What makes a good infographic, and how should you use them to best effect?

Author:  Charmaine Petty, Marketing Manager at Catnic and CIMCIG committee member

 Infographics are proving an increasingly popular tool for construction marketers, a great infographic enables the reader to grasp important information quickly, imparting clarity as viewers grasp the implications of big data through clear design.

It’s easy to comprehend their growing popularity; recent studies have shown that readers show greater interest in information reviewed online that contains corresponding images. (Source: https://www.nngroup.com/articles/photos-as-web-content/), often displaying more focus on the image than the text itself.

However it’s important to remember that infographics are only powerful when designed and delivered correctly, a good infographic clearly illustrates data through simple design, utilising content that is relevant, shareable and meaningful, thus imparting only the essential information in a logical, flowing format.

Infographics can be used to convey multiple message at a glance, including latest trends, timelines, survey results and education charts. However marketers must recognise that not all data can be delivered through this medium, it’s crucial we ask ourselves; whether we have a story to tell? Will the information flow? Will it be meaningful to our audience? Do we have all the data?

If we’re confident to proceed, we also acknowledge that a good infographic has to elicit a response from readers; whether that’s click throughs, registrations, or video views, so it’s delivery as well as design has to successfully maximise engagement.

Deciphering data and numerous concepts into one image is tricky, so how do marketers tell a meaningful story instantly? Firstly be sure the information is accurate and relevant, review and reduce until all you’re left with are the crucial facts and messages.

Secondly determine through which platform the design will be promoted, this will enable you to influence the format and volume of content to include, decide whether the content can be delivered as one item or split into a series on infographics. Be sure to create a design that uses a clear font and contains as little text as possible.

A good infographic ensures information is displayed in a clear hierarchy, establishing strong connections between sections. Make certain all images and corresponding text match up, and the reader is able to quickly determine the correlation.

Create an inspiring headline, one that captures attention and compels engagement. Resist the urges to give away your answer in the opening line, instead ask the question that your data will seemingly answer, how to install, when to purchase, how to find? The most effective infographics are those that provide a solution or answer to a commonly asked question, therefore consider what questions your customer frequently ask your sales and technical teams, uncover whether or not an infographic can be designed to the deliver the same information.

Finally make it shareable, resist the urge to create a large file that requires excessive scrolling, instead compress the file size and content without sacrificing fidelity and quality. Be sure to implement a promotional schedule and include all relevant media platforms, comprising social media, website, email signatures and newsletters.