I Like Big Charts and I Cannot Lie

And by big charts, I mean infographics.

How do you tell if an infographic is successful or not? In the simplest terms, it’s determined by how easily a person can look at it and interpret its meaning. A useful infographic makes the meaning behind numbers seem simple. That is why we love them. As a writer, I view infographics as Excel’s much better looking cousin that can also hold an intelligent conversation, puts his dishes away, and hands you your favorite drink without asking.

But I digress.

Infographics have been around for centuries. According to Lankow’s “The Power of Visual Storytelling,” we can judge them using three criteria, appeal, comprehension, and retention.

In determining how to stylize your infographic, you must consider who your target audience is. For example, you’ll probably avoid hot pink if your target audience consists of conservative bankers between the ages of 40 and 60. You must evaluate the visual elements and components to ensure that they align with your audience and goals. There is also an opportunity to design infographics in a manner that represents your brand.

In terms of comprehension, whether you claim to be a visual learner or not, you are taking information in visually all day, every day. How you design the infographic will be a key factor in how it is comprehended. For example, if you were to make one component of your infographic a different color than the rest, the view will understand that it is higher on the visual hierarchy and will pay more attention to it. It’s important to evaluate all the design elements in your infographic to make sure it is helping you communicate your objective.

To help a person retain your infographic, there are three things that Lankow recommended. They include multiple visual items to stimulate your memory, incorporate variety, and try to position the user to have an emotional connection to the infographic. Personally, I think the emotional connect is the most important as it adds a greater depth of meaning for the end user.

What’s next for infographics? My prediction is that automation and AI will join forces and create a new visual standard for all companies. I envision real time updates with interactive animations that are visual, auditory, and engaging.

Interested in going down an infographic rabbit hole? Check this site out for some great ones!