At the beginning of Coronavirus lockdown I (and presumably everyone else in the UK) was sent a six page leaflet from the government about how to behave in this period. Behaviour change is one of the specialisms at Lesage Design and I was struck by how the government's infographics failed to communicate clearly. I set myself the brief to communicate the same messages with more clarity and engagement. Here are the results (with free downloadable pdfs):
I had to read the Government page on the left three times before I understood what it was saying.
In contrast, my version on the right:
- takes into account the breadth of the audience and aims to communicate with those that might be hard to reach
- aims to communicate in under 5 seconds to the majority who 'skim-read' leaflets like this
- reduces the amount of text and uses graphics to convey information instead, where possible
- focuses on the most important behaviours (who has to isolate for 7 days and who for 14 days), rather than trying to cover every eventuality
- uses illustration to tell a story rather than just as decoration (eg the depiction of vulnerable older person and baby outside the house). Humans are wired to engage with stories
- red is associated with importance, emergency and danger
- uses abstract illustrations that are gender and race-neutral
I suspect that few people will carefully follow the instructions in the hand-washing graphic on the government leaflet to the left. In contrast, my version on the right:
- takes into account the breadth of the audience and aims to communicate with those that might be hard to reach
- aims to communicate in under 5 seconds to the majority who 'skim-read' leaflets like this
- focuses on the most important behaviours (thoroughness and time taken), rather than giving too much detail
- reduces the amount of text and graphics
- uses illustration to intrigue 
- red spots are associated with germs and infection
- uses abstract illustrations that are gender and race-neutral
Please contact me if you need effective, engaging, bespoke infographics to suit your messages and brand.
You're welcome to use and download the graphics in this article but please acknowledge the source as www.lesage.co.uk
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