how do i find a good information design agency?
good information design helps people understand complex content and make appropriate decisions. a suitable agency organizes information based on purpose and relevance. when selecting an agency, you should check whether they actually evaluate comprehensibility and how they collaborate with subject matter experts.
scope of services and delimitation
information design organizes complex content in such a way that people can answer a specific question or carry out an action. communication design, on the other hand, focuses on the transmission of a message within its respective medium. when selecting a partner, you should therefore ask about the actual reading and decision-making tasks involved. attractive graphics alone do not guarantee clarity or technical accuracy.
the assignment may involve instructions, technical information, data summaries, or guidance regarding a proposal. it is important to determine which information is needed immediately and which is needed only for further detail. a good structure connects these levels without losing meaning through oversimplification.
organizing complexity without losing meaning
technical information can become incomplete when condensed. at the same time, a disorganized abundance of details can be overwhelming. good information design therefore seeks an appropriate structure: what needs to be immediately recognizable, and what can be explored in greater depth if needed? in the briefing, explain the decision the reader is expected to make. this leads to meaningful hierarchies, graphics, and explanations.
four criteria for choosing a partner
- ensure accuracy: ask who reviews the content and how changes to numbers, terms, or processes are approved.
- understanding a reading assignment: a set of instructions requires a different structure than a portfolio comparison or a status overview.
- justify the use of visualizations: diagrams should clarify relationships. decorative graphics with no informational value do not serve the purpose.
- test for understandability: have relevant individuals search for, compare, or use the information, and observe any difficulties they encounter.
compare performance and work results
| task | possible outcome of the work | this is how it is assessed |
|---|---|---|
| organize content | hierarchy based on reading and decision-making tasks | coordination with subject matter experts |
| select a view | appropriate text, tables, or graphs | review of relevance and completeness |
| test for comprehensibility | observed responses and actions | evaluation based on specific tasks |
project process and decisions
start by analyzing the content and tasks. next, develop a structure that separates core information from supplementary details. test prototype pages or views with real content. after a technical review, proceed to the design phase. the handover should also include guidelines for future updates to ensure that the information architecture remains consistent when new data is added.
example of a technical comparison chart
suppose customers are asked to choose between several product variants. a comprehensive table lists all the technical specifications but does little to highlight the differences that are crucial for making a selection. the design task begins with clarifying the actual decision-making criteria with the subject matter experts.
a revised overview can highlight key differences while still providing access to detailed values. a test with appropriate participants shows whether relevant questions can be answered reliably. this hypothetical example illustrates why information design should be based on the task at hand and not solely on a preferred form of presentation.
common mistakes in selection and contracting
be on the lookout for simplifications that omit necessary conditions or units. even decorative charts can suggest relationships that are not present in the data. ask for expert review and real-world test cases. if the content changes frequently later on, the structure must be able to accommodate those changes. a representation that works only for an ideal dataset may be unsuitable for day-to-day operations.
compare costs and schedules effectively
costs and duration depend on the complexity of the content, technical revisions, and clarity checks. have research, development, prototypes, and external expert services listed separately. also, specify which rounds of revisions are included and who approves the feedback. a schedule is only meaningful once these decisions and dependencies are known.
the briefing for an initial meeting
describe the decision or action you want readers to take. provide original content, data, and technical definitions. specify target audiences, prerequisite knowledge, and the media used. include common misunderstandings and planned updates. name a person responsible for the technical aspects. clarify whether the agency will only handle the visual design or will also be responsible for content structure, editing, and readability checks.
frequently asked questions about communication and information design
what is the difference between information design and graphic design?
information design focuses particularly on understanding and navigating content. graphic design also encompasses additional communicative and visual tasks. in projects, the two overlap.
how can a simplified representation remain technically accurate?
while retaining relevant conditions, units, and references. coordinate any omissions with the subject matter experts. an overview can provide access to more detailed information, rather than appearing to resolve complexity by omitting crucial details.
how is frequently changing content taken into account?
test the structure using various realistic datasets and text lengths. document the rules for new content. this will help ensure that a layout that works today won’t require manual workarounds or content-wise questionable omissions during the next update.
when is a table better than a chart?
when specific values or multiple characteristics need to be compared directly. charts can help identify patterns or relationships more quickly. the choice of chart should be based on the reading question. both types require accurate labels and a clear connection to the content.
how is intelligibility measured?
use appropriate tasks involving relevant individuals—such as finding information or justifying a choice. include any errors you observe and any necessary explanations. simply asking whether students like the material or find it subjectively clear does not fully answer the question of whether the information has actually been understood correctly.
the agency can approve technical content on its own
only if this responsibility and the necessary expertise have been explicitly agreed upon. normally, qualified professionals must be involved. design clarity and technical accuracy complement each other; one does not automatically replace the other.
the perspective of f/p design
at f/p design, we design print and digital communication media. when complex information needs to be conveyed, we first clarify the reader’s role and identify the subject matter experts. this provides a solid foundation for the information architecture. you can find out more about our communication design work at communication design.
are you planning a project in this area? talk to f/p design about your project, its current status, and your desired outcome. together, we’ll determine the right design approach and the next steps.
