The Trick to Designing an Infographic That Spurs Action

You have data and you need to put it into an infographics. It can become a useful tools or over-complicated monstrosities.
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Data visualization can be an artform that leans closer to complex wall-paper design. Or it's an action design tool.

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Why try to cram every data point, chart, and design flourish into one graphic when the goal is action?

For sustainability and climate program managers, the test of a great infographic isn’t how flashy it looks but whether it serves a practical purpose. Here’s a simple rule of thumb: an infographic should do two things. First, it should create a measurable change, like getting someone to adopt a more sustainable habit. Second, it should catalyze behavior change in its audience. If it doesn’t, it’s just noise.

Keep It Simple: One Story at a Time

A good infographic tells one clear story. It doesn’t need to be a tangled web of facts and figures. Want to know the secret to success? Instead of building an infographic labyrinth, create a series of simple, individual infographics. Each one should focus on a single story or message.

The Infographic Works Test

Before you roll out your next infographic, put it through this quick test:

1. Can someone understand the central message in 3 seconds?
2. Can they remember the single main data point you’re trying to convey?
3. Are they inspired to take action after seeing it?

If you can’t confidently say “yes” to all three, it’s time to rethink your approach.

Storytelling with the Hero’s Journey

Want to take your infographics to the next level? Use the Hero’s Journey template to craft a compelling narrative. This storytelling framework taps into universal themes that motivate and inspire people. Here’s how you can structure a slideshow, infographic series, or even a short video:

1. Ordinary World: Show what things are like now (e.g., current carbon emissions or waste levels).
2. Call to Adventure: Highlight what could be achieved (e.g., a net-zero community).
3. Refusal of the Call: Address initial objections (e.g., costs or inconvenience).
4. Meet the Mentor: Introduce your organization’s expertise and credibility.
5. Cross the Threshold: Invite your audience to join the journey.
6. The Big Idea: Present your solution—a bold vision or actionable step.
7. Back It Up: Provide one key piece of data to support your big idea.
8. Add Depth: Show more data reinforcing your message.
9. Reinforce Further: Include additional evidence to solidify trust.
10. Acknowledge Challenges: Address potential losses or trade-offs.
11. Deeper Meaning: Tie it all back to a larger purpose or shared value.
12. Utopian Ending: Finish with an aspirational vision and a clear behavior to adopt.

Design for Impact, Not Complexity

The best infographics are those that stick. For sustainability campaigns, they should motivate people to take tangible steps: switch to renewable energy, bike to work, reduce waste, or join a community initiative. By focusing on simplicity, clarity, and an emotional connection, you can turn your data into a visual story that inspires action.

So the next time you’re tempted to pack everything into one graphic, remember: less is more. Tell one story, make it count, and watch your impact grow.

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