You may want graphic content, but how do you make good infographics? Designer Kayli Kunkel explains what works and what doesn't when it comes to graphic depictions of data.

1. INFOGRAPHICS
101By Kayli Kunkel

2. WHY INFOGRAPHICS?

3. On a daily basis, the average
American is bombarded with
five times more information
than he saw 15 years ago.

4. Our brains process visuals faster:
On average, it takes 50 seconds
to read 200-250 words but only
1/10 of a second to process a
visual scene.

5. “The new Drake University
mascot, Griff, showed up to
the basketball game in a Drake
Bulldogs jersey and a pink
feathered boa.”

6. In a crowded media scene,
good graphics stand out.

7. Infographics are everywhere,
and also more scrutinized than
ever. They are easy to make;
not easy to make well.

8. CONTENT

9. WHAT WORKS
1. Listicles
—“10 workout myths, busted”
2. Timelines
—“Star Wars over the years”
3. Statistic-heavy information
—Financial report
4. Visual information
—“World’s tallest mountains”

10. Example:
Connecting random but
connected statistics in a
visual graphic that implies
an overarching trend.

11. Example:
Statistics better expressed visually than through text alone.

12. Example:
Aggregating variety
of statistics to
improve overall
conception of a
topic. “Myth vs. Fact”
format is popular and
easy to implement.

13. WHAT DOESN’T WORK
1. Weighty topics
—When you can’t/shouldn’t oversimplify in
few words, e.g. “Race relations in America”
2. Complicated topics
—“How computers work”
3. Inconclusive/meaningless stats
—“Celebrities’ favorite foods;” light topic,
but no meaning or connection to draw

14. PROCESS

15. 1. Whittle down topic
—Decide on format, too
2. Gather relevant facts
—At this point, just a Word doc
—Record your sources
3. Group similar facts
4. Weave into narrative
5. Map out design

16. Step 5: Mapping out design with sketches

17. WRITING

18. 1. Brevity
—Be concise
2. Straightforward
—Use wordplay sparingly
3. Spell it out
—Draw conclusions for the reader

19. DESIGN

20. DIGITAL
PRINT
Horizontal format, CMYK color, higher
resolution (300dpi or print standard)
Vertical format for scrolling, RGB color (on
mobile ensure larger text to avoid zooming)

21. 1. No more than 2-3 fonts
2. Simple, appropriate colors
—Color.adobe.com is useful
—Remember connotations:
red=urgency, green=energy, blue=calm
3. Consider publication’s design

25. K.I.S.S., the Golden Design Rule
“Keep it Simple, Stupid.”
Just because you can, doesn’t
mean you should.
Design with intention.

26. MISTAKES

27. TOO BUSY

28. UNCLEAR

29. UNNECESSARY

30. WRONG VISUALS

31. WORDY

32. RECAP

33. 1. Report thoroughly.
2. Organize carefully.
3. Write concisely.
4. Design sparingly.

34. QUESTIONS OR COMMENTS?
Kayli Kunkel
kkunkel@lexiconcontentmarketing.com