People are very visual. This is why much attention is directed to making most everyday things (i.e. houses, outfits, meals, etc.) as aesthetically pleasing as possible. It is this quality that marketers and advertisers try to appeal to when they come up with their promotional materials.
Companies all try to outdo each other in terms of making their advertisements more eye-popping and jaw dropping than all other advertisements. On the internet, one of the most visually interesting ways to present various forms of information is through the use of infographics.
People want something better or more appealing than a chunk of text with some photos. People want condensed, easy to understand information that makes them want to research even further, or follow the call to action. According to Neomam.com, only 1% of all the sensory information people “consume” actually gets through to the brain, and infographics are part of this 1%. Because of this, websites with infographics get 12% more traffic than websites who rely purely on plain text and images.
The following are some tips to marketing using infographics:
- Create a hook. Just like written content, visual content should have something to draw its audience in and to keep their attention.
- Create content that people actually want. According to Unbounce.com, there are 21 types of content that people crave for. Among those in the list are reminders of faith in bigger things, reminders that dreams come true, and content that surprise people or make them laugh.
- Talk to your target market using language they can relate to. Talk about things that they will be concerned about.
- Research! The information, the treatment, the look, the way the copy is written – all of these should be relevant to the target market of your content. Use information from government agencies and other credible sources.
- Do stick to a 3-color palette. There is such a thing as too much color. An infographic with multiple bursts of color is not only visually unappealing, but also difficult to understand.
- Do organize the flow of your infographic in terms of positioning the images and text and the information you place. Remember that the order in which you present your information would have an effect on how the data is interpreted by the readers.
- Make your infographic viral! Use your network of websites and business partners. Make press releases and put your infographic out on all channels possible.
- Don’t worry about how complex or simple your topic is. Do get the message across to your audience in a creative, easy to understand manner. Trying too hard to impress with all the high-brow information would not really be of much use when the readers do not understand exactly what is being presented to them.
- Don’t make an Excel-like chart or graph. Do something witty and creative that ties in with the infographic’s concept.
- Don’t use typography as a crutch, says Smashing Magazine. Striking fonts are empty when the data in the infographic are not relevant at all.
- Don’t make something that doesn’t fit your brand or marketing goals. The way you present your information should be aligned with what you intend to happen. Do not lose sight of your goal and get overwhelmed with all the creative options available to you. In the end, your infographic should elicit the reaction and prompt the action that you want from your audience.
There is definitely value in using infographics as a marketing tool. It has been proven to appeal to the consumer’s natural visual tendencies. Yet, this marketing tool is not entirely fool proof. There is much work to be done in coming up with an infographic that works. The work is all cut out for you when you have a good grasp of what your target market wants and what you have to offer.
Always seek a digital agency similar (or them!) to Bulldog Digital Media. Someone who specialises in Infographics.