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Photo Credit: Lilian Hill |
By Lilian H. Hill
Our world is awash in signage and graphic images. Every day we are assaulted with a variety of images that include direction signs, instructions, framed images in our offices and homes, and advertising. This has been true for some time, but the volume and variety of visual and graphic images have increased tremendously in recent years.
It is not hard to see why. With the advent of personal photography and the rapid adoption of personal smartphones, anyone can take photos. High-speed wireless networks that can accurately transmit visual images, decreased data costs, and the presence of multiple social media platforms with which to share images enable people to more easily share and consume visual images (Kane & Pear, 2016). Graphics are used in marketing because they attract attention and enhance credibility. People are better able to retain visual information and images may be stored in long-term memory more easily than text (Kane & Pear, 2016).
Consumers are more likely to purchase a product that they can see (DesignHill, 2023). We are exposed to so many visual images and graphics that there are times when it becomes difficult to find the information we want among the visual clutter or “noise.”
According to the American Library Association (2011), “the importance of images and visual media in contemporary culture is changing what it means to be literate in the 21st century” (para. 1). The ubiquitous presence of images and availability of media that make it possible for everyone to create images, does not imply that people are equipped to interpret the meaning of images with a critical view.
Graphic Literacy
Graphic literacy refers to the ability of individuals to interpret information portrayed in graphs, tables, and charts. Writers often use these types of visual aids to help readers understand, interpret, and remember complex data. Graphic literacy involves our ability to:
1. locate and extract information from a chart.
2. understand the information from the context provided in the chart.
3. make meaning of information in the graph.
4. apply the information gained from the chart or graph to make predictions.
Examples of common graphics include tables, pie charts, bar graphs, line graphs, maps, coordinate graphs with x and y axes, decision trees, Venn diagrams, or concept maps. Other examples include floor plans, organizational charts, and work schedules. Many graphics will contain a legend that explains what symbols used in the chart are intended to mean.
It is much easier to understand big-picture data than to gather details from a graphic. For example, statistical data can be dull and hard to read in sentences and paragraph form, so writers often use tables, charts, or graphs to communicate the results of a study. This helps readers to scan and interpret data more easily and quickly. However, it is important to know that readers should not rely solely on the data represented in a visual because some information may have been omitted to improve comprehension or to save space. That is why it is also important to read the text that explains the graphic.
Infographics
Graphics are sometimes called infographics, and they are a great way to represent information in a visual way. An infographic uses a combination of “information” and “graphic.” The infographic is a specific type of visual communication that includes graphics showing data, copy, or both. An Infographic is a collection of imagery that is often striking and eye-catching. They use only minimal text which is why it is important to read the text that accompanies the infographic. Infographics can be great learning tools because information is conveyed as both words and as visual images, thereby activating multiple neural pathways simultaneously.
Most of us learned the basics of reading and creating tables and simple graphs in math courses in school and college. More innovative charts include bubble charts, map charts, donut charts, gauge charts, geo charts, and many others. Software applications make it possible for even basic computer users to create sophisticated looking charts. Graphic tools built into Excel, Word, Google Sheets and other platforms are only the beginning. Google Charts contains 30 categories of charts you can use to create graphics. In addition, there are applications that will allow you to create a variety of graphic products such as Canva.com.
Graphic Examples
Beyond the basics of tables and graphs that people learn during their school years, several new graphic examples have been appearing in recent years. For example, a bubble chart is an extension of a traditional scatterplot; the size of the bubble represents the strength of the data related to each issue measured. The example below mixes a traditional table with a bubble chart. The bubbles represent the number of times political candidates 1, 2, and 3 mentioned an issue during an imaginary political campaign. The graphic does not represent what each politician said about the issues, whether the views they expressed about the issues were positive or negative, or whether their statements aligned with voters’ political views. It simply gives you an idea of the proportionate attention they gave to each of the issues listed in the left-hand column. From a graphic like the one below, you can quickly assess whether the candidates’ interests are parallel to your own, but you cannot ascertain their viewpoints. This example clearly demonstrates the importance of being aware of the capabilities and limitations of different types of graphic forms.
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Frequency of Topic References Image Credit: Lilian Hill |
Some graphics forms such as concept mapping and mind mapping have specific software applications that can be downloaded and used, sometimes for free. The Sports Categorization Concept Map below was created using CMapTools, a software product used to create concept maps and it can accommodate both images and HTML links.
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Concept Map Categorizing Sports (created in CMapTools) Image Credit: Lilian Hill |
The example below is of a decision tree related to the decision of whether to adopt a cat and the contextual issues that might be considered.
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Decision Tree for Cat Adoption Image Credit: Lilian Hill |
References
American Library Association. (2011). ACRL Visual Literacy Competency Standards for Higher Education. Retrieved from https://alair.ala.org/handle/11213/17223
DesignHill (2022, October 3). Top 7 Reasons why visual content will dominate in 2023. Retrieved https://www.designhill.com/design-blog/reasons-why-visual-content-will-dominate/
Kane, G. C., & Pear, A. (2016, January 4). The Rise of Visual Content Online. MITSloan Management Review. Retrieved https://sloanreview.mit.edu/article/the-rise-of-visual-content-online/
