In Chapter seven Images in the Head, Cairo discusses the brains process and interpretation of images through memory and its relation to designing great infographics. He explains how visual perception runs through our brain in two opposite but convergent ways. Bottom-up processing is the first pathway, which starts in the retina and runs to the brain, while top-down processing retrieves contents from our memory and brings them into visual processing. When the information is obtained it it then processed and stored in our iconic memory, which is a very short-term storage for visual information. The role of iconic memory in perception and cognition if to keep a coherent picture that can later be interpreted with your brain. Then he discusses the use of realism where a realistic picture is used in visual representation. However, it is noted that realism is not always the best choice for visualization because of iconic component imagery. This explains the brains ability to identify more abstract images that are simple and interpret them in a shorter period of time due to less detail and distraction.
In profile five Germanic Precision, Cairo talks about Jan Schwochow whos is an executive creative director of the infographics agency called Golden Section Graphics. Cairo interviews him about his work experience in the field and notes him as being a serious and precise designer. Schwochow hold strong belief that “the whole point of infographics regardless of if they are statistical charts, maps, or explanation diagrams, is to be accurate“. In this chapter there are many projects which Shwochow and his team designed and he mentions how many times they work with multiple clients at one time. The process work includes research, writing the copy, designing the layout as well as creating the illustrations and 3D model work. He also mentions how his team consists of various workers whom all specialize in something different (programmer, animator, mapping software, geographic information systems, ect).
Image in relation to reading:
This infographic can relate to the reading because its minimal details works to beneficially inform the audience without unneeded extra details. It uses simple shapes and colors that allow us to identify a house and navigate through the infographic effortlessly.
Example of excellent data visualization: