The infographic may be more fun to look at, but it is far less obvious where the "call to action" might go. In fact, you may be hard pressed to place one at all

The infographic may be more fun to look at, but it is far less obvious where the "call to action" might go. In fact, you may be hard pressed to place one at all. And I think this is a fundamental result of the nature of the graphic Vs text. With text, however arranged, there is a flow, a direction, and we are used to gaps, pauses, and beats - punctuation, paragraphs, chapters.... A graphic is closed. A graphic attempts to present everything. Nothing more. Nothing less. Achieving flow and direction in a graphic is difficult - and I'll assert, blindly and without evidence, that flow is essential to the placement of the call to action. "Ah, the end of [sentence|paragraph|story], now I [click|call|shout with joy]!" With a graphic, a button is just another part of the picture, no? The infographic is very interesting, intriguing. I just don't know what to do with it. Like shots from USA Today, it seems to tell me something, but I don't know what to conclude, and I move on to the narrative of the sports section.