KENYA · GUIDE 0552 · EDITION 4.2
Infographic design in Kenya: Customers and Market Demand
The buyer and the buying decision
Organizations explaining a specific process or dataset. The offer to test is: Turn verified information into a clear original infographic.
Plan the infographic around one defensible message, using client-approved data, defined audience knowledge, source references, and a distribution format that determines how much detail viewers can read.
Separate interest from an accepted order
Develop one visual draft with source notes beside key facts.
The purpose of this test is to establish whether the buyer accepts the specified result, delivery arrangement and payment terms. An encouraging interview does not establish repeat demand. Ask what the buyer currently uses, what would make them change supplier and who has authority to approve the first order. Record a refusal as carefully as an enquiry so that unsuccessful offers do not disappear from the evidence.
Collect evidence specific to this offer
Keep approved data versions, calculation questions referred to the client, visual encoding decisions, reader interpretations, source references, review corrections, and final exports for each agreed publication placement.
| Question to resolve | Evidence to retain |
|---|---|
| What exactly will the buyer accept? | Ask a reviewer unfamiliar with the data to explain the takeaway, then verify labels, units, comparisons, source attribution, and visual proportions against the approved underlying information carefully. |
| What is included in the first trial? | Plan the infographic around one defensible message, using client-approved data, defined audience knowledge, source references, and a distribution format that determines how much detail viewers can read. |
| How will a prospect see the offer? | Approach communications teams with an evidence-led sample. |
| What must happen before repeating the trial? | Scale, wording and source attribution do not distort the information. |
Decide whether to continue
Review the specification with the buyer before committing to tools or stock. A trial is commercially useful only if actual costs, rejected work, time spent and cash collected can be reconciled. An infographic misleads when decorative scale exaggerates differences, omitted denominators change the meaning, or simplified categories imply a conclusion the source data cannot actually support for readers.
If a buyer changes the required output, record a new scope and re-cost the test. Do not count a request for a different product as proof of demand for the original one. Keep personal contact details in your private records and use customer statements publicly only with permission.
Turn the example into a buyer test
Fictional infographic INF-52 summarises a supplied repair-shop dataset of 100 completed jobs:40 punctures,30 brake adjustments,20 gear adjustments and 10 other repairs. These are invented teaching data, not a real shop's performance. Output is one A4 infographic, a social crop and a text/table equivalent. Headline: 'What our example 100 jobs involved'. Four bars share a zero baseline, with direct counts and a stated period placeholder. No causal claims or survey inference is added.
| Buyer discussion | Evidence to retain |
|---|---|
| Specification to confirm | Here 40+30+20+10=100 and categories are explicitly exclusive; do not assume exclusivity in a real dataset. |
| Output to inspect | No bar, category or source qualification disappears in the cropped version. |
| Failure that can defeat acceptance | Percentages total over 100 |
Ask the buyer to describe one acceptable and one unacceptable result. Record the decision maker, price basis, quantity, handover point and payment date privately. A sample request, an encouraging conversation and an accepted order are different evidence. Keep the first commitment within your demonstrated capacity; no customer interview or successful trial is asserted here.
What a failed test should change
Check overlapping categories and denominator.. If the offer cannot meet that check, revise the specification or process before promising a repeat. Keep rejected offers and reasons in the same register as positive replies so that your record does not exaggerate demand.