The human brain processes visual information thousands of times faster than text. So when you want to create a powerful communication, the answer is to make it highly visual. It’s easy to see why infographics – visual representations of information or data – have become the buzz-word in communications in recent years. They lend themselves perfectly to online communication in particular, with the most powerful going viral in minutes.
But as they’ve grown in popularity their effectiveness at seizing people’s attention has inevitably been worn away. The proliferation of software programs that create infographics has also meant that many companies create these visuals without the judgement, skill and eye of a graphic designer. Inevitably what they produce is often poor, weakening a communication – and even compromising a brand.
65% of senior marketing executives believe that visual assets (photos, video, illustrations and infographics) are core to how their brand story is communicated
Infographics are liked and shared on social media three times more than any other type of content.
We thought it was about time to draw a line in the sand and give our top tips for creating powerful infographics.
The magnificent seven
Follow these seven tips for creating powerful infographics.
- First, don’t be tempted to cut corners with infographic software. Use a real life, human designer who knows what they’re doing and will bring their expertise to the project.
- Then make sure you’re using current, well researched and accurate data that translates well into visual form. The best data is up-to-date and relevant to your audience ensuring it’s valuable and informative.
- Infographics turn raw data into meaningful, thought provoking stories. Find the emotional hook before you start and don’t be tempted to create an infographic if it’s not the right approach. Also, don’t use all the information you have in a single infographic: the most effective infographics are highly targeted to the audience and focused on a single topic.
- Make it simple and understandable at a glance: limit your colour palette, use simple graphics. What’s more, your infographic should have very little written information. You’re not creating a poster or pictogram, you’re creating a graphics-led communication. So give it plenty of white space.
- If you’re creating an infographic for online use, include as much interactive functionality as possible so that the user can tailor what they see and mouse over certain areas for more information. Include social media sharing buttons too: You’re aiming to create content that moves people so that they share it with their networks.
- If you need a bit of inspiration to get you started, try some of these suggestions:
- Pinterest: the infographics that have been pinned the most will be the ones that people find most appealing
- Invest in David McCandless’s Information is Beautiful: it’s a masterclass in how to visualise information in surprising and thought provoking ways
- Download the Blackwood 5 step guide to infographics.
- And of course we can take the worry of creating infographics out of your hands. We create infographics for banks, universities, development agencies and many other clients. To find out how we can help, contact us today.