top of page

gravitation  //  TALK

Let's talk shop. We will be posting new topics whenever we can.

Anatomy Of An Infographic

Infographics are a go-to bread & butter staple in our visual communications pantry. For websites, videos, presentations, data sheets and bumperstickers, it’s hard for us not to find a key concept that would not be glorified by creating an infographic of it. On top of fame and glory, there is solid thinking behind the question of “why infographic”. The following is a cursory guide to the answer. If you have a concept that needs to resonate and retain in the mind of your market, an infographic might be right for you. Hire a pro or DIY, here’s the what, why and how kick-start.



An infographic is simply a visual design that communicates a concept, idea, process or statistic using text, graphics, illustration, form and function to create awareness, understanding, and even action. Infographics take information to a different cognitive level than language alone can, adding visual meaning and context to written language. In addition to organizing elements, a worthy infographic should also have a Gestalt Effect (the minds ability to make a meaningful whole out of a group of individual elements). It’s seeing the big picture. Simplest case is how we see a box when looking at four equal lines joined at their end points. Yes, a pie chart or bar graph is technically an infographic. Like a hard boiled egg is technically French Cuisine. Looking beyond the powerpoint menu items though, there is a world of complex and compelling information just dying in the body copy of your corporate web site. Set it free!



What makes an idea or concept infographic worthy? The answer to that question is more questions. Is the idea you need to get across conceptual? Does it deserve to rise above the noise? Is understanding its form as important as understanding its definition or components? Is seeing the big picture dependent on seeing all its moving parts in relation to each other? Is it an idea that is hard to explain, but simple or profound in its impact? An infographic brings the visual side of our brain to the party. Learning specialists say 4 out of 5 people are visual learners. That’s nonsense.

We are all visual learners (the blind may substitute touch here). All of us to a greater or lesser degree rely on visual and spacial reasoning to put our world into context. Infographics are what separate marketing communications from term papers, they not only add context and show relationships, they can add visual flavor that can literally change the way you "feel" about the information. Whether you are differentiating your service story from your competitors, or differentiating the mens room from the ladies room, an infographic can make the difference.