Infographs: Picture Stories or Valuable Data that Supports a Point?

It's hot out, and as of late, I've been pretty “hot” on infographs. As a visual learner, the graphical essence of an infograph helps, in many cases, illustrate an idea and/or a point. Not to mention it is a unique and interactive way to present information. I have seen many infographs, from research driven ones to ones that have a purely humorous angle with no education purpose at all. Yet, they are both considered infographs and both have a distinct purpose or objective.

Recently, I read a blog by Allan Branch on LessEverything called Infographs are Ruining the Internet. Just from the title alone, I have to disagree. In my opinion, there is not one correct way to define an infograph. One might say that an infograph is purely meant to present valuable data in a graphic sense, while others might see an infograph as a story told with pictures. Both are infographs and both can provide value to the user, as well as visitors.

Before implementing any marketing tactics, it is essential to consider your audience and your objectives. What do you hope to achieve or accomplish by developing and implementing an infograph? Ultimately, what are you trying to do with an infograph? Rather than judge an infograph based on its design and implementation, lets understand what an infograph can accomplish and what it can be used for. For instance:

• Brand awareness
• Lead generation
• Expertise
• Innovation
• Back-linking
• Supporting detail around an blog, article or thought leadership piece

Would love to hear your thoughts on infographs and why you think or do not think they are valuable mediums.