With respect to utility, infographics must employ an objectives-based approach. Essentially, the utility of an infographic is measured by how it enables a brand to reach its objectives.
We established in Chapter 1 (Importance and Efficacy) that all infographics communicate information. And, there are two approaches to communicating: explorative and narrative. Therefore, to measure the quality you must consider the approach.
To recap, explorative infographics provide information in an unbiased fashion, enabling viewers to analyze it and arrive at their own conclusions. This approach is best used for scientific and academic applications, in which comprehension of collected research or insights is a priority. Narrative infographics guide the viewers through a specific set of information that tells a predetermined story. This approach is best used when there is a need to leave readers with a specific message to take away, and should focus on audience appeal and information retention.
It is important to think about these two approaches in a non-hierarchical way. Each is unique, and their effectiveness is ultimately judged by how well they enable a brand to reach its communication objectives, regardless of how readers interact with the information.