Infographics as a Business Communication Tool: An Empirical Investigation of User Preference, Comprehension & Efficiency

Infographics are being touted as an up and coming business communication tool that can express ideas quickly and efficiently while being visually appealing and engaging. The purpose of this study was to test whether information conveyed through infographics provided superior outcomes compared to a text format in terms of user preferences, comprehension, and reader efficiency. An international sample of 895 respondents from three generational groups were administered an online survey that incorporated an experimental design. Using a between-subjects design, respondents were randomly assigned to read an article as an infographic or its text equivalent. ANOVA tests indicated that infographics may enhance communication with some age groups. Millennials were more likely to say they would read the article and recommend it to others if they received the infographic version than if they received the text version. However, Baby Boomers attained better comprehension when they received the text version compared to the infographic version. Findings indicate that infographics and traditional text approaches are needed to reach a multi-generational workforce, although infographics will likely grow in popularity in the next decade as more Millennials enter the workforce and Baby Boomers continue to exit it.

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