Karl Gude PRSA Detroit Presentation

Karl
Gude
CURRENT:
Graphics Editor in Residence

School of Journalism
Michigan State University
PREVIOUSLY:
Infographics
ROCK
Infographics Director at
Newsweek magazine and
The Associated Press
TWITTER:
@karlgude
Produce
Our produce is a sight to behold. It's the first thing you see when you come into
one of our stores: a visual feast of color, variety and sparkling freshness piled high
for your pleasure and convenience.
The quality of produce at our stores is simply second to none. Our produce
buyers, based in all regions of the country, maintain relationships with our local
growers and our field inspectors are on the road 52 weeks a year seeking out the
best of the best.
We feature local produce in season. While the definition of local varies by region of
the country, it generally means one days drive away or less, and it's usually much
less. Ask a produce team member where your stores local produce comes from
and when your favorite items will be in season.
We know that you like to know where your food comes from, so we display the
origin of every piece of produce we sell. To meet customer demand, we do our
best to offer the highestquality fruits and vegetables year-round, so we use our
experience and relationships with growers from around the world to obtain the
best of what's "in season" in other parts of the world.
Devotion to quality and service is a daily mantra in every one of our produce
departments. That's why you can find just about anything you want there, from the
humble to the exotic, from bananas to Buddha's hand (in season, of course!). Come
Our produce is a sight to behold. It's the first thing you see when you come into
one of our stores: a visual feast of color, variety and sparkling freshness piled high
for your pleasure and convenience.
ZZZZZZzzzzzzzzz
The quality of produce at our stores is simply second to none. Our produce
buyers, based in all regions of the country, maintain relationships with our local
growers and our field inspectors are on the road 52 weeks a year seeking out the
best of the best. ZZZZZZzzzzzzzzz
We feature local produce in season. While the definition of local varies by region of
the country, it generally means one days drive away or less, and it's usually much
less. Ask a produce team member where your stores local produce comes from
and when your favorite items will be in season. ZZZZZZzzzzzzzzz
We know that you like to know where your food comes from, so we display the
origin of every piece of produce we sell.
ZZZZZZzzzzzzzzz To meet customer demand,

we do our best to offer the highestquality fruits and vegetables year-round, so we
use our experience and relationships with growers from around the world to
obtain the best of what's "in season" in other parts of the world.
Parsley
Carrots
Spinach
Cabbage
Beets
Our Produce: A Sight to Behold!
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Carrots
Spinach
Beets
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printing and
typesetting
industry. Lorem
Ipsum has been
the label here
Spinach is simply dummy

text of the printing and
typesetting industry. Lorem
Ipsum has been the
Parsley
is simply dummy
text of the printing
and typesetting
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Beets is simply
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Lorem Ipsum has
beeng
WHAT IS AN
INFOGRAPHIC?
Not a big empty ad

Not a big bunch of text
Graphical presentation
of information
Types of infographics
RANGE
Visuals are not critical

to understanding data.
RANGE
Visuals are not critical

to understanding data.
RANGE
Visuals are critical

to understanding data
VISUAL STORYTELLING TOOLS
PLANNING
YOUR INFOGRAPHIC
VISUAL
Information
Designer
designer
Illustrator
Support from
the boss
VERBAL
Content
provider
VISUAL
Information
Designer
designer
Illustrator
Support from
the boss
VERBAL
Content
provider
PROGRAMMER
Internal team or work for hire

Support from
the boss
work for hire

Support from
what is your budget?
the boss
infographics artist
what style are you looking for?
let them design
Internal team
Whos on the team?
Support from
the boss
Do you design or use template?
Be willing to say no
Support
from the
boss
Information
designer
VISUAL
Designer,
Illustrator
Support from
the boss
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Programmer
VERBAL
Content
provider
WORKSHEET FOR BRAINSTORMING AN INFOGRAPHIC

Consider the following questions in the order they appear when planning your
infographic.
1. What is your GOAL? What is the purpose of your infographic?
2. Who is your AUDIENCE? What is relevant to them?
3. What is your STORY? What simple message will resonate with your
audience?
4. What is your content? List five key visual points that support your goal?
5. What is your HOOK? Which one of your key points is the most compelling
and will have your audience wanting more? Is there an image that can go with
it and be the focus of the graphic?
6. What are your VISUALS? How can your key points be visualized in the most
compelling and informative way? List them:
7. What is your DESIGN? What medium will the graphic be displayed on?
Print? Web? How should the information unfold and packaged for maximum
impact and clearest storytelling?
1. Your goal
What are you trying to communicate and why?
What is your purpose?
Get kids with eating disorders to

recognize they have a problem.
www.stylelist.com
2. Your audience
Who are you trying to reach?
One size does NOT fit all.
www.stylelist.com
3. Your story, message

What will grab and hold her attention?
Whats relevant to them?
4. Your content
-Finding stories in the data.
-Determining key visual points
that support your message.
a
t
a
d
s
y
a
w
o
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T
s
u
o
t
s
e
com
a
t
a
d
s
y
a
w
o
w
T
s
u
o
t
s
e
com
Summarize this.
a
t
a
d
s
y
a
w
o
w
T
s
u
o
t
s
e
com
Summarize this.
We need info
to back up our
message.
Numbers: an opportunity
Number
over 25
years old
Rate for
married
couples
Rate for
men and
women
Rate for
race and
ethnicity
Rate for
married
couples
Rate for
married
couples
Travel Time to Work
Percentage of workers one-way travel time
-10 minutes
10-14
15-19
20-24
25-29
30-34
35-44
45-59
60+
13.4%
14.3%
15.5%
14.8%
6.1%
13.7%
6.4%
7.5%
8.1%
Travel Time to Work
Percentage of workers one-way travel time
-10 minutes
10-14
15-19
20-24
25-29
30-34
35-44
45-59
60+
13.4%
14.3%
15.5%
14.8%
6.1%
13.7%
6.4%
7.5%
8.1%
5. What is your hook?

Is there a visual that can inform
and will grab their attention
6. Other visuals?
What images (illustrations, maps,
charts, diagrams, etc.) will support
each of your other points?
What is your design?

How is it going to be used?
How will she

see the graphic?
On her phone?
On the web?
On a poster or
flyer at school?
Whats your
branding?
7. Lets talk design.
Do:
Keep it
simple
If they notice the design, the design is failing
Do: use color

as information,
not decoration
Do: Edit.
Eliminate the unnecessary
so the necessary can speak
Do Sketch
Do: Own what you dont know.
Do: Keep type simple

and straightforward
Headline
Headline
Subhead
Headline
Subhead
Section heads
Headline
Lead-in text
Subhead
Section heads
Headline
Lead-in text
Subhead
Body text
Section heads
Most important, top left
Dominant image
Sidebar
Least important, bottom right
Redesign, example 1
Random design attack!!
HELP! IM DROWING!
Random design attack!!
IVES
TAT
EN
ES
PR
RE
THE
PR
ES
ID
EN
THE S
TE
A
EN
O
F
HO
US
E
HOW LAWS
ARE MADE
Now is the time for all visual thinkers to come to the aid of the world.
Now is the time for all visual thinkers to come to the aid of the world.
HOUSE OF REPRESENTATIVES
THE SENATE
THE PRESIDENT
HOW OUR
Bill
LAWS
ARE
MADE
Now is the time for all visual thinkers
to come to the aid of the world. Now
Label
here
Label
here
Label
here
Label
here
THE SENATE
Law
THE PRESIDENT
HOW OUR
Bill
LAWS
1 Introducing Legislation
ARE
Now is the time for all visual thinkers to come

to the aid of the world. Now is the time for all
visual thinkers to come to the aid of the world.
MADE
Label
here
Label
here
Label
here
Label
here
4 Budget and
4.
Engrossment
Now is the time for all visual
thinkers to
come to the
aid of the
world. Now
3 Debate & Amend
3.
2 Committee
2.
Now is the time for all visual thinkers to

come to the aid of the world. Now is the
time for all visual thinkers to come to the
Now is the time for all

visual thinkers to come
to the aid of the world.
THE SENATE
5 Committee
5.
6 Debate & Amend

6.
7 Enrollment
7.



thinkers to come to the aid of the
world. Now is the time for all
Law
THE PRESIDENT
8 Approval or Disapproval
8.
HOW OUR
Bill
LAWS
Now is the time for

all visual thinkers to
come to the aid of
the world. Now is
the time for all
ARE
MADE
Label
here
Label
here
Label
here
Label
here
4 Budget and
4.
Engrossment
thinkers to
come to the
aid of the
world. Now
BOLD : Now is
the time for all
visual thinkers
to come to the
BOLD : Now is the

time for all visual
thinkers to come to
the aid of the world.
BOLD : Now is the

time for all visual
thinkers to come to
BOLD : Now is the

time for all visual
BOLD : Now is the
time for all visual
BOLD : Now is the
time for all visual
BOLD : Now is the
time for all visual
CONGRESS: Now is
the time for all
visual thinkers to
come to the aid of
the world. Now is
BOLD : Now is the

time for all visual
thinkers to come to
3 Debate & Amend
3.
2 Committee
2.


BOLD : Now is the time

for all visual thinkers to
come to the aid of the
world. Now is the time
BOLD : Now is the

time for all visual
thinkers to come to

BOLD : Now is the

time for all visual
thinkers to come to
THE SENATE
5 Committee
5.
6 Debate & Amend

6.
7 Enrollment
7.



BOLD : Now is the

time for all visual
thinkers to come to
BOLD : Now is the time for

all visual thinkers to come
to the aid of the world. Now
is the time for all visual
Law
Now is the time for
come to the aid of
the world. Now is
the time for all
visual thinkers to
come to the aid of

BOLD : Now is the

time for all visual
thinkers to come to
THE PRESIDENT
8.
BOLD : Now is the

time for all visual
thinkers to come to
BOLD : Now is the

time for all visual
thinkers to come to
HOW OUR
Bill
LAWS
Now is the time for

come to the aid of
the world. Now is
the time for all
ARE
MADE
Label
here
Label
here
Label
here
Label
here
4 Budget and
4.
Engrossment
thinkers to
come to the
aid of the
world. Now
BOLD : Now is
the time for all
visual thinkers
to come to the
BOLD : Now is the

time for all visual
thinkers to come to
BOLD : Now is the

time for all visual
thinkers to come to
BOLD : Now is the

time for all visual
BOLD : Now is the
time for all visual
BOLD : Now is the
time for all visual
BOLD : Now is the
time for all visual
CONGRESS: Now is
the time for all
visual thinkers to
come to the aid of
the world. Now is
BOLD : Now is the

time for all visual
thinkers to come to
More About Bills

BOLD: Now is the time for all visual thinkers to come to the aid of the world.
3 Debate & Amend

3.
2 Committee
2.
BOLD: Now is the time for all visual think-


BOLD: Now is the time for all visual think-

BOLD : Now is the

time for all visual
thinkers to come to

BOLD : Now is the

time for all visual
thinkers to come to
THE SENATE
5 Committee
5.
6 Debate & Amend

6.
7 Enrollment
7.



BOLD : Now is the

time for all visual
thinkers to come to

to the aid of the world. Now
is the time for all visual
Law
Now is the time for
come to the aid of
the world. Now is
the time for all
visual thinkers to
come to the aid of

BOLD : Now is the

time for all visual
thinkers to come to
THE PRESIDENT
ers to come to the aid of the world. Now is

ers to come to the aid of the world. Now
Headline Here
HOUSE OF
REPRESENTATIVES
THE SENATE
BOLD : Now is the time for all
visual thinkers to come to the
8.
BOLD : Now is the

time for all visual
thinkers to come to
BOLD : Now is the

time for all visual
thinkers to come to
THE PRESIDENT
Best practices
Roughly sketch out different concepts.

Start with a grid. You can have more
than one grid in a graphic.
Make the information the star,
not your random design attacks.
Form follows function. Edit your content, then design.
(Content drives design, not vice versa)
Separate information into separate sections.
Dont design with text unless you know what
youre doing. Most dont.
Keep small elements, like icons, simple and orderly.
Redesign, example 2
Headline? Are these all logos?
Tire treads, all caps, italic
ALL type is bold
Attack of the BOXES!
All images the

same size
No logical hierarchy
Cant do much with three columns
Sexy
Best practices
Use a hierarchy of text and image sizes.

Vary sizes logically, for story and engagement.
Break your content into sections.
Write text so that its scannable.
Have a dominant image.
Break the grid to make your design more interesting.
Dont put everything in boxes!
Redesign, example 3
AQIZ degredation since Jan. 05. Total: 161

Tier 1 Terrorists (8)
LEADERSHIP: Direct ties to AMZ.something more in here that explains who thes. something more in here that
explains who thes. something more in here that explains who thes. something more in here that explains who thes.
BIN LADEN: Now is the time for

all visual thinkers to come to
the aid of the world. Now is the
time for all visual thinkers to
Name Here
Here: Now is
the time for all
visual thinkers
Name Here
Here: Now is
the time for all
visual thinkers
Name Here
Here: Now is
the time for all
visual thinkers
Name Here
Here: Now is
the time for all
visual thinkers
LOCAL: Leaders in local and regional

areas.. Fill in here with more text.
INTERNATIONAL: Foreign fightgers, many

serving as cell leaders. Fill text in here.
Name Here:
Now is the it.
Name Here:
Now is the it.
Name Here:
Now is the it.
Name Here:
Now is the it.
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Now is the it.
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Name Here:
Now is the it.
Name Here
Here: Now is
the time for all
visual thinkers
Name Here
Here: Now is
the time for all
visual thinkers
Name Here
Here: Now is
the time for all
visual thinkers
Name Here:
Now is the it.
Name Here:
Now is the it.
Name Here:
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Name Here:
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Best practices
Dont get too creative.

Keep it simple, straightforward.
Edit out extraneous elements.
FREE
STUFF
FreeVisualTools.wikispaces.com
Inspiration
http://www.coolinfographics.com/
http://www.coolinfographics.com/
Killer Infographics
http://submitinfographics.com/
Online infographics
templates
Easel.ly
Bold
Double click
to change this
HOW OUR
Bill
LAWS
Double click to
change this text!
Double click to
change this text!
ARE
Bold
Double click
to change this
Bold
Double click to
change this text!
MADE
Double click to change this text!
a corner to scale proportionally.
Bold
Double click to
change this text!
Double click to
change this text!
Double click to
change this text!
Bold
More About Bills
Double click
to change this

Bold
Bold
Bold
Double click
to change this
Bold
Bold
Bold
Bold
Bold
Double click
to change this
Double click
to change this
Double click
to change this
Double click
to change this
Double click
to change this
THE SENATE

Headline Here
House of Rep.
Bold
Bold
Bold
Bold
Double click
to change this
Double click
to change this
Double click
to change this
Double click
to change this
Senate
THE PRESIDENT
Law
The President
Bold
Bold
Double click
to change this
Double click
to change this
Infogr.am
PiktoChart
Visual.ly
Photos
Creative Commons
http://creativecommons.org/
Pexels
Unsplash
Big Stock
Corbis Images
Foto Lia
Free Digital Photos
Getty Images
ShutterStock
Fonts
Serif Fonts
EB Garamond
Knockout
Didot
Bembo
Modern No. 20
Enclave
Sentinel
Sans-Serif Fonts
AG Book
Montserrat
Franklin Gothic
Wagner Grotesk
Hermes
Ars Maquette
Signika
Josefin Slab
Lato
Ubuntu
Gill Sans
Slab (beefy)
Kondolar
League gothic
Rockwell
Bevan
n
i
l
k
n
a
r
c
i
F oth
G
Fontsquirrel
Abstract Fonts
Fawnt
Font Space
Urban Fonts
WhatTheFont
http://www.myfonts.com/WhatTheFont/
Maps and charts
Make maps
Bing Maps
CartoDB
GeoCommons
Google Maps Engine
Poly Maps
ArcGis
Google Earth
MapInfo
MapPoint
FreeVectorMaps
Make charts
Microsoft Excel
Microsoft Powerpoint
Easely
Plot.ly
Datavisu.al
Google Charts
Infogram
Juice Labs
Highcharts
Piktochart
Google Spreadsheets*
Like Adobe, but free
Inkscape
Gimp

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Karl

Graphics Editor in Residence

ZZZZZZzzzzzzzzz To meet customer demand,

Our Produce: A Sight to Behold!

Spinach is simply dummy

Not a big empty ad

Visuals are not critical

Visuals are not critical

Visuals are critical

VISUAL STORYTELLING TOOLS

Internal team or work for hire

work for hire

WORKSHEET FOR BRAINSTORMING AN INFOGRAPHIC

2. Who is your AUDIENCE? What is relevant to them?

Get kids with eating disorders to

One size does NOT fit all.

3. Your story, message

Travel Time to Work

Percentage of workers one-way travel time

Travel Time to Work

Percentage of workers one-way travel time

5. What is your hook?

What is your design?

How will she

7. Lets talk design.

If they notice the design, the design is failing

Do: use color

Do: Own what you dont know.

Do: Keep type simple

Most important, top left

Least important, bottom right

Random design attack!!

Random design attack!!

Now is the time for all visual thinkers to come

Now is the time for all visual thinkers to

Now is the time for all

6 Debate & Amend

Now is the time for all

Now is the time for all visual thinkers to

Now is the time for all visual

Now is the time for

BOLD : Now is the

BOLD : Now is the

BOLD : Now is the

BOLD : Now is the

Now is the time for all visual thinkers to

Now is the time for all

BOLD : Now is the time

BOLD : Now is the

BOLD : Now is the time

BOLD : Now is the

6 Debate & Amend

Now is the time for all

Now is the time for all visual thinkers to

Now is the time for all visual

BOLD : Now is the

BOLD : Now is the time for

BOLD : Now is the time for

BOLD : Now is the

BOLD : Now is the

BOLD : Now is the

Now is the time for

BOLD : Now is the

BOLD : Now is the