ID Your IG: Which Types of Infographics Work Best and Why

January 25, 2022

Everyone loves a compelling infographic – one that grabs your intention immediately and brings to light some piece of information you didn’t know before. But the road to building an infographic can sometimes be long and arduous.

There are a million ways to visually interpret raw data, but we use tools like infographics or data visualization to give those numbers a shape and meaning.

Infographic (in· foh· graf· ik) noun:  “A visual image such as a chart or a diagram used to represent information or data.”

Over the years, we’ve discovered there is a good deal of confusion around the terms used to describe the types of infographics, as well as the types of information best suited to one. Given this, as an agency, we’ve worked to develop a shared vocabulary for ourselves to use internally when framing and developing infographics.

So we’re bringing you behind the curtain, and passing along our tips and tools of the infographic trade. And what better way to do that than via the vehicle itself?

Presenting, a data visualization depicting how to determine what kind of infographic you need:

Establishing the type of infographic design that will suit you best depends on several factors such as:
If you have data available and how much you have; The type of data you have – stats and quantitative figures; lists or sets of data points; or disparate, more qualitative figures; Whether you need copy to connect the content, etc.

Using these factors as a guide, we break infographics into three core styles:

“Data Viz” – A blend of text and data, it’s the perfect type of infographic for representing sets of data and to articulate a larger story that arises from the collective data points.; “Explainer Infographics” – Generally light on stats or data, these serve to articulate and bring to life a given concept: what something is, how it works, or the key benefits it provides.“; Focal Infographics” – Often more singular in nature with use of limited text, using graphics to articulate a structure or inter-relationship.

In summary, think of an infographic as a visual representation of your information with a defined objective or point of view. Infographics visualize and tell the “story of your information” in a way that gives the viewer context to the numbers or components.

When used effectively, information graphics are powerful tools that can accelerate comprehension and drive home messaging. As you think about your upcoming infographic needs, we hope you find this visual tool to be just that.