DATA VISUALIZATION: INFOGRAPHICS AS A MARKETING TOOL

Abstract

Data visualization is considered by many disciplines as the modern equivalent of visual communication,
and at the same time it does not belong to one particular area, and it’s used in many (for example, it’s
considered as a modern direction of descriptive statistics, and as the grounded theory of tools development in
other areas). It includes creation and study on visual data display that means “information which has been in
abstracted schematic form, including attributes or variable information units”. The data visualization relates
to methods, applied for transmission of data or information by coding them as visual objects contained in the
graph. The goal is to transmit information efficiently and accurately for its users. This does not mean that data
visualization should look boring in order to be beautiful. For efficient transfer of ideas the aesthetic form
and functionality should go hand in hand, providing understanding. The paper objective is a brief consideration
of the essence of such concepts as “data visualization” and “infographics” as necessary tools in marketing.
The author studies the existing views on the data visualization, which is a representation of some data in
a picturesque or graphic form, and can be used for the purpose of marketing activities, as well as types of infographics
objects and criteria for its development. However, despite the undoubted usefulness as a tool for
data communication, infographics can also serve the purpose of creating a false understanding of statistical
information and manipulating the public opinion.