Data through graphs and infographics–more times than not–allows the reader to get a better understanding of the information they are processing. As pictured above, data visualization isn’t just words on a page. It’s visuals that paint a picture of information on a certain topic. Organizations and companies use this form of data as a way to draw the reader/audience in and keep them interested. Visual data is processed and attained nearly 60,000 times faster than textual information. Pictured below is an infographic about COVID-19, giving the reader text and visuals to allow them to retain the information.

Most infographic visuals are either informational or persuasive. Many organizations use persuasive graphics and call-to-actions to get the reader to buy a product or donate to them. It’s proven to be more effective than the usual text information that we all read day after day. The idea of this type of data is to condense big information into small spaces. It makes complex ideas easier to understand.

The graph at the top of this page shows how consumers perceive the biggest sportswear brands: Nike, Adidas, Under Armour and Champion. As expected, most consumers know about Nike and have purchased products before, meaning they will most likely purchase the product again when compared with the other brands. Although Nike did not put out this graph, it would be an effective way to show potential consumers how others feel about their company.

One of, if not the most, important aspect of creating an infographic is to hone in and target a specific audience. Visual data must target a specific demographic or set of people that will fully understand and attain the information. Setting a target audience before making the graphic allows the organization to select specific images and colors, and use targeted language so the information resonates with the reader.

Attention spans are shorter than they’ve ever been. It’s crucial to not only make the infographic visually appealing but to include the most important information. Will the information engage the reader and keep them hooked? Are the images visually appealing? Is there a specific call-to-action focused towards a target audience? If all of these answers are yes, the infographic/visual data is likely to be effective.