Visualizing Data in Ads: The Infographic Trap for Non-Type 5s

If you scroll through your phone right now, you will see a lot of graphs and charts. Companies love using data in marketing because it makes them look smart. It makes them look like they have the facts.

But there is a big problem. Most people are not Type 5s. In the world of personality types, a Type 5 is “The Investigator.” They love details, tiny numbers, and complex charts.

Most of us just want to know if the product works. We want to know how it helps us. If an ad looks like a math homework page, we keep scrolling.

Here is the truth about why your visual data might be failing. We call it the Infographic Trap.

The Big Confusion

Many brands think a complex chart shows authority. They believe that more lines and more numbers mean more trust. This is a mistake.

For a non-Type 5 reader, a cluttered chart feels like work. And nobody goes on social media to do extra work. When an ad is too hard to read, our brains simply shut down.

Good marketing should feel like a conversation with a friend. It should not feel like a lecture from a professor.

Why Simplicity Wins Every Time

Think about the most successful ads you see. Brands like Apple or Nike do not show you 50-page reports. They show you one powerful number.

When Apple says their new chip is “2x faster,” they do not show a complex spreadsheet. They show a simple bar that is twice as long as the old one.

This is the secret to using data in marketing effectively. You take a big idea and make it small enough to understand in two seconds.

The Spotify Example

Every December, we all see Spotify Wrapped. This is a perfect example of visualizing data for everyone.

They do not just give you a list of songs. They use bright colors and big fonts. They make your data look like a piece of art.

Even if you hate math, you love seeing your “Top Artist” chart. Why? Because it is personal and easy to see. It is data that tells a story about you.

Pro Tip: If your grandmother cannot understand your chart in five seconds, it is too complicated. Focus on the feeling, not just the figures.

How to Speak to Non-Type 5s

If you want to reach a general audience, you need to follow these simple rules.

• Use One Number: Pick the most important fact. Hide the rest.
• Use Color Carefully: Red usually means “bad” or “stop.” Green means “good” or “go.” Do not confuse people by switching them.
• Tell a Story: Instead of saying “Sales are up 20%,” say “20% more people are sleeping better tonight.”
• Keep it Clean: Leave lots of white space around your numbers.

The Comparison Table

When using data in marketing, compare these two styles:

Don’t Overload the Brain

Psychologists say our brains have limited energy. We use a lot of energy to solve puzzles. If an ad feels like a puzzle, we ignore it to save energy.

This is why “Non-Type 5s” get frustrated. They are not lazy. They are just busy. They want the “TL;DR” version of your data.

TL;DR stands for “Too Long; Didn’t Read.” In 2024, every ad should be designed for the TL;DR crowd.

Real World Success: Netflix

Netflix

uses data to show you what is trending. They do not show you a graph of how many millions of people watched a show.

Instead, they put a huge number 1 through 10 on the show’s cover image. It is simple data visualization.

You instantly know: “This is the most popular show today.” You do not need a degree in data science to understand that.

Conclusion

Using data is a great way to build trust, but you must keep it human. Remember that most people are looking for a quick answer, not a deep study.

Keep your visuals bright, bold, and basic. Your audience will thank you for it by staying on your page longer.

Which brand do you think has the coolest charts or data ads? Let us know in the comments!

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