They’re everywhere, arranging humdrum facts to show connections we didn’t know existed. We share them like crazy, and that makes infographics powerful online marketing tools—if they’re designed properly.
And therein lies the rub: So many infographics get it wrong. But if you know the underlying principles that help shape the truly good ones, you’ll have a better handle on infographics design and how to build a visual winner from the ground up.
Find the nut
You could have all the facts in the world about shoes. But without a unifying idea, what point are you trying to make with your infographic?
Without some type of thesis to work toward, you’ll fail at the most basic point of the graphic: to show how the data is connected. Lack of a driving point also dooms your visual design from the start; I’ve seen too many infographics that are simply a collage of semi-related facts.
Where do you get that unifying idea? It’s hidden in the data. Anemic infographics are boring to read, and the readers know they’re thin on content. Infographics full of facts intrigue people and inspire them to share it.
The most important thing you can do is identify the underlying questions that the facts inspire and visualize the not-so-obvious connections between disparate pieces of data.