I like infographics. I write content for them. They help people visualize processes and make connections.
UNLESS that infographic is absolute crap, consisting of golly-gee graphics that grab initial attention but communicate nothing. Not even factoids will save this foolish design since there is no context and no narrative thread.
The Content Marketing Institute wrote an excellent post about this problem and how to avoid it: “How to Keep Infographics from Ruining Your Visual Content: 8 Rules.”
- Don’t throw in everything plus the kitchen sink. You’ll just overwhelm your would-be viewers.
- The “info” part of “infographics” informs, and that means actual context and cohesive content.
- Only narrative flow can tell a story. Factoids don’t and neither do orphaned graphic elements.
- An infographic is part of a marketing campaign portfolio, not its flagship. Infographics are appetizers; clear explanations are the main course.
- Use a central image to tie the graphical elements together. Even then the central image should carry the primary informational message.
- Not every message is suited to an infographic. They’re hot right now because they draw attention but infographics are not always the best medium — or even a good one.
- Watch your facts and sources. Make sure the former are accurate and the latter are cited.
- Make the design highly visual, streamlined, clean, and in service to the message.