Though the popularity of infographics has risen dramatically in the past few years, I still commonly receive questions about the various terms used to describe this field of design. Data visualization, information design, visual content, and infographic are just some of these terms, and the confusion is understandable. Many of these labels are not only overlapping, but also open to individual interpretation. What follows are my personal thoughts on the distinctions between these, and why it is important that when we discuss “infographics,” we are talking about the same thing.
Infographics
A simple Google Trends search will show that the term “infographic” has experienced a meteoric rise in popularity lately, largely due to the use of this medium for editorial content on the web. I see this term as the broadest descriptor, encompassing, obviously, any graphic that displays information. This may include graphics showing data, copy, or both. As the buzz surrounding this word has grown, so has the argument regarding what should be included in this classification. I believe this term should remain open and inclusive as the medium evolves, leaving the specificity to the areas outlined below.
Data Visualization
In the age of big data, we need to both make sense of the numbers and be able to easily share the story they tell. The practice of data visualization, which is the study of the visual representation of data, typically analyzes large data sets. It seeks to uncover trends by showing meta patterns, or to make single data points easily visible and extractable. The visual display of this data is the most interesting and universal way to make it accessible to a wide audience. And as with all infographic design, the display method is rooted in the context and desired message.
Source: Francesco Franchi
This practice is the most numbers-heavy, and typically is what a purist would describe as a “true” infographic. These visualizations also tend to be more complex, as they often are attempting to display a great number of data points. In some cases, these graphics functionally serve only as art pieces, if no message can be extracted. When properly executed, however, they should be both beautiful and meaningful, allowing the viewer to decipher data and recognize trends while admiring its aesthetic appeal.
Information Design
Source: Column Five
This subset of graphic design focuses on the display of information efficiently and effectively. It is also a broad category, encompassing many functional design disciplines. It can be used to describe process, anatomy, chronology, or hierarchy. These can take the form of flowcharts, organizational diagrams, or timelines, clarifying structure and order in a way not possible solely using text. I would also include instructional diagrams, anatomical illustration, and some applications of cartography under this label. The goal is to use design to communicate a message that is both clear and universal.
Editorial Infographics
Although major publications have been featuring infographics for decades, there is a shift in the style and type of content to which the visual aspect is being applied. Previously, these graphics were limited to simple bars, lines, and pies, using illustration solely in more complex features to map an area or show the anatomy of an object. Currently, publications are finding new ways to display traditional content to engage their readership.
Source: Column Five
In the last two years, there has been a dramatic increase in the number of publications utilizing graphic content to replace more traditional editorial features. GOOD Magazine is one of the more prominent, and it is looked to as a leader in the area. Fast Company has begun a push to apply design to a large portion of the content in their print publication.
This adoption has also spread into the commercial sector, with many start-ups and larger corporate blogs using graphic content or “charticles” to display thought-leadership within an industry and bring attention to their site. While some of these can cross the fine line over to advertorial, the good ones do not. The value of this content can then be realized when providing interesting insight from uniquely informed sources.
What’s in a name?
When talking about infographics, we need to acknowledge the room for change and growth. This practice of design is inherently about using innovation and imagination to provide clarity. This currently takes many different forms, some of which are outlined above, and we should hope that this will only continue to expand. Whereas data visualization cannot work without data, and editorial graphics must appeal to an audience, the infographic in general is versatile. Where there is information and a need for design, there is opportunity.
There are many labels, i try to avoid them all. As long as I can add value to a user/viewer’s experience, then I’m good.
Information is fine. Infographics as visualized information is okay, too. In our 12+ years in business consulting and 20+ years in business communications, we discovered that what’s needed is something a little deeper; a little more directly linked to the over-arching vision of an enterprise and the direct performance outcomes intended. The term coined by Attlas is SEE VISUAL AID, which breaks down as: Strategize, Engage and Execute via Virtual Interactive Simulation, Universal Adaptive Language, and Actionable Intelligence Discourse. In other words, SEE VISUAL AID is a way of thinking, showing and doing…the three steps by which business gets done. Just what can it do? Find out at http://www.attlas.org
I love the blog post and i feel you convey the right message to your blog visitors. Search popularity of the term “Infographic” has risen day by day and even some asian countries users do not know about this term yet.
Ross, I kept seeing the term infographic used in terms of Press Releases for websites and wanted a solid definition of what it actually was. So, thanks for the detailed explanation!
Richard
holy smokes good thing i dont have a coke (coce?) habit! thanks for the tips i want to learn how to make these
I love the blog..Infographics is the latest trends in web designing which really impresses the users..
Info-graphics becoming more and more popular..Instead of describing the concept it is better to convey the message to the customers through the graphics since none of the users are ready to read the content..
Hey Ross.. I have to agree with you. infographics will only be effective if the ones looking at it, your audience, your viewers, will not only admire its aesthetic appeal but would also understand the message it is trying to say. Infographics have dramatically evolved over the years. Before, publications are content with a box-type with bars and lines and pies. Nowadays, it is all colorful with all sorts of graphics. But this could actually either be good or bad. While it could be an important tool in conveying a message, some could go overboard with the graphics and overdo it. It may look good but it sacrifices content and will just be, as you said, just an art that we admire. The aesthetic should marry with the content to fully exploit infographics to its full potential.
- Julius