How To Create An Infographic That Converts
As a professional communicator, it is the job of all businesses to get their message across as quickly as possible, for in the modern attention economy, each second counts. Infographics represent the ultimate solution for marketers that know how little time is available to deliver an impactful message.
Furthermore, over 50% of marketers depend on visuals to get sales. Nearly 40% of marketers have stated that illustrations and infographics perform best, and the use of these visualization tools is on the rise.
Just a few years ago, nearly 64% of companies stated that almost all of their content contained some kind of visual. Only a year later, in 2019, nearly 75% of companies stated that they have a reliance on visual data marketing by an astounding increase of 10.5%.
Instead of long-form lists, it’s far better to compile such statistics in a crisp, clean infographic. Today, people engage with visual content. This is due to the fact that they are able to process enormous amounts of information through their eyes and synthesize the information into knowledge that’s meaningful in a far more rapid manner than simply reading line by line.
The Anatomy Of Infographics
No brand can simply slap statistics into a color, pretty flowchart, and call it an infographic. To be effective, it must adhere to the principles of design and logic.
Although it should be arranged in the form of a flowchart, it must follow a logical progression from its initial data point to the last one. Every statistic, or node, on the flowchart encompasses the bone structure. Make sure that the bones result in a complete skeleton. In other words, they must form a connected, coherent structure.
Keep things simple. Choose no more than three colors that belong to your specific brand. Ensure that related statistics and data points are framed within identical colors and organize data with them to make it easier for viewers to navigate.
Clip art and graphics related to an infographic’s theme communicate the topic at first glance. For example, the representation of a clock immediately signals the reader that the information presented to them has something to do with efficiency or time.
Data and research are required for all infographics. Many businesses like to strive for a ratio of visuals and hard data of 1-1. This includes a bottom section for citations that lists every single data point’s peer-reviewed source.
Strategy, Ideation, Design, Distribution (SIDD):
Never immediately jump into design. Begin with the conceptualization of a strategy by asking questions that will guide the creation of the messaging, layout, and copy. For example:
- Who do you want to reach?
- What is the goal, and how does it fit into your long-term vision?
- What objectives are required to meet your goal, and what determines success?
These questions set the stage for the entire project. Upon understanding goals and the intended audience, the project’s scale, tone, and KPIs can match.
An infographic can be minimalist, silly, educational, or artistic. It’s entirely up to the brand owner to pick a theme, style, and tone that match the intended audience. At such a stage, it’s critical to map out exactly what needs to be communicated in every single graphic.
Does a business process or workflow need to be illustrated? If so, begin developing a flowchart. Perhaps you desire to compare multiple concepts. In that case, map out a tree with color-coordinated, discrete branches to represent each subtopic.
Break the infographic down into sections or chapters of a whole story, and label each one. This allows for a logical structure and sequence. Every section needs to have a specific purpose with the ability to communicate its own piece of the complete story. Either outsource designing it or take on the project yourself with software like PowerPoint, Canva, or Illustrator, to name several.
Whether going at it alone or teaming up with a designer, it’s critical to garner constructive feedback on text or design elements that require alteration. Once an infographic is revised, share it across blog posts and social media networks in high resolution.
For maximum exposure, don’t hesitate to use other, less-often implemented platforms like Imgur or Reddit in the case that there are relevant communities that may be interested.
At the bottom of your infographic, be sure to include an intended call to action (CTA). This prompts further brand engagement and is critical for conversions. Experiment with multiple versions and A/B testing. Include seductive language to persuade the reader to join a mailing list, visit a website, or follow social media to find more valuable and relevant information.
Copywriting experts have broken down the best CTA phrases and words to include in an infographic in 4 sections. These include the implication of exclusivity, the implication of scarcity, lack of risk, and power terms. Implying exclusivity or scarcity includes terms like “Login Required,” “VIP,” and “Members Only.” Additionally, others include “Limited offer,” “Just 3 spots left,” and “Get them while they last.” Lack of risk terms include phrases like “Money back guarantee,” “No questions asked,” and “Certified.” Finally, power terms include phrases such as “Signature,” “Best,” “Complete,” and “Secret,” to name just a few.
People are absolutely thrilled when complex concepts are explained quickly, and infographics represent one of the best strategies to get the job done. It’s recommended to include infographics in as many pieces of content as possible. Furthermore, businesses should spread their posts on as many social media channels and static articles on blogs as they can.
Infographics succeed in bringing life to blog posts or accompanying video content, and there’s nothing that works better for distribution on social media. Given their potential to go viral, the savviest of marketers would be folly not to fully embrace the power of infographics. By following the method of SIDD, any business can begin the integration of these shareable assets into their content strategy today.