What is an infographic? 

You have likely heard the term ‘infographic’ mentioned frequently in social media, articles, or even previous blogs. However, without a background in design, it can be unclear what everyone means when they say ‘infographic’. What differentiates it from other deliverables? Is an infographic just an image with data? Not necessarily! 

An infographic is a clear and visual representation of data and information, leaning on design elements such as imagery, icons, charts, and diagrams to tell a cohesive story. Ideally, the story is told through combining visuals and text within a single document, making it a powerful tool for synthesizing research in a visually appealing way. 

While they are just one of our many deliverable options, infographics can be a valuable asset to your project.

What are the benefits of infographics?

When compared to an industry-standard report, the main draw of an infographic is its ability to condense large amounts of information into a single, shareable, cohesive document. It leans into the storytelling aspect of research, linking multiple points of information in an easily digestible format for researchers and non-researchers alike. This added level of visualization has an advantage over typical reporting, where there can be limits in how data is presented. 

While not as common as research reports, an infographic is a deliverable option that can add value to any research project. Often created in addition to a report or presentation, there are various types:

Journey/Process

Some of the most common types, journey or process infographics are best suited to show step-by-step sequences, stages, or systems. Some examples include a patient treatment journey and a path-to-purchase journey. 

Key elements:

• Includes a start and finish or can show a repeating pattern/cycle
• A ‘path’ or a sequence of steps that are easy to follow 
• Uses directional cues like lines, arrows, or numbers to direct to each step

Data Visualization

As the name suggests, charts and graphs are a key feature in this type of infographic, as it often blends qualitative and quantitative information. Usually, it’s best to find a central theme and use that to tell the story, rather than including all the findings. 

Key elements:

• Often makes a case for an opinion or perspective through highlighting specific data points or results
• Specific statistics create a central story (ex., trends, correlations, spikes) rather than including all data points
• Charts and graphs, in addition to icons or images

Timeline

Used to showcase the history of something or a sequence of events, this is similar to the journey infographic - and sometimes can be called a journey too. However, the main difference is that time or dates are a key factor since chronological order is important.  

Key elements:

• Chronological order or specific time sequences are key
• Changes or evolution over time
• Showing a timeline spatially to give a clear picture of events, often in the form of a line

Comparison

This helps provide clarity between two or more ideas, concepts or objects. Especially helpful if there are multiple perspectives – think pro/cons, similarities/differences, etc. 

Key elements:

• Comparing or contrasting perspectives allows the reader to make their own decision on the results
• Data is often side-by-side with easy-to-spot differences

What makes a great infographic?

Having created and encountered numerous infographics over the years, I've observed that although every project and narrative is distinct, certain key best practices can elevate a good infographic to a truly great one.

• Tell a clear and compelling story: To create an effective infographic, first focus on defining your core message or "story." This foundational step is essential because it allows you to be strategic, ensuring that every visual and content element is both intentional and meaningful.
• Get creative with themes - and don’t get too literal: Strong visual design can tie information together in ways that words cannot. Don’t be afraid to try different ideas and trust your audience to understand the intention behind them. And remember, being too literal can sometimes be uninspiring.  
• Highlight information rather than using everything: Lengthy paragraphs and large data sets can complicate and confuse even the most knowledgeable of audiences. Be concise and as minimalist as possible to help keep the focus on the main story takeaway.

Traditionally, infographics are single-page documents designed to provide a cohesive and comprehensive story. This helps keep the infographic straightforward and easily consumable by any audience. Although the one-page format is generally recommended, we are able to produce multi-page infographics, as demonstrated in some of the examples shown.

To determine if an infographic can help you socialize your research story, speak with your project team about your options. Who is the target audience? What are the objectives? What would you like to share as a project takeaway? Asking these questions will help guide how best to deliver your research findings in the most effective way possible. Who knows! An infographic might just be the right tool for your project.