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How infographics make details easier for your customers to digest

An infographic is the kind of thing where, even if you haven’t previously heard of the term, you can probably instinctively tell what it refers to. Essentially, it weaves otherwise potentially bewildering data and statistics into imagery that makes it all appreciably easier to follow.

However, why do infographics have such a magic effect? There’s a lot of science behind it – science that you could tap into to keep your target customers intrigued about what you have to say.

Visual content makes a huge difference in any case

We’ve previously drawn attention to the importance of integrating visual content into your marketing. We’ve pointed out, for example, that 90% of information that reaches the human brain is visual, and that this brain processes imagery 60,000 faster than it does text.

Also, the Social Science Research Network cites 65% of people as visual learners. It shouldn’t overly surprise, then, that when presentations include a visual stimulus, they are 43% more persuasive.

You can cater for shortening attention spans

Doubt has been cast on the oft-mentioned “fact” that humans now supposedly have shorter attention spans than the average goldfish. Nonetheless, it’s true that there’s a lot of competition for attention out there. If attention spans are shortening, you need to grab attention quickly.

You can more easily do that with an infographic, as people who see it will realise that they won’t have to read any particular snippet of text on it for too long before an image breaks the flow.

It’s easy to reference all of the data you include

The controversy surrounding that goldfish “fact” hints at one notable risk of going viral: if the information that rapidly spreads online later turns out to be ill-founded, there could be reputational damage for the person or brand originally responsible for posting the content.

Therefore, when you conduct research for your infographic, you should make sure any information you include in it is reliable. Each source you use should be trustworthy as well as cited in the infographic, even if just at the bottom rather than as part of the main imagery. 

The information can be compiled in various ways

Once you have gathered all of the information you think would be useful for your infographic, you should carefully consider how you can arrange all of that information in a way that makes sense.

It can help to treat the core facts and figures as the “skeleton” around which other, written content – the “skin”, you could say – will hang on your infographic. You can always trust our graphic designers with putting all of these pieces into the right places to make for an intuitive infographic.   However you organise your infographic’s textual content, it should culminate in a call to action that will invite the reader to buy from your company in some fashion. If you aren’t brilliant with words, our experienced copywriters could craft that textual copy for you. Just call us on 01325 582112 to discuss utilising our graphic design or copywriting expertise.  

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