Where do we see information design? It’s all around us. General categories of information design have been defined for the purpose of this book as printed matter, information graphics, interactive, environmental, and transformative design. Following are some of the many situations where information design is found (and this list is just the tip of the iceberg):

Just as time and pressure can make diamonds out of carbon, forces in our culture are shaping the notion of information design as a valued discipline. Since the first edition of this book was released in 2008,

These stats reflect a global shift. The takeaway: In more than 13 years since the first edition of this workbook, the world of information design has exploded, and encompasses many more digital modes of expression. Until fairly recently, access points for information were limited. Years ago, Americans had access to a local newspaper and two or three networks on TV. Now there are thousands of TV stations, and still, we argue, there is nothing to watch! The internet has given us access to global sources of news, information, products, services, online shopping experiences, social media and business networking websites, email, and so much more.

“Traditional information delivery is very linear and includes tables of contents, indexes and such. People respond to visually engaging design, but they can get easily lost if the design isn’t well organized. There are benefits to the dictatorial linear structure. People need both: the comfort of someone telling them where to go next, but the attraction of multilevel visuals.” —Micki Breitenstein

“‘Point of view’ is that quintessentially human solution to information overload, an intuitive process of reducing things to an essential relevant and manageable minimum... In a world of hyperabundant content, point of view will become the scarcest of resources.” —Paul Saffo

More Devices Mean More Interfaces. Thanks to assorted devices, information is coming at us 24/7 wherever we are. All the ubiquitous devices have pushed human-computer interaction design into the limelight. How we relate to the devices that deliver information is important. Someone has to think about the design of those interfaces in terms of the devices themselves, and the design of the screens that display information on those devices as well as the design of audio interfaces.

Human-computer interaction and user interface design and engineering have been practiced since before the dawn of personal computing. There are procedures and processes in place for designing devices and interfaces. Many of these practices have infiltrated or converged with other areas of design, especially information design.

Craving the Curated Experience. With all this information flying at us, we’re craving some guidance to help us sort through it. Hence an even greater need for information graphics and charts to help visually distill information. Editorial direction and thoughtful design can help us sort through and decide what’s most meaningful for us. Without design and editorial oversight, all this information can feel like flat data, difficult to sort through and prioritize.

Cohesive Storytelling Online. More and more people go online to research everything from infant car seats to mortuary services. Organizations who used to have more direct contact with consumers must now rely on their online presence. They need to provide the big picture, as well as sufficient detail, to ensure consumers can find what they need.

Organizations need to quickly communicate across multiple platforms on a daily basis, requiring more considered communications than ever.

“What we need is not more information but the ability to present the right information to the right people at the right time, in the most effective and efficient form.” —Robert E. Horn

Complex organizations understand the value of a systematic approach to organizing their communications and telling their story. Because of this, they have turned to information architects and designers to help them.

Rising Above the Din. In a world where there is so much information competing for attention, the smartest businesses understand that they need to differentiate their offerings. Whether they offer a product or a service, it must be more than just attractive or enticing. The experience of interacting with the product or service has to provide meaning and value. Looking great is not enough anymore. Design isn’t just decoration but rather plays a critical role in creating understanding of what the business has to offer.

Companies in information-intensive fields such as financial services and health care have been among the first to understand the need to pay more attention to the way they communicate complex information to their consumers. Now, smart companies in every sector understand the need for using information design practices to differentiate themselves and gain strategic advantage.

The companies that are the most successful in the world today charge a premium because they’ve proved they can anticipate their customers’ needs and exceed their expectations. They’ve thought through every detail and provide a product or service that is an elegant, seamless, and useful solution.

Information Design Is Smart and Cost-efficient. The good news is that information design is cost-effective. By thoroughly thinking through all the issues of a project up front, by anticipating and respecting customer needs, and by spending time and care testing proposed solutions, information design helps organizations do it right the first time. If organizations effectively convey key messages, they can minimize the need for expensive revisions, and avoid product recalls and costly upgrades. They not only save money, they often build customer loyalty in the process.

Globalization Requires Sound Signage. For business and pleasure, more people are traveling now than ever. Large numbers of people are moving through public spaces (including travel hubs such as airports, museums, parks, and city centers). Multiple viewpoints and languages, and the varied levels of audience sophistication in terms of education, purpose, and travel experience, have made good information design critical for travelers trying to get from point A to point B (and multiple points beyond). Information design must be clear so that people can understand where they’re going, how to get there, and what is required of them as travelers.

Good information design is like an uneventful airline flight. There’s no turbulence to remind you that you’re thousands of feet in the air. You don’t pause to think about the mechanics of air travel or think too hard about how such a heavy hunk of metal can be airborne. You just board, slurp your soft drink, munch on snacks, and confidently arrive at your destination. When the job has been done correctly by skilled practitioners, information design can make even the most complex information quagmire look simple.

Content focused. An information designer is like a really good translator or interpreter. To create a good piece of information design, a designer needs to understand the goal of the piece and be able to get to the essential story or set of messages. (Refer to “Wrangling Content” in Chapter 2 for details on embracing a content-oriented approach.)

User centric. Creating designs from a user-centric mindset means that even though you’re keenly aware of the client’s communication goals and messaging needs for the design, you’re also fully committed to understanding and catering to the needs of the end user or audience for the piece. That means learning what users actually want and need (as opposed to what you or your client think they want and need) and basing your design decisions accordingly. Having a user-centric focus means you stand up for the little guy, the user, who, without your advocacy, may not have a voice in the process.

Being user centric also means having the awareness that there may be barriers or obstacles to understanding, and that people absorb information in different ways. For instance, some people prefer to take in visual information while others prefer auditory input. In addition, how people absorb information can be drastically influenced by diverse factors such as cultural norms, and disabilities.

Finally, taking a user-centric approach to information design means that you actually ask your end users what they need out of the information design at different points in the project development process.

Tools of the Trade. A thorough understanding of the tools of the information design trade goes a long way toward ensuring solid information design output. Design principles such as hierarchy and information flow, composition and structure, weighting/grouping/rhythm of design elements, typography and type styling, use of color, use of wayfinding elements, imagery, and negative space all contribute to successful information design. (See Chapter 4, “Design Toolkit,” for more details and examples.)