Infographics have evolved in recent years to become a means of mass communication; they are designed to reach a wider audience by simplifying complex subjects and arranging them in an easy-to-digest format, unlike other types of visualizations.

Because of its fair simplicity and compelling storytelling, it has gained a lot of popularity in recent years, and we can see infographics being shared all over the internet and social media. For example, Canva infographic templates can give you a quick insight into infographics’ looks and structure. But…

What is an infographic?

To better understand the infographic definition, it helps to know where the term came from. Infographic is a portmanteau of ‘information’ and ‘graphic’. An infographic (information graphic) is a visual representation of information that aims to make the data easily understandable at first glance.

An infographic makes minimal use of text and can be a powerful tool for displaying data, explaining concepts, simplifying presentations, mapping relationships, showing trends, and providing essential insights. The use of compelling images on an infographic can make what is an abstract idea that much easier to understand (hence infographics popularity in marketing and instruction). Infographics simplify large data sets providing a high-level view and making them easier to digest at first glance. They help convey data in a compact and shareable form.

Types of infographics

Infographics come in various forms. They are categorized based on purpose, types of objects used, and the flow of information. Note that an infographic will not always strictly fall into a specific category. Actually, most infographics will have elements of multiple types of infographics.

The types of infographics that will be most appropriate in a given situation will depend on the objective of the data visualization. Choose the type of infographic that avoids ambiguity and best helps the reader extract actionable information and valuable insights.

Are you trying to show the best and worst values in a data set? Is the goal to demonstrate changes and trends over time? Are you breaking down the subject item to illustrate its various components? Do you want to see the distribution of data? Are you keen on shedding light on the relationship between various values?

Your audience matters too. For example, the suitability of a type of infographic can vary depending on whether the graphic is being presented to the company’s board members or its middle-level managers. Board members will probably only want to see the main highlights and not go into too much technical detail. Ergo, you may want to go with a simple infographic that doesn’t come across as crowded.

We look at the most widely used types of infographics and share examples of each.

Informational infographic

The informational infographic is distinguished by its above-average use of text when compared to other types of infographics. The graphic may be enhanced by icons, shapes, colors, and other visual elements but overall, the emphasis is on the words.

Timeline infographic

A timeline infographic depicts events or actions in chronological order. It often demonstrates a product’s development, a historical trend, or an idea’s evolution. The timeline infographic uses icons, images, and graphic elements to convey the point. The format may be vertical, horizontal, or winding. Vertical and winding timeline infographics are usually easier to read. A horizontal timeline infographic works best in posters, presentations, and environments where space is not constrained.

Charts Infographic

Сharts infographic has a chart as the centerpiece of the information visualization. Colors, shapes, and icons may be added for emphasis and/or explanation. Charts work best when performing a basic comparison of items. Instances, where charts infographics would be relevant, include the number of students in various universities, Twitter followers of different basketball teams, or the population in select cities.

Pie charts infographic

A pie chart infographic is one where the focus object is a pie chart. Although technically a pie chart infographic is a subset of a chart infographic, we assign it a distinct category given its widespread use. Pie charts are great for showing an item’s different components or how one value compares to several other values.

How to infographic

How to infographic describes the steps involved in achieving a certain outcome. Examples of outcomes whose process could be portrayed using a how-to infographic include a product’s manufacture, an ISO certification, a professional qualification, or a medical procedure. The definition of this type of infographic inherently implies that each step is usually a logical consequence of the preceding ones.

Process infographic

Process infographic is similar to a how-to infographic. The key distinction is that a process infographic depicts decision-making processes. Process infographics are also referred to as decision trees or flow charts. Each step is linked to the next with lines and directional arrows. Examples of situations where a process infographic may be applied include personality type determination, assembly line manufacturing, software programming, project planning, and process audit.

Comparison Infographic

A comparison infographic examines the similarities and differences between two or more products, locations, events, actions, ideas, or individuals. Examples of situations where this type of infographic may work include a comparison of Managers vs. Leaders, Insourcing vs. Outsourcing, or Past Strategy vs. Present Strategy. The comparison infographic creates contrast and helps identify the pros and cons of one item in the context of an alternative. The graphic will usually be split into two or more sections depending on the number of items being compared.

Number Infographic

A number infographic is recognizable by the emphasis on numbers. Perhaps you want to show the various ways food is lost or wasted, how war has impacted a given country, or the vital numbers when applying for a mortgage. These examples and more can be well portrayed by a number of infographics.

Visual Elements of Infographic

Whereas there are different types of infographics, certain elements are key to making a visual representation of data qualify as an infographic. Virtually all infographics will make use of each of these to some degree.

Infographic Colors

Colors are perhaps the most eye-catching aspect of an infographic, so we’ll spend the most time addressing this topic. Your chosen color scheme can make or break your bathroom decor and infographic. Colors can either highlight or obscure information. There are many factors to consider, and their importance will vary depending on the nature of the graphic.

For instance, if you are making an infographic comparing America’s major political formations, using red for Republicans and blue for Democrats in line with the convention would make the graphic easy to understand.

Another important aspect of infographic color choice is differentiation. When comparing items, use colors that show a stark contrast. Black and gray, for instance, would be poor choices in demonstrating how different the two types of cars are.

Take text color into consideration when choosing infographic colors. White text on a yellow background is a strenuous read. Choose colors in line with the page’s background color where the infographic will be posted. While there is nothing inherently wrong with placing an infographic with a white background on a website with a white background, it can make it harder for readers to see where the infographic begins.

If the infographic touches on a brand, use the official brand colors as much as possible for consistency. Some colors evoke certain emotions, and there is no harm in taking advantage of their existing connotation. Blue and red colors are thought to show stability and trust. That’s why most financial services brands (and hence their infographics) use these colors. Green goes well with environmental issues.

Finally, keep things consistent. This applies not only to colors but to other elements as well. If you used a certain color scheme at the beginning of a series of infographics, you may want to stick to it in subsequent infographics on the same topic. That would make it easier for readers to follow the story over time. Consistency applies within the infographic, too. Don’t show an infographic element in one color at the start, only to shift to a different color further down within the same graphic.

Infographic fonts

The number of fonts has increased dramatically in recent years. There are now far more infographic font options than the usual Times New Roman, Arial, Calibri, and Comic Sans. Fonts can be classified in several ways, but many experts place them in four broad groupings: Serif, Sans-Serif, Script, and Decorative.

Serif fonts (e.g., Merriweather and Times New Roman) have small lines attached at the end of each letter and are considered more formal. Sans-serif means ‘without serif,’ and these fonts (e.g., Arial, Helvetica, and Lato) do not have small lines. They are more streamlined and modern-looking than Serif fonts. Script fonts have a handwriting feel and are seen as fun, casual, or elegant. Decorative fonts have a novelty (e.g. the snowcapped fonts on Christmas graphics) and should be used sparingly and for specific subjects.

Just like colors, not all font types will work with your infographic. As a general rule, the fonts you should use depend on the infographic’s overall theme. Comic Sans, for example, will not be ideal for the majority of business infographics. The fonts you choose will give readers the first impression of the content and hint at how they should gauge the rest of the infographic. Your font could say “tropical vacation” when it should say “Lower Manhattan office.”

If you have already created an infographic on the same subject before, you would probably want to stick to the same theme. Whether it’s a brand and has a designated font, go with that.

The type of font is not the only decision you’ll make on fonts. You’ll also want to choose whether to go with light, bold, or italic versions of the font. Bold fonts are great for headlines and sections of the infographic you would want to draw the most attention to. Headers and sub-headers should have a larger font than the rest of the infographic.

Remember that including text in your infographic means you are keen on communicating an important message. The readability of the font is, therefore, a vital quality. Pay attention to how the text will be seen in different settings. Something visible on a laptop may be difficult to decipher on a smartphone.

Don’t overdo it. The goal of the font is not to excessively dazzle the reader. Ultimately, you want a font that helps explain the infographic’s content subtly and not one that becomes the subject itself. Infographic fonts should balance between providing emphasis and remaining somewhat understated.

Infographic icons

Choosing the right infographic icons can distinguish between a verbose and winding visual, as well as an engaging and impactful one. Icons are sometimes taken for granted but can come in handy when packing plenty of information in small spaces. A single icon can replace a paragraph of explanations.

Some helpful tips come in handy when choosing the infographic icons to use. Look for items that can be replaced with an icon. Is your infographic about different types of fruits? Replace each fruit name with its respective icon. Want to show a certain type of activity, such as running or walking? There are icons for that too.

Use icons instead of legends to label a pie chart or the columns of a bar chart. For example, if you are comparing the attributes of different social media platforms, you can use the icons of each network instead.

Correct icon use is distinguished by the graphic designer’s need for little to no words to explain what the object represents. One can choose from a wide range of infographic icons that cover nearly any subject.

If you are using an icon to represent the characteristics of a large population, setting each icon to represent 20,000 people may make it easier to read than having each icon depict 5,000 people. Even when infographic icons must be labeled, descriptions shouldn’t be wordy.

Remember to match your choice of icons to the infographic’s overall color and font themes. Like fonts, infographic icons shouldn’t be a distraction. They are a means of further explaining the infographic’s core message.

Infographic Images

Some of the basic rules around using icons apply to infographic images, too. Images shouldn’t ‘take over’ the infographic; otherwise, you risk reducing the graphic into a patchwork of images with a smattering of text. Images can replace what would otherwise have been acres of explanations. Make sure the colors on the image are consistent with the infographic’s color theme.

There are other additional considerations, though, when choosing infographic images. For starters, avoid clichés (also known as stock photos). Do not use images that readers have likely seen multiple times on other infographics or websites. Even if the infographic explores an original idea, the presence of such images dilutes its impact and makes an otherwise exciting message seem boring and tired.

Use animals and people to make the infographic more specific and personal. Go out of your way to ascertain that the infographic images are up-to-date and relevant. Do not use an image of a 1970s white-collar worker on an infographic explaining the work environment in today’s office.

Infographic tools

It takes more than fancy images and catchy colors to make an effective infographic. The design element is crucial. There is a wide range of infographic tools available online. We look at the major ones.


Platform: Windows, macOS, Linux
Price: 100% free

At first, Lunacy was developed as a Sketch viewer for Windows because the problem of opening .sketch files was always a nightmare for people who didn’t own Mac. But it’s quickly becoming a powerful tool on its own. With Lunacy, you can not only open .sketch files but also perform multiple editing functions: organize pages and artboards, draw, join & align objects, and use typography. Released in version 5.0, Lunacy is a solid and well-improved vector graphic design editor with icons, photos, masked images, and integrated illustrations. Sketch for Windows has diverse design assets, broad functionality, and enhanced productivity.

lunacy free graphic design software

Add to that export in PNG and SVG, support of CSS & XAML code and you’ll get a powerful vector editing tool without having to employ a bunch of crutches to make .sketch files work on Windows. A portable version comes as a bonus.


  • First fully-featured .sketch editor for Windows
  • Constant updates
  • Portable version
  • Active development & support


Price: Free (Paid plans start at $12/mo)

piktochart screenshot

Piktochart has hundreds of templates to choose from though this does not prevent you from creating your own from scratch. New templates are added weekly. Infographic objects at your disposal include maps, charts, photos, and icons. Import your data to Piktochart from Microsoft Excel, Google Spreadsheet, or SurveyMonkey. The completed infographic can be embedded on a website or downloaded and shared in PDF, PNG, or JPEG format.


Price: Free (Paid plan starts at $12.99 per user/mo)

canva infographic maker

Canva is a popular online design tool and a free infographic maker with a vast inventory of templates. Its user-friendly interface makes it relatively easy to use even for people without a tech or design background. Infographic elements such as icons, maps, and images can be dragged and dropped into position. Leverage your creativity by customizing the infographic using the hundreds of thousands of available images and numerous layout options.


Price: Free (Premium plan starts at $19/mo)

While most other infographic tools can be used on a wide range of design projects including reports and slideshows, Venngage is focused on infographics. Through a couple of easy-to-follow steps, your infographic can be ready for distribution in a short time. Incorporate icons, maps, and charts to create an impressive design, or choose from a variety of infographic templates. Venngage has an advanced design option for greater control of the objects and graphics. The infographic can be shared on social media, embedded on the site, or downloaded as a PDF or image file.


Price: Free (Paid plan starts at $29/mo)


If you are looking to build an interactive infographic that features significant amounts of animation, Visme should be up there among your most preferred free animation software. Visme’s intuitive built-in animations can be activated when readers open a link to the graphic or scroll down the web page. You can lock the infographic with a password if you only want a limited audience to view it. This can come in handy when working on the infographic as a team and only wanting to share it publicly when the final copy is agreed upon.


Price: Free (Paid plan starts at $2/mo)


Easelly features a simple design layout and a range of infographic elements such as shapes, charts, and backgrounds. The free templates number in their thousands which is significantly higher than those available on many other infographic tools. As the name implies, Easelly is easy to use. It’s ideal for students, educators, and business executives who intend to convey a concept, plan, or product. The final infographic can be downloaded in PDF or image format.

Wrapping up

Infographics have become a powerful tool for analyzing large data sets and explaining information. In the past, creating an infographic was the preserve of a select few due to the high cost of software (such as Adobe Photoshop) and the complexity of the design process. With numerous low-cost (or free) and easy-to-use online tools now available, Lunacy, for example, doesn’t take as much time and effort to develop a quality infographic.

Infographic tools often include many templates, but that should not prevent you from mixing different infographic elements to create a unique design.

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