Written by Emily Choulamany, Account Executive for the Brianne and Ashton Eaton account team.
Whether you’re familiar with data visualization or not, the trendy platform of an infographic attracts target audiences to a brand’s key message. The most effective infographics typically utilize statistics that align with clear-cut visuals to strengthen the overall story. If you’re ever pressed to create a visual for your brand, an infographic may be the best option.
So, how do you create an infographic that captures your target audience while spreading awareness and initiating a call to action?
- Pinpoint Your Target Audience
Start by identifying your audience. Ask yourself: What does your audience care about? What do they want? What surprising, useful or informative material can you provide? This process will help establish relevant topics and stories you may want to share.
- Create a Strong Headline
After conducting research, compile a concrete list of catchy headlines relating to potential key messages. The headline should sum up your story. Headline structures may include a comparison (coffee vs tea) or fact presentation (effects of tobacco). Avoid a wordy title, as it may not get the level of attention it deserves. The title should describe the infographic, draw attention to the topic and be coherent.
- Focus, Focus, Focus
Simplicity is key. With an overwhelming amount numbers left and right, begin to hone in on your data collection. Avoid scrambling all of your data into the infographic; instead narrow it down by importance and relevancy. Decide what and how much you want to display, keeping in mind that strong and relevant statistics will drive a single, focused story.
- Use Visuals
Visuals are my favorite part of the process because we get to dabble in creativity and enhance the story. We are visual creatures: 90 percent of the information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text. Numerous infographics display excess written information but lack visuals or graphics. The impressive ones display both qualities equally. Stick to a minimal amount of color and text fonts. For example, use grey, red and black along with font type sans and sans serif.
- Consider the Length and Flow
In addition to the visual tips listed above, consider the length and flow of the infographic in its entirety. The infographic should take your audience from one phase to another sequentially and seamlessly. Does the information presented produce a coherent story from top to bottom or side to side? Do visuals and graphics align with the story? Tips for length and flow include: utilize space, align images, emphasize words and separate data. Clear, cohesive flow will entice viewers to pay attention and also persuade them to believe your message.
- Check Your Facts and Cite Your Sources
Using relevant sources is great for remaining up to date with the industry, but it is also essential to verify and cite your sources. Infographics typically have citations throughout, but it is preferred to cite at the bottom. Personally, I think fact checking and citing yields a better image for brands as accountable and truthful.
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