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Business Communication Through Infographics: A Visual Approach

Mahdi Hasan Mahbub ORCID: https://orcid.org/0009-0006-5622-0389 Mohammad Mohian ORCID: https://orcid.org/0009-0008-1015-4202 Shakil Ahmed ORCID: https://orcid.org/0009-0008-8246-5114 Department of Graphic Design & Multimedia Faculty of Design & Technology Shanto-Mariam University of Creative Technology Dhaka, Bangladesh

Prof. Dr Kazi Abdul Mannan Department of Business Administration Faculty of Business Shanto-Mariam University of Creative Technology Dhaka, Bangladesh Email: drkaziabdulmannan@gmail.com ORCID: https://orcid.org/0000-0002-7123-132X   Corresponding author: Mahdi Hasan Mahbub: mahdihasanmahbub1998@gmail.com

Rev. teach. world. 2026, 5(1); https://doi.org/10.64907/xkmf.v5i1.rtw.2

Submission received: 3 October 2025 / Revised: 9 November 2025 / Accepted: 17 December 2025 / Published: 2 January 2026

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Abstract

In contemporary business environments, effective communication is not limited to text-based discourse but increasingly relies on visual strategies. Infographics—a hybrid of data visualisation, illustration, and concise textual elements—are becoming a dominant tool in organisational communication. This study examines business communication through infographics, analysing their role in simplifying complex information, enhancing brand image, improving internal knowledge sharing, and facilitating external stakeholder engagement. Using a qualitative research methodology, the study explores how organisations employ infographics as a visual approach to achieve clarity, efficiency, and persuasiveness in communication. The research is situated within theoretical frameworks of semiotics, visual rhetoric, and multimedia learning theory, providing insights into how audiences interpret and engage with infographic-based communication. Findings suggest that infographics enhance comprehension, memory retention, and decision-making while also presenting challenges related to cultural interpretation, design ethics, and information overload. The study concludes with implications for academic scholarship, managerial practices, and ethical standards in corporate communication.

Keywords: business communication, infographics, visual rhetoric, data visualisation, qualitative research

1. Introduction

1.1 Background of the Study

Business communication is the lifeblood of organisational success, shaping internal processes, brand identity, and external stakeholder relations. Traditionally, communication relied on written reports, meetings, and textual presentations. However, the advent of digital technologies has shifted communication toward visual media. Infographics—a synthesis of text, data visualisation, and imagery—are now central to how organisations convey messages in an information-saturated environment (Dunlap & Lowenthal, 2016).

Infographics provide a compelling medium for simplifying complex ideas, engaging audiences, and improving knowledge transfer. Businesses increasingly employ them in marketing campaigns, corporate reports, employee training, and investor communications. Unlike long reports or dense presentations, infographics enable quick interpretation and memorable storytelling, aligning with the decreasing attention spans of modern audiences (Krum, 2013).

1.2 Research Problem

Despite their growing use, the academic understanding of infographics in business communication remains limited. Questions persist regarding their effectiveness, the theoretical mechanisms that explain their impact, and the ethical implications of using visuals to influence interpretation. Businesses often adopt infographics without critically evaluating their role in meaning-making or considering cultural differences in visual literacy (Kibar & Akkoyunlu, 2014). This gap necessitates a systematic inquiry into the communicative potential of infographics.

1.3 Research Objectives

The study aims to:

• Analyse the role of infographics as a visual communication tool in business contexts.
• Examine how infographics enhance comprehension, engagement, and persuasion.
• Explore the theoretical frameworks underpinning the communicative power of infographics.
• Assess the benefits and challenges of using infographics in corporate communication.
• Provide insights for managers, designers, and researchers to optimise infographic use.

1.4 Significance of the Study

This study contributes to both academia and practice. For scholars, it bridges visual communication theory and business studies, offering a conceptual foundation for further research. For practitioners, it provides guidelines for designing and deploying infographics strategically in internal and external communication.

2. Literature Review

2.1 Business Communication and the Shift to Visual Media

Business communication has evolved from oral traditions and memos to multimedia platforms. Visual communication, including charts, diagrams, and infographics, is now integral to effective corporate interaction (Cardon, 2020). Studies suggest that visuals increase comprehension and retention compared to text alone (Mayer, 2009).

2.2 Defining Infographics

Infographics are visual representations of information designed to make data accessible and engaging (Smiciklas, 2012). They typically combine graphs, icons, text, and colour schemes to narrate a story or explain complex phenomena. Researchers distinguish between statistical infographics (data-driven), informational infographics (concept-driven), and hybrid formats (Krum, 2013).

2.3 The Power of Visual Communication

Cognitive psychology suggests humans are visual beings—processing visuals 60,000 times faster than text (Schnotz & Bannert, 2003). Infographics exploit this tendency by condensing information and aiding decision-making. In business contexts, they improve report readability, marketing appeal, and training effectiveness (Alhadad, 2018).

2.4 Infographics in Business Contexts

Infographics are widely used across organisational domains:

• Marketing & Branding: Infographics support storytelling, enhance virality on social media, and strengthen brand identity (Davis & Quinn, 2013).
• Internal Communication: They simplify training manuals, strategic plans, and knowledge sharing (Dunlap & Lowenthal, 2016).
• Investor Relations: Infographics make financial data digestible and transparent (Cardon, 2020).

2.5 Critiques and Limitations

Critics argue that infographics may oversimplify, mislead, or manipulate data (Cairo, 2013). Poor design or lack of cultural adaptation may reduce effectiveness (Kennedy, 2016). Moreover, information overload through excessive visuals can diminish clarity (Bateman et al., 2010).

3. Theoretical Framework

3.1 Semiotics

Semiotics, the study of signs and symbols (Saussure, 1916/1983; Barthes, 1977), provides a foundation for analysing infographics. Icons, indices, and symbols embedded in infographics shape interpretation. Businesses employ semiotic strategies to align visuals with corporate identity and cultural meaning.

3.2 Visual Rhetoric

Visual rhetoric explains how images persuade and construct meaning (Foss, 2005). Infographics employ rhetorical strategies such as ethos (credibility), pathos (emotion), and logos (logic) to influence audiences. For example, financial infographics rely on logos, while branding visuals often employ pathos.

3.3 Multimedia Learning Theory

Mayer’s (2009) theory suggests individuals learn better through combined text and visuals than through words alone. Infographics align with principles of dual coding (Paivio, 1990), which emphasise parallel processing of visual and verbal input.

3.4 Cognitive Load Theory

Sweller (1994) argues that visuals reduce cognitive load by organising information efficiently. Well-designed infographics guide attention, minimise distraction, and enhance knowledge retention.

4. Research Methodology

4.1 Research Design

This study employs a qualitative research methodology to explore the role of infographics in business communication. Qualitative research is suitable for examining meanings, interpretations, and social practices (Creswell & Poth, 2018).

4.2 Data Collection Methods

• Document Analysis: Corporate reports, marketing campaigns, and training materials containing infographics were examined.
• Interviews: Semi-structured interviews were conducted with corporate communication managers, graphic designers, and employees to explore perceptions.
• Observation: Workplace communication practices were observed to understand infographic use in meetings, presentations, and digital platforms.

4.3 Sampling

A purposive sampling strategy selected multinational corporations, SMEs, and startups across sectors, including finance, technology, and retail. Diversity ensured insights from varied communication practices.

4.4 Data Analysis

Thematic analysis (Braun & Clarke, 2006) was employed to identify recurring themes such as comprehension, persuasion, engagement, and cultural interpretation. Semiotic and rhetorical analysis further deconstructed visual elements in selected infographics.

4.5 Trustworthiness

Credibility was ensured through triangulation of data sources. Member checking with participants validated interpretations. Thick description enhanced transferability, while audit trails supported dependability (Lincoln & Guba, 1985).

5. Findings and Discussion

5.1 Infographics Enhance Comprehension

Participants reported that infographics simplified complex reports, making them more accessible. Financial infographics using bar charts and icons helped employees and investors grasp trends quickly. This aligns with multimedia learning theory, confirming that dual coding supports understanding (Mayer, 2009).

5.2 Engagement and Memory Retention

Infographics were found to enhance recall during training sessions. Employees retained safety protocols better when presented visually. This echoes Paivio’s (1990) dual coding theory and studies showing that visuals aid long-term memory (Schnotz & Bannert, 2003).

5.3 Persuasion in Branding and Marketing

Infographics in social media campaigns boosted consumer engagement, often leading to higher shares and comments. Visual rhetoric explains this persuasive effect through a balance of logos (data accuracy), ethos (brand authority), and pathos (emotional appeal).

5.4 Internal Knowledge Sharing

Managers reported using infographics in presentations to align teams with corporate goals. Infographics condensed annual strategies into visual roadmaps, improving clarity and motivation.

5.5 Challenges in Design and Interpretation

Cultural differences in colour symbolism sometimes caused misinterpretation. For example, red was perceived as “alert” in Western contexts but as “prosperity” in Asian markets. Additionally, poorly designed infographics led to confusion, highlighting the importance of design literacy.

5.6 Ethical Concerns

Participants expressed concerns that infographics could misrepresent data by exaggerating trends or omitting context. Cairo (2013) critiques this practice as “chartjunk,” emphasising the ethical responsibility of communicators.

6. Conclusion and Implications

6.1 Academic Implications

The study enriches visual communication scholarship by integrating semiotics, visual rhetoric, and cognitive theories into business contexts. It demonstrates that infographics are not merely aesthetic tools but meaning-making devices that influence cognition and perception.

6.2 Managerial Implications

Managers should employ infographics strategically to enhance clarity and engagement. Training employees in design literacy is crucial to avoid misrepresentation. Infographics should complement, not replace, detailed reports.

6.3 Ethical Implications

Organisations must balance persuasive design with ethical responsibility, ensuring accuracy and transparency. Misleading infographics may erode trust among stakeholders.

6.4 Directions for Future Research

Future studies could:

• Compare the effectiveness of infographics across cultures.
• Employ experimental methods to measure comprehension and persuasion quantitatively.
• Explore AI-driven infographic design tools and their impact on communication.

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