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Changes in media environments bring a lot of changes in communication activities of companies and public institutions. Info-graphic and webtoon to effectively deliver complicated information and big data are utilized as useful communication tools and receive big attention. Therefore, this study identified the effective information types in the communication of public institutions and information consumers. Results of this study are as follows. First, higher degrees of message attention were identified with the order of info-graphic, webtoon and text, and degrees of message understanding didn¡¯t show significant difference according to message suggestion type. Second, high involvement group showed higher attention and higher message understanding than low involvement group. Third, involvement significantly affected message attention and message understanding. This study has a meaning to empirically test the communication effects in visual and text information in info-graphics which is receiving the attention from information visualization perspectives and webtoon which starts to be diversely utilized recently.