What is an infographic? Even though infographics have become a go-to marketing tool in recent years, there are still a lot of questions regarding the various terms used to describe this field of design. What is the difference between information design, data visualization, visual content and infographics? The confusion is understandable. A lot of the labels used not only overlap but can be open to individual interpretation. It gets tricky.
This article aims to demystify the infographic world and give information about the world of infographics, why they are useful and how you can take advantage of this pretty exciting medium. If you want to dig deeper into infographics, you can visit websites that feature infographics courses and digital marketing courses in Singapore.
What is an Infographic?
The word infographic itself is a combination of the words information and graphic. In essence, an infographic is a form of visual communication meant to capture attention and enhance comprehension. In our time, “infographic” has come to mean a specific kind of visual communication that includes graphics, showing data, copy or both. You have probably come across infographics in magazines, online or on the wall of your doctor’s clinic.
The word “infographic” has seen a monumental rise in popularity during the last decade, mainly due to the use of this medium for both printed and editorial content on the internet. But as the buzz surrounding the word has grown, so have the arguments surrounding the question “What is an infographic?” There are a lot of opinions, but it is generally understood that the term should remain open and inclusive as the medium evolves.
What are the different kinds of infographics?
While there are many different presentations of infographics, there are three general categories that infographics fall under:
- Data visualization
- Information design
- Editorial infographics
Each serves its own purpose and can be a powerful storytelling tool when properly applied. We are going to explore the differences between them.
- Data visualization infographics
You might be familiar with data visualization in the form of basic charts and graphs. Data visualization is simply a visual representation of data. We consider it an artistic science, because it uses design aesthetics to improve data comprehension, synthesis as well as ultimate recall. Whether you are looking at meta patterns or single data points, data visualization translates that data into visual language that you can easily and immediately understand.
In the age of big data, this is very important. We need to both make sense of numbers and be able to easily share the story to tell. To see how and why data visualization is so powerful try to watch videos on the internet about data visualization infographics. In application, the practice of data visualization is the most numbers-heavy and typically is what a purist would describe as “true” infographics. But, as with all infographic design, the display method is rooted in the context as well as the desired message.
Traditional data visualizations tend to be more complex, as they are usually attempting to display a great number of data points. In a few cases, though, data visualization graphics functionally serve only as art pieces, if no specific message can be extracted. However, when properly executed, data visualizations should be both meaningful and beautiful, allowing the viewer to read data and recognize trends while, at the same time, appreciating the aesthetic appeal.
- Information design infographics
Information design is a subset of graphic design that focuses on the display of information effectively and efficiently. It is a broad category which covers a lot of functional design disciplines. It is different from data visualization because it is not made from certain data points but instead concepts or other information, like process, anatomy, chronology, or hierarchy.
In your everyday life, you could come across information in the form of organizational diagrams, flowcharts, or timelines, which clarify structure and order in a way that is not possible with just the use of text. Instructional diagrams, anatomical illustration, and some applications of mapping would also fall under this category. For information design, the aim is to use design to communicate a message that is both universal and clear.
- Editorial Infographics
Even though major publications have been featuring infographics for decades, there is a shift in the style and type of visual content they are producing. This trend has also been spurred by the rise of social. Infographics have become highly shareable content, so publications are embracing the medium to engage readers better.
In the past, editorial infographics were limited to simple bars, lines, and pie charts, using illustration only in more complex features to map an area or show the anatomy of an object. But there has been a dramatic increase in the number of publications that make use of graphic content to replace more traditional editorial features. This adoption has also spread into the commercial sector, with a lot of start-ups and larger corporate blogs using graphic content or “charticles” to display thought-leadership within an industry and bring attention to their site.
While some of these infographics can cross the fine line over to advertorial, the good ones do not. The value of editorial content is best realized when giving interesting insight from uniquely informed sources. This doesn’t mean that infographics aren’t an incredibly valuable tool in marketing. They are, but they are most powerful and effective when they present an editorial narrative vs. a branded message.
Infographic design styles
Regardless of the content or data depicted – branded or editorial – infographics are more flexible than ever in terms of their design format, allowing you to tell your story in unique and engaging ways. The most common formats are:
- Static infographics
- Animated infographics
- Interactive infographics
Again, each style has their own unique benefit. The story you’re telling, as well as the
platform you’re using to tell the story, should influence the format you are using.
