The Power of Infographics: Using Pictures to Communicate and Connect With Your Audiences (Fernando Lopez-Lezcano's Library)

A great starting point is to understand the fundamental purpose of infographics. At their core, infographics are a form of business communication, not fine art. Yes, they can be creative and aesthetically pleasing, but if they don’t help convey an idea, offer statistical insight, and so on, their artistic merit has no bearing.

Before introducing infographics into your content mix, your organization needs to be able to articulate the reasons for using visualization to communicate with your audiences.

Visual metaphors help enhance your content, making your information assets more noticeable while quickly enabling comprehension, particularly when it comes to more complex or intangible ideas and concepts. In addition, visual metaphors tend to add an emotional layer to content that text alone can’t deliver, prompting a greater likelihood of deeper exploration and sharing (see Figure 2.5).