“9 out of 10 infographics suck.”

That’s a direct quote from Tom Peters’s keynote at the HOW Design Live conference. I wanted to jump out of my chair and hug him for saying it.

Well-crafted visuals help make ideas and information much easier to understand, and more memorable too. However, many so-called infographics don’t do that. They are more about graphics (lots of them) than info. Too many are like this description from Tom’s presentation:

A tangled, multicolored graphic representation that turns a complex idea into an incomprehensible complex idea.

Infographics … everybody wants one! 

Sometimes, a well-designed infographic is the perfect solution for your communication needs. Before you decide, be very intentional. Consider:

• What’s the story you need to tell?
• Who are you telling it to?
• How do they take in or decode messages?
• Is the graphic treatment enhancing storytelling? Or is it just applying a style for style’s sake?
• Is it making things easier and more clear? It not, leave it out.

Style should serve — not obscure — the transfer of ideas and content. The idea that you are trying to communicate is the most important thing. Give it to people in the form they will understand best.