CHAPTER 1: IMPORTANCE AND EFFICACY: WHY OUR BRAINS LOVE INFOGRAPHICS This chapter will present the science behind the efficacy of visual communication and will explain how best to use it. While the value of visualization can seem somewhat intuitive in certain settings, it is important that we understand exactly what makes it so effective in order to execute properly. We look at the various objectives one might have in creating an infographic, and establish correspondent priorities of the various values infographics provide.