Visual Information:

Why Infographics Work

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Information came in different forms even before

the digital age. From newspapers providing rich

text content, to radio distributing information

via multiple frequencies, to television

presentations at more than 60 frames per

second.

Ultimately, information is taken from all sensory

aspects. While majority will think that

incorporating visuals and information is an

innovation, it has been around since the time

when newspapers were the only source of

updates and info.

The years that followed paved the way for a

more evolved form of infographics—materials

with a more concentrated effect than ever

before.

Visually Informative

The main quality of an infographic is its being well designed and informative. They are

found everywhere and are used by most, if not all, brands to disseminate messages, data

or instructions to their consumers—and are proven to be effective for the following

reasons:

Cognitive Processing

Visual processing eats up almost 50% of the brain’s function, which means it takes half the

brain’s energy to process visuals at any given time. Moreover, 70% of sensory information

receivers are in the eyes, which mean it is but natural for people to pay greater attention

and engagement to visually appealing sites.

Time Saving

Time is of the essence these days and people

value the speed and simplicity of processes,

especially when it comes to receiving new

information. Infographics work because

humans need less than a tenth of a second to

grasp the visual scene of the information

presented. Signs and symbols require very

little time to understand, as it only takes 150

milliseconds for the human brain to process it

and another 100 milliseconds to connect a

meaning to it.

Convenient Learning

A study has seen comprehension rates of only 70% for products like medicines, with

descriptions that are only in text. Those with text and pictures, on the other hand, reported

95% full comprehension and understanding of the labels.

The same is true with instructional materials, as more people followed instructions with

images better.

More Convincing

Top business schools have shown that presentations done verbally persuade only 50% of the

audience, while those with visual aids persuaded 67% of attendees.

The brain is also wired in a way that it is more likely to believe the information processed if

it came with pictures. In addition to this, people are more likely to remember what they see

and do as opposed to what they hear and read.

The Age of Social Media

The qualities and effects of infographics

suit the new age of technology and the

Internet. These pieces are easy to share,

convincing and engaging—what content

on the Internet should be like.

With more information available online,

presenting them aptly to the modern

audience will require summarising and

aesthetic value.

Sources:

https://www.linkedin.com/pulse/20140515215103-4001334-why-do-

infographics-work

http://hatmedia.com.au/services/content-marketing

http://neomam.com/interactive/13reasons/