IFDP`16 - Systems & Design:Beyond Processes and Thinking Valencia, Universitat Politècnica de València, 2016 DOI: http://dx.doi.org/10.4995/IFDP.2016.**** This work is licensed under a Creative Commons License CC BY-NC-ND 4.0 EDITORIAL UNIVERSITAT POLITÈCNICA DE VALÈNCIA Infographics as a tool for business agreement Aguilar Rendón, Nora Karina; Morales Zaragoza, Nora b & Hernández Azpeitia, José Luis c a Nora Aguilar. Graphic Design and Master´s Art Studies. Currently she is full time profesor and doctoral student Design at the Pontifical Catholic University of Rio in Brazil. Coach image and identity design– Filiation (Design deparment, Universidad Iberoamericana, Mexico City) e-mail: karina.aguilar@ibero.mx b Nora Morales. Graphic Design and the Master’s Degree on Information Design . Currently a full time profesor and PhD candidate at Social Ciences and Humanities at UAM University. Her research focuses on cartographic and narrative visualisation and the development of visual language tools for participatory approaches– Filiation (Universidad Autónoma Metropolitana, Unidad Cuajimalpa, Mexico City) e-mail: nmorales@correo.cua.uam.mx c José Luis Hernández: Industrial Designer and M.A. Visual Arts. Business consultant, researcher and creative strategist at Insitum Mexico. His research is focused in helping organizations to define and solve complex, ambiguous and strategic problems trough the use of people centered approaches and visual thinking methodologies– Filiation (Insitum, Mexico City) e-mail: josehernandez@insitum.com Abstract This paper analyzes infographics as a problem solving tool to act as a medium for establishing dialog in the business context. Business needs agreements, usually made in a written-form in a document called “brief”. The drawings, illustrations, visual narratives or infographic work can be considered a form of visual agreements for the participants. We present two case studies that consider the use of particular elements and cognitive processes involved in this visual agreement strongly connected to synthesis in dialog, memory and message clarity. By analyzing the visual language structure of real case infographic projects of the national housing social debt collection process (Infonavit, 2010) and the problem of child obesity (OMS, 2008) where drawing plays a major role as a tool to communicate the operation of visual imaginary, we suggest a prominent role of drawing in the shaping process of the client´s inner topology. We introduce a preliminary analytical framework –drawn from studies and theories like Dual-coding Theory (Paivio, 2006), rhetoric, neurocognitive processes (Kosslyn, 1986), aesthetics and language philosophy (Goodman, 1978)– for understanding how this visual agreement denote and connote