The purpose of the information graphic is to provide a new way of understanding concepts, ideas and data through visual language. Because our brains are wired for pictures, infographics are understood differently than text alone by an infographic company for example. Often, a visual promotes a unique way of thinking about information because we’re able to perceive new relationships, improve our analysis and form different interpretations.
Many effective infographics tell a story, since they are often produced by visual journalists. It might be an explanation of how a laser printer works or an explanation of a bat’s wings in flight, but there’s a story there. I think this is what statistician, John Tukey, meant when he wrote that the main purpose of analyzing numerical data is to describe phenomena rather than to simply present the information. The story derived from the numbers or the explanation provides the context, focus and interest that draw in an audience.