ARTS2090 PUBLICS AND PUBLISHING MAKING THE INVISIBLE VISIBLE BRENDA + LIZZIE + AMNA

A VISUALISATION HELPS…  to discover and establish new relationships  to extend existing relationships  to develop knowledge  to clarify confusing information  to establish previously unseen connections

WHY AIRLINE PREFERENCES?  Existing data is conflicting:  A simple Google search in Australia yields news articles and websites which argue that Qantas is the nation’s most preferred airline, but this is not necessarily the case (news.com.au, Trip Advisor, qantas.com.au)  Roy Morgan and other independent data collection agencies list Qantas as the nation’s third most preferred airline, at best  If you ask 20 different people what their preferred airline is, you’ll get a variety of different responses and explanations  Putting all of this data into one place organises the information for easier reference  The data was easy to obtain:  All information was available online, from reputable sources  Hadn’t already been made into a visualisation such as this  The data could be easily visualised:  The facts and figures provided by Roy Morgan could easily be developed into a simple infographic to communicate the information more effectively

PUBLISHING IMPACTS  By making this infographic generally known to the public, they will be able to make better choices regarding their air travel.  The data presented is from objective and independent sources  Contradicts what is available on the internet - information that may be biased/sponsored

VISUALISATION

VISUALISATION JUSTIFICATION  The format needed to be simple to match the simplicity of the information itself; this infographic is as easy to understand as the data it attempts to visualise  The format it is in can be published physically (eg printed in a magazine or journal), as well as online; it can be reproduced for publication in different formats so that it reaches a wider audience  The format also allows for either T1 or T2 to be published individually.

FOR EXAMPLE….

STRENGTHS  Simplistic, colourful design: aids in readability  Data is easy to understand: it does not bombard you with confusing statistics or facts and figures  Highly informative: it lets people know what the top airlines are in Australia as well as Internationally via a simple ranking system  Clear purpose: no confusion as to what this infographic is attempting to explain; people wanting to travel need to know which airlines have the best reputation  Replicable: A graphic like this could easily be published in an inflight magazine to boost the reputation of the airlines mentioned  Could lead to an increase in brand recognition, brand loyalty, customer insights and profitability

WEAKNESSES  No information explaining how these airlines were chosen or by whom; eg customer satisfaction surveys, online questionnaires, interviews with airline staff etc  Lack of statistics regarding the most popular airlines  Consumers may doubt the reliability of the source  It strongly targets frequent flyers and may not be beneficial to the rest of society, particularly not to those who only travel domestically  The lack of criteria explaining how the airlines were ranked could lead the airlines to contest their rankings; there will be no room for improvement for the ‘least preferred’ airline as they will have gained a negative reputation, which may jeopardise the company  Could lead to a decrease in customers and profitability for those airlines ranked at the lower end of the spectrum  Does the public really care which airline is most preferred internationally???  The public may not understand the meaning behind T1 International and T2 Domestic