Are Infographics Still Effective As Part Of Your Content Strategy?

Depending on whom you listen to, infographics are either a parasite that is slowly killing modern media or a well-timed blood transfusion for an anemic industry. In reality, both perceptions are shortsighted.

Infographics are simply using graphic design to visualize content that has long existed in other forms. While not appropriate or useful for all types of content, infographics can add valuable context to existing stories by using visuals to show relationships in data, anatomy, hierarchy, chronology, and geography. The written word simply does not afford us immediate clarity in these areas.

(Infographic from Mint.com visualizing the trade relationship China and the United States)

At the forefront of this debate is the question of whether novelty is the sole driver of the rise of infographics or if there is, in fact, an inherent utility to the medium. Certainly, novelty has played a large role in the growth of this trend over the past few years. While infographics are nothing new, their successful use as a differentiator in brand publishing has been unlike anything that came before on the web. While these new iterations have commonly taken a slightly different form than infographics of the past, the potential for similar display of information remains.

But, if the novelty is wearing off, what are we left with?

Just a format that is as useful and versatile for communicating information visually as any other.

So, if infographics are now just another format of visual content, what's next?

More combinations of the same building blocks that make up infographics and every other medium we use to communicate information on the web: text; images (photos, illustrations, and graphics); audio; motion (video and animation); and interactive content.

Should you be using animated .gifs?

3D infographics?

Cats with GoPros?

Internet you can eat?

Those are fun and their novelty can be temporarily beneficial, but they are not what makes content good. Sound research, interesting information, insightful analysis, timeliness, humor, and emotion—these are the materials that make for great content. The format is far less relevant.

We need to stop asking if infographics "work," as though they are a magic balm to be applied to a brand's communication strategy. When your content is compelling, design can and should be used to communicate this information along with your audio, written, interactive, and video content.

Without compelling content, you are left chasing novelty from one trend to another. While this can be effective from time to time, it is ultimately a losing battle. Brands and marketers should stop talking about what's next, and focus instead on what makes all content good. The result, regardless of format, will provide value long after the buzz has worn off.