OUTLINE
I. Introduction:
Background:
●The utility of infographics in hospitality industry
●The visual techniques used in Costa Coffee annual report
Purpose:
This report will analyse the strong point of infographics in hospitality industry & criticize
this techniques used in Costa Coffee annual report
II. Benefits of infographics in the hospitality field
A．Visual forms
The positive effect brought by some methods used in hospitality industry
1. Infographics’ definition (Jack.L, Davison.J, Craig.R.2013, p.59) and explain the usage
in hospitality area
2. The shareability of infographics – low barrier (Jason Falls, CEO of Social Media
Explorer LLC, Smiciklas,M. 2012,p.15) in hospitality industry
3. Highlight the advantages of infographics used in the hospitality field
B. Utilize of cartoons
The positive effect brought by cartoons to express one’s idea
1. The element of humour delivered by cartoons can help one to create an emotional
connection with the reader (‘Tom Fishburne, founder and CEO of Marketoonist’,
Smiciklas,M. 2012,p.30)
2. A case study about the Kronos ‘Time well spent’ cartoon series (Smiciklas,M.
2012,p.33)
3. Summarize the advantages of cartoons used as infographics in the hospitality field
C. Transition
III. Evaluation of visual techniques used in Costa Coffee annual report
A. Describe the annual report of Costa Coffee
The company’s business model
1. Costa is the UK’s favourite coffee shop –why? And how it is being popular?
2. The Customer Heartbeat schematic, as shown on its annual report page 1
3. The company’s investing in skills and experience which is illustrated on its annual
report
B. Evaluate the company’s annual report
1. Does it demonstrate in the right way? (Zekany, K.E., Elsass, A. 2004, p.52)
