We’re in an information overload age, but the fact of the matter is that information still needs to get relayed. So to compete with everyone else out there, the creative-minded are coming up with new ways to say the same thing or showcase information.
I stumbled across a graphic designer’s resume a few months back. I clicked on it and instead of another boring data sheet that offended my eyes, I was captured by the two tone ‘infographic’ that showcased her talent in a fun and memorable way.
So what’s an infographic? Think chart or graphic with an art-department twist. They’re being used more and more for resumes, but they can be used for just about any purpose, including telling a marketing story, sharing a vision board, as a press release and more.
How to Use Infographics for Marketing
- Tell a Story – If you have a story to tell, nothing says it better and more effectively than a simple infographic. When done right, just a scan of the eye will help you achieve your message, and make it more fun for your recipient. Make it a link and you’re guaranteed to get it plugged in social media. How could anyone resist a creative narrative?
- Press Kit – Many novices are using infographics for resumes, so I ask why not use the same tool to sell your company via press kits. Every company needs a press kit and whether you’re printing them or keeping it digital, you’ll gain attention and save on bulky printing costs with a clean one sheet that tells people what they need to know.
- Message Mode – Infographics are best if they’re not one-off works of creative genius. You should incorporate infographics routinely into your marketing efforts. Maybe one blog a week can be an infographic or the way you showcase your executives or company history can also be an infographic? How about an infographic press release to ensure your story gets to the consumers via social media rather than wading in a pool of thousands waiting for reporters to pick up on it?
What Makes for a Great Marketing Infographic
- Keeping It Simple – Just like we don’t like (or have time) to be overloaded with text, we also don’t want a chart to understand a visual. If you’re using a visual, keep it simple and spaced out. Less color is more, which is why you should stick with between 2-4 complementing shades. If you’re going to use colors, this is how to do it.
- Use Gradient – If you’re going to go with more color, then make sure your design is simple. Here you can also incorporate gradient (subtle color depth shifts) to add more dimension to your piece.
- Charts 2.0 – Let’s face it, charts are hard to ignore. Most of us are still forced to create or read them. Either way, we feel like we’re being punished with Atari-like graphics and text. Give it a twist by pushing charts in the 21st century by making them adopt the community-inspired effect that makes marketing so successful. Personalize charts with creative text and characters that break the mold, and incorporate multiple types of charts into one, which ensures that something will capture reader attention.
- Infuse Character – The example above, “Breakdown of the Blogosphere” also showcases a festive “night time theme with subtle stars and gradient blues.” If your company culture allows, you can do the same with your infographic. Have fun, play with colors, characters and themes and your customers will notice.