Land Through Visuals

Infographics that have been tested in the lab. The PIDVE project brings together science, design, and neuromarketing.

How can we present the topic of soil in a way that engages people outside the scientific community? This was the very question addressed by the PIDVE project team—whose work has resulted in a new series of infographics that bridge scientific knowledge, modern design, and consumer research.

These infographics were not created as ordinary graphic materials. Their development was the result of intensive collaboration between PIDVE project experts and designers and specialists from the Faculty of Mass Media Communication at UCM in Trnava. The goal was clear—to transform complex scientific knowledge into visual content that is understandable, attractive, and at the same time scientifically accurate.

Each infographic explores soil from a different perspective—as a natural resource, a component of the cultural landscape, a repository of historical memory, or an essential prerequisite for life. Together, they form a cohesive narrative about why soil is much more than just the ground beneath our feet.

What made the entire process unique was that the designs didn’t remain solely on computer screens. Individual visual designs were experimentally tested at the Neurolab Consumer Neuroscience Laboratory at the Faculty of Management and Economics (FMK) of UCM in Trnava, where researchers observed how respondents perceived the infographics, what caught their attention, which elements they remembered, and how individual designs influenced their understanding of the content. Based on the results obtained, the infographics were repeatedly revised and optimized to achieve the greatest possible communicative impact.

The result is a series of visuals that not only convey information but also naturally engage the audience, promote understanding, and make it easier to retain specialized knowledge. It is precisely this combination of interdisciplinary research, creative design, and experimental validation that represents a unique approach to popularizing science.

The infographics will be used in public lectures, exhibitions, educational activities, on the project’s website, and in other forms of communication with both the scientific community and the general public. They represent another step in the PIDVE project’s effort to make scientific knowledge accessible in a way that is understandable, attractive, and based on proven principles of effective communication.