infographics as a tool for business agreement

Infographics as a tool for business agreement

MEXICO CITY + VALENCIAJune, 2016

Aguilar Rendón, Nora Karina Morales Zaragoza, Nora Angélica

Hernández Azpeitia, José Luis

• MEXICO CITY• June, 2016

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Briefing as a way of sense making in business:

It is about the creation of a common perceptual structure of the problem that enables solutions.

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Communication, in order to be more effective, needs to expand the linear linguistic representations by the use of images, graphs, diagrams, sketches. etc.

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+The memory emphasis evolved into broader applications of imagery aimed at accelerating the acquisition of knowledge. (Yates, 1966) (Paivio, 2006)

Images can project more information than the linguistic content in the beginning, for example something that we visualize we can be sized, moved, compared, analyzed and remembered, as it is operated and kept in memory.

Dual Coding Theory

Logogens Imagens

The use of both systems can provide a wider conceptual network that conveys ample meaning to ideas exposed. (Paivio, 2006)

Visual language is an increasingly used medium to provide support for verbal language, creating image-enabled discourses (Snyder, 2011).+

Infographics are useful tools to forecast possible scenarios for business outcomes, as symbolic systems that facilitate sharing of ideas and knowledge.

Infographics facilitate verbal and graphic elements

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+ Both systems, verbal and image, although independent, have some degree of overlap that facilitates long term memory, context grasping, and making inferences and transformations of the symbolic information (Paivio, 1971), as a result, participants are likely to pay more attention (Kerbach et al. 2015)

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Visualization, as in the case of business infographics, is a way to provide a criteria-unifying picture system based on conceptual depiction and notation of the relationship structure of a problem.

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CASE STUDY Infonavit. Towards a consolidation

of efficiency in the collectionprocess of Government loans

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1.Infonavit is the most important government institution for home loans in Mexico

In 2008 their social collection office wanted to reposition their retribution process within their inside employees and communicate their model to the external audiences integrated by credit holders, developers and general public

Achieve better communication and operative practices towards a user centered and social collection as well as better achievement for the Non Performance Loans (NPL).

Towards a consolidation of efficiency in the collectionprocess of Government loans

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Based on Dan Roam’s framework (2008) of “6 W’s” or six problem “clumps” that can be solved with pictures we considered the next variables in the visualization:

1.Who and What problems.2.How much problems.3. When problems. 4.Where problems. 5.How problems. 6.Why problems.

Inspiration

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Inspiration

CASE STUDY Fighting together

against child Obesity

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The National Survey of Nutrition and Health in 2012 scored Mexico as the first ranking country of population obesity.

We were approached by a consultancy specialized in communication and public polices to develop graphic materials to make this complexity understandable and create awareness for possible actions.

After reviewing all the information we concluded that the piece needed to address 5 concrete immediate actions suggested to the government by the OMS (Armstrong et al 2008).

1. Diminish consumption of sugar, fat and sodium.2. Reduce energy density of the diet3. Increase consumption of fruits, vegetables and fiber.4. Promote the consumption of plain water.5. Increase physical activity.

Business proposal agreement showing types of infographic categorization.

ChallengeThe visualization needed to communicate information for different stakeholders without blaming actions on any particular actor or sector.It needed to convince the audiences of the problem dimensions in a wider context and communicate concrete actions based on their immediate solutions.

The final infographic was never released to the public because of contextual and political circumstances.In this case by showing a typology of infographics, made easier for the client to understand concepts such as complexity and level of iconicity.

ARMSTRONG, T, BULL, F., CANDEIAS, V., LEWICKA, M., MAGNUSSEN, A. A. (2008). Una guía de enfoques basados en población para incrementar los niveles de actividad física : aplicación de la estrategia mundial sobre régimen alimentario, actividad física y salud. Ginebra: Suiza. Organización Mundial de la Salúd.

BRESCIANI, S; EPPLER, M. J. (2010) Choosing Knowledge Visualizations to Augment Cognition: The Managers' View. En 14th International Conference Information Visualisation. IEEE, 2010. p. 355-360. GOODMAN, N. (1976) Languages of Art, Hackett Publishing Company; 2nd edition. GOFFMAN, E. (1974). Frame Analysis: An Essay on the Organization of Experience. New York: Harper & Row. GUMPERZ, J.J. (1982) Discourse Strategies. Cambridge Univ. Press, Cambridge, UK. HULLMAN, J.; DIAKOPOULOS, N. “Visualization rhetoric: Framing effects in narrative visualization.” en Visualization and Computer Graphics, IEEE Transactions on, 2011, vol. 17, no 12, p. 2231-2240. INFONAVIT, “Reporte Anual 2010.” En <http://portal.infonavit.org.mx/> [Consulta: 08 de mayo de 2013]

INFONAVIT, Portal web, Sección Historia, México. en <http://portal.infonavit.org.mx /wps/wcm/connect/Infonavit/El%20Instituto/El_Infonavit/Historia.?WCM_PI=1&WCM_Page.db4a6076-5361-45e3b31b -276f5ad0e085=4 #sthash.ZdBV7Bnv.dpuf> [Consulta: 08 de mayo de 2013]

KERNBACH, S. EPPLER, M.J.; BRESCIANI, S. (2015) “The Use of Visualization in the Communication of Business Strategies An Experimental Evaluation.” in International Journal of Business Communication, vol. 52, no 2, p. 164-187. 

KOSSLYN, S. M (2005) “If neuroimaging is the answer, what is the question?”, Cognitive Neuropsychology, 22 (3/4), 333–347 The Royal Society: Psychology Press . PAIVIO, A. (1971) Imagery and verbal processes. New York: Holt, Reinhart and Winston. PAIVIO, A. (1974) Language and knowledge of the World. Educational Researcher, 3 5-12. PAIVIO, A. (1974) Images, propositions and knowledge (The western Ontario Series in Philosophy of Science) Dordrecht: Reidel. PAIVIO, A (1978) A dual coding approach to perception and cognition. Modes of perceiving and processing information, p. 39-51. PAIVIO, A. (2006) Dual coding theory and education. In S. Neuman (ed.), Pathways to Literacy Achievement for High Poverty Children. The University of Michigan School of Education. p. 1-19.  ORGANIZACIÓN MUNDIAL DE LA SALÚD (OMS). Datos y Cifras en <http://www.who.int/features/factfiles/obesity/facts/es/index1.html> 2008. [Consulta: 10 de mayo de 2016]

 ROAM, D. (2008) The Back of the Napkin: Solving Problems and Selling Ideas with Pictures. New York: Portfolio.  SNYDER, J. (2011). “Image-Enabled Discourse: A Conceptual Framework.” Paper presented at Intl. Visual Soc. Association (IVSA) Conference. YATES, F, A. (1996) The art of memory. London: Routledge & Kegan Paul.

References:

Moltes Gràcies!!!Contact:• karina.aguilar@ibero.mx • nmorales@correo.cua.uam.mx• josehernandez@insitum.com

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