By Emily Karkoska: Client Relations Intern
Information overload. We’ve all been there. When it comes to sifting through the vast amounts of information we encounter everyday, it usually seems easier to give up… and this is where potential customers are lost. A well-designed infographic can combat information overload, retain viewers’ attention and explain complex processes in a simple way.
Before we proceed, let’s break it down with an example. Think about your morning routine of getting dressed. It’s second nature, but the process is more complex than you realize. First, you wake up and roll out of bed after hitting the snooze button a few times. Next, you head to your closet and assess your wardrobe. You pick a shirt and a pair of pants being careful to coordinate the colors. After putting your pants on one leg at a time and pulling the shirt over your head, you take time to accessorize with a pair of shoes, maybe a belt, or some jewelry. These basic steps are seemingly insignificant individually, but when combined they contribute to a greater whole. The same process applies to the design of infographics.
The word “basic” is defined as “forming an essential foundation or starting point.” The foundation of a solid infographic is built through solid research. In order to know where your client is going, you need to know where your client has been. Research allows you to discover which data to include, the target audience to be reached and how to best tailor the call to action within your infographic. Yes, research is time consuming. Yes, research is tedious. But in the end, research pays off and helps differentiate your infographic from your competition’s.
Once the research is gathered, the design process can begin. At this point, it is beneficial to send the data you gathered to your designers. They can provide a fresh perspective and may notice something you hadn’t considered before that should be incorporated into the design. Collaboration is key to ensure your infographic achieves its purpose.
As the data is examined, hierarchy – both textually and visually – is at the forefront of your mind. You may be aware of the “inverted pyramid” style of writing. This method consists of listing the most important information at the beginning followed by the second most important piece, then the third, and so on. The same method can be applied when creating infographics, as it helps keep your content focused, concise and streamlined. Strive to make every word count and ensure the copy you do use is scannable.
Visually speaking, infographics should read like a good story. Each dot connects seamlessly to the next and the ideas are clearly integrated throughout. The following simple strategies can easily be forgotten:
- Thoughtful use of white space – this can be done by respecting the space of design elements through appropriate scale and alignment. As the old sayings goes, “Sometimes, silence can speak louder than words.”
- Check your sources – nothing will hurt the credibility of your brand more than having out-dated and inaccurate information.
- Be consistent and limit your fonts – this ensures readability and quick dissemination of information. Also, remember that fonts speak too – does the infographic convey sophistication, have a hard-edge or feel more easy going?
- Balance the rational with the emotional – infographics may be about numbers but the visual element is what brings those numbers alive.
- Have your client proof the infographic throughout the design process – this will save time, money and energy for all involved.
Congratulations! After precise care and attention to detail, your infographic is complete… but this is not the end. As with any aspect of marketing, promotion is key. Well-designed infographics are easily digested and interesting to read making them prime material to share on social media. Be intentional about getting your infographic into the hands of your market’s influencers by customizing the design to fit the platforms you are using. Don’t be afraid to promote your material multiple times and be sure to share at the right time ensuring your material goes where the crowd is.
If you need an infographic to explain a process for your business, please don’t hesitate to contact Absolute Marketing Group at 701-478-1111 and ask to speak with a Marketing Advisor, or visit absolutemg.com/contact.