Infographics

Infographics (information graphics) are visual representations of information or data. Infographics draw readers into stories by making the presentation of information more visually appealing and complex information easier to comprehend. Another use for infographics is to reinforce important points and enhance recall. Large amounts of information can be presented in simple, even entertaining ways through infographics. Their vast popularity in social media and other online platforms led to the rapid growth in the use of infographics.

Infographics enable public relations practitioners to convey vast amounts of information, no matter how complex, in simpler ways that appeals to an array of audiences. Practitioners use infographics to package information in creative ways to avoid reader fatigue often resulting from text-heavy messages. Online tools such as Creately and Visual.ly allow users to create infographics with relative ease through the use of diagrams, graphics, and charts.

With the recognition that massive amounts of available data necessitated presenting that information effectively, practitioners across all organizational contexts use infographics to reach their publics and to meet increasing audience expectations for information presented in engaging ways. Infographics can enhance press releases and hold great appeal to journalists. Some journalists even argue that infographics can and should replace the traditional press release. Video infographics, information graphics in video format, are another way to present data and information.

A “good” infographic can be shared and may receive broad online visibility and search engine optimization; however, with so many visual representations available to information consumers, practitioners must find ways to make their infographics stand out in an increasingly crowded market. Experts recommend that before creating an infographic, consider if it adds value to the story, if it complicates or simplifies the issue, if it is complete, and if the information is documented well. A good infographic condenses and simplifies information and not complicates or overwhelms. Well-designed infographics convey the overall, big picture to the reader in addition to smaller supporting details with further analysis.

The largest independent news source dedicated to covering digital culture, social media, and technology is Mashable (n.d.). It identifies three major components of an infographic. First, the visual refers to design elements like color, graphics, and icons. Next, content can include text, statistics, time frames, and references. Finally, the knowledge conveyed includes the facts and conclusions that relay the overall message of the story.

Numerous examples of infographics can be found on the online organizational pinboard Pinterest on its Social Media Infographics board. A well-known, pioneering infographic is Brian Solis's Conversation Prism, which visualizes the social media landscape. David Macaulay's (1988) book The Way Things Work reveals how everyday machines work almost exclusively through the use of infographics.

Although social media and other online platforms are broadly credited with the contemporary popularity of infographics, information graphics were used for centuries in tables and charts. Cave paintings and later maps are considered the earliest information graphics.