To inquire further into what law firms include in their infographs, we converted four of the elements — numbers, plots words and concepts — into their respective counts divided by the percentage of the page the infograph occupies. Without that standardization, larger infographs would have larger accounts, but not necessarily more cognitive density per page.
The next four plots array the six infographs we have been working with from the lowest measure on the left to the highest on the right as well as the average of that data in a different color.
A first impression from these plots might be that the infographs do not vary all that much on these four elements. However, the range from the lowest to the highest is around 1-to2 for words and concepts whereas it is 1-to5 for numbers and 1-to-12 for plots.
The quartet of plots relies on numbers of very different magnitude, as in words are much more numerous than concepts. If we standardize all the values after they have been divided by the page percent (When you standardize values you divide them by the mean.) then the absolute values — as adjusted for the amount of the page the infograph occupies — are transformed to the same scale. The result is the next plot, where each survey’s standardized value for the element is in a separate segment.
What we can conclude from this different perspective is that with words and concepts, all of the infographs have similar profiles (close to 1). On plots, however, two of the surveys are very skinny (Baker McKenzie and McDonald Hopkins). Likewise, on the use of numbers two of them have an abundance, relatively speaking, of numbers (McDonald Hopkins and HoganLovells.