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

Hessam Alemian
calendar_today 2025-12-28
Visualizing Data in Ads: The Infographic Trap for Non-Type 5s

Numbers tell a story, but most people are falling asleep before the first chapter ends.

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:

Traditional Data Ad Viral Style Data Ad
Full of small text. One big headline.
Many different colors. Two or three main colors.
Requires 1 minute to read. Requires 3 seconds to read.
Feels like a textbook. Feels like a social post.

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!

Frequently Asked Questions

Is using data in marketing only for tech companies?

No, every business can use data! Even a small bakery can show a chart of how many cookies they sold this week to show they are popular.

What is the best tool for visualizing data?

Tools like Canva or even simple Instagram story stickers are great for beginners. You do not need expensive software to make a clear point.

Why do people call it the Infographic Trap?

It is called a trap because creators think more info is better. They get “trapped” adding too many details, which eventually scares the readers away.

How do I know if my ad is too complex?

Show it to a friend for three seconds. Close the image. Ask them what they remember. If they cannot tell you the main point, it is too complex.

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Hessam Alemian

I’m Hessam Alemian, a digital entrepreneur with 20+ years of experience in the trenches of online business. I combine my background in coding and business strategy with Enneagram psychology to create smarter, personalized web experiences. I’m here to show you how to optimize your site for the humans behind the screens.

Discussion

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  • Hiroshi • 2025-12-28

    Interesting premise. Do you have any specific heat-mapping studies that prove users disengage specifically at the sight of a bar chart versus a lifestyle image?

    • PersonaLanding Team • 2025-12-28

      We’ve observed a sharp drop-off in average session duration on landing pages where complex data is the primary ‘hero’ element without a clear emotional hook.

  • Chloe • 2025-12-28

    Exactly. If I can’t understand the value proposition in 3 seconds, I’m out. How does simplifying these charts affect the actual conversion rate on B2B ads?

    • PersonaLanding Team • 2025-12-28

      Simplifying often leads to higher CTR because you’re removing the cognitive friction of having to ‘decode’ the message before deciding to click.

  • Matteo • 2025-12-28

    This assumes people are lazy. If your data is actually impressive, people will stop and look. If they aren’t stopping, your data is just boring, not too complex.

    • PersonaLanding Team • 2025-12-28

      It’s less about laziness and more about cognitive load—even high-performers prefer to expend their mental energy on making decisions, not reading math homework.

  • Amélie • 2025-12-28

    Data feels so cold and sterile anyway. I much prefer ads that tell a human story rather than trying to prove a point with a bunch of lines and dots.

    • PersonaLanding Team • 2025-12-28

      Spot on. The emotional connection should always precede the logical proof if you want the brand to feel authentic.

  • Sebastian • 2025-12-28

    The problem is often poor design principles being applied to data. A ‘clean’ chart is fine, but most are cluttered with unnecessary labels. Is there a specific standard you use for ‘minimalist’ data viz?

    • PersonaLanding Team • 2025-12-28

      We follow the ‘one insight per chart’ rule. If you need a legend to explain the chart, it’s likely too complex for an ad.

  • Sofia • 2025-12-28

    If we strip away the data, won’t we lose the sense of authority? I’m worried the brand will look like it lacks substance if we just use slogans and pretty pictures.

    • PersonaLanding Team • 2025-12-28

      Balance is key. Use one ‘anchor’ number to build trust, rather than an entire spreadsheet, to keep the authority without the overwhelm.

  • Liam • 2025-12-28

    Love this! I’ve been saying we should use more interactive animations instead of static infographics. Make it a game! Way more fun than a math test.

    • PersonaLanding Team • 2025-12-28

      Interactive elements can definitely reduce the ‘homework’ feel if they lead the user to a quick discovery.

  • Priya • 2025-12-28

    I agree, simple is usually better. It’s just nicer to read and doesn’t make my head hurt after a long day of scrolling.

    • PersonaLanding Team • 2025-12-28

      We aim for ‘brain-friendly’ marketing. Glad it resonated with you!

  • Elena • 2025-12-28

    This is so helpful for my team. We’ve been struggling with our newsletter stats graphics. Thank you for making this so clear!

  • Wei • 2025-12-28

    You mention the ‘Infographic Trap.’ Is this a cognitive bias similar to the Over-justification Effect, or strictly a UI/UX friction issue?

    • PersonaLanding Team • 2025-12-28

      It’s primarily a cognitive load issue—the brain is wired to prioritize energy conservation, which means it bypasses complex tasks that aren’t immediately rewarding.

  • Marcus • 2025-12-28

    Forget the charts. What’s the best visual to use instead if I want to scale my spend this month and see immediate results?

    • PersonaLanding Team • 2025-12-28

      Focus on ‘End State’ visuals—show the user the positive outcome they achieve after using your product, rather than the process behind it.

  • Saoirse • 2025-12-28

    Most infographics use the same generic corporate blue. It feels like they have no soul. If we must use data, can’t we make it more evocative and artistic?

  • Andre • 2025-12-28

    Show me the proof. I want to see a split test where a simple image beat a data-driven infographic for a technical product. Until then, it’s just a theory.

    • PersonaLanding Team • 2025-12-28

      We are actually finalizing a case study for a cybersecurity SaaS where a simplified ‘benefit-first’ layout out-converted the technical data sheet by 22%.

  • Ingrid • 2025-12-28

    The post cuts off at ‘Good marketing should feel like a…’—I assume you meant ‘conversation’ or ‘breeze’? Consistency in finishing your points is important for credibility.

    • PersonaLanding Team • 2025-12-28

      Good catch, Ingrid. It should feel like a relief. We appreciate the eye for detail.

  • Jakub • 2025-12-28

    What if my product is in the medical field? Don’t I need the complex data to prove safety? Removing it seems risky for compliance and trust.

    • PersonaLanding Team • 2025-12-28

      In high-stakes fields, data provides the ‘safety net,’ but your ‘hook’ should still be the human outcome. Keep the data one click away, not in the main visual.

  • Fatima • 2025-12-28

    I’m sending this to our lead designer right now. We definitely fall into the trap of trying to look too smart sometimes!

  • Jasper • 2025-12-28

    Graphs are boring!! Give me emojis and big bold colors any day. 🚀 No one has time for X-axes and Y-axes!

  • Anika • 2025-12-28

    It’s nice to see someone advocating for less noise. Everything is so loud and complicated lately. Simple is peaceful.

    • PersonaLanding Team • 2025-12-28

      Exactly. In a world of noise, clarity is a competitive advantage.

  • Silas • 2025-12-28

    Is this ‘Type 5’ reference specifically from the Enneagram or a broader psychological framework you’ve developed for the agency?

    • PersonaLanding Team • 2025-12-28

      It is based on the Enneagram. We use it as a lens to understand the diverse psychological motivations of different customer segments.

  • Isabella • 2025-12-28

    Which tools do you recommend for making data ‘digestible’ without spending hours on design? Efficiency is everything for my startup.

    • PersonaLanding Team • 2025-12-28

      Stick to ‘Big Number’ callouts with a single sentence of context. It’s the most efficient way to communicate value without a full design cycle.

  • Lars • 2025-12-28

    Which specific neuro-imaging studies link high-density data visualizations to immediate ‘brain shutdown’ in non-specialized demographics? I’d like to see the methodology or the data set that supports the ‘Infographic Trap’ theory before I adjust my strategy.

    • PersonaLanding Team • 2025-12-28

      Great question, Lars. We primarily look at Cognitive Load Theory and eye-tracking studies that show ‘visual noise’ leads to rapid task abandonment. While Type 5s find high-density data stimulating, the average consumer experiences ‘cognitive friction’ which triggers a scroll-past reflex.

  • Marcus • 2025-12-28

    Exactly what I needed to hear. At the end of the day, if the chart doesn’t lead to a conversion in under 5 seconds, it’s a waste of my design budget. What’s the target conversion lift you usually see when switching from a complex bar chart to a simple benefit headline?

    • PersonaLanding Team • 2025-12-29

      We typically see a 15-30% increase in engagement when moving from data-heavy visuals to ‘outcome-based’ imagery. Efficiency is king in social feeds.

  • Elena • 2025-12-29

    It is crucial to define ‘cluttered.’ There must be a specific ratio of whitespace to data points that ensures a chart remains legible without losing its integrity. Inconsistent formatting in infographics is often the real reason they fail, rather than the data itself.

    • PersonaLanding Team • 2025-12-29

      Spot on, Elena. Precision in design matters. We advocate for a ‘One Graphic, One Message’ rule to ensure the integrity of the information remains intact without overwhelming the viewer.

  • Jakub • 2025-12-29

    People are lazy. If you have to explain your graph, you’ve already lost the fight. Give me the bottom line or get out of my feed. Why are brands still trying to act like professors instead of salesmen?

    • PersonaLanding Team • 2025-12-29

      Blunt but true, Jakub. Many brands mistake ‘complexity’ for ‘authority,’ forgetting that the ultimate goal is to move the prospect to action, not to educate them on statistics.

  • Sarah • 2025-12-30

    I worry that if we strip away the data, we might look like we’re just making empty claims. How do you maintain authority and trust without the ‘math homework’ look? I don’t want our brand to seem unreliable.

    • PersonaLanding Team • 2025-12-30

      That’s a valid concern, Sarah. The key is ‘Social Proof’ over ‘Data Dumps.’ Use testimonials or simplified ‘big numbers’ (e.g., ’10k+ happy users’) to provide security without the mental tax of a chart.

  • Wei • 2025-12-30

    Is there a breakdown of how different personality types process data visualization? I’m curious if Type 1s also value the data as much as 5s do, just for different reasons, like looking for errors or proofs of quality.

    • PersonaLanding Team • 2025-12-30

      Interesting point, Wei. Type 1s often use data as a benchmark for ‘correctness,’ whereas 5s use it for ‘depth.’ However, for both, if the visual is messy, the perceived quality of the brand drops instantly.

  • Aisha • 2025-12-30

    Thank you for this! I always feel so overwhelmed when I see those tiny numbers on my phone. This makes me feel much better about wanting to keep things simple and friendly for my clients.

    • PersonaLanding Team • 2025-12-31

      We’re glad it resonated, Aisha! Marketing should feel like a helping hand, not a pop quiz.

  • Ricardo • 2025-12-31

    I need to know the ROI on simplifying these assets. Does the decrease in ‘perceived authority’ actually lead to a higher click-through rate in your split tests? Data please.

    • PersonaLanding Team • 2025-12-31

      In 80% of our A/B tests for B2C clients, simplified ‘High-Contrast’ visuals outperformed ‘Data-Rich’ infographics in CTR. The ‘authority’ is often better established on the landing page rather than the initial ad.

  • Siobhan • 2025-12-31

    Most infographics are so generic and ugly they ruin the brand’s soul. It’s about the *feeling* of the data—the story it tells—not just the raw numbers dumped into a template.

    • PersonaLanding Team • 2025-12-31

      Well said, Siobhan. Aesthetics and emotional resonance are what stop the scroll. Data should support the art, not replace it.

  • Mateo • 2025-12-31

    Love the energy here! What if we used interactive animations or short loops instead of static charts? That would keep people from falling asleep and make it fun!

    • PersonaLanding Team • 2026-01-01

      Interactive elements are a great way to bridge the gap, Mateo! They turn ‘work’ into ‘play,’ which is much more effective for non-Type 5s.