Why Infographics are a Marketer‘s Secret Weapon

As a marketer in today‘s digital age, you‘re constantly competing for your audience‘s attention. With so much content being published every day, it can feel impossible to cut through the noise and get your message heard.

But what if there was a secret weapon that could help your content stand out and drive serious results for your business? Well, there is – and it‘s the often-overlooked infographic.

Far from just being a pretty picture, infographics are a powerful tool for capturing attention, explaining complex ideas, and persuading your audience to take action. In this post, we‘ll dive into the science behind why infographics are so effective and show you how to harness their power in your marketing.

How Your Brain Processes Visual Information

Before we get into the nitty gritty of what makes a good infographic, let‘s take a step back and look at how the human brain works. As it turns out, our brains are hardwired to process visual information more quickly and effectively than any other type of content.

Consider these eye-opening statistics:

  • The human brain processes images 60,000 times faster than text (3M Corporation)
  • 90% of information transmitted to the brain is visual (Hyerle, 2000)
  • People remember 80% of what they see and do, compared to 10% of what they hear and 20% of what they read (Lester, 2006)

In other words, when you present information in a visual way, you‘re speaking your audience‘s language. By leveraging graphics, charts, and other visual elements, you can communicate your message more efficiently and effectively than with words alone.

The Different Types of Infographics

Now that you understand the power of visual communication, let‘s take a look at the different types of infographics you can create. While there are endless possibilities when it comes to design, most infographics can be categorized into one of these four buckets:

  1. Statistical Infographics: These infographics are all about the numbers. They use charts, graphs, and data visualizations to bring dry statistics to life and make them easier to understand. If you have compelling data to share, a statistical infographic is a great choice.

  2. Informational Infographics: As the name suggests, these infographics are designed to inform and educate the viewer about a particular topic. They often combine text, images, and graphics to break down complex ideas into bite-sized, easy-to-digest pieces. Informational infographics are perfect for simplifying a multi-step process or providing an overview of a broad topic.

  3. Timeline Infographics: Want to visualize the history of an event, product, or trend? A timeline infographic is the way to go. By plotting key milestones on a timeline, you can provide a clear, linear narrative that takes the viewer on a journey from past to present (or even future).

  4. Comparison Infographics: Sometimes the best way to explain the value of your product or service is by comparing it to something else. That‘s where comparison infographics come in. By highlighting the similarities and differences between two ideas, objects, or options, you can help your audience make an informed decision.

Of course, these are just a few of the most common types of infographics. Don‘t be afraid to get creative and experiment with different formats to find what works best for your brand and audience.

The Proof is in the Pudding: Infographics Get Results

We‘ve talked a lot about the theoretical benefits of infographics, but what about the real-world results? Let‘s take a look at some of the ways infographics can drive measurable ROI for your business:

Increased Engagement: Infographics are like catnip for social media users. According to data from Venngage, infographics are liked and shared on social media 3x more than any other type of content. And a study by OkDork and BuzzSumo found that infographics receive more average shares (5,298) than any other type of content, including listicles, videos, and how-to posts.

Improved Web Traffic: Want to drive more visitors to your website? Publish an infographic! Businesses that publish infographics grow their traffic an average of 12% more than those that don‘t (AnsonAlex). And according to Search Engine Journal, websites that publish infographics receive up to 25% more search engine traffic than those that don‘t.

Better Conversion Rates: Infographics can also help improve your conversion rates by providing the information and motivation your audience needs to take action. One case study by Consulting.com found that adding a single infographic to a blog post increased leads by 21%. And according to ContentMarketingInstitute, businesses that use infographics regularly can boost conversion rates by 60%.

"Infographics are effective because they combine the best of both worlds: text and visuals. By leveraging our natural ability to process visual information, infographics can help make complex topics more accessible and engaging." – Shanon Leonard, Marketing Communication Manager at Visa

Tips for Creating Captivating Infographics

Ready to start creating your own infographics? Here are some tips and best practices to keep in mind:

  1. Keep it simple: Don‘t try to cram too much information into a single infographic. Stick to one main topic or idea and focus on communicating a few key takeaways. If you have a lot of information to share, consider breaking it up into a series of infographics instead.

  2. Use a clear hierarchy: Guide your viewer‘s eye by creating a clear visual hierarchy. Use differences in size, color, and placement to emphasize the most important information and make your infographic easy to navigate.

  3. Incorporate data: Numbers don‘t lie! Using data and statistics is a great way to back up your claims and lend credibility to your infographic. Just make sure to cite your sources and use accurate, up-to-date information.

  4. Tell a story: The best infographics take the viewer on a journey from start to finish. Use a narrative structure to guide your viewer through the information and keep them engaged from beginning to end.

  5. Make it shareable: If you want your infographic to get shared far and wide, make it easy for people to do so! Include clear social sharing buttons, provide an embed code, and optimize the size and file format for different social media platforms.

"A well-designed infographic is worth a thousand words. It can simplify complex data, tell a compelling story, and capture the attention of your audience in a way that text alone simply can‘t." – Randy Krum, Founder and President of InfoNewt

Common Infographic Mistakes to Avoid

Of course, creating a great infographic is easier said than done. Here are some common mistakes to watch out for:

  1. Too much text: If your infographic is overloaded with text, you‘re missing the point! Remember, the goal is to communicate information visually, so use text sparingly and focus on graphics and data visualizations instead.

  2. Poor design: A cluttered, confusing, or visually unappealing infographic is unlikely to perform well. Invest in good design and make sure your infographic is easy on the eyes and easy to understand.

  3. Inaccurate data: There‘s nothing worse than an infographic that‘s full of outdated or inaccurate information. Always fact-check your data and make sure to use reputable sources.

  4. No clear message: An infographic without a clear central message or takeaway is just a jumble of information. Before you start designing, take the time to define your key message and use it to guide your content and layout.

  5. Ignoring your audience: As with any piece of content, it‘s important to keep your target audience in mind when creating an infographic. Make sure the information you include is relevant and valuable to your specific audience.

Real-World Examples of Infographics in Action

To help illustrate the many ways infographics can be used effectively, let‘s take a look at a few real-world examples:

The Shelf Life of Food
The Shelf Life of Food Infographic
Source: StillTasty

This infographic from food safety website StillTasty uses a simple, easy-to-understand format to provide practical information about how long different foods last in the fridge or pantry. By presenting the information visually, the infographic makes it easy for viewers to quickly find the information they need.

The Science of Social Timing
The Science of Social Timing Infographic
Source: KISSmetrics

In this data-driven infographic, KISSmetrics breaks down the best times to post on various social media platforms for maximum engagement. The colorful charts and graphs make the data easy to digest, while the actionable tips provide clear takeaways for social media marketers.

How Google Works
How Google Works Infographic
Source: Google

Ever wondered how Google‘s search algorithm works? This infographic from Google provides a high-level overview of the search process, from web crawling to ranking results. By simplifying a complex topic and focusing on the key points, the infographic makes the inner workings of Google accessible to a broad audience.

Why Your Brain Craves Infographics
Why Your Brain Craves Infographics
Source: NeoMam Studios

Oh look, an infographic about why infographics are so effective! This meta example from NeoMam Studios uses engaging visuals and bite-sized stats to explain the science behind why our brains love infographics. It‘s a great example of using the power of infographics to explain the power of infographics – very meta!

As you can see, infographics can be used in endless ways to communicate all kinds of information. Whether you‘re sharing data, simplifying a complex process, or providing a visual overview of a topic, infographics are a versatile tool that every marketer should have in their toolbox.

Go Forth and Create!

We‘ve covered a lot of ground in this post, from the science of why infographics work to tips for creating your own. But the most important thing to remember is this: infographics are an incredibly powerful way to capture attention, communicate your message, and drive real results for your business.

So what are you waiting for? It‘s time to put your newfound knowledge into action and start creating infographics of your own. With a little creativity and a lot of data, you‘ll be well on your way to harnessing the power of visual communication and taking your marketing to the next level.