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Feature Example
Title and lead-in: Infographics often include
"How to market a product/service to a Gen Z
a snappy title, sometimes in the form of a
teenager" is a very clear heading that defines
question, that captures the reader and gives
the target audience as businesses that want to
the infographic a sense of focus. The lead-in
sell a product or service to people born after
is a short text after the title that adds detail to
the mid 2000s. It implies that it is difficult for
the title and frames the information of the
marketers to sell to this audience.
infographic in a context.
Headings and fonts: Headings help break
down information into digestible chunks. The headings are presented as 'tips 1-10'. Each
Different fonts can be used to help the reader heading consists of a longer sentence, which
discern data from interpretations. Contrasting act as lead-ins for digesting the data in each
serif and sans-serif fonts can help readers box. These headings use imperative verbs and
discern detailed content from general second person pronouns to serve an
headings. How does your infographic engage instructional purpose.
the reader with different headings and fonts?
Visual pathway and story: Blocks are read The reader scrolls from the top to the bottom
in a sequence. Lines, arrows and numbers of this 'listicle', going from tip 1 to tip 10. The
often help readers navigate information. The different shaded blocks indicate that each
shape of the entire chart will help determine block contains a different tip, statistic and
the pathway. Most English-speaking readers visual element. Each tips is outlined in a light
will want to read from left the upper-left dotted line, unifying the pathway. The tips are
corner to the lower-right corner. Columns, very sequential and tell a story about how tot
graphs, tables and mind maps also determine read the target audience by 1) identifying who
visual pathways. Good infographics use a they are, 2) what they stand for and 3) where
visual pathway to tell a story. How is does to find them. The map is very American-
your infographic use a visual pathway to tell centric, pointing left (from the US) to the right
a story? (Europe and the 'rest of the world').
Blocks, colour and negative space: Blocks
of information are usually framed and
The colour scheme is very energetic,
coloured in such a way to make the
contrasting bright magenta colours with dark
information ‘pop’ or stand out. Negative
and light blues and black. The blocks have
space (or ‘white space’) also draws the
jagged edges, which encourage the reader to
reader's attention to the information. Good
scroll up and down. Each block has the right
infographics should not feel cluttered. How
amount of negative space to make each
does your infographic use colour and
pictogram pop.
negative space to highlight what’s important,
set a mood and engage the reader?
Icons and symbols: An icon is a graphic This infographic is filled with icons and
representation of something, a person or symbols. Dollar bills and shopping bags are
thing. A symbol is an abstract sign that has symbolic of spending money. A camera
come to mean something through social represents one's hobby, a shop window stands
agreement. How does your infographic use for entrepreneurship and a lightbulb indicates
icons and symbols to convey meaning creativity, all of which define Gen Z. The
concisely and meaningfully? silhouettes of people are stylised to make them
 Feature
Pictograms, charts and maps: Pictograms
are types of charts and graphs that use icons
and images to represent data. Also known as
‘pictographs’, ‘icon charts’, ‘picture charts’,
and ‘pictorial unit charts’, pictograms use
icons to help readers visualise data. Icons
may be arranged in lines or grids, often using
colours and shades to indicate a rating,
quantity or percentage. Infographics may
include columns and Venn diagrams to
compare, graphs to show change over time,
doughnut charts to depict levels of
completion, maps to show demographics of a
population or mind maps to show
relationships. How does your infographic use
pictograms, charts and maps to visualise
information and tell a story?
Example
look young, fashionable and faceless. Logos of
various companies, such as Snap Chat, are also
included to help reader recognise the digital
platforms that matter most to Gen Zs.
Almost each block includes a different
pictograph. Tips 1 and 2 use a mind map
structure which enable readers to explore
related statistics on moneys and spending
habits. Tip 9 uses a map to show how Gen Z
Americans are looking outward to Europe. Tip
10 includes a pictorial unit chart to show that
more Gen Z teenagers (in magenta!) want to
change the world that Millennials.