With respect to digital content, the best advice is to show not tell, and to remember, that something dynamic is more likely to engage than simple black text.
One such dynamic option is an infographic, which marries data with images to tell a succinct story. These have been around a long time and are proven to catch someone’s attention while effectively distilling complex ideas. Let’s look at what visual elements make infographics work so well.
Less is More
Infographics need to distill a ton of information into digestible parts. It’s best to take a less is more approach where you don’t muddle key information with bright colours or excessive wording. Get right to the point and utilize white space as it attracts the eye and makes certain elements “pop”.
We recommend sticking to two main colours that are bold and on-brand. If you must use additional colours then choose shades of the two dominant colours.
Flow
An infographic tells a story so you need to structure it in a fluid manner so that it’s makes sense and is easy to follow.
A story has a beginning, middle and end. Simply fill in the blanks with the main points and make sure you do two things:
- Start with a bang. You want to catch the visitor’s attention and buildup isn’t the best way to do this.
- End with something memorable. Think about your favourite movie and how the last scene sticks with you long after the credits roll. Leave them with a call-to-action and a key piece of information.
An infographic needs to flow from the first line right to the end.
Fonts and Colours
This falls somewhat under the umbrella of less is more but you want to pay close attention to fonts and colours.
Fonts can make your head spin. There are thousands to choose from and 99% are the wrong choice. A font lends itself to engagement and can set the tone of the piece. Some feel more serious and others come across as zany.
Choose wisely based on the tone of your infographic and what you want to convey.
Images
Images might sound obvious but they’re so vital to the foundation and potential success of an infographic that they can’t be ignored. The images you use might become the biggest takeaways, can impact SEO and should be the most compelling aspect.
You can incorporate a simple background image that will make the text stand out. With respect to the smaller images or icons, keep them simple, not flashy, and they should convey the main information only.
