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Personal and Ubiquitous Computing ISSN 1617-4909Volume 21Number 2 Pers Ubiquit Comput (2017) 21:219-233DOI 10.1007/s00779-016-0988-7

Question matrix method accordingto divided dimensions of infographicsevaluation

Waralak V. Siricharoen & Phan CongVinh

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ORIGINAL ARTICLE

Question matrix method according to divided dimensionsof infographics evaluation

Waralak V. Siricharoen1 • Phan Cong Vinh2

Received: 11 July 2016 / Accepted: 30 October 2016 / Published online: 2 December 2016

� Springer-Verlag London 2016

Abstract The visual/image is very good expression in the

cultural heritage domain. Visual archive is one of the

recording techniques for cultural heritage along with the

static image like a picture and the reports documenting

contents in literature. One category of lively image is

infographic which usually created and shared by using ICT.

The infographics are widely used nowadays because the

people need less time to summarize all the needed infor-

mation. There is the massive amount of information

flooding, especially on the internet. However, there is

pretty of not so good designed infographic which has been

published in the social media. So the evaluation approach

is about how user distinct the bad infographics from the

good infographics, also user can evaluate infographics and

improve them before launch them through media. This

research aims to draw the essential summary according to

the important issue of infographic evaluation, for the

audience can find the way to improve and create the better

infographics. The paper introduces the communication

theories and classifies the template types of infographics of

the static and interactive infographic. The questions of

evaluation dimensions bundle into the three core founda-

tion of the infographic which are Visual, Content, and

Knowledge.

Keywords Human–computer interaction � HCI �Communication � Infographic � Evaluation � Staticinfographic � Motion infographic � Interactive infographic �Infographic template � ICT

1 Introduction

The most basic communication is to communicate with

oneself. As a human sometimes, we communicate with

ourselves by thinking. The communication by using lan-

guage is the most important issue of how people interact

with each other. The original communication model of

Shannon and Weaver has been known as the information

theory (Fig. 1). This model is specially designed to develop

the communication way between sender and receiver.

Noise can disturb the communication process. The model

combines many concepts like information source, receiver,

channel, noise, transmitter, channel, message, information

destination, encode, and decode [1]. The Shannon infor-

mation theory is divided into five simple parts: (1) the

source, (2) the sender, (3) the message, (4) the receiver, and

(5) the interpretation of the message by the receiver. For

any messaging system from processors related, we can

define and review the following basic components called as

the SMCR model.

Better infographic effectively and quickly assists people

to ingest the information. The pictorial messages by the

images or drawing of the information are the enhanced and

influence means of communication. Matt Byrom said in his

article ‘‘The Power of Visual Communication infographic’’

that visual communication is described as the conveyance

of information and ideas in forms that can be read or

looked upon. The research from Barbara M. Miller and

Brooke Barnett discovered this about infographics:

& Phan Cong Vinh

pcvinh@ntt.edu.vn

Waralak V. Siricharoen

Waralak_von@utcc.ac.th

1 School of Science and Technology, University of the Thai

Chamber of Commerce, Bangkok, Thailand

2 Faculty of Information Technology, Nguyen Tat Thanh

University, Ho Chi Minh City, Vietnam

123

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DOI 10.1007/s00779-016-0988-7

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‘‘...combining text and graphics allows communicators to

take advantage of each medium’s strengths and diminish

each mediums weaknesses.’’

Information visualization is the technique to describe the

attention-grabbing fact of the data. The visualization

designs are some words to let the data communicate. It has

developed into a great way to tell stories. News organiza-

tions are learning to do this well in a field known as data

journalism. An infographic is a way to present information,

data, and knowledge in a visual manner. Jeff Bullas, the

author of Awesome Reasons to use Infographics in your

Content Marketing, said we live in an age of big data. In

one day people create more than 1 billion pieces of content,

140 million tweets, and 2 million videos. Infographic is one

efficient way of combining the best of text, images, and

design to represent complex data that tell a story that

Fig. 1 Modules of a

communication system and their

relationships. Source: https://

commons.wikimedia.org/wiki/

File:Shannon_communication_

system.svg

Fig. 2 Example of number of porn infographic (Life Cycle of Web Page). Source: http://blog.oringe.com/wp-content/uploads/2013/02/

infographic-porn.jpg

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requests to be shared. The best way to get the audiences

attention is by using infographics. It can represent data

rapidly and visibly [2].

The infographics are very beneficial for telling the story,

especially in cultural heritage matter. For example, they

use infographics to explain how a Mexican holiday is

celebrating the Battle of Puebla, a small city in Mexico.

This traditional holiday called ‘‘Cinco de Mayo’’ has

evolved from the holiday it once was into the holiday it is

now. The UNESCO Iraq office produced the infographic

film1 in 2013 in Arabic aimed at sensitizing Iraqi youth to

the importance of protecting their rich and historical cul-

tural heritage. Infographics have been applied to cultural

heritage: the case of ‘‘Ninfeo de Campetti (Veio).’’

The basis of the infographic is composed of the three

major parts, which are Visual, Content, and Knowledge.

Fig. 3 Example of

informational infographics.

Source: http://klock.work/

images/examples/informational-

2

1 https://www.youtube.com/watch?v=0Lw5yLKWR10.

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Visual representations of data, information, and/or knowl-

edge are (1) Visual elements, (2) Content elements, and (3)

Knowledge [3]. It mentioned (based on the data from

Google Insights for Search) shows that in the recent years

the clear growth in searching for ‘‘infographic’’ term has

been familiar. The growth of infographic from the

Fig. 4 Example of number, the timeline infographic (LEGO Brick 50th Anniversary Timeline). Source: http://infographiclist.com/

Fig. 5 Example of the flowchart infographic (how to create an infographic). Source: https://foomandoonian.files.wordpress.com/

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infographic search volumes has increased by over 800% in

just over 3 years.

2 Types and templates of infographics

Krum [4] makes the simple summary about media formats

of the infographic; the static infographics are the simplest

form of infographics design. There are two main types of

infographic [5]: static infographic and interactive and

motion infographic.

2.1 Static infographic

The most common type of infographic is the static form

because it is easier to design than interactive and motion

infographic. It is more affordable when it needs to hire

people to do it. Since static infographics are just images,

they are easy to repurpose and share. As it is an image, it

can be easily posted on websites and social networks. This

is the format of choice for fixed content that does not need

to be readily updated. It can be easily classified into types

of the infographic templates as follows [6]. In cultural

heritage domain, UNESCO found that in Madagascar, there

are diverse forms of visual or decorative arts, each inspired

by and expressing the respective creation beliefs of their

communities [7]. These forms of visual can be considered

as the static infographic as well.

2.1.1 Statistical infographic template

Statistical infographics (Fig. 2) are presented data visual-

ization with graphs, tables, or numbers. It is using the

numbers to tell a story. It is the most common template and

generally for business and in personal objectives. It is

applied for surveys, data-driven stories or news, business

reports, and statistics on a subject matter or event.

2.1.2 Informational infographic template

Informational infographics (Fig. 3) are infographic tem-

plates that are mainly about taking text-based information.

Fig. 6 Example of how–to (process oriented) infographic (The Technology EDGE for Fuels & Chemicals). Source: http://ww1.prweb.com/

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These include informational posters, ‘‘listographics,’’ pre-

sentations, brochures, and instructional guides. Informa-

tional infographics summarize text information into easy to

understand points using iconography, illustrations, lists or

bullet points, and images. Information design is very

important to combine all these elements together to form a

Fig. 7 Example of data

visualization infographic

(Bangkok Metro Sky train).

Source: https://upload.

wikimedia.org/wikipedia/

commons/0/0b/Bangkok_

Metro_Skytrain

Fig. 8 Example of the world map. Source: http://foa-approved.org/corporate_members/map

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persuasive infographic. The majority of infographics pro-

duced are usually of this type as informational infographics

can be used for many different uses.

2.1.3 Timeline infographic template

Timeline infographics (Fig. 4) are created with a timeline

as its emphasis. Timelines are useful when telling story or

transfer information over a sequential time period. Time-

lines can also be used to feature information in an order or

to indicate the development of an interested topic over a

time period. Timelines can be used as a reference point for

another set of data by linking it with other visual elements

such as imagery, iconography, and charts. Students use

infographics to understand how a place, population, or

culture changes over time.

Fig. 9 Example of VS

infographic (web designers vs

web developers). Source: http://

images.sixrevisions.com

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2.1.4 Process infographic template

Process infographics (Figs. 5, 6) show a stream of infor-

mation by using a linear or separating series. As its name

suggests, this type of infographic can be used to style a

flow of the process.

2.1.5 Geographic infographic template

Geographic infographics (Figs. 7, 8) display location-based

information. The understandable most used of this info-

graphic is a map-based infographic. Geographic informa-

tion can be taken by emphasizing or shading different parts

of a map (called a choropleth map) or by overlaying shapes

on top of the map, such as a bubble map chart or a Sankey

diagram. Now there are many combinations of geographic

location-based with other type of information. The other

data dimensions can be introduced in this type of info-

graphic such as dates, location, distance traveled, and

temperature with the main data set.

2.1.6 Comparison infographic template

Comparison infographics (Figs. 9, 10) mainly match and

distinct two different things or kinds (objects, brands,

places, categories, versions, theories, etc.) This type of

infographic can focus on the advantage and disadvantages,

or the differences and similarities, and support as a guide

for choosing between two different kinds or things.

2.1.7 Hierarchical infographic template

Hierarchical infographics (Figs. 11, 12) visualize data into

different levels. This type of infographic assists a very

specific determination and is used to show how information

is organized into different levels from top to bottom and

they are connected in the pyramid shape.

2.2 Motion/interactive infographic

As the researcher said [8], interactive applications (Figs. 13,

14, 15) enable a user to control what the user wishes to

see/hear and how the information is delivered. The motion

graphic or video infographic is also sometimes called the

animated infographic. The main feature of this type of

infographic is that they are not static visualizations. The

charts, text, illustrations, and other content are animated.

Longer forms of animated infographics are certainly videos,

but there are also shorter .gif formats that loop forever.

It needs the programmers with computer skill to run this

type of infographic. The viewers will feel more involved

and occupied by the interactive infographic. The potential

Fig. 10 Example of research

results infographic (Color

Emotion Guide). Source: http://

cdn2.business2community.com

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browser is required in order to play interactive infographic.

It cannot be reproduced or recreated. However, the pros are

to help the viewer to have the ability to show full infor-

mation and allow the viewer to discover the data on their

own. Besides, it allowed publishers to update the data set

and infographic as needed or allowing the viewer to enter

the input on their own data to personalize the visualization

such as the infographic about Halloween costumes, which

allow the users to answer the questions in the interactive

infographic, and the result will be the selected costume

according to what they choose. There are several types of

interactive infographics. Here are some common recurring

types as follows [9].

1. Scrolling Some websites have made it popular to scroll

vertically and horizontally to be able to see animated

elements.

2. User-driven data content It allows audiences to

explore the data set and decide how you want to view

the data. You can manipulate the graphic by filtering,

selecting, and searching the data.

3. Animation Some elements can be animated but not the

entire infographic is animated.

4. Multipagination It resembles a slide-by-slide presen-

tation like those we see in PowerPoint.

Motion graphics are always an eye-catching communica-

tion tool because they are combined with rich stimulus,

holding the viewers attention through a combination of ani-

mated graphics, illustration, and kinetic text; the viewer can be

walked through an explanation or presentation of ideas while

being entertained. Motion graphics design is a specialized

skill, so creating a motion infographic is more expensive than

a comparable static infographic. While printing a motion

graphic is not possible, videos can be easily shared.

3 Infographic evaluation approach

There are a number of tools available for creating info-

graphics. Some are more user-friendly than others. Several

sites can be used to visualize information. An incomplete

Fig. 11 The hierarchy of needs

infographic. Source: http://

thumbs.dreamstime.com

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sentence because of the ability to capture attention and

convey information in a straightforward manner, info-

gr.ams, has exploded in use and popularity. Students must

be able to understand and analyze information presented in

this manner. Production of infographics also demonstrates

students expertise of advanced cognitive skills, technical

skills, and familiarity with varied literacies. The wide-

spread use of infographics arises and with emerging tech-

nologies influencing the definition and requirements of

‘‘literacy’’ for current and future students and teachers.

They need to embrace new forms of presenting information

and use it efficiently.

Lynda.com mentioned in the tutorial video about the

five attributes of great infographic; they are contrast,

hierarchy, accuracy, relevance, and truth [10]. The

University of Mary Washington, infographics blog pre-

sented the idea of characteristics of an effective infographic

[8] in [9] show the summaries four main categories were

identified: Usefulness, Legibility, Design, and Esthetics.

The good infographic should have the proper characteristic

as follows: [13] unique, simple, creative, minimal text and

high impact, and easily sharable. Also, the book called ‘‘5

RULES FOR USING INFOGRAPHICS SUCCESS-

FULLY’’ is written by IQ Agency [14] and the rules

described are 1. Tell a story, 2. Pick the right visuals, 3.

Keep it simple, 4. Stay timely, 5. Make it shareable. Also

in the slideshared.net and [15], there are the suggestions of

how can the user create the good infographic. They need to

have four main characters which are Sharable, Data,

Design, and Story. These four elements have to be in

proper portions in order to create the good infographic.

Figure 16 shows the effectively designed infographic

should do the following: to see how to have good info-

graphic to show that we need clear, concise, and structured

design, with useful and relevant content; in order to deliver

interesting, problem, or solution message and sharing them

through social media [15].

However, it is sometimes still difficult to compare many

infographic in the same categories even how well the

infographic be represented. So this research has brought the

whole interesting questions of how to control the info-

graphic show the right messages. This table shows the

dimensions of checklist in order to evaluate the infographic

(Fig. 17; Table 1).

Fig. 12 Balance your media diet. Source: http://www.wired.com

Fig. 13 Care to click infographic. Source: https://www.youtube.com/

watch?V=qvicxgkcbrm

Fig. 14 Retail security threats.

Source: http://www.nuspire.

com/linked/infographic/#/start

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After consideration of the whole questions of info-

graphic, if the table will be taken to consider for evaluat-

ing, we can also add the scales from 1 to 5 (1 = very

unlikely, 2 = unlikely, 3 = fair, 4 = likely, 5 = very likely)

to each principle of each question. So we can see how well

each infographic will be evaluated. For example, in

Table 2, we then combine that summary scales and com-

pare each infographic or evaluate and improve the part that

got the least scores of all dimensions.

Making the summary of the entire dimension, we can

see that the main dimension would be Data and Content,

Esthetic, and Useful. So the suggested we can summarize

all the dimensions to the original foundation of the cores of

infographic which are (1) Visual elements, (2) Content

elements, and (3) Knowledge.

The main principle Data, Knowledge, and Visual from

the Table 2 that when we definitely combine the main

principle of evaluation, the noticeable issue is that we can

group the whole evaluation question for scaling into three

groups of the foundation of infographics are Visual, Con-

tent and Knowledge. The Data and Content part defines the

Data, the Esthetic part defines Visual representation, and

the useful part defines Knowledge [16].

Human–computer interaction (HCI) focuses more on

user interface design and usability. One part of HCI is how

the images or messages affect the users [17]. The users are

everywhere, as the users can access the information on the

web. Anyone can create an infographic and put it on the

web. Not all infographics are good or accurate; it is like

when we want to validate or evaluate a website. So we

Fig. 15 Example of motion

graphic: the history of vaccines.

Source: http://

killerinfographics.com/project/

motion-graphic-the-history-of-

vaccines

Fig. 16 Discipline of Good

infographic design. Source:

http://uxpamagazine.org

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should validate an infographic carefully before using it.

The downside of infographic is that data can be skewed

and/or have a margin of error which would make the data

irrelevant. Data are constantly changing on a daily basis, so

the information presented could be outdated [12]. Although

data visualizations and infographics can be created

improperly, putting in too much information (or not

enough), using inappropriate types for the information

provided, and unsuitable charts or graphs and other failures

are common. To avoid sharing some poorly designed

infographics, the audience needs evaluation and checking

questions. The things that we have to consider for info-

graphics, in general, are audience, evaluation, purpose,

design and bias, readability, interactivity, and social shar-

ing. Usually in order to evaluate how well an infographic

designs and creates, there are some of the discussion

questions [18, 19] to guide how creator thinks and

discusses.

4 Conclusion and recommendation

Two types of data may be involved with cultural heritage

work; one is metadata, which describes these digital

objects in a structured format and facilitates information

retrieval, organization, and architecture, and the second

type is the data present in the content of items themselves,

especially in the case of digitized records [20]. The

statistic infographics are usually in vertical and horizontal

form aligns to the screen construction. The user can see

them by scroll up and down or left to right on the screen.

Therefore, the user can see only some portion of the

infographic on the screen. And when we what to see the

whole static infographic, it is too small. Loading too

much information can make the static infographic

inconceivable and complicated [21]. The interactive

infographics can overcome these limitations, can be

aimed in desired display size, and can accept multidi-

mensional greater part of data. The user can view the

specific part of the information in the interactive info-

graphics easily. Thus, no matter how much information it

contains, the all-purpose structure of the infographic

looks well ordered and unblocks [22].

Additionally, Zooming infographics allow user to zoom

closer to read details. Clickable infographics are designed

by building some parts of design clickable with HTML

links. Animated infographics make some motion or change

to design as user watches it might be the charts growing

like bar chart, or color change, or animated character. The

researcher [23] also experimented with video as a means of

giving visitors new ways of documenting, experiencing,

and sharing their visits. Video infographic is gaining

attention online because of the simplicity of usability on

video-sharing sites such as YouTube and Vimeo. Interac-

tive infographics are designs that give readers some control

over the visualization displayed.

Fig. 17 Representation of

dimension of evaluation

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Table 1 First infographic evaluation–questions matrix according to the divided dimensions

Dimension of evaluation Questions

DATA—Use precise data and analysis

(D)

1. What different pieces of information are included in this infographic?

2. What information was included in this infographic that allows nonscience people to understand the

content?

3. What do the data mean?

4. Can we provide a better context for the data?

5. How has the field of information visualization changed over time?

6. What’s the veracity of the data? Do some quick mental math checks make the ‘‘data’’ look pretty

unlikely?

7. Do data will be accurate and verifiable?

8. Is the infographic representative of the data?

SOURCES—Information that is

presented is sourced (S)

9. Is it legible? Can you read it and make sense of it?

10. Is this infographic really ‘‘functional’’ in the sense of facilitating basic, predictable tasks

(comparing, relating variables, etc.)?

11. Are there sources for the data? Visit the sources? Are they valid websites/sources?

12. Other than news media, what other entities fund the creation of infographics? For what purposes?

13. What educational background and previous work experience might information designers have?

14. Have the sources been made deliberately hard to check?

15. Do sources Proper Sourcing & Attribution?

STORY & FLOW—More than charts of

numbers. The data are presented as a

story (SF)

16. Does it tell a story? What are the most important or surprising points in the data?

17. Write an abstract about what it is about (two or three sentences that highlight the purpose of the

infographic)

18. What is the infographic about? What story is being told?

19. Is the infographic effective? What makes it so, or not?

20. Who is the author? Is there any credit or information to identify the author as reputable?

DESIGN STYLE—Match the topic

(DS)

21. Can we emphasize them by some means?

22. What other variables should be gathered/analyzed if we want to give an accurate portrait of the

topic the graphic covers?

23. What is useful about putting information in this format?

24. Does the graphic use verifiable information? Make sure you know the graphic’s sources, and

whether they can be trusted

25. Does the visualization use best practices? Are you showing students the best example of how

information can be presented graphically? Is the graphic distorting the information, and if so, for

what end?

26. Is the graphic engaging? Use an intriguing infographic to keep your students involved and

emphasize why its important to produce engaging content

27. Does infographic offer the Best Practices in Visual Representation?

28. Could we go beyond what is currently presented?

COLOR & SIZE—Used to catch the eye

before the infographic is ‘‘read.’’ Use

of Color and Size makes different

values visually different (C)

29. How could colors, sizes, and kinds of objects be used to give the wrong impression about people

away from the data?

30. How are colors used differently in each one? Are some colors more powerful than others?

31. Color and graphics? Are they legible and easy to read?

32. How are colors used differently in each one? Are some colors more powerful than others?

33. How could colors, sizes, and kinds of objects be used to mislead people away from the data?

ICONS—Simple visual ways to show

complex data (I)

34. How are objects displayed on each one?

35. Do sizes of the objects matter in presentation the proposed information?

DIAGRAMS & CHARTS—Easy to

understand (DC)

36. Why would this be better than just showing the formulas or using just a bar graph?

37. What are the purposes of visual displays like the charts, maps, graphs, timelines, tables, and other

features are known as ‘‘infographics’’?

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The magnificent summary is, how can we create the

good infographic? In our opinion, we need to focus on the

story, tell it nicely, simple, and beautiful in good design.

And we need to tell it in accurate time and only the true

story should be told. The most important thing is to make it

sharable, spread the good information to the world. Infor-

mation and communication technologies (ICT) may play a

significant role, by providing the tools to reach people with

relevant and appropriate information. Therefore, the mar-

ket of digital services and multimedia content for cultural

heritage might have a significant impact on the ICT

industry [24] in the future and may become an increasing

source of new way for the information visualization.

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Table 1 continued

Dimension of evaluation Questions

WORDS—Make the case concisely and

clearly (W)

38. Can you sum up the point or message in two sentences or less?

39. Does it have a clear and meaningful title? What kind of headlines, intro copy, and labels could it

include to make it meaningful for a broad audience?

40. Is there spelling or grammar errors? (if there are errors, chances are there are errors in the data)

41. How do the words support or distract from the message?

Publishers—make it easily sharable (P) 42. Why do many readers like infographics? Why do publishers like them? How do they ‘‘cut through

the clutter’’?

43. What are the benefits of having so much data visualization at our disposal? What might be some

drawbacks?

44. How can we evaluate an infographic? Is there such a thing as a ‘‘bad’’ infographic? What are some

of the principles behind good infographic creation?

45. Is it from a site with no real reason to be publishing it?

46. Make notes about what you notice and like/don’t like about the infographics

Table 2 First Infographic

evaluation–questions matrix

according to the divided

dimensions

Foundation of infographic Dimension of evaluation Identified main categories

Visual DESIGN STYLE—(DS); Esthetics; Legibility; Design

COLOR & SIZE—(C);

ICONS (I);

DIAGRAMS & CHARTS (DC)

Content DATA (D); Usefulness

STORY & FLOW (SF);

WORDS (W);

Knowledge SOURCES (S);

PUBLISHER (P)

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