Introduction
Infographics can be a valuable tool for businesses to engage with their target audience. However, infographics require careful planning and design techniques to capture their full value. In this blog article, I will discuss the benefits of infographics in online marketing and provide specific recommendations for designing a successful infographic.
The Power of Infographics in Online Marketing
Infographics are “visual representations of information, data, or knowledge designed to present complex ideas or data in a concise and easily understandable format” (S, 2023). In other words, Infographics allow readers to quickly make sense of information or facts about a specific topic. Online marketers can utilize the comprehensible nature of infographics to increase website traffic and generate brand awareness, thereby engaging with their audience on a more personal level.
Infographics can increase website traffic with their ability to provide relevant educational content (Unemyr, 2015). Individuals will seek out this information on their own and be presented with your company’s digital content. With visually appealing and easy-to-understand graphics on an infographic, visitors will engage with your content and website for longer periods. Additionally, visitors who enjoy your content (including bloggers in the industry or websites) may share these infographics as educational materials, hence “improving your SEO and driving more organic traffic” (S, 2023).
In addition, infographics can generate brand awareness and influence reputation. For instance, companies can reinforce their brand identity by using colours, logos, images, and typology associated with their brand (S, 2023). This can be useful in influencing the perception linked to your brand. Furthermore, infographics typically contain keywords and backlinks to a company’s website (S, 2023). This directs individuals directly to your company’s website and increases search engine ranking, thereby raising brand awareness and conversion rates.
5 Design Techniques for Infographics
This section will go through four essential design techniques that can help online marketers drive engagement by generating organic traffic while promoting brand image.
1. Natural Flow (Tell a Story)
While infographics are a valuable resource providing vital statistics and facts, it is essential to present this data in a manner that offers clarity and flow. The information presented should contribute towards a broader context and align well with every other component. This flow of information can be supported with the use of visual elements. For instance, lines and arrows can guide readers through the information presented in an infographic (Murray et al., 2017). Organizing information coherently allows for a better understanding for the intended audience. This benefits online marketers by encouraging prolonged engagement with company content and increasing the potential for the audience to take a desired action, such as making purchases or sharing content.
2. Experiment with Graphical Elements
To capture the visual aspects of infographics, graphic elements should be incorporated into the design. This can include using charts or graphs to showcase numerical data and illustrate key ideas. Each type of these visuals has its own unique purpose, meaning an appropriate choice must be made. For example, while a Venn diagram effectively illustrates grouping relationships within a cluster, it may not be as suitable for describing a process compared to a flowchart (Dunlap & Lowenthal, 2016). Nonetheless, avoiding excessive use of these graphical elements is crucial, as an abundance can distract from the intended message (Dunlap & Lowenthal, 2016). Hence, balancing visual components with text featuring keywords and white space is vital. Graphical elements in an infographic enable the target audience to understand complex data quickly. At the same time, marketers benefit from higher retention rates and increased conversion rates due to the enhanced visual appeal.
3. Consistent Colours
Infographics should have a consistent colour theme. Integrating colour into the infographic design can capture the audience’s focus on key elements. For instance, colours can help highlight important information, group items together, and provide a chronological sequence (Hooper, 2023). By using colour to depict significance or categories, viewers can quickly grasp the main points and navigate complex information. In the same light, marketers should use a colour theme that matches their brand identity (Alexova, n.d.). Consistent use of brand colours helps reinforce brand identity and recognition, making it easier for consumers to associate the infographic with the brand. Matching the colour scheme to the brand identity ensures consistency across all marketing materials, which sets the brand apart from competitors and signals that the brand is reliable, organized, and pays attention to detail.
Photo from Onside Media on theonside.com
Photo from O'Brien Pharmacy on obrienpharmacy.com
Photo from Visually on visual.ly
4. Compelling Title
A compelling headline is one that captures the reader’s attention, motivating them to continue to engage with a business’ content. To create an engaging title, a company can incorporate numbers, evoke a sense of urgency, be unique, and use emotional appeal (Alexova, n.d.). The title should include relevant keywords, as this can improve the infographic’s SEO, making it more discoverable when users search for related topics or information. Ultimately, a compelling title is helpful for online marketers to encourage engagement and brand visibility.
5. Modular Design
Today, individuals seek information using various devices and technology, not limited to traditional computers. As such, it is essential that the contents of an infographic should be accessible on any device, even those with smaller screen sizes. A modular design ensures that the infographic remains visually appealing and easy to navigate regardless of the device used by the target audience, enhancing the overall user experience (French, n.d.). By accommodating various screen sizes, online marketers can reach a larger audience across different devices, including smartphones, tablets, and desktops, without compromising readability or functionality. Moreover, a modular design encourages higher shareability across various social media platforms.
Closing Thoughts
Infographics can assist online marketers in raising their website traffic and brand awareness through their ability to generate organic traffic with educational content. Creating an impactful infographic requires proper design techniques such as a natural flow, graphical elements, consistent colour themes, captivating titles, and modular design. Employing these techniques enables businesses to connect with their target audience effectively.
References
Alexova, M. (n.d.). 10 infographic tips you need to know about in 2024. Xara. https://www.xara.com/blog/infographic-tips/
Dunlap, J. C., & Lowenthal, P. R. (2016). Getting graphic about infographics: design lessons learned from popular infographics.Journal of Visual Literacy,35(1), 42–59. https://doi-org.proxy1.lib.trentu.ca/10.1080/1051144X.2016.1205832
French, K. (n.d.). 3 infographic trends to try in your content marketing. Column Five. https://www.columnfivemedia.com/3-predictions-future-infographics/
Hooper, L. (2023, November 6). 7 tips on how to make a good infographic. Venngage. https://venngage.com/blog/good-infographic/
Murray, I. R., Murray, A. D., Wordie, S. J., Oliver, C. W., Murray, A. W., & Simpson, A. H. R. W. (2017). Maximising the impact of your work using infographics. Bone & Joint Research, 6(11), 619–620. https://doi.org/10.1302/2046-3758.611.BJR-2017-0313
S, B. (2023, August 24). The importance of infographics in marketing. LinkedIn. https://www.linkedin.com/pulse/importance-infographics-marketing-barri-s-
Unemyr, M. (2015). Mastering Online Marketing: Create Business Success (1st ed.). CreateSpace Independent Publishing Platform.
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