Unlocking the potential of infographics

In today’s fast-paced world, the average attention span of a person is shrinking and the days of verbose content may be coming to a close.

Incredibly, the latest research suggests that people now only have an attention span of just eight seconds – down from 12 seconds in the year 2000.

Of course, a lot has changed in that time with the advent of smartphones and other technology.

So, if people are no longer willing to read long and complex articles, what can you do to get your message across?

Well, one option that is quickly emerging as a preferred method for many marketers is infographics.

What is an infographic?

In its most basic form, an infographic is a visual representation of information or data.

However, they can do so much more than just show off a set of data and can act as:

  • A tool to educate
  • A way to build brand awareness
  • A form of engaging entertainment
  • A data-rich visualisation of a complex story

Why do infographics work?

The visual elements of infographics are effective for the following reasons:

  • 90 per cent of information the brain receives is visual
  • 40 per cent of people say they respond better to visual information
  • The human body processes visual information 60,000 times faster than text
  • Around 50 per cent of the brain is engaged in processing images

Effective infographics are also able to get a point across in a much more succinct way than a similar body of text and are more visually inviting, which makes them particularly good for faster forms of ‘throw away’ media such as social media posts and eshots.

In fact, studies have shown that a good infographic is 30 times more likely to be read than a text article.

How to create an effective infographic?

Slapping some pictures and data on a piece of paper and hoping for the best is not the approach to take and can often be quite off-putting.

This is a visual medium and like anything visual, first impressions count, so you should consider the following:

  • Selecting the best data and information: It’s all good and well having a pretty infographic, but it is not much use if it doesn’t actually tell the audience anything. For one, not all types of data or information can be easily transformed into something visual, so it is worth taking time in advance to plan out the data or points that you would like to use.
  • Getting the look: First and foremost an infographic should follow the general brand guidelines of your firm and be consistent with other visual media you have produced. It’s also often helpful to set some type of theme around which the information can be visualised. For example, if you were talking about a car it might be worth basing the theme around a road.
  • Don’t overdo it: Keep it simple and don’t add too much information. It needs to be easy to digest – too much information or a complicated design can be very off-putting.
  • Keep your audience in mind: When preparing an infographic, make sure you think about who will be reading it and where they might be reading it and base your designs around this.

So, do I need to spend thousands of pounds and man hours to create an infographic?

There are a number of software suites out there that will enable you to create fantastic infographics, some that are low cost and others that can cost thousands of pounds. Obviously, in most cases, the more you pay the more options you get.

The time taken to prepare an infographic can also differ depending on your existing skill set and the complexity of the design.

Of course, the simplest solution is to outsource the production and promotion of an infographic to a third party.

The benefits of this are that you can concentrate on running your business, save money by not having to invest in the software they already possess and more likely than not, achieve better results – after all, someone who does this on a daily basis as their main profession should be good at achieving your vision.

At JE Consulting, we regularly employ infographics to help our clients make more of the data and expertise that they possess and have had fantastic results on social media, PR and online campaigns through their use.

If you would like to learn more about how we can help you create the infographic of your dreams, please contact us today.

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