Complete Guide To Analyzing An Infographic

Complete Guide to Analyzing an Infographic
1. Initial Planning
● Objective of the Analysis: Define what you aim to evaluate in the infographic, such as
how it conveys information, its use of visuals, and its persuasive techniques. Establish
clear objectives to guide your analysis.
● Target Audience: Understand who the infographic is aimed at. Consider the
demographic and psychographic characteristics (values, interests, attitudes) of the
audience. This will help you analyze how effectively the infographic communicates its
message to the intended audience.
2. Visual Analysis
● Title and Lead-in:

○ The title captures the reader's attention and provides a focus for the infographic.
○ The lead-in (short text following the title) offers additional context or introduces
the key information. Evaluate how well this introduces the main theme and hooks
the reader.
● Visual Pathway:
○ Infographics should guide the reader’s eye through the information in a logical
way, using arrows, numbers, and lines. Determine how effectively the visual
pathway tells a story or leads the viewer through the content.
● Icons and Symbols:
○ Icons represent people, objects, or concepts in a simplified way, while symbols
are abstract signs with agreed-upon meanings. Examine how icons and symbols
are used to simplify and emphasize key points without overwhelming the reader.
3. Textual Analysis
● Headings and Fonts:

○ Headings break down information into easily digestible sections. Evaluate the
typography used in headings and text. Are contrasting fonts (serif vs. sans-serif)
used effectively to differentiate between data and interpretations?
● Statistics and Data Representation:
○ Analyze the use of statistics and how data is presented through graphs, charts,
or pictograms. Are numbers presented in a way that is easy to understand and
visually engaging?
● Narrative and Logical Flow:
○ Determine whether the text supports the visual elements to tell a cohesive story.
Does the infographic have a clear problem/solution structure or another form of
logical progression?
4. Structural Analysis
● Layout and Design:

○ Evaluate how text and images are arranged. Is there a clear visual flow? Does
the infographic use negative space (white space) effectively, or does it feel
cluttered? Good use of negative space can help highlight important information
and avoid overwhelming the reader.
● Color and Mood:
○ Consider how color is used to set a mood or draw attention to important sections.
Does the color scheme create contrast where necessary? Bright colors may
evoke urgency, while muted tones might suggest calmness or professionalism.
● Pictograms, Charts, and Maps:
○ Infographics often use visual data representations like bar graphs, pie charts, or
pictograms. Analyze how these elements help the reader visualize complex data
and contribute to the overall narrative.
5. Persuasive Techniques
● Logos (Logical Appeal):

○ Evaluate how logical arguments are presented through data and factual
evidence. Does the infographic use statistics effectively to support its claims?
● Ethos (Ethical Appeal):
○ Analyze how the credibility of the information is established. Does the infographic
feature expert opinions, credible sources, or testimonials that add weight to its
message?
● Pathos (Emotional Appeal):
○ Determine whether the infographic appeals to the audience’s emotions, using
colors, images, or anecdotal evidence to evoke empathy, happiness, or urgency.
Advanced Keywords and Definitions for Infographic Analysis
Visual Keywords
● Icons: Simplified images representing objects, concepts, or people, used to make

information easily recognizable and visually engaging.
● Symbols: Abstract or universally recognized signs (e.g., arrows, hearts, or check marks)
that communicate ideas or represent something beyond their literal meaning.
● Negative Space: Also known as white space, it is the empty area between design
elements that helps focus attention and prevent visual clutter.
● Color Scheme: The intentional use of colors to evoke specific emotions, create contrast,
and establish a visual hierarchy.
● Pictograms: A type of graph or chart that uses images or icons to represent data,
making information more accessible and visually appealing.
● Visual Pathway: The way in which the reader's eye is guided through the information,
typically using lines, arrows, or a natural flow of elements.
● Juxtaposition: The placement of contrasting elements (such as colors or shapes) side
by side to emphasize their differences or to create visual interest.
● Chiaroscuro: The use of strong contrasts between light and dark areas in a design to
create depth or highlight certain parts of the infographic.
Textual Keywords
● Headings: Titles or section labels used to break up information, guiding the reader
through the content in a structured way.
● Typography: The style, arrangement, and appearance of text used to convey mood and
meaning; the choice of fonts can impact readability and engagement.
● Serif and Sans-serif Fonts: Serif fonts have small decorative strokes (serifs) on the
letters, often used for more traditional or formal contexts. Sans-serif fonts are clean,
without these strokes, giving a more modern and minimalist look.
● Statistics: Numerical data presented in the infographic to support claims or provide
evidence, often used to appeal to logic (logos).
● Narrative: The storytelling aspect of the infographic, which combines text and visuals to
guide the reader through a structured argument or sequence of ideas.
● Lexical Field: A group of related words or terms used throughout the infographic to
reinforce a particular theme or topic (e.g., business-related terms in a workplace
infographic).
● Hyperbole: The use of exaggeration for emphasis, often used in headlines or taglines to
create excitement or draw attention.
● Rhetorical Question: A question posed to the audience that doesn’t require an answer
but prompts thought and reflection (e.g., “Feeling Stressed?”).
Structural Keywords
● Layout: The arrangement of elements (text, images, charts) on the page, which
influences the reader’s ability to follow and comprehend the information.
● Flow: The natural progression or movement of the reader’s attention from one section of
the infographic to the next, ideally making the information easy to follow.
● Anchorage: The use of text to fix or reinforce the meaning of a visual element (e.g., a
caption explaining an image or chart).
● Z-pattern: A design structure where the reader's eye follows a Z-shaped path, typically
moving from the top left to the bottom right, guiding attention strategically across the
infographic.
● Foregrounding: Placing elements (e.g., key statistics, important messages) at the
forefront of the design to ensure they capture attention first.
● Modality: The degree of certainty or suggestion conveyed in the text, often manipulated
through the use of modal verbs like "could," "might," or "will."
Persuasive Techniques
● Logos: The appeal to logic through the use of data, statistics, and factual information to
build a rational argument.
● Ethos: The appeal to ethics and credibility, using trusted sources, experts, or
testimonials to establish the trustworthiness of the information.
● Pathos: The appeal to emotion, designed to evoke feelings like empathy, happiness, or
fear, often achieved through visual elements, color, or anecdotal evidence.
● Repetition: Repeating key phrases, words, or symbols throughout the infographic to
reinforce the main message and make it more memorable.
● Anecdote: A short personal story or example included to connect emotionally with the
reader or add a human element to the data being presented.
● Contrast: Highlighting differences between two options or ideas to draw attention to the
superiority of one, often used in comparative charts or visual elements.
● Flattery: Directly complimenting the audience to win their favor and make them more
receptive to the infographic’s message.

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● Title and Lead-in:

● Headings and Fonts:

● Layout and Design:

● Logos (Logical Appeal):

● Icons: Simplified images representing objects, concepts, or people, used to make

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