Marketers and PR professionals frequently refer to “infographics.” You may not recognize the word, but you most likely have seen more than one of them.
In the simplest explanation, infographics are pictures of information. They can include charts, illustrations, photographs and text designed to convey information in a more visual way than a series of dense paragraphs.
Infographics is a new coinage for an ancient idea. Cave drawings may have been the first infographics by showing through pictures significant events or achievements. Mapmakers have produced infographics for centuries that show continents, oceans, mountain ranges, rivers, trails and, more recently, highways. Public transit maps showing routes and stops are a perfect example of an infographic.
The surge in interest in infographics is tied to social media viewing habits. Infographics attract more clicks and are far more likely to be read than messages consisting of only text. Busy (or distracted) people want to acquire information as easily as possible without digging through dense prose. Infographics appeal because they package information so skimmers can pick out key facts and easily follow a short visual narrative. Viewers like infographics because they are easy to share.
Communicators should like infographics because they demand a disciplined approach to what you are trying to say – and forcing you to say it in more than words that you tap out on your laptop.
Like any other communication tool, the secret sauce of infographics is saying something worthwhile, then figuring out how to visualize what you are saying. That starts with your storyline. Yes, infographics are just another storytelling technique. Begin with an eye-catching piece of data to grab attention. Make sure your narrative is logical for your audience to follow.
Once you have a story to tell, think about how to illustrate your key points to keep the story moving. Use stick figures or scribbles to develop your basic design. If you need inspiration, Google infographics, look at some examples and select the styles that work best for your story.
Some communicators shun infographics, despite their proven effectiveness, because they don’t know how to create them. That’s understandable, but very curable. There are plenty of tools that can walk you through their creation. If you have a teenager or young adult, they could whip one out with ease. You may have someone on your staff who can take your rough draft and turn it into a splendid infographic. There are plenty of graphic designers who will do it for you at a reasonable price.
Have a point of view on how you want your infographic to work and look. At the same time, be open to other ideas about how to show your story. There is no formula for the perfect infographic. New ideas are being explored everyday – from squares instead of scrolls to 3D illustrations.
The constants in infographics include using color that is consonant with your branding, readable typefaces, social media sharing buttons, mobile optimization and a clear call to action. The design you put into your infographic should be repeated in other communications, so you have a consistent visual identity.
To achieve its objective, your infographic needs to be promoted and shared. LinkedIn is an excellent platform, along with Facebook and Twitter. Instagram can be the right choice if your target is younger eyeballs. Don’t forget to post the infographic on your website or write about it in your blog.
Still not convinced? Read this infographic developed by Spiralytics about how infographics can benefit your business.