Designers look for reference constantly and the existing collections are scattered and poorly curated. A gallery is the most immediate use of this name. The field has a serious tradition running from Playfair and Nightingale through Tufte to the current generation of data journalists, and the best of it is genuinely art rather than decoration. Underneath sits a commercial layer. Infographic design is a service businesses buy continuously for reports, marketing and communications, and the studios providing it compete largely on portfolio quality.

Infographics are among the most requested design deliverables in business and most are made badly by people who aren’t designers. That gap is a product. Smart here reads as automated or intelligent: a tool taking data and producing a competent visualisation without requiring design skill. Current generation tooling made that genuinely feasible, and the existing products in the space are mostly template libraries rather than anything intelligent. The name suits a generation tool, a design service, a template marketplace, or a data visualisation consultancy.