Visual messaging, be it a video or infographic has found a special place in our everyday existence. Good visual design should be part of the the holy grail of interaction with the consumer, yet few companies consistently deliver. Apple probably is one of the few large companies to hit the sweet spot more often than not. With this backdrop, it is no surprise infographics have become a key messaging platform within a marketing campaign. Not only does it convey a consistent message in miliseconds it allows the viewer to focus on specific products or service components while having access to a bigger picture the company is trying to convey.
Crucially a good infographic should include the following considerations:
- Simplicity: An overly complex infographic with many paths is confusing and will result in viewer frustration and a lost opportunity for positive brand engagement.
- Consistent messaging: A golden messaging thread should be weaved through the infographic as a whole and be part of well structured campaign not an isolated element. All to often an inforgraphic appears to be an after thought.
- Visually engaging: Viewers should feel incentivised to read the infographic not cringe as they follow the content trail. Being on Brand is key but infographics allow for brand extension with clever visual elements and the use of COLOUR.
- A BIG ASS Call To Action: CTAs are sometimes overlooked when designing an infographic. The infographic is not a CTA, it only visually portrays existing product or service information differently.
Infographics are a powerful marketing tool and should not be relegated to being viewed as a graphic heavy document with words slapped on it. A well thought through and executed infographic can be the start of a long fruitful conversation.
Happy to hear your thoughts?