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In two recent posts (which you can read here and here) I outlined the growing importance of infographics in a content-overloaded world and gave some examples of financial services organisation which are using them to their advantage. Here I take a look at what makes a ‘winning’ infographic.
First, listen to Brian Solis when he says “The key is to think less about the packaging and more about the story you want to tell”. Don’t create an infographic just because everyone else is doing it. It must serve a purpose and share a real message, not just blobs of data or a marketing message.
He says “… if creative professionals and brands overall do not understand what it takes to make content or campaigns engaging, optimism and support for experimentation fades and as such, budgets dwindle”. While the look of the piece is vital, the content is still king.
So how to begin?
- Start with what your audience cares most about. What is important to them? What is the message you would like to get across to them? Be clear about the purpose of your visual message.
- Dig deep into your existing resources, or perhaps commission research to support your message. What evidence would you like to present in support of your message?
- Work with a graphic designer. The image must look great if it is going to work. It should be clear and the images easy to see and understand. If the message is great but the infographic doesn’t look fabulous your audience won’t bother with it.
- Make sure it tells a story. In each of the examples I mentioned in my previous post <<link to previous>> there was a clear story leading you from start to finish. It is the story that puts your information into context and it is the story that will connect with your audience.
You’re not creating new information or messages – you are simply sharing them in a different way.
And finally – it should go without saying – you need to make sure, ultimately, that your message is still clear and worth sharing.
Then share away … there’s no point going to all that effort to not get your beautiful new infographic ‘out there’.
In my next post I’ll share ideas for just how disseminate your visual data in financial services.
