographics (those that include photographs and illustrations to make the infographic more memorable according to Bateman et al., 2010) and the very recent phenomenon of ambient infographics (those that intervene on the street or via evocative objects (Claus & Moeare (2013)). Whilst I will examine a broad range of datasets there will be a particular focus on data provided about transport and health, to reflect the new collaboration between Public Health England (Yorkshire and Humber Centre), West Yorkshire transport organisations and five local authorities. Thirdly, the project will involve visualising new data and producing a set of designs that will be used in the public domain. The designs will be based on principles stemming from the research and will present the data in new and compelling ways. The reception of these infographics will also be evaluated.Together these studies of production and reception will converge in the creation of a set of design tools developed to aid the partner organisation to design infographics more effectively in the future. The research has transformative potential - transforming the working methods of the partner organisation with respect to communicating data and employing design research methods. It will also visualise data in new ways to facilitate greater understanding amongst service users. The project also has potential to impact positively on decision makers in local authorities and transport organisations in the region as well as offer new knowledge to the design and academic communities