24 Infographics

Learning Objectives

By the end of this chapter, students must be able to:

  • understand the importance of using infographics
  • be familiar with the key elements of an effective infographic

Source: Visme[1]

What is an infographic?

Infographics visually communicate complex data and information in a graphic format that is easy to read and understand. They often combine illustrations, icons, and data visualisations to engage the reader. They are used very effectively in online settings to convey information whilst using minimal text.


Infographics are an important tool due to the reasons explained below:


Processing Information

According to the theory of the picture superiority effect, humans are able to decipher visual information 60,000 times faster than text. The human brain is wired in such a way that handling visual information is easier for it. As a result, images are more likely to be remembered than words.


Information Overload

In today’s era of information overload, a marketer’s message needs to stand out in the competitive landscape. It needs to be memorable. It is an information jungle out there, and coming across an easy-to-follow graphic is a relief (as narrated in a TedTalk by David McCandless)

Communicating with the Digital Natives

Millennials and similar age groups have grown up with technology. They prefer communication that involves brief, instantaneous messages. They shift their focus to other sources of information very quickly. Lengthy oral lectures or huge written texts may not work well with a generation that has a low tolerance for boredom.


Easily Shareable

Infographics are easier to share on social media and other platforms. It is far more likely that your key message in an infographic will reach a larger audience than in a lengthy article.

Elements of an Infographic

The following material is derived from Curtin University[2] and is used under a Creative Commons Attribution ShareAlike 4.0 Licence.

Data visualisations - Use as an accessible way to show patterns and trends in data. Images and symbols - Images should be engaging and grab the attention of the viewers. they should also relate to the topic of the infographic. Small amounts of text - Try not to overwhelm the viewer with too much text. This is not effective on a small screen. Instead try to make your point with as few words as possible. Colour - Colour can be used to draw attention to particular sections of the infographic, as well as the infographic as a whole.




Creating an Infographic

The following steps are taken in the creation of an infographic:


Step 1 – Preparation:

What is the main aim behind making the infographic? What is the key message which needs to be communicated?

Step 2 – Planning:

This involves preparing an outline for the infographic. Deciding on the key content which should be included. This content must address the aims/objectives articulated in Step 1

Step 3 – Development:

Using the most appropriate software to develop the infographic

Step 4 – Evaluation:

Some key criteria are discussed in the section below. It would be useful to also benchmark the infographic with another one in the industry

Step 5 – Publication/Dissemination: 

An infographic is useful if it reaches the intended audience. Ensuring that it can be easily shared may also help in disseminating the message



Evaluating an Infographic:

The following material is derived from University of Guelph 2022[3] and is used under a Creative Commons Attribution ShareAlike 4.0 Licence.

When evaluating an infographic, use the following criteria:

  • Criteria 1: Does it tell a story?
  • Criteria 2: Does it use good/useful data/information?
  • Criteria 3: Does the visual style help/hinder understanding the story?



  1. Visme 2019, The 14 dos and don'ts to design beautiful and effective infographics, 8 Oct, online video, viewed 30 May 2022, <https://www.youtube.com/watch?v=uBBmbdPbfhw>.
  2. Curtin University 2020, Visual communication, viewed 11 May 2022, <https://libguides.library.curtin.edu.au/23things/visual-communication>
  3. University of Guelph 2022, Infographics, viewed 11 May 2022, <https://libguides.library.curtin.edu.au/23things/visual-communication>


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