Beauty and the beast.

Health information can be beastly and is truly beautiful only when it can be understood.

Hello white space and…

The preconceived representation of how data should be displayed and contexualised was completely re-thought from two perspectives: visual perception and learning science.

The status quo of long headlines and dense layouts were replaced with a visual architecture and methodology exploiting the eye’s natural entry and exist points:

‘White space amplification’ – emphasise and protect the central visualisation with generous exclusion zones

‘Headline inversion’ – replace the placement of large headlines with (diminutive) data ‘descriptors’

‘As the crow flies’ – create a visual path of least resistance from ‘descriptor’ through the data to the ‘key take away message’

‘Data ink dominates’ – challenge visual redundancy that distracts the eye from the data

‘Tell it through type’ – distill the ‘key take away message’ to its core and apply typographic principles to selectively accentuate

This has been applied to 58 data sets with many more in the pipeline

With regard to the foundational visual architecture and methodology, research concluded:

“Quality learning design, scientifically rigorous, and easy to navigate”

“Layout and visuals are highly effective in conveying key messages”

“Clear, simple and intuitive data visualization”

With regard to the respiratory data sets:

“The COPD data comprehension design has exceeded my expectations and I’m delighted with the results! You’ve turned a wealth of complex scientific data into a set of clear, impactful and engaging visuals with a strong scientific narrative and a unique visual identity. The resulting educational materials are deceptively simple, yet supported by a deep understanding of the scientific data and an innovative and thoughtful approach. The intuitive layout and visuals convey messages clearly and beautifully. The whole range of formats has resonated strongly with local physicians across our key markets, who have commented that the content is balanced, credible and relevant for their clinical practice. This is exactly the type of work than demonstrates BI’s ongoing commitment to innovation and I’m proud to see my team in the spotlight for this initiative. This is a unique partnership between science and creative design - creativity at its best!”

Lars Grónke,

Associate Therapeutic Area Head, Medical Affairs Respiratory Diseases