Infographics are great, let’s start off by stating the obvious. They’re visually appealing (if you design them right), they’re engaging, they tell a story without needlessly dragging it out, and they offer variety to your content pool that will make your brand more appealing, authoritative, and interesting for existing and potential customers. All in all, you need infographics in your life if you want to spice up your content strategy, make better product descriptions, and more.
That said, an infographic can be a double-edge sword. There is no denying that an amazing infographic will get likes, shares, mentions, and lower your bounce rate, but a poorly executed one might just do more long-term damage to your brand. With that in mind, let’s explore the essential design tips that will help you avoid the common mistakes and instead create amazing infographics to engage your audience.
It all starts with storytelling
Content is, of course, at the heart of every engaging infographic, and while there is no denying that you should pay special attention to the facts and the way they are presented, you should also emphasize engaging storytelling. Just like you should work hard at writing articles for your blog that portray a story and build an interesting narrative, it’s important to use storytelling in your infographics in order to make information easy to digest, and of course, more appealing to your audience.
Now, the problem with infographics is that you’re working with limited space, so you need to choose your words carefully and structure your sentences in such a way that paragraphs don’t take up the entire section. There needs to be a balance between written and visual elements to capture the reader’s attention and tell the story in a concise yet interesting way.
Research the best infographic models
Of course, one of the best ways to nail the overall design of your infographic is to do your research. There are two main types of research you’ll need to conduct: audience research and competitive research. You can research the likes and dislikes of your target demographic in order to gain a better understanding of what moves your online audience, what they respond to best, and what some of the bad design choices are.
On the other hand, you should also research your competition, in order to discover the most effective infographic designs that people respond to best. A competitive analysis is one of those timeless marketing tactics that all experienced marketers use, as there is a lot you can learn by looking into your neighbour’s back yard.
For example, besides finding out what does work, you can also analyse competitive infographics to discover their weaknesses, and the common pain points that they fail to resolve for your customers. Use these insights to develop an even better infographic by learning from the mistakes of your competitors.
Organize the content and guide the reader
There is a crucial design element that should be a part of every infographic, yet is commonly overlooked by inexperienced content creators and marketers. That element is, simply put, the content flow. Nowadays, experienced content design agencies such as Persuaders that specialize in combining visual and written content into beautiful infographics emphasize the flow of content as a powerful way to guide the reader on their journey, and influence their decision making process.
If your infographic has a clear set of goals (which it should), it can only achieve them by keeping the reader interested, engaged, and by helping them consume information in an actionable way. The end goal of your infographic is to persuade the reader to choose a certain action – whether it is to peruse your site some more, hop over to your product page, or share the infographic on social media and beyond.
Weave your brand’s visuals into the material
Branding is another essential part of an amazing infographic. It can be quite easy to lose yourself in all of the various design choices and elements that can “pretty up” your infographic, without realising that the only thing you need is to weave your brand’s visual identity into the design to make the biggest impact.
Your colours, your company’s logo, and all of the other visual elements you use should be your primary choices when designing an infographic, because people get attached to good brand visuals and stories, and will feel more compelled to read through the whole thing, thus improving dwell time, if the design follows a certain pattern. No need to experiment with visuals that have nothing to do with your brand’s identity, rather, stick with what works.
Make sure all of the relevant data is there
And finally, never skimp on relevant data. Sure, you can leverage your infographic to guide your readers to your landing pages, or inspire them to venture onto your blog page to learn more about a certain topic, but that doesn’t mean that you should withhold valuable information from them. Remember, an infographic is not a teaser, it is an amazing tool to share valuable information, capture the reader’s attention, and inspire them to engage with your brand. Make sure all of the data is there, combine it with inspirational storytelling, and then incentivize the reader to take action.
There are many ways in which an amazing infographic can help your brand reach new heights of success. You just need to design it right. Use these tips to engage your online audience through captivating infographics that will take your brand forward as a whole.