We have a number of tools to help us present data and information in a simple, clear and engaging way.

1. A. Highlights

   Highlights are pieces of information we want to emphasise or make prominent. We create them when we have large amounts of copy or data and we want to pull out key parts for our audiences to digest easily.

2. B. Impactful numbers and words

   Setting significant numbers and words in larger text draws the eye. We do this to highlight important information, but we must always provide clear context too.

3. C. Maps

   Our work covers the whole planet, so we need to give our audiences context of where we’re working and what we’re doing. Maps are essential for getting our messages across. They should always be portrayed accurately and not become too stylised.

Highlights are pieces of information we want to emphasise or make prominent. We create them when we have large amounts of copy or data and we want to pull out key parts for our audience to digest easily.

There are several ways we can use highlights – in the margin, within longer copy, combined with a silhouette or as part of a set of infographics.

The next few pages give guidance on content and visual execution of highlights.

Creating highlights

It’s important to give full context to our highlights. The reader must get enough information from the copy given and not need to look elsewhere to understand what they’re reading.

Highlights not headlines

Highlights don’t perform the same function as a headline might. A headline is used to entice and interest the reader; a highlight is used to give clear, short highlights of information.

Typography

You can set highlights in Georgia Regular as well as WWF.

Colour

You can use colour to draw attention to highlights. Refer to our colour system when applying colour.

Our impactful numbers and words draw the eye. We use them to highlight key facts and make a point. But we must always give them clear context. They’re great for drawing attention to key points from large amounts of copy. But they’re equally good for introducing a stand alone fact.

There are several ways we can use impactful numbers and words: in the margin, within longer copy, combined with a silhouette or even as part of a set of detailed infographics.

Creating impactful numbers and words

Use impactful numbers and words to grab attention and draw the eye of the reader. You must back them up with enough information and context so the reader doesn’t need to look elsewhere.

Typography

You can set impactful numbers or words in WWF and you can add Georgia Regular or Open Sans Regular for the context copy.

Colour

You can use colour to draw attention to highlights. Refer to our colour system when you apply colour.

Our work covers the whole planet, so we need to give our audiences context about where we’re working and what we’re doing. Maps are essential for getting our messages across.

We can use maps in many ways to help us communicate different levels of information. But the key to all our data and information is to keep it as simple and clear as possible.

Map style

There are many places to source a huge variety of maps. You should choose what is appropriate to get your message across in the most effective and accurate way. And consider these points when sourcing and designing.

1. Always use maps with good quality outline detail. Zoom in and check the quality of the outline. Maps can often look good when they are small but are in reality very poorly drawn.
2. Always colour maps with fat colours.
3. Use colour rather than lines to differentiate between areas within maps. You may use thin lines if the detail is required.
4. Don’t use stylised maps.

Maps can help give context to our global projects, in-depth research and scientific information. It’s important to make information easy to digest. We want to inform and educate our audiences but we don’t need to overwhelm them.

Simplify

Simplify your maps and the information you want to show. The simpler the better. The examples on the right show how you can use maps to help deliver data and information simply and clearly.

Typography

Set typography with maps in Georgia Regular or WWF. You can set secondary copy in Georgia or Open Sans.

Colour

Use colour to draw attention to maps. Refer to our colour system when applying colour.

We use silhouettes to bring data and information to life in a clear and distinctive style. They’re easy to work with and when used to help visualise data and information graphics they are hugely effective and impactful.

We must always be as accurate as possible with our representation of animals and objects as silhouettes. Our silhouettes are outlines of real images.

Creating silhouettes

Choosing or creating an on-brand silhouette isn’t as easy as it may seem. There are many ways to create a silhouette, and many places to source them. You should use what’s appropriate to get your message across in the most effective and accurate way. But consider the next few pages when you’re sourcing and designing.

Combining silhouettes with ‘highlights’ or ‘significant numbers and words’ can really bring information to life. Where factual information could seem a bit dry, these graphics can make things more engaging.

Silhouettes can help give context to in-depth scientific information. It’s important to make information easy to digest. We want to inform and educate our audiences but we don’t need to overwhelm them.

Silhouette quality

Choose accurate and good quality silhouettes for the information you’re working with.

Typography

Set typography with silhouette data in Georgia Regular or WWF. You can set secondary copy in Georgia or Open Sans.

Colour

Use colour to draw attention to silhouette data. Refer to our colour system when you apply colour.

1. This elephant has depth and character. Even though it’s a silhouette, it has personality. The quality of the outline is good.
2. This elephant looks two-dimensional. Although its quality is good, there is no depth to the visual.
3. This elephant is poorly drawn. The quality of the outline isn’t good enough.