For newbies, the word ‘infographics’ could send shivers down the spine. But there’s no reason to fret once you break it down. It’s simply a way of conveying information with the use of graphics! If you’re more comfortable with words, it may seem daunting. Infographics come in handy for technology communications because of how complex and boring wordy descriptions can be.
If you’re a B2B marketer, you’ll find that infographics are your lifesavers in this rapidly moving digital world. Know your audience and tailor your infographic for their consumption. In a world of rapidly reducing attention spans and no dearth of alternatives, you have to stand out. With the correct visualization techniques, you can pique the interest of even the most saturated minds. These will also help add recognition to your brand. Infographics are your tools because they are easy to absorb and connect with. They can be shared easily and are more attractive than, let’s say a blog. So your chances of going viral go up, and your reach is much wider.
Further, they’re a great way to spread awareness and knowledge. Because of the detail and precision required to make a good infographic, you can establish yourself as an expert on the chosen subject. And when your content is published by someone else, you could ask for a keyword link to divert traffic to your site. Before you know it, your website will be indexed higher on search engines and show up in related google searches!
Getting started
First, outline the goal of your infographic. The goal should be clear and straightforward. Try to put it down in one simple and short sentence. Whether you’re presenting a new, complex concept or listing the steps in a project plan, summarizing the information with an infographic is a good way to avoid confusion. You can only help others understand a concept if it’s absolutely clear to you.
Second, do your research and collect your data. Infographics are great to transform your data into an appealing story, which can be shared through blogs and on social media. It’s important to not just skim over the data but dig through it, and you may find some diamonds in the rough. The information is the most important part, making this the most important step. You can make your infographic as visually attractive as you may want, but if your content is lacking, your efforts will be pointless.
Third, create a wireframe for your infographic. This is like a preliminary layout or skeleton where you imagine how the end product will be. Decide the order of content, structure, what goes where, which images go with what text. Of course, you can adapt and improvise along the way, but jumping in without a plan might have you pulling your hair eventually. The story should determine the design, not the other way around. So you need to have your information and data sorted before you get on to designing.
Finally, look at the various visualization options and use the ones best suited for this particular infographic. What would be the best way to explain your data? Charts, bar graphs, diagrams, photographs? Know which kind of representative tool works for what kind of information. It is easy to get lost in the sea of visual options available, so you have got to find one that works for you. And maybe put off that really exciting tool for another infographic. Experiment with design templates and styles, fonts, and icons to add more oomph.
Now that you’re ready to start, here are a few pointers to make your infographic stronger:
- Catchy headline – That’s your very first step to engage the reader. Give them a reason to stick around for what you’re saying. Remember that people’s time is limited and valuable, so you have to capture their attention from the get-go. Your headline should make people curious and give a clear idea of what the infographic is about. It should also set the tone. A viewer should know right away if it’s going to be a fun infographic or a serious one. This is crucial for people to be able to connect with your infographic.
- Single Topic – Information overload is never a good idea. Let there be one primary message being delivered at a time, or the reader will move on. Break down the key points of your infographic by using lines and icons to make complex information easier to digest. Always remember that you’re simplifying the message while keeping it relevant all the same.
- Word Limit – Keep the text minimal and impactful. Play up the visual elements to make your infographic more effective. Make the information flow like a good story. Be direct and emphatic. Only say what’s relevant. The moment you fall into the trap of jargon, you lose your audience, which is why your text must be chosen wisely.
- Keep plenty of white (negative) space – While you may have a broad palette of colors to choose from, white usually works best as the background. It’s easy on the eyes and lets the content shine. It ensures the viewer doesn’t feel overwhelmed. So leave enough white space unutilized. No need to clutter the page with too many visuals or words just to fill up space. A busy page is extremely unappealing and hard to focus on. As always, simple is best.
- Get Creative – Apart from using images and text, you could use hover text for images or spoken narration to describe them. Be sure to create links for that. Note, that some things are better said in words so use formatting elements only where suitable.
- Limit your palette – Adding a splash of color is always better than going black-and-white but don’t use too many colors and make sure the colors you do use are compatible with each other. Sticking with three colors is a safe option. If you need more, add shades and tints of the ones you’re working with. If you are unsure about creating your own color schemes, there are a lot of online resources to help you out. Most infographics are viewed online, so pick colors that work well on a screen and ditch neons which can be really jarring.
- Keep the design simple – Do not try to get too creative with fonts, colors, and designs. At the most, use two fonts and a restrained design template. These design tools should enhance the information, not steal the show. You could even hand-letter your text if computer fonts don’t appeal to you.
- Build on credibility – Make sure all of the information in your infographic is credible, and you don’t end up in trouble for plagiarism or providing inaccurate facts. Just as you would in a research paper, fact-check your information, and when using images or material from another source, be sure to credit them. You could just list the source URL below the infographic. This is a good practice to propagate because you want to get credit when others use your material as well.
- Label – If you’ve got diagrams, flow charts, or maps, make sure your labeling is on point. The most common way to lose a reader on these is when labeling is not correct. If using arrows, there should be no ambiguity on what they’re marking. Once again, refrain from making it too busy.
- Logo – If you are a brand, make your logo prominent but not too big. It should be prominent but not flashy. Remember to provide links to your website and other contact information.
- Take a breather – Infographic creation is hard work, so it’s okay to take breaks. Sometimes projects are incredibly lengthy and time-consuming. Sometimes you just aren’t into the subject matter personally. And sometimes you’re just not feeling the creative juices flow. Stepping away for a bit can save you from poor decisions and rushing to finish. Come back with fresh eyes and a fresh perspective, and you will feel more inspired.
- Proofread – once, twice, thrice, and again. Maybe get someone else to do it for you as well. If you miss a glaring typo, you could look bad to the client. Even worse, if the typo is published, the client gets a bad name.
That’s it! You now know how to tell a data-story, visually.