Infographics are an effective way to convey a lot of complex information in an engaging way. Creating these visual representations of data is part art, part science. Holistically, infographics can be used to give your brand the boost it needs to energize an idea and engage your audience.
The science behind good infographics
The recent proliferation of infographics has caused some concern about overuse of this communications tactic, but a Harvard study revealed people can identify and distinguish between similar infographic images with extreme accuracy. The study also explored the scientific aspect of what makes infographics memorable, and results showed our minds are capable of accurately capturing more data within a fraction of a second than previously believed possible.
Perhaps not surprisingly, the same study also showed images such as icons, cartoons, people, photos and logos that used six or more colors were more memorable than images with less color and bar graphs. In other words, while you want to avoid clutter, simple infographics are not as memorable.
Infographics have a higher likelihood of going viral
Need another reason to invest in developing high quality infographics? When done right, it can become a very effective part of an external communications strategy.
According to HubSpot, infographics are liked and shared on social three times more than any other type of content. AdWeek purports the interconnectivity of social media coupled with visual representations of data that power your brand present a great opportunity for thought leadership, and can inspire confidence in your ability to deliver a superior product or service.
The Rx: Infographics for both internal and external use
Next time you’re trying to use infographics to address a pain point, know it’s approved for both internal and external use, and apply liberally.
Infographics are a welcome addition to text-rich press releases and blog posts. But don’t underestimate the power of using infographics for internal communications as well. For example, infographics can be a great way to:
- Create more engaging training materials
- Educate and inform employees about policy changes
- Inspire action by illustrating processes, sequences and job scopes
- Make more compelling presentations
- Celebrate milestones and successes by showing the work that went into achieving that goal
Another advantage of using infographics internally is the ability to economically control distribution. In other words, it’s relatively easy to get an infographic in front of employees without spending a lot of money. For example, infographics can be:
- Included in employee newsletters, presentations and other routine communications
- Printed and posted in common areas, such as breakrooms
- Printed and posted in relevant work areas, such as an infographic describing hardhat safety in the warehouse
- Shared on the company’s intranet
- Programmed as a screensaver on company-owned computers
How to make infographics part of a healthy brand
To make an effective infographic, use the same rule of thumb when creating any type of content: Make it more than a collection of facts. It needs to tell a compelling story that aligns with the overall brand. The images and storyline should support the brand promise. For example, whether a manufacturing company’s brand promise is related to innovation, fast order fulfillment or quality, those characteristics should be emulated at every opportunity—including infographics. And from text to charts, all aspects of the infographic should stay within the company color palette.
Ready to create an infographic that inspires? id8 successfully creates effective infographics for brands in a variety of industries. As visual communicators, we provide the branding, identities, strategies and solutions to help your business be more successful. Contact us today!
