What is an infographic?
An infographic is a visual representation of information that makes complex content easier to understand, remember, and absorb by combining text with graphical elements. Infographics are used in education, journalism, marketing, and corporate communications.
| Characteristic | Details |
| Category | Data visualization, communication, information design |
| Areas of application | Marketing, journalism, education, corporate communications, business intelligence |
| Typical use cases | Visualizing data, highlighting trends, explaining complex relationships, communicating knowledge |
| Related terms | Data visualization, dashboard, chart, information design, user experience |
| Benefits | Rapid information uptake, memorability, visual appeal, shareability |
At a glance
Combine text and visual elements to present information clearly and understandably.
Audience-oriented design, comprehensibility, visual hierarchy, and data accuracy are essential.
Make complex content easier to understand, improve memorability, and are well suited to digital distribution.
What is an infographic? – infographic definition
An infographic is a visual representation of information, data, or knowledge designed to present complex content in an accessible and engaging way. The term combines “information” and “graphic” and describes the goal of communicating content with minimal reliance on text and a strong visual focus.
Infographics are frequently used to visualize data, highlight trends, or explain complex relationships. They are used in virtually every field, from education and journalism to marketing and corporate communications. They allow viewers to absorb and process information quickly, making them a valuable communication medium, particularly in the digital world.
How is an infographic structured? – infographic elements
An infographic combines visual and textual elements to present information clearly and effectively. Typical core components include charts, icons, short texts, and a legend explaining how the content should be interpreted. The exact composition depends on the specific type of infographic.
What are the benefits of infographics?
Infographics can offer a range of benefits to both creators and viewers. Some of the most important advantages include:
Demonstrating expertise: Infographics communicate specialized knowledge and strengthen audience trust by presenting complex information in a concise form.
Easy sharing: Their compact and engaging format makes infographics well suited for sharing on social media, by email, or on websites.
Memorability: Combining text with visual presentation helps information remain in the viewer’s memory.
Simplifying complex content: Infographics make difficult-to-understand data or concepts more accessible through visual elements such as charts and symbols.
Visual appeal: The combination of colors, graphics, and text attracts attention and quickly directs the viewer’s focus to key information.
What types of infographics are there?
Not all infographics are the same. There are many different ways of presenting information graphically, and infographics can therefore vary considerably in appearance. Common types include:
Animated infographics use movement to present information dynamically. They are particularly suitable for videos or websites, where they can make complex processes more vivid and easier to understand.
Comparison infographics illustrate comparisons, for example between two products, summarizing their key characteristics and highlighting similarities and differences.
Geographic infographics typically use maps to present location-based information, such as population distributions or trends in specific regions.
Hierarchical infographics organize information according to importance or priority, such as the well-known Maslow’s hierarchy of needs.
Informational infographics communicate extensive concepts, facts, and details about a particular topic.
Interactive infographics allow users to interact with the information presented by clicking, zooming, or exploring the data. They are ideal for deeper insights and personalized exploration.
Statistical infographics visualize research findings or data from different sources, usually through charts, to make figures easier and more engaging to understand.
Timeline infographics present information chronologically and illustrate historical developments, processes, or events, for example in corporate histories.
How do you create an infographic?
Once you have decided to create an infographic, the question arises: how do you go about creating one? The following steps and recommendations can help:
- Define the topic: First, determine the topic and message of the infographic. The information should be relevant and valuable to the target audience.
- Collect data: Identify reliable data sources and use relevant, trustworthy statistics or conduct your own research. Focus on the most important information.
- Structure the data: Organize the collected data and consider how it can be presented as a logical narrative. A rough sketch or concept can help organize the flow of information and key points.
- Plan the infographic design: Define the structure of the infographic and select appropriate graphical elements. Use colors and symbols that fit the topic and the brand.
- Choose a tool: Design software or online tools such as Canva, Piktochart, or Visme can be used to create the infographic. Such software typically provides templates and simple drag-and-drop functionality.
- Implement the design: Visualize the data using appealing charts or illustrations. Make sure the design remains clear and uncluttered and that the most important information is emphasized.
- Review and approve: Have someone review the infographic to identify errors and ensure readability and comprehensibility. Test it on different devices and, where necessary, make sure it remains easy to read on mobile devices.
- Publish: Share the finished infographic on your website, social media, or in presentations.
What makes a good infographic? – infographic design principles
An effective infographic should be clear, concise, understandable, and visually appealing. It should make complex information easy to absorb while capturing the viewer’s attention. The following characteristics contribute to a good infographic:
Accuracy: All facts and data included in the infographic should be thoroughly researched.
Audience orientation: A good infographic is tailored to the needs and interests of its target audience in order to capture and retain attention.
Color and typography: An appealing color scheme and typographic consistency that support the message of the graphic are also characteristic of a good infographic.
Comprehensibility: Good infographics use clear headings and structured, unambiguous textual and graphical elements so that content remains easy to read and understand.
Creativity and originality: A good infographic should be distinctive in order to stand out and leave a lasting impression.
Simplicity: Infographics should be kept simple and focus on one main topic to avoid information overload.
Visual elements: In addition to text, symbols and images should visually reinforce the key messages and relationships.
Visual hierarchy: Information should be ordered according to importance so that the viewer’s eye is guided logically through the infographic.
DeltaMaster is an example of a BI tool that takes a critical view of infographics because the criteria described above are often not met, potentially compromising the integrity of the infographic. DeltaMaster therefore relies on neuroscientifically researched principles of data visualization to present complex data in a simple and understandable way.
Bissantz and infographics
At Bissantz, information density takes precedence over decoration. For this reason, the company follows an independent, scientifically grounded approach to visualization and deliberately distinguishes itself from conventional infographics. While such graphics may appear attractive at first glance, they often neglect key principles of information processing and can distract from what matters through excessive visual design.
Instead, the business intelligence software DeltaMaster uses visualization techniques based on findings from perceptual psychology and neuroscience. Two central elements of this approach are:
Sparklines: Small line charts integrated into tables that make trends and developments over time immediately visible – without taking up space for legends or axes.
Bissantz’ Numbers: A typographic visualization technique in which numerical values are displayed proportionally to their magnitude. Large numbers appear larger, small numbers smaller – allowing significant outliers to immediately catch the eye.
The use of color also follows clear rules: blue represents positive developments, while red represents negative developments. This two-color approach avoids visual overload and ensures maximum clarity. The result is a functional infographic that is not merely visually appealing but can also be understood immediately.
Bissantz does not regard infographics as decorative accessories but as precise tools for communicating insights. Its visualization methods are designed to present business data clearly, consistently, and in a decision-relevant manner.
FAQ – frequently asked questions
An infographic is a combination of images and text that makes complex information understandable at a glance. Instead of reading a long article, viewers see the most important facts presented visually through charts, symbols, and short texts. The brain processes visual information faster than plain text, which is why infographics can be particularly effective for communicating information and making it memorable.
A chart is a specific graphical element – such as a bar chart, line chart, or pie chart – used to visualize data. An infographic is more comprehensive: it combines multiple graphical elements, texts, icons, and charts into a coherent overall composition that tells a story or explains a topic in greater depth. A chart can be part of an infographic, but an infographic is not simply a chart.
A dashboard is an interactive, data-driven interface that displays current KPIs and is designed for ongoing business management, often in real time or near-real time. An infographic is generally static and is intended to communicate a specific topic or message. Dashboards are designed for controlling and management, whereas infographics are more commonly used for external communication, presentations, or knowledge transfer.
In a business intelligence context, the visual design of an infographic can distract from the underlying information. Decorative elements, inconsistent use of color, and a lack of visual hierarchy can make data more difficult to interpret or even distort its intended message. Bissantz therefore uses neuroscientifically grounded visualization principles – sparklines, typographically scaled numbers, and a two-color logic – to communicate data precisely and without distraction.
Summary
Infographics are powerful communication tools that make complex information visually accessible – when they are well designed. In a business intelligence context, however, decoration must never come at the expense of precision. Bissantz follows a scientifically grounded visualization approach in DeltaMaster that uses sparklines, typographically scaled numbers, and a two-color logic to present data clearly, consistently, and in a decision-relevant manner – as a functional alternative to decorative infographics.
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