The scientific journal Nature, published weekly since 1869, serves as an excellent case study in visual communication. While journals are becoming increasingly specialist, Nature remains firmly multidisciplinary; and unlike many scientific journals, it contains original journalism, opinion pieces, and expert analysis in addition to peer-reviewed research papers. This variety of content types–covering an extensive range of scientific disciplines–translates into a wide and varied audience, and the need to employ an equally wide variety of communication styles.

For example, a research paper may employ technical language to communicate to a highly specialized audience in that field, whereas a news story on the same subject will explain the science to an educated lay audience, often adding a wider context and stripping out acronyms. Each type of piece will use a communication approach tailored for its intended audience.

This is true for visual content as well: the intended audience of a scientific figure, illustration or data visualization will determine the design approach to that visual. At Nature, given the high volume of content plus high quality standards, this process is applied in a fairly systematic way, using a framework to guide creative decision-making. That framework is described here, along with a discussion of best practices for the design of research figures and graphics by context.