Information Design | Flip Project

4 Feb 2025 -  17 Mar 2025 | (Week 1 - Week 7 )
Chan Xiang Lam | 0358400 

Information Design | Bachelor of Design (Honours) in Creative Media 

Flip Project 

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TABLE CONTENT   

    1. Instructions

    2. Flip Project 

        - Flip 1 | Types of Infographics

        - Flip 2 | Saul Wurman's LATCH Theory

        - Flip 3 | Miller's Law of Memory

        - Flip 4 | Manuel Lima's 9 Directives Manifesto

    3. Reflection

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INSTRUCTIONS

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FLIP PROJECT

Work as a team to explore and implement key infographic design principles by analyzing four major concepts that affect how information is structured and communicated. Divide responsibilities among team members to ensure a thorough and collaborative approach to understanding and applying these principles in the project.

Group members: 

1. Yan Zhi Xuan (0369425) 
2. Sin Jun Ming (0364638)
3. Natalie Chu Jing Xuan (0354589)
4. Jie Xuan (0356515)
5. Chan Xiang Lam (0358400)
6. You Siyuan (0366978)
7. Iman Mikudim (0338004)
8. Esma Reza (0339055)

Flip 1 | Types of Infographics

In Flip 1, we explored the different types of infographics and their purposes. Infographics are visual tools used to present complex data in a simplified and engaging format. We learned about eleven common types, including statistical, informational, comparison, hierarchical, timeline, interactive, geographic, process, resume, chart, and list infographics. Each type serves a specific function and is suited to particular content and audience needs. The lesson emphasized how choosing the right type enhances clarity, storytelling, and viewer engagement.

Flip 2 | Saul Wurman's LATCH Theory

Flip 2 focused on Richard Saul Wurman’s LATCH theory, which outlines five universal ways to organize information: Location, Alphabet, Time, Category, and Hierarchy. These principles help structure content logically, making it easier to navigate and understand. Through practical examples, we understood how each method is applied in real-world contexts, such as maps, dictionaries, schedules, product categories, and rankings. The LATCH model is especially valuable in information design, education, and user experience (UX) design.

Flip 3 | Miller's Law of Memory

In Flip 3, we studied Miller’s Law, which suggests that the human brain can hold about 7±2 pieces of information in short-term memory. This led to the concept of chunking—grouping information into meaningful units to aid memory and comprehension. We learned how to apply this in infographics and UI/UX design by limiting key points, grouping related content, and simplifying visuals. The session also clarified common misunderstandings of the rule and emphasized thoughtful design over strict numeric limits.

Flip 4 | Manuel Lima's 9 Directives Manifesto

Flip 4 introduced Manuel Lima’s 9 Directives Manifesto, a set of principles for effective and ethical information visualization. The directives include ideas such as "Form Follows Function," "Interactivity is Key," and "Avoid Gratuitous Visualizations." These guidelines stress the importance of clarity, relevance, transparency, and meaningful storytelling in design. The manifesto encourages designers to prioritize user understanding over decoration and to present data in a way that reveals insight rather than overwhelm with visual noise.

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REFLECTIONS

Through the process of studying Flip 1 to Flip 4, I have gained a deeper understanding of the foundational principles that guide effective information and infographic design. I learned how different types of infographics can be strategically used to visualize data in meaningful and engaging ways. Saul Wurman’s LATCH theory taught me the importance of organizing content clearly, depending on the nature of the information. Miller’s Law highlighted the limitations of human memory and the power of chunking to improve comprehension, especially in visual communication and user interface design. Manuel Lima’s 9 Directives further emphasized the importance of clarity, purpose, and storytelling in data visualization, reminding me that design should serve function and not just aesthetics. Overall, these concepts have helped me appreciate how thoughtful information design can make complex topics more accessible and impactful. This learning will definitely influence how I approach future design tasks, particularly when creating content meant to inform, guide, or persuade.