Today, infographics and visual data-driven storytelling are integral components of any marketers online toolkit. Indeed, well-designed infographics are the most simple - and the most versatile - of all the information design services. There are a plethora of ways to incorporate infographics into your communications strategy: within print reports, digital slide decks, animated/interactive within online user experiences, transformed into motion graphic videos or as stand-alone static content for social media. However they are intended to be consumed, these graphic representations of information help present information quickly and clearly AND improve the shareability of your content. It’s easy for most social media posts and digital reports to get lost in the jungle of content online – which makes it doubly hard for targeted customers to connect with you. Infographics help solve this by attracting more attention and retaining it; making your audience feel informed enough to help you spread the word. Another reason many brands and organizations use infographics is memorability. It’s common knowledge that infographics can optimize knowledge retention, concept comprehension and shareability, but not many people understand how they actually work. A study by Harvard’s John A. Paulson School of Engineering and Applied Sciences and MIT’s Computer Science and Artificial Intelligence Laboratory gives some insight. The research team analyzed subjects’ eye movements, memory performances, and textual responses to a series of infographics. The subjects’ ability to remember information, says one of the study’s key researchers, Michelle Borkin, “is a much more accurate measure of its effectiveness” than any other factor. The conclusion? Infographics “dramatically improve information recall.” Getting across relatively complex information in very few words is a challenge; one that involves finding nuggets of meaning within the copy, choosing the right icons and charts, and editing relentlessly until there is a clear narrative flow and information hierarchy. This process provides different reading levels for different types of information and engagement. There is a simple way of testing that principle: people should know at a distance (and without reading the text) what your infographic is about. FFunction has been making infographics since 2008, and we understand the balance of art and science that goes into making a really effective one.