Using infographics to tell your brand story

07-Jun-2019 04:37 PM Content Marketing

Infographics tell us enticing and interesting stories through data visualization. It is one of the best ways to tell a brand story. It also offers benefits for your content marketing. Learn how infographics came to be and how to make them.

We all know writing predates the internet. There are other things that predate the internet too. Two of them are infographics and memes. Archeologists have found walls in cities of the erstwhile Roman empire with drawings, probably created by a citizen making fun of others. But that’s probably a story for a different day.

Infographics, though a radical idea then, has been recently bucked the trend of churning thousands of words into content management systems. All these words can be represented by a few graphs and images. Infographics have become a big part of content marketing. It is difficult to digest a story without an interesting visual, right?

If you want to know how the government performed in the last five years? How are people’s spending habits over the decade? What’s a public company’s profit and loss statement? You don’t want to turn to a fifty-page document to learn those. Few pages of bar charts with appealing colors and visual might help in grasping the information better.  A flood of information can be turned into charts for easy absorption.

Here’s a quick fact for you, the bar chart, pie chart, and the line graph were invented by a Scottish engineer, William Playfair, in the 18th century. He was also the first to color code a chart. Charts showing army spending of the British empire, trade number of different countries, the Turkish empire’s land holdings, etc. He created them all.

Why use infographics?

We have already established that companies must use visual storytelling in their content strategy. These pointers tell us why infographics must be increasingly used.

  • William Playfair rightly pointed out that humans process images 60,000 times faster than text.
  • 65% of the world’s people are visual learners.
  • It increases the attention span and recall by 82%.
  • Infographics can increase web traffic by 10%.
  • Visual content is 40 times more likely to be shared on social media than any other type of content.

How to make your infographics tell a story?

Infographic must tell a story to an audience without cramming it with just information. Here are the best practices for creating an appealing infographic.

Choose a specific topic

Choose a specific topic from your industry to talk about. Creating an infographic about everything from an industry may not be digestible. The canvas may be too short for it. Let it be relevant to people’s interests. Most of the times industry surveys help in understanding what’s relevant in the market. For example, artificial intelligence is the most trending topic in technology sector these days.

Collect relevant data

You need relevant data to be put on an infographic. Sometimes you might have the data, otherwise you must collect them. Conduct surveys if you have to or talk to experts who have a long list of the data. Cut out what is not needed and use only what is required.

Structure it right

Every story needs an introduction, start with it. This should be followed by a body with the data collected. Provide context if any, and conclude with a call-to-action.

Design the story, simply

Keep the design simple without adding a ton of illustrations. Use adequate font size and the right number of visuals. Stay away from large blocks of text and keep the copy short.

For example, Time magazine along with Qualcomm surveyed their readers from around the world and came up with a bunch of infographics about inventors and inventions. The TIME Invention Poll surveyed more than 10,000 people from different countries including China, Brazil, India, Mexico, Kenya, US, Germany, among others.

infographics storytelling, infographics the power of visual storytelling, tell your brand story

Image Source: http://techland.time.com/2013/11/14/the-time-invention-poll/

Some of the questions asked in the survey were what are the barriers to invention, are inventors born or made, most important invention, most important inventive period, etc. What the Time magazine presented to their readers was their findings in neatly packaged visual stories.

Observe that they chose to survey on a specific topic, that is invention. They asked the relevant questions, they started with a nice introduction and they have a great design.

The above mentioned points cover the basics of infographics, including why infographics must be used in your content strategy and how to use it. At Verbinden Communication, we have created tons of infographics over the years for our clients, helping them tell great stories. Call us for more information.