Infographics That Work: Design Principles, Tools, and Best Practices

In today’s information-saturated world, grabbing and holding attention is challenging. Readers want information that is not only quick and easy to understand but also visually engaging. That’s why infographics—a blend of design, data, and storytelling—have become essential in content marketing. When done well, they can turn complex ideas into visually appealing and shareable insights.

What is an Infographic?

An infographic is a visual communication tool that combines data, text, and graphics to simplify complex information. Infographics allow audiences to absorb information quickly and retain it longer than traditional text formats (Medina, 2014).

According to HubSpot (2023), content with relevant visuals gets 94% more views than content without them. Infographics specifically can increase website traffic by up to 12% and get shared on social media three times more than other types of content (OkDork, 2023).

Why Infographics Work

Infographics are effective because they:

• Enhance comprehension: Visual content is processed 60,000 times faster than text by the human brain (Thermopylae Sciences + Technology, 2013).
  
• Improve memory retention: People remember 65% of visual information three days later versus only 10% of written information (Medina, 2014).
  
• Increase engagement: Infographics receive up to 200% more shares on social media platforms than standard text posts (Demand Gen Report, 2023).
  

These benefits make infographics a must-have in digital marketing, education, and business communications.

Types of Infographics

Each infographic type serves a different purpose:

• Statistical: Highlights key numbers and survey results.
  
• Informational: Breaks down complex topics into simpler explanations.
  
• Timeline: Illustrates historical developments or project milestones.
  
• Comparison: Shows differences or similarities between options.
  
• Process: Outlines step-by-step guides or workflows.
  
• Hierarchical: Displays structured rankings or systems, such as pyramids or flowcharts.
  

Choosing the right format depends on your communication goal.

Principles of Effective Infographic Design

To create an infographic that communicates clearly and drives engagement, follow these key design principles:

1. Clarity Over Clutter

The primary goal of an infographic is to simplify, not overwhelm. Focus on one core message, avoid excessive data, and eliminate unnecessary visuals.

2. Visual Hierarchy

Use headings, subheadings, and text size to guide the viewer’s eye from the most to least important information.

3. Consistent Colour and Font

Limit your colour palette to 3–4 tones and stick to two fonts to maintain brand consistency and readability. Tools like Coolors help generate harmonious colour schemes.

4. Whitespace Usage

Whitespace helps avoid visual fatigue and separates sections clearly.

5. Accuracy and Sourcing

Always use up-to-date and verifiable data. Include source citations at the bottom of your infographic.

Best Tools to Create Infographics

You don’t need to be a designer to create professional infographics. Here are popular tools:

• Canva: Offers drag-and-drop features and ready-to-use templates. Ideal for beginners and marketing teams.
  
• Venngage: Great for business users. Allows you to brand your designs easily.
  
• Piktochart: Especially useful for data-heavy visuals and integrates with Excel or Google Sheets.
  
• Visme: Offers animated infographics and interactive visual options.
  
• Infogram: Perfect for data-driven content. Supports live charts and dashboards.
  

How to Build a High-Impact Infographic

Step 1: Define Your Goal

What do you want your audience to learn or do? This will influence your layout, tone, and design style.

Step 2: Collect Reliable Data

Use trusted sources like government databases, industry reports, or academic journals. Inaccurate data destroys trust.

Step 3: Choose the Right Layout

For timelines, use horizontal or vertical progressions. For stats, try grid layouts. For comparisons, use side-by-side columns or Venn diagrams.

Step 4: Design Your Visual

Keep it consistent with your brand style—use your logo, fonts, and colours. Include only essential graphics and use icons for visual support.

Step 5: Add a Call-to-Action (CTA)

Don’t forget to end your infographic with a clear next step—whether it’s sharing the post, downloading a report, or contacting your team.

Step 6: Export in the Right Format

Save as PNG for social media, JPG for web use, and PDF for printing or email.

Where to Use Infographics

Infographics are versatile across platforms:

• Blogs: Embed them in articles to improve time-on-page and SEO.
  
• Social Media: Share them on LinkedIn, Instagram, Pinterest, or X.
  
• Email Campaigns: Include them in newsletters to simplify messaging.
  
• Presentations: Use them in slides to support verbal explanations.
  
• Sales Material: Explain product benefits or features visually.
  

According to Demand Gen Report (2023), 65% of B2B buyers rank infographics among the top three most useful content formats for decision-making.

Mistakes to Avoid

• Information Overload: Don’t cram too much data. Stick to one story per infographic.
  
• Inconsistent Style: Mixing fonts, colours, or icon styles weakens brand identity.
  
• Lack of Source Attribution: Always cite where your data comes from.
  
• Wrong Size for Platform: A square format works better for Instagram; vertical works best for Pinterest.
  

Infographic SEO Best Practices

To improve discoverability, follow these SEO tips:

• Use keywords in the image file name (e.g., “infographic-content-marketing.png”).
  
• Add alt text for accessibility and better indexing.
  
• Write a supporting blog post or HTML version with the same content.
  
• Submit to infographic directories like Visual.ly or Infographic Journal.
  

Moz (2024) confirms that well-optimised infographics are among the top link-building assets used in digital marketing.

Brand Examples of Effective Infographics

Buffer

Buffer frequently shares visually clean and informative infographics on topics like social media algorithms and engagement tips.

IBM

IBM uses infographics to explain technical topics such as AI, quantum computing, and cybersecurity in an easy-to-grasp manner.

HubSpot

HubSpot offers infographics that summarise marketing trends, customer journey stages, and sales processes—boosting education and lead generation.

Future Trends in Infographics

1. Interactive Infographics: Viewers can click, scroll, or zoom in for deeper engagement.
   
2. Animated Infographics: Motion elements that increase retention and attract attention on social platforms.
   
3. AI-Generated Layouts: Tools like Canva AI suggest layouts, colours, and icons automatically.
   
4. Personalisation: Data-driven visuals tailored to each viewer’s preferences or behaviour.
   

References

Demand Gen Report. (2023). 2023 Content Preferences Survey Report. Retrieved from https://www.demandgenreport.com/

HubSpot. (2023). Marketing statistics: The ultimate list. Retrieved from https://www.hubspot.com/marketing-statistics

Medina, J. (2014). Brain rules: 12 principles for surviving and thriving at work, home, and school. Pear Press.

Moz. (2024). The most effective link building strategies. Retrieved from https://moz.com/blog/link-building-strategies

OkDork. (2023). Why infographics go viral. Retrieved from https://okdork.com/why-infographics-go-viral/

Thermopylae Sciences + Technology. (2013). The power of visual communication. Retrieved from https://www.t-sciences.com/newsroom