For more than 40 years, Infographics has been using smart graphics and clear narratives to turn ideas, science, technology, and data into presentations that make a difference.
Whether it's the tutorial for a patent litigation, the opening argument for an insurance dispute, or an appeal on behalf of a not-for-profit, Infographics shapes information into presentations that tell stories and drive decisions.
When asking someone to make a decision, you can give them the information to base it on, but you can't tell them how to decide. If you did, then it would be your decision, not theirs. But if the topic is unfamiliar, how is your listener to decide?
Without established rules, how can the information be processed and a decision made? That's where story comes in. By communicating information in a story structure, you're providing a framework for decision-making. As a result, you exert a real influence on how the information is heard, remembered, and used. The structure of the story conveys meaning. It allows the listener to 'make sense' of what they hear. If I tell you the story of Cinderella, I don’t have to wonder what you’ll think of Cinderella or her stepsisters – what you think grows out of the story itself.
Helping People Listen & Remember
There's good reason why people have been telling and retelling stories for longer than recorded history. Story structure is ideally suited to how people listen and how they form memories. You probably played the game 'telephone' when you were a kid. It was funny and surprising to realize that we can't pass along a single sentence without injecting our own interpretation. Now imagine what can happen to a complex argument.
Storytelling conveys facts in a memorable pattern. Just as you can remember a melody more easily than you can random notes, a story links facts into a pattern that's easy to follow and remember.
Cognitive science teaches us that decision-making involves far more than rational analysis. The decision-making process makes extensive use of heuristics and taps our emotional brain as much as our rational brain.
Storytelling encourages your listener to empathize — to care about the people involved and what happens to them. Once the listener cares, you only need to add the conflict between the parties to inspire people's emotions.
Carefully conceived visuals are critical to the way people listen, remember, and decide. Images form powerful memories and communicate in ways that words alone cannot. Individual images can be crafted to tap into common biases. Entire presentations can be designed to focus the audience on your preferred narrative. For more than 40 years, Infographics has helped thousands of clients to form complex facts into stories and stories into presentations that drive decisions.