The Marketing Strategist:

Ask ITSMA: Best Practices for Infographics

January 11, 2016

  • Ask ITSMA


Each month, ITSMA receives a number of queries through Ask ITSMA, a resource designed to give members a quick and easy way to get insight on important services and solutions marketing questions they face. In this column, we will publish some of our favorite questions, along with excerpts from our replies.

Question: When infographics first came out, it was a wonderful opportunity to take a world of data overload and to boil it down concisely into a very compelling graphic. Recently, I’ve been looking at a lot of infographics that tend to scroll on and on for four or five pages. Can you give us the best practice for delivering the best infographic?

Answer: You are absolutely right! We have seen some fantastic, captivating infographics and others that are just rubbish. Here are three things to keep in mind to ensure that your infographics are effective:

  • Tell a story. Have an introduction, three important points that you want to get across, and data to back up those three points. Most importantly, keep it simple.
  • Include sources. By including the exact source for each data point, the sample size (N), and a snippet about the methodology, you establish credibility and reduce the risk of people taking data out of context.
  • Be professional. Cartoons may work well for children and consumer products, but in my opinion have no place in B2B. By using cute cartoon people, for example, you diminish the authority of your message.

A useful resource is Data Is Beautiful, which includes postings by data and graphic designers that give some good (and some not so good!) ideas on how to get your point across visually.

Do you have a sales or marketing question?
Ask ITSMA to access our experience, insight, and research results.


Want the latest news from ITSMA?

Subscribe to our newsletters and alerts for ITSMA blog posts, research publications, events, and more.

Further reading