For his posts, Grimwade pulls together contemporary infographics, historical examples and samples from his prolific career working with newspapers, magazines, books and corporate clients. From his mission statement:
I’m trying to promote infographics that engage the general public. There is a trend towards elitist visualizations, that seem like they might be designed for data geeks. Of course, visual communication is a powerful way to help people understand, but first we have to get people on our side. Be inclusive, not exclusive. And never forget that a sense of fun is an important component in getting our message across. Infographics for the People!
He critiques his old work with self-deprecating humour and encourages readers to learn from his mistakes and to think critically when creating our own work.