Sequential analysis of design processes performed by design experts and college students in infographic design

Abstract

This study examined the visual design processes and strategies used by design experts and non-design college students when composing an infographic. All participants created an infographic on a personal computer and were asked to think aloud as they performed the task. The goal was to identify differences in the strategies utilised to produce higher and lower-quality infographics scored across 17 design criteria. Results revealed six design processes: (1) create structure and grid, (2) establish visual hierarchy, (3) define visual rules, (4) replicate visual rules, (5) test and adjust, and (6) validate and revise. High-rated infographics were produced using a more systematic process, starting with working on the structure and grid and establishing a visual hierarchy, and moving on to define and replicate visual rules. Design strategies from the comparative analysis included: (1) laying out the elements over a grid and working on visual hierarchy before working on details, (2) placing related content near each other and less related content spaced apart, (3) using up to two font styles and opting for legible over decorative fonts, (4) testing various colours, fonts, and graphics while preserving the overall structure and hierarchy, and (5) stepping back to validate the overall design and making adjustments based on the optical weight. These processes and strategies were encapsulated into a five-stage Infographic Visual Design Model.