A good infographic is around 30 times more likely to be read than a text article. It’s worth knowing what you’re doing. Are you getting the most you can from them? Are you using them at all?
In this third installment on the impact of infographics (see previous posts: Infographics – Making the most of your data and A brief history of infographic design), we consider what should be your first question when commissioning infographic design:
‘Who am I trying to communicate with?’
Here’s our lowdown on how to produce great infographics that get your content noticed and shared by the right people.
Get your audience right
You need to use a language and medium that your target audience recognises and finds useful. You need to appear knowledgeable and useful to your reader. That’s done by appropriate language, using relevant data and looking like a source they would be comfortable with.
For example, the video that we created for the job site Monster hits the all the right buttons. There are clear and simple explanations of the data presented, and some context about what that means.
We knew that people currently in the job market are interested in knowing about the competition, the types of job available and the resources available to them. So we made a motion graphic that explored this info in a professional yet accessible way.
This animation makes dry data on these key points more interesting and dynamic. At the same time, it positions the company as a useful and knowledgeable source of information on finding a new job. That positioning is likely to translate to more searches for Monster as customers understand what they have to offer.
Think about format
Your designer will be able to offer you a range of different options for your infographic. It could be either a digital or print product (static, interactive, motion graphics and data visualisation) and may include any combination of charts, visualisations and easily recognisable symbols. You need to be clear from the start which format you’re planning to use.
The infographics with the most traction, and so the greatest return on the investment, are those that fit squarely into the useful/interesting niche for your target audience. Don’t fall into the trap of trying to make something that will appeal to everyone. Make it relevant. Keep it simple. Make it focused.
Make your content accessible
Share it via your social networks. Throw it out into your communities. Send it to folks you think would be interested.
Just make sure the format works for those different channels. Can you view it easily on mobile? Do the font sizes make it clear to read? Does it have enough visual pizzazz to stand out?
How Outlook can help
Infographics are a fantastic resource. And with a little time and planning, they can really pay off. We’ve worked with a wide range of organisations to produce high-quality, impactful and effective infographics ready to share across many platforms and channels.
Talk to us today about stunning visual promotional products that will put your company in a different league.