Looking for an easy way to get marketing information out to your target audience? Don’t discount infographics. If you’ve had lackluster results with yours, consider revamping your approach.
Consumers become educated on their future purchases through many platforms. Given that consumers are highly visual, utilizing infographics in your content marketing strategy can be a key part of the education process. The best infographics put data in front of the user in an easy-to-understand fashion, driving home your point and advancing your marketing goals.
Key Elements of an Effective Infographic
The goal is for your content to be consumed by your target audience, furthering their understanding of your brand, product or service. The best infographics tie in several elements to achieve this. All the elements work together and flow smoothly in a way that is easy for your audience to absorb.
Infographics include text but are not copy-heavy. They focus on visual elements that create imagery that is engaging and shares your information in a way that sets it apart. In the early days of infographics, there seemed to be a contest to see how much could be crammed into a small space. Logos, images, charts and graphs would compete against each other and create too much information for consumers to focus on. Today, infographics have evolved and focus on elements that are most important to your story.
Tell Your Story, In an Infographic
You can tell a specific narrative through an Infographic. One way to do this is through a slideshow, guiding the user, step by step, through an experience that reveals more about the brand. The same can be done to promote a product or service.
You don’t have to use a slideshow; videos and animation are also good choices for delivering your narrative. Readers find this incredibly engaging and some even feel it is interactive when the visuals are compelling.
If you haven’t delved into the modular design concept yet, now is the time. Modularity in design is a principle for “taking a design and breaking it down into small parts,” according to Style Guide Driven Development. “These modules are created independently to later combine them into a larger system.”
This is effective on platforms where long-form infographics are not a good fit, such as on Instagram. But what are the elements of modular infographics that resonate with the consumer?
- Visual hierarchy: Focus on the size of the various visual elements used in your content marketing.
- Continuity: Well-conceived modular design considers how the human eye perceives the continuation of visual elements.
- Synchrony: Grouped elements should move in the same direction (assuming there is motion in your design).
- Symmetry: Consider how clean a design will appear when symmetrically similar objects are grouped or how separating them can help you achieve an impactful aesthetic.