Tailoring Info-Graphics
This is the continuation of the transcript of DM Radio’s program titled “What You See Is What You ‘Get’ – How Data Visualization Conveys Insight.”
Eric Kavanagh: Now that's good stuff and, you know, I’ve realized there’s one topic we can just kind of bleed into the round table here, too, that we haven't discussed. We really should since the whole topic here is data visualization and that is the now pervasive and, I mean, downright ubiquitous infographic.
It's just amazing how many of these infographics are out there these days. And, Mark Flaherty from InetSoft, I know that you put one together for that report we did last year. It really is interesting how much data you can pack into somebody's things.
They are very, very creative ways of doing data visualization. And I’ve seen ones that kind of bug me. They’ll have these vertically oriented info-graphics where you have to scroll down like five minutes to read the whole thing.
That's not really akin to the way my brain works but I see that some people do like it. What do you think about this rising trend of using very complex info-graphics to communicate significant messages?
Mark Flaherty: Well, I think they do serve a purpose. They do get people’s attention. So, from a marketing standpoint they are effective because they’ll get someone to actually stop and look at things from a real information processing standpoint. A lot of times they can be inefficient and just be recreating something that could be more efficiently displayed in a couple of charts that are instead drawn into cartoons and other sorts of things. They are not the most efficient way of telling a story but they are probably the most effective way of grabbing attention.
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Eric Kavanagh: Yeah. That’s a good point. They are typically used in media to draw attention to certain things, draw attention to certain trends, for example. Dale Skeen, have you come across any info-graphics that are relevant to the business world that you are in? Or do you just see the ones that are sort of more marketing or consumer media focused?
Dale Skeen: Probably more marketing consumer media focus. One thing about info-graphics, they are usually down with people who have a particular point of view or a point they want to make. And they appeal to how people choose and relate to information. They dramatically influence people’s perception.
For example, if you want to show something that’s twice as big, people will tend to choose a pie chart to do that. They would take two pie charts side by side each other then make the one pie chart twice as large in diameter. We know from the area perspective it’s four times effective.
And so, you really use that to exaggerate your point of view. Now, with the type of thing that we’re doing, we really want to use accuracy as an active point.
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What Makes a Good Infographic?
Infographics have become an essential communication tool for conveying complex data and ideas quickly and clearly. Whether used in business presentations, educational materials, social media posts, or marketing campaigns, a good infographic blends design and information in a way that engages, informs, and sometimes even entertains. But not all infographics are created equal. The most effective ones follow a set of design and content principles that maximize clarity, impact, and retention.
1. Clear Purpose
Every good infographic starts with a well-defined purpose. Whether the goal is to explain a process, compare statistics, summarize a report, or persuade the viewer to take action, the purpose should guide all design and content decisions. Infographics without a clear objective often feel disjointed or confusing. Before design begins, creators should ask: What do I want the viewer to understand or do after viewing this?
2. Compelling and Focused Message
An infographic is not meant to display everything about a topic. It should convey a focused message or narrative. The most effective infographics highlight one key insight or story and build visual content around that. Attempting to cram too much information dilutes the impact and leaves the viewer unsure about what to take away. Simplicity in storytelling is crucial.
3. Accurate and Credible Data
At the heart of many infographics is data. Good infographics rely on accurate, reliable sources and provide context so the viewer can interpret the numbers correctly. Misleading or cherry-picked data damages credibility. Including the source of the data in fine print (or as a footnote) builds trust and allows viewers to explore the topic further if they wish.
4. Logical Flow and Structure
An infographic should guide the viewer’s eye through the information in a logical, intuitive sequence. This could be left-to-right, top-to-bottom, or in a circular flow depending on the design. Clear headings, numbering, arrows, and visual cues help establish a reading order and prevent viewers from feeling overwhelmed. Organizing content into well-defined sections—such as introduction, data highlights, conclusions—also aids comprehension.
5. Visually Engaging Design
Design is what sets infographics apart from raw reports or bullet-point lists. A good infographic uses a balanced color palette, clean typography, and consistent iconography to create an aesthetically pleasing experience. Visual hierarchy—achieved through size, contrast, and spacing—guides the reader’s attention to the most important elements. However, effective design does not overwhelm with unnecessary decoration. Clarity always takes precedence over ornamentation.
6. Appropriate Use of Charts and Visuals
The choice of chart types and visuals matters. Bar charts, pie charts, line graphs, and heat maps each serve different purposes. A good infographic selects visuals that match the data type and enhance understanding. For example, trends over time are best shown in line graphs, while comparisons between categories suit bar charts. Icons, illustrations, and pictograms can supplement charts to make information more accessible, especially for general audiences.
7. Brevity and Conciseness
A strong infographic avoids long paragraphs or excessive labeling. Text is used sparingly—only enough to explain the visuals or guide interpretation. Bullet points, data callouts, and short captions are more effective than dense blocks of prose. The goal is to make the viewer grasp the main ideas in under a minute, while still offering enough depth to spark further interest or discussion.
8. Mobile and Platform Awareness
In today’s digital landscape, a good infographic is designed with its platform in mind. Social media infographics need to be legible on small screens, whereas presentation graphics can include more detail. An effective design considers dimensions, resolution, file size, and format (PNG, SVG, PDF) appropriate for its intended use. Responsive design principles are especially important for web-based infographics.
9. Branding and Identity
When used for marketing or internal communications, an infographic should align with the organization’s branding guidelines. This includes using brand colors, fonts, logos, and tone of voice. Consistency in branding reinforces identity and helps build familiarity with the target audience. However, branding should be subtle—never so dominant that it distracts from the message.
10. Shareability and Accessibility
A good infographic is easy to share and easy to understand by people with different levels of knowledge or ability. This means including alternative text for images, providing downloadable formats, and ensuring color contrast for readability. Infographics should be engaging without requiring technical expertise to interpret. The more inclusive the design, the wider the reach.
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