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Abstract— In the last decade, infographic becomes a popular

method to visualisation data and deliver information to an

audience with a lot of advantages claimed related to the technique

of present the data with the beautiful presentation. In this paper,

we discuss why people use the infographic, the benefits of the

infographic as tools for convey information, and the main problem

that exist in developing the infographic. Furthermore, we also

investigate the technique of evaluating the infographic and suggest

the recommendation for improving the quality of the infographic

in the future.

Index Terms— Information graphic, information visualization

evaluation

I. INTRODUCTION

nfographic is abbreviation from information graphics

which is a technique to visualise data or idea from

complex information to something that easier to digest by

the audiences. Infographic specifically to represent the data or

knowledge by telling a story, where the data visualisation is

usually automatically generated and used to make sense of large

amounts of data or information, especially in science and

academics [2, 3].

Infographics expected to be a help tool for understanding,

and need to be functional, beautiful and insightful. Infographics

also must support audiences discover deep and valuable facts

that hidden in the complexity. Infographics have included a new

definition that means a larger graphic design that combines data

visualisations, illustrations, text, and image together into a

format that tells a complete story [4].

Furthermore, infographic usually hand-crafted and made

for one specific dataset. The content also context-sensitive and

tells a premeditated story, so it is claimed as the best for guiding

the conclusions of the audience [2]. Nowadays, infographics

commonly used as a visual communication tool in various

fields, such as in education [29], marketing [30], healthcare [8],

newspaper [15], and government [31].

II. INFOGRAPHIC OVERVIEW

Infographics have become more like articles or speeches

than charts. Their purpose can be categorised into the same

three objectives as public speaking: to inform, entertain, or

persuade the audience. They have introductions to get readers’

attention, so the readers know why they should take the time to

read the infographic. They end with conclusions and calls to

action, so the readers have some indication of what they should

do with the information they have just learned [4].

Over the past few years, infographics have exploded in

popularity. According to Google Trend, the prevalence of this

phenomenon began to increase in 2010 and has been continuing

ever since [6]. Krum (2013) shows that in the three years (2010-

2012) had seen extraordinary growth in people searching for the

term infographics (fig. 1) because the Internet had changed the

term into a household word when 30 years ago the word was

only used by art directors and print publication.

Figure 1 The growth of term infographic in a search engine [4].

A. History and Evolution

Infographics become a common approach to displaying

content in a visual way. Despite the rise in popularity,

infographic is not a new methodology. Data visualisation has

been around for centuries in the form of maps and other

illustrations [14]. The human has been using icons, graphics,

and pictures throughout history to tell stories, share

information, and build knowledge [27] as shown in figure 2.

Lankow et. Al (2012) explain that science and publishing

have used information design and visualisation as a

communication tool for centuries. However, study and

development in the field have mostly been dominated by

academics and scientists, who are concerned primarily with

understanding the most efficient way to process and present

information to aid viewers’ analyses.

Nenden Sekar Arum

University of Birmingham

NSA654@student.bham.ac.uk

Infographic: Not Just a Beautiful Visualisation

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Around 2007, interest in infographics began to grow on the

web. Suddenly, a whole new group of experts was praising,

sharing, and commenting on any infographic they could find.

Since then, an impressive number of new infographics have

been created as various industries and areas identified different

applications for their use.

One of the most common was to use editorial infographics

for commercial marketing purposes. This new breed of visual

took a bit of a different path, both in format and content. The

long, skinny graphic, designed to fit within a blog’s width,

became ubiquitous and almost instantly synonymous with the

term infographic. These pieces used illustration and decoration

much more than their traditional counterparts.

Moreover, as with most marketing efforts, their goal was to

use their content and design to attract attention, interest, and

adoration for the company that produced them. This was quite

a divergence from the traditionally stated purposes of the field,

which was pure to use visual representation to aid in the

processing and comprehension of data.

Many studies about infographic were done by researchers in

the various field and different purposes. The studies cover about

the human perceives data and information through infographics

[7], the preferences for data visualisations differing in

construction type [9], and also the usability and the utility of

infographics [7, 8, 11].

Figure 2 the history of infographic [27].

B. Component of Infographic

Roy (2009) describes the anatomy of an infographic that

divides into three parts, composed of visual, content, and

knowledge:

1. Visual

The visual aspect of infographic has a strong relation

with the design. Meanwhile, the design of infographic

also has the priorities mix about the appeal,

comprehension, and retention [5], based on purposes and

objectives of the infographics.

2. Content

The content of infographic can be divided by three

segment, which is an introduction, the main event, and

conclusion [4]. The introduction section needs to

introduce the reader to the topic of the infographic. This

is usually some combination of the title and a brief

paragraph of text. The introduction may include a couple

of data visualisation that helps the lay groundwork.

The main event for an infographic should be noteworthy

for the audience, and it should contain new information.

In this section, usually dominated by a visual portion of

the infographic.

The last part of the content is a conclusion, and

infographic design should drive the reader to the end of

the display and wraps up all messages.

3. Knowledge

The knowledge in the infographic is about showing facts

and deduction from the content. Highlighting relevant

content to provoke deduction easily is an art. If the

infographic is concentric, having the most valuable

content both visual and factual in the middle is a plus.

C. Type of Infographic

Related to the format how the infographic delivered, there

are three kinds of infographics type that is static, motion, and

interactive infographic [5]. Static infographic (Fig. 3) naturally

is a fixed information and one-way interaction. The user

activity is only viewing and reading. The display output is a still

image including a narrative story. This format of infographic

usually used for reports and content of social media

distribution.

Motion infographic (Fig. 4) typically also a fixed

information. The difference with the static infographic is on the

user interaction. The users, not only viewing and reading but

also listening if voiceover or music complete it. Display output

is this kind infographics is animated or moving. This format

works best as a narrative.

The interactive infographic (Fig. 5) can be fixed or dynamic

information input. User interaction consists of clicking,

searching for specific data, actively shaping the content

displayed, and choosing which information is accessed and

visualised. Can be narrative, explorative, or both.

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Figure 3 An example of static infographic1

Figure 4 An example of motion infographic2

On the other side, an infographic is categorised by the

content to support simplify the complex [3]:

1. The state of an industry or idea: The infographic can

help to show the relationship of some complex ideas,

visualise the milestones and set up calls to action.

2. Educational resource: An infographic can use as a

learning media that display the diagram of a process or

how-to resources.

3. Compare or contrast: The infographic can stimulate

discussion with a comparative method of different

content.

4. Evolution: An infographic can offer the content about

the development of some issues, it helps the user to

understand the changes by the period.

5. Numbers and statistics: A summary infographic can help

to present the voluminous reports or a huge amount of

numerical data.

1 https://www.columnfivemedia.com/work-items/infographic-the-almighty-

dollar 2 https://www.youtube.com/watch?v=OsPlhwA-ick&t=35s

Figure 5 An example of interactive Infographic3

6. The visualised article: An interesting format to tell a story

and letting readers follow the flow in visual form.

Storytelling through infographics is attractive, engaging

and one of the best ways to make a powerful emotional

connection with the audience.

Donna M. Wong in her book The Wall Street Journal Guide

to Information Graphic [20] suggest the continuum of

infographic based on the amount of data and the visual impact

(figure 6). She shows that the sparse data can have the lowest

impact if displayed in narrative style, and will have the highest

impact if presented with conceptual illustration.

For the rich data, the lowest visual impact is illustrated in

the table of numbers or stock listing, and the impact will

increase gradually by added or shown as the visual component

such as charts and tables, and complete display package with

multiple charts and photos.

III. WHY PEOPLE USE INFOGRAPHICS?

Smiciklas (2012) explains about brain research related to the

physiology of sight and the ways in which we process

information using human eyes presents a compelling rationale

for considering the use of infographics [27]. Vision is a massive

part of the physical brain. Approximately 50% of the brain is

dedicated to visual functions.

Many reasons as justification about the effectiveness of

infographic in delivered information to the audiences used the

previous studies related to visualisation and information

processing [2, 6, 12, 27]. There is an infographic that

summarises all the reasons why human brain craves

infographics4 and the advantages of the infographic for

marketing purposes5.

3 http://www.simplybusiness.co.uk/microsites/hungry-tech/ 4 http://neomam.com/interactive/13reasons/ 5 http://visual.ly/why-infographics-are-popular

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1. Easy to digest

In this digital era, the audiences are consuming more and

more of their information online, so it is important to know that

the process of interacting with digital data is different with prit

media. In general, the user tend to read slower off the screen

than tactical media, and it creates the scanners and skimmers of

the content behavior.

Now the attention and engagement becoming a precious

commodity, and the audience looking for pieces of information

fast and without much of an effort. Infographics expected to

serve that need by displaying information in an easy to digest

format.

Therefore, it is much easier to absorb the information by

visualising it rather than reading through numerous paragraphs

of text [6].

2. Shareability

The other important thing of online communication is the

ability of the information to spread digitally. The latest

technology support this elements with the accessible sharing

toolbars and widget.

Many people are not comfortable sharing a link to an article,

blog post, or web page because they are have no time to read

lengthy amounts of text and to make sure that information is

relevant to their audience.

The creative and informative infographics will be a good

way to grab the people’s attention, because no need a lot of time

to read and relay the substance of the information quickly.

It will rising the oportunity of infographic to be distributed

spread acorss the various of digital channels. The infographic

also can be easily placed on the websites by the respective

website owners and bloggers by using the embed code.

3. Entertaining

Most of the humans are visual creatures, and it will always

be more entertaining for us to see a beautiful picture than to read

its description. People will be interested in in the infographic if

it is fun, gives them information, or explains something that

difficult to easy understand.

Aesthetics are another puropose why the good designed

infographics are an effective communication tool. That fact that

infographics are unique allows organisations an opportunity to

make the content they are publishing stand out and get noticed.

III. USABILITY ISSUES IN INFOGRAPHIC

Behind the popularity of infographics that claimed can

deliver messages quickly and efficient to the audience, there are

still many things that need to be evaluated and criticised of

infographics such as for the effectiveness and the functionality.

Chen (2005) mentioned that the usability is a critical issue

in information visualisation. He said that the growth of usability

studies and empirical evaluation has been relatively slow.

Furthermore, the majority of existing usability studies heavily

relied on methodologies that predated information visualisation

[34].

A. Visual Appeal vs. Usability

There is a debate about the aesthetic and the functionality of

the information visualisation. Bowie (2011) cited that some

traditional practitioners are concerned that the aesthetics may

detract from the functional or analytical goals of visualisation

artefacts. Contrary, the marketing specialist said that the

beautiful design is one of the advantages of Infographic to

attract the audience.

Some researchers also studied about the relation of the

beautiful design with the high visual appeal and the

functionality. Yilmaz (2006) studied about the influence of

visual appeal on perceived usability, and he concludes that there

is no substantial impact on the visual appeal of the consumer

products on their perceived usability. In other words, the

relationship found between visual appeal and perceived

usability is so minor that it can be ignored. The relationship

between visual appeal and perceived usability is more

significant for unfamiliar products than familiar products [36].

In 2007, Cawthon and Moere introduced metrics of task

abandonment and erroneous response in correlation to a level

of aesthetic preference in visualisation [35]. The study resulted

that the most aesthetic data visualisation technique also

performs relatively high in metrics of effectiveness, the rate of

task abandonment, and latency of erroneous response.

On the other hand, Phillips and Chaparro (2009) investigate

about visual appeal vs. usability to find the most influences user

perception more. This study applied in website design, and the

result shows that in the first impressions users rated the sites

with the high visual appeal as more attractive, easy to use, easier

to navigate, more accurate, more reliable, and more satisfying

than the low appeal site [36]. The impressions of the users did

not change significantly even though the website they were

using was manipulated to have poor usability.

Moere & Purchase (2011) proposed a model of three

potential roles for design in information visualisation research

(Fig.7). This field also claimed would benefit from

encompassing a broader scope that includes visualisation

produced as part of commercial practice or artistic exploration.

Based on the related study about two elements that strongly

related to infographics, it shows that the aesthetic or visual

appealing should no longer be seen as a cost of utility because

of the positive role and purpose of aesthetic in the design of

infographic.

Figure 6 The Visual-Data Continuum [20].

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Figure 7 A model of three roles of design in information visualisation

research [22].

B. Biased Information and Other Problems

The bad and improper design in infographic has a negative

impact on the usability and the delivery information to the

audiences. Wong (2010) says that examples of confusing,

misleading, and ineffective graphics are everywhere today.

Many charts have sophisticated and intelligent underlying

information, but the presentation fails to convey then intended

message [20], for example in Fig.8.

Figure 8 The bad infographic, fails to show the accurate data.

The similar comment also uttered by Stephanie D. H.

Evergreen [19], she says that many infographics these days are

produced by graphic designers. They are beautiful, slick, and

colour-coordinated. But often the data is misrepresented

because the little actual data that support the infographic main

claims, and the graph’s cuteness outweighed its genuine and

accurate representation of actual numbers.

All data visualisation also judged biased [4]. This

disappointments a lot of people that want data visualisation to

be objective and 'true to the data'. By putting numbers into

context, the designer is shaping the reader perception of the

values and this act is introduces bias into the data visualisation.

To create the accurate infographic, designers need to

balance two conflicting demands, there are the necessity to

transfer a message and the need to minimise bias in the design.

The following are some mistakes that are often found in the

infographic and make it is not feasible to be consumed [3].

• Gratuitous

Infographics are done when text or simple diagrams would

work just as well, and there is no urgency to add icons and

symbols without a purpose if just only to make the

infographics look well.

• Confusing

Some infographics make data or information harder to

understand instead of easier to comprehend because there is

no clear purpose to make it visual.

• Overloaded

The graphics budle too much information together, it makes

the infographic fail to make a point, and make the readers’

losing their attention. It wise to split complex information

into multiple pieces instead of cramming it all together.

• Bad design

The horrible and improper design can ruins an infographic.

This can be a matter of gaudy colours, ugly fonts and

amateurish layouts, but it can also be a professional-looking

design where the information itself is mishandled and fails

to represent the information correctly.

• Misleading

Ambigous infographics purposely generate a false

representation to promote an agenda or make an unfair

marketing claim. For example, zooming in the scale on a bar

graph to make a small difference between values seem much

larger. Such gimmicks risk creating a negative impression

and suspicion among the audience.

C. The Good Infographics

Besides the problems that still occurs in infographics, some

practitioner also suggests how to develop the good

infographics. These theories are adjusted to the human

perception of the design and the content of the infographic.

The research shows that human minds automatically receive

a astonishing amount of visual detail in just an instant. So an

infographic’s memorability can improve its effectiveness [3].

To create the memorable infographic, designer ought to use

human recognisable objects that we see in everyday life like

photos, body parts, icons, animals, or foods. With good reason,

because these images make for the most memorable

visualisations.

The colourful infographic also claimed is better, because

some research found that infographics using more than six

colours were more memorable than those with few colours or

those in black and white.

Besides the presentation of the infographic, the quality of

content also needs to underline. Dunlap and Lowenthal (2016)

studied that situational quality below related to infographics to

provide some context in how to create an instrument to explore

attractive infographic [14].

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• Immediacy: To establish immediacy, a designer or

educator needs to involve learners directly and instantly

with the content to create a sense of urgency or excitement.

An infographic’s structure and layout can support

immediacy through the sharing of emotional and sensual

details, for example by storytelling.

• Malleability: Malleability allows users to control personal

meaning and relevance, and to be co-creators of the

experience. To be flexible, an infographic needs enough

pliability, so audiences can stimulate their experience of the

infographic and the outcomes associated with controlled

actions taken due to exposure to the infographic.

• Compellingness: A compelling infographic is powerfully

to evokes users interest, attention, and admiration.

Infographics can be compelling by sharing provocative or

novel ideas or problems; the surprising information can

make a message memorable and sticky.

Another way to make an infographic persuasive is to use a

narrative structure that compels the users through the

content to find out what happens in the end.

• Resonance: Resonance is about reverberation, a sensory

experience that leads to a lasting, relevant effect. Resonance

also about connection, when infographic help user found

relationship it more resonant for them.

• Coherence: A coherent infographic is one that shares a

complete and well-formed message that is credible and

believable. Without consistency, an infographic can be

disjointed, which then negatively affects users’ ability to

engage and derive meaning from the infographic.

IV. EVALUATION OF INFOGRAPHIC

The theory of good infographics is not enough to fulfil the

information about how good the infographic delivers the

information and meet the user needs. Some evaluation needs to

conduct for the sake to find the best practice in developing the

effective infographic.

Evaluating infographic is one thing that is quite challenging

because there are no particular methods defined for assessing

the two most important aspects of the infographic: the

visualisation technique and user usability. For the last decade,

the evaluation method focus to evaluate the visualisation

techniques in information visualisation in general and not

specifically for the infographic.

A. Visualisation Technique Evaluation

There are four problems with usability evaluation of

information visualisation techniques [25]. The first issue is the

diversity of methods used for evaluating information

visualisation techniques is limited. As the consequence of the

first problem, it creates another problem that makes the

evaluation happens too late because user testing is mainly

applied in later stages of development.

The third problem, an evaluation process does not follow a

general usability evaluation methodology, and the last problem

is information visualisation techniques are usually developed

and evaluated following a technology-oriented perspective

rather than a user-centred perspective.

In 2011, Lam et al. create seven guiding scenarios for

information visualisation evaluation. They seven scenarios are

evaluating environments and work practices, evaluating visual

data analysis and reasoning, evaluating communication through

visualisation, evaluating collaborative data analysis, evaluating

user performance, evaluating user experience, and automated

evaluation of visualisations.

Furthermore, the scope of evaluation by this seven scenarios

is different cover stages of visualisation development, including

pre-design, design, prototype, deployment, and re-design. The

expected output of this evaluation is from specific visualisation

such as design decisions to models and theory, and metrics.

Santos (2008) considered about some important issues in

evaluating a visualisation technique or tool. The first issue to

think about is the motivation of the prospective evaluation.

Then, it is necessary to select the methods to use or implement

a combination of some methods in order to tap on their benefits

and overcome their limitations. Most will infer the use of test

data that can be synthetic or real [21].

B. User-Centred Evaluation

Along the years, researchers have become aware of the

importance of user-centred perspective, and create the

evaluation approaches based on Human-Computer Interaction

(HCI) concept and method [25]. One popular methodology in

evaluating infographic is to use a heuristic approach for

usability evaluation.

The empirical methods have been used for years in the

evaluation of interactive techniques with controlled

experiments, observation, field studies, interviews and

questionnaires being the most used ones. Interviews and

questionnaires are often used as complementary methods for

collecting data before and after the other methods have been

employed.

Some research has been done by adapting ten usability

heuristics for User Interface Design by Nielsen (2001) [40, 41],

as well as integrate it with eye-tracking method [38, 39].

Current evaluation practices categorised the assessment of

information visualisation in four thematic areas; they are

controlled experiments comparing design elements, usability

evaluation tool, controlled experiments comparing two or more

tools, and case studies of instruments in a realistic setting.

By using the general usability metric or HCI evaluation

study, the researchers can dig the insight from the user

preferences of the infographic, as well as their understanding of

the particular technique of presenting data and storytelling. But,

there are still have to face the challenges, such as to matching

tool with users, tasks and real problems.

Freitas at al. (2014) suggests four guidelines for a user-

centred evaluation of information visualisation techniques. The

first stage is the context of usage for evaluation must be defined

before the beginning of the assessment. The next stage is the

evaluator needs to know who the users are and to decide which

users to support.

Guideline no. Three is for evaluating information

visualisation needs to understand which tasks users have to

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perform and their characteristics and to decide which tasks to

support. The last stage is assessing the information visualisation

early before the beginning of more complex user testing

activities.

Siricharoen and Siricharoen (2015) conduct and evaluating

an approach that considers about audience, evaluation, purpose,

design and bias, readability, interactivity, and social sharing.

This method is made by checking-questions about the

information, questions aesthetics of text, photo, object and

colour, the question about overall assessment and questions

about the chart or graphs types [33]. These questions can

develop as the questionnaire or form filled (Fig. 9).

Every evaluation method leads to finding the effective

infographic. The effectivity of infographic had four main

categories that can help the user to understand the information

and complete their tasks or goal. The first category is

usefulness, measured the infographic is easy to comprehend,

has a clear purpose, use a reliable data, and makes the viewer

learns something.

Second is legibility, how the infographic is easy to read, the

colour scheme should not hinder the ability to read, graphs and

diagrams are labelled appropriately, font choice, size and colour

used to make legible.

The third is design. The graphic should reflect purpose and

audience, graphics are good quality, not distracting and

consistent, space used effectively, appropriate use contrast and

colour.

Fourth is aesthetics that can make the infographic easy to

follow and overall design facilitates the user understanding.

V. DISCUSSION AND RECOMMENDATION

The advantages of the method of assessment information

visualisation that has been done are to be able to see how user

preference towards a particular design of infographic and to

measure how users' understanding of the information that

delivered through the infographic.

This evaluation method is also applicable to everyone who

wants to create an infographic by various tools that provide by

infographic maker websites such as canva.com, piktochart.com,

venngage.com, infogr.am, and easel.ly. The users can easily

make an infographic without need prior knowledge of data

processing or visualisation design.

Even though the infographic maker services offer the

templates and themes for infographic design, but it seems not

enough to help the user to create the proper infographic. We

think there is must be at least some pattern that can be a guide

for the user when they want to create a useful infographic.

So that, the further studies are needed to find patterns for

presenting the data in the infographic style that informative yet

attractive. This pattern can help the new user to avoid in

generating the biased and elusive infographic.

However, the prior method of evaluation is still focused on

visualisation techniques and general user needs, and not yet

including the accessibility and inclusivity for visually impaired

person.

Although there are some research on information

visualisation for visually impaired people [12, 13] and provide

solutions on how to create data visualisation and infographic

can be accessed by all user, but there has no evaluation

methodology to assess the effectiveness of the visualisation

technique for visual impairment person.

This subject potentially to explore in the future, to expect

the better infographic that can be used by all people with or

without visual difficulties. It is important because the majority

of the infographic that can be found on the internet is still

prioritising the visual beauty without concerning the

accessibility for the visually impaired people.

Some approaches that can use in designing inclusive

infographic is by considering colour contrast, use of a colour

scheme that friendly to blind colour sufferers and avoid to

convey the meaning through the colour alone, providing an

alternative text that uses large typography and not uses

paragraphs of centred text.

Accessibility issues are not only related to the ability of

sight, but there is also the connectivity to the internet. Mostly,

an infographic is currently displayed on the web page with a

special design with a variety of resolutions. That will be a

problem for users who do not have access to the internet or have

a slow internet connection.

Figure 9 the example of evaluation form of infographic [33].

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To that end, infographic design should be made lighter so it

can be accessed by anyone who has an internet connection

either fast or slow. Infographic design also should be adaptable

to other media, such as print media and electronic media.

On the other hand, to create the good infographic is need a

collaboration between the data analyst and visual designer to

make sure the result is informative, not biased, has a high visual

appeal and has an effective usability.

The ability in utilising the latest technology also should be

held by the infographic maker to create infographics that

correspond to user needs. Before started to develop the

infographic, is recommend to do a study about the targeted

audience. That can make advantages to map the appropriate

design and approach in creating the compelling infographic.

VI. CONCLUSION

Infographic is part of the information visualisation that

being popular on the internet in the last decade. Nowadays, the

infographic is easy to produce by anyone with the help of

website infographic maker. It is easier for people to make an

infographic that can facilitate the delivery of information to the

public.

However, it makes many infographics designed with

inappropriate and causing a lot of negative impact on the

audience understanding. Not every beautiful infographic can

easy to understand by the public, and sometimes the infographic

that has a rich information is less attract the people because of

the ugly design.

So that, the developing of infographics is required

appropriate methodologies in processing particular data and

display it to the public. Furthermore, the infographic product

must be evaluated before it is distributed to ensure the quality

of data and visual presentation is proper to consume.

With an excellent visual presentation and processing of

proper data, infographics can be a powerful tool in the delivery

of information and convey complex things to make it more

understandable to the common user.

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