I'm happy to provide that service. But that's the power of it. A good infographic that's been really worked on looks simple and easy, but it actually required a lot of processing.

I've been working on a graphic about carbon emissions. It's an incredibly simple graphic - a bunch of blocks and a table below it - but it's taken me three weeks to design. For some reason it just wasn't working. Then finally I realized there was a number present, which I was rendering in each version, that wasn't necessary for the understanding of the piece. This figure was getting in the way and distracting from the main flow of the narrative. As soon as I pulled that graphic out of the design, it sprang into focus. Suddenly it worked.

I think it's good practice, if you're a writer, or anyone who's shaping narrative, to be flexible and open with the direction of the narrative.

Simplification seems to be the removal of objects for the goal of making a graphic as clean and uncluttered as possible. Whereas, with optimization, it feels like there's more intelligence in that. It maintains the usability, but tries to distill something down to its essence. But with some data-sets you have to be careful because, as with linear, print journalism, it's easy to shave off facts that don't quite fit the flow.

What I tend to do is blend quantitative with the qualitative to allow me to plot the qualitative data in some way. It's a question of what quantitative data are most applicable. So I'm playing with that, merging the two.

Some of the commercial work I do is helping people to improve their presentations and add some design thinking. There are so many amazing things in science, and such great data, which can often be locked away. It's in the minds of these amazing practitioners, who can't necessarily express what they want in a visual way.

Data is the new soil, because for me, it feels like a fertile, creative medium. Over the years, online, we've laid down a huge amount of information and data, and we irrigate it with networks and connectivity, and it's been worked and tilled by unpaid workers and governments.