Infographics are not new – they’ve been on the scene for a while now. But they continue to be popular ... because they continue to work. The value of infographics stems from several facts: They take advantage of humans’ natural inclination for visual info, they stand out from marketing clutter, they make complex information more palatable, and they drive higher engagement, including social sharing.
We’ve done our fair share of infographics over the years and we like to think we’ve learned a few things. Here are a few of our favorite tips:
Focus on content
No beautiful image or great design can render average content fascinating. Every good infographic starts with a good point. Ask yourself: What do I want my audience members to take away from this? Then, focus on your main point. Add customer quotes, good data, expert support and, of course, brilliant graphics that drive your point home. And remember, the headline is content too. Keep it short, snappy and unpredictable.
The reason infographics work is because good design works. Make sure your infographic channels your brand guidelines appropriately, then let the palette, illustrations, grid and fonts do the work. If it’s well designed, the graphics can carry the load. Visual Metaphors, for example, are extremely powerful. So you don’t need to flesh out every well-designed stat with a paragraph of explanation. With infographics, less is more. Remember, good design also means: Don’t slack on the whitespace.