Chapter 11: Visual Messaging

Telling Stories with Infographics

Infographics use visuals to make information easy to understand. They can present complex information quickly and clearly, or tell a more compelling story by fusing graphics and text. To create a strong infographic:

  • Have a planning process to determine the overall purpose and message
  • Select strong details and data to support the primary message
  • Find a relevant hook for your infographic: is something significant or new?
  • Create a branded design with colors and font that connect to brand and/or topic. But make sure style never overwhelms substance.
  • Use graphics and visuals that make information easier to understand. An infographic is not just an illustration and needs to tell a story.
  • Treat the infographic as visual journalism: no factual or grammatical errors and be sure to include proper citation of all included information

There are many potential infographic angles and messages based on the same pool of information. Both infographics below are about the Oscars, but they send different messages and so select different facts to support that message.

Message #1: The Diversity Gap in the Academy Awards

Infographic on diversity at the Academy Awards

Message #2: Oscars 2016: Social Media Analysis

Even two infographics on the same topic might look very different based on the visuals used. If you follow the process above and need help with the graphic design, this Buffer article outlines several free online tools like Canva that provide templates and other support for infographic design.


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Write Like a PR Pro by Mary Sterenberg is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License, except where otherwise noted.