Infographics that connect: a neuroscience-based analysis of a marketing agency's social media publicity pieces

Abstract

Marketing agencies are using advances in neuroscience to develop strategies that better connect with consumers' cognitive and emotional stimuli on social media. The objective of this research is to characterize advertising infographics published on digital social networks by a marketing agency from a neuroscience perspective. The methodology has been designed to have a descriptive, cross-sectional, and non-experimental design was used to analyze the 215 comic-style infographics published by Pictoline, a Mexican marketing illustration and information design company, on Facebook during the first half of 2025. An observation guide, validated by experts (CVI index) and piloted by observers (95% agreement, Holsti’s index), was used to evaluate visual hierarchy, image power, color use, and narrative elements. Regarding the results, almost all the infographics (98-99%) effectively apply visual hierarchy, ensuring a precise composition that guides the reader's eye and minimizes cognitive load. A strong emotional connection is established using comic book structure and novelty (99%) to generate curiosity. Advertising infographics demonstrated high user interaction on social media, with an 18:1 ratio of positive to adverse reactions and a high level of concordance (98%) between the emotion expressed in the content and the resulting reaction. In conclusion, this research confirms the great potential of infographics to apply neurocommunication principles, facilitate emotional connection, and reduce cognitive effort.