Along with the intense development of content marketing, the visual forms of information are gaining in popularity. Video marketing is one of the most important trends in 2016, and infographics are getting more and more followers. As much as 90% of the information that reaches the brain is graphical, but your brain can often remember only 10% from reading texts and 20% from heard information. What is the secret of infographics?
What is a good infographic?
Good infographic allows you to easily assimilate, memorize, and analyze information in comparison to, for example, large text. For this reason, is often used in the financial, medical, technological, or public opinion industries. The infographic should be clear, comprehensible and intuitive. It is a simple graphical form that allows you to precisely display the most important conclusions, problems or issues. More and more people are having trouble reading a longer article or report, but getting infographics takes much less time.
Despite this, opinions on infographics potential are divided among marketers. Probably we will find as many followers as opponents of this form of transmission. Many believe that infographics are one of the most persuasive and eye-catching forms, but there is still a group of skeptics who prefer only the textual form of information. This may be due to the fact that some marketers do not quite know when and how to effectively use infographics. In addition, good graphics are associated with high costs – in some situations, you can be tempted to do the design yourself.
Can infographics harm?
In order to answer this question, we should look at the history of communication development. Over the centuries man has created various forms of interpersonal communication which are closely related to our perceptual abilities. This is witnessed in successive epochs – oral, verbal and visual. The last one, prevailing today, is based primarily on images and uses subconscious, natural and original human ability to perceive graphic symbols. In times of information and stimulus, it is a cunning way to reach a recipient who often does not necessarily realize it.
Infographics can be very effective, but also repellent or incomprehensible. Why? Infographics balancing on the border of an objective message, advertising, and art. And because the border is very thin and often fuzzy – it is easy to cross it. The multifaceted nature of the problem means that their creators should strive to find the golden means – that is, to combine the content with the graphic so that the receiver has no problem with its reception.
Application of infographics in marketing
Infographic, due to persuasive capabilities, is also successfully used as an effective marketing tool. Proper coloring, exposure to selected content, and even the selection of graphic elements affect the reception of information and consumer reactions. The use of characteristic details for a well-known brand (color, font, shape, password) will cause the recipient to directly associate the brand, even if the name or logo does not appear anywhere in the project.
In addition, infographics have gained popularity thanks to the ability to be easily sharable on the network. Social media is the perfect place to put and shred it. Already in 2012, the hashtag #infographic was used on Twitter as many as 56,765 times, and in the Google search engine, the same expression in a month was typed about 300,000 times. On Facebook, they generate an average of 84% more clicks, 53% more likes, and 104% more comments on the post itself (according to the Kissmetrics blog). In addition, graphic content is more readily available than text. All because the average Internet user only quickly scrolls the content and goes to the next.
Basic types of infographics
Depending on the theme we want to present, the four most common infographics are:
Infographics showing the process – it is most useful in situations where we want to convey to the recipient, for example, a diagram of action, interaction or instruction. It can be used to illustrate recipes or DIY.
Maps, location visualizations – infographic is an effective way to show any geographic or astronomical data. These graphics include lines, symbols, icons, diagrams, tables, arrows, and dots. There are many types of lines (parallel, intermittent, straight) that are used to define for example a metro map, a street, a road or a railroad track.
Infographics showing the time, and more precisely its expiry – mainly axes (x and y), various types of tables or graphs. Their main advantage is the ease with which the recipient can transmit data about the development of particular elements in a particular time period.
Statistics – infographics as a presentation will definitely be the best case when we want to show recipients specific data in the form of numbers, graphs or tables. It will make the information provided to the recipient not only understandable but also easy to remember.
In the case of infographics, the visual aspect is as important as the content itself. Matched with a specific target audience and themes visual concept, composition, coloring or typography can affect the success of the entire project. The power of infographic is not so much in freshness as in the original and natural way of assimilating and processing information derived from images. It depends on us and how we use it and whether our infographics will help us or not.