Decoding Infographics: A Comparison

What are Infographics?

The word “Infographic” is an amalgamation of two simple English words; information and graphic. An infographic constitutes three different parts which are the visual, the content, and the knowledge, whose sole objective is to simplify complex data by which could be easily (and often enjoyably) understood with a brief amount of attention.

Infographics have multiple types and depending upon the requirements, one can select the type that best suits their content and the audience.

Few commonly used Infographic types are: statistical, hierarchical, informational, process, comparison infographics, lists, anatomy, and resume infographics.

Why are Infographics important?

1. Drill down the clutter

In a content-overwhelmed world, our eyes desperately search for the most relevant image first. 72% of marketers report that visual content is more effective than text-based marketing, and publishers who use infographics can grow traffic 12% faster than those who don’t.

2. Spread the word

Studies suggest that 90% of information transmitted to the brain is visual. Hence, an infographic is 30x more likely to be read than a text article. They increase learning upwards of 400% thanks to visuals. Whether you’re after likes, shares, or comments, infographics have great potential. For example, tweets with images receive 18% more clicks, 89% more favorites, and 150% more retweets.

3. Let graphics speak

Images speak to the limbic system of the brain that controls human emotions, which helps us to connect with the viewer emotionally. The average human attention span is 8 seconds and our brains process images 60,000x faster than text. Infographics make it easier to grab the viewer before the next distraction does.

You must be wondering now when the information could be easily transmitted as simple images or presentations as well then why this fancy-sounding word?

Well, apart from just simplifying and beautifying complex chunks of data, infographics are also backed with some strong research in terms of their effects on brands.

Infographics are a great tool for sliding the site visitors down in the marketing funnel. Organizations can easily tell and sell their stories by using infographics. For online businesses, infographics can increase conversions over 12% since people are 80% more likely to click on an infographic than an article. They are also a great source of referral traffic

Types of Infographics’ presentation and their usage –

1. Static — As the word static describes, these infographics are stable and motionless. They visualize the information in the most straight-forward and manageable way. However, this does not make them design futile, they hold just as much value as any other type of infographic. These are the best, to begin with for a layman.

2. Interactive — These infographics are a combination of static data and dynamic elements. An interactive infographic uses graphics and charts to visualize data, whilst incorporating dynamic elements like questions or pop-ups. These infographics are adored by the audience since they encourage engagement with your content through custom questions. By asking questions as the user navigates through your interactive infographic, visitors can see how their queries, beliefs, or results contrast directly to the larger data set in real-time. Interactive infographics allow users to analyse a dataset for themselves — often by providing details on mouse-over, giving different co-ordinated views, or panning and zooming.

3. Video or Motion Graphics — As the definition goes, a video infographic is a visual representation of data and knowledge in the form of an animated video. It is a unique and high-impact form of content marketing. It is made using animations, appealing images, and a clear language to instantly grab the viewer’s attention. Viewing a video infographic for as little as 90 seconds could drastically improve their perspective on the subject matter. Since it is an entertaining mix of audio and visuals, viewers are more likely to connect emotionally to the message and respond to it by sharing it with friends and colleagues. It is a great way to deliver business ideas, product demos, and even reports.

Key to designing a good infographic

1. Identify the Infographic goal — Are you solving a problem, are you answering a question or are you just providing some information?

2. Well explored and sifted data — The soul of a good infographic lies in its data; the more extensive the research is, the better the end result will be.

3. Determine Illumination — Now, visualize the aesthetic appeal of your data as in, which type of graphs, charts, comparisons, and the presentation could be used.

4. Assemble the data with design — You can either use a template for doing this or start designing it from scratch; draw comparisons to find the best suit.

5. Add style elements to your data — This is the fun part where you get to experiment with all the colours, icons, fonts and animations. Don’t forget to consider colours and fonts for people who have sensitive vision. Plan out your colour scheme beforehand to avoid accessibility clashes. This way, you can ensure a colour-blind-friendly palette compliments your design, rather than conflicting.

InfoPoster Vs InfoGraphic (Popping the bubble)

90% of the people mistake info posters with infographics and I definitely don’t want you to be one of them. Therefore, I am drawing a stark comparison between info posters and infographics right here.

Infographics and info-posters differ significantly in design and purpose.

Infoposters -

1. Info posters transmit information typically using words and numbers with the help of iconic-type graphic elements for enhancing the visual appeal.

2. They focus on a pre-determined storytelling message with data and visuals as the support system.

3. The data is independent of the visuals and can well serve the purpose alone as well.

4. Info posters are generally vertically oriented, somewhat like a wall poster.

5. A viewer can simply read the info poster without having much to explore, analyse and comprehend.


As we can see here, the visuals here serve as mere eye-candy; the information can be well-read and understood even without the graphics.

Infographics –

1. The visuals and text walk hand-in-hand to convey the message. It’s a bilateral relationship in which the visuals work equally hard as the text to explain the concept or tell the story.

2. Symbols or visual elements typically represent quantitative information whilst colour, size and shape represent the qualitative aspect.

3. Infographics prioritize quantifiable values and convert them into complex data visualizations. They use text for short explanations to make the data useful. These could be used for explaining difficult processes or actions.

4. The images play a central role in the infographic to cull ambiguities. Without the images, it is very tough to organize and comprehend the information.


It is evident here that the text and the image must reinforce each other. Each has a function, and neither’ function is to beautify. The graphic is supposed to organize the way we see and read.

Now go ahead to make your first one and don’t forget to experiment with tons of styles available out there!



Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store