Information graphics or infographics as they are more commonly known, are widely used in visual content marketing. More and more businesses are utilising infographics as an efficient way to communicate their composite message in a way that is both easy to comprehend and visually pleasing.
The internet has taken visual marketing to the next level, and infographics are becoming a significant part of that growth. In fact, it is estimated 84 per cent of communications will be visual by 2018, and 79 per cent of internet traffic will be video content by 2018.
So yes, infographics certainly have an important role to play in visual marketing. According to the Content Marketing Institute, the use of infographics has risen from 50 per cent in 2015 to 58 per cent in 2016. And their popularity shows no sign of slowing down.
What is an infographic?
Infographics include a combination of information and graphics featuring charts, diagrams, photos and stylised text. An effective way of creating a story in a more entertaining and eye-appealing manner, visual content marketing has been proven to be many times more effective than text.
This representation of information in a graphic format is designed to make the data easily understandable at a glance. People use infographics to communicate a message quickly, to simplify the presentation of large amounts of data, to see data patterns and relationships; and to monitor changes in variables over time.
According to Usability expert Jakob Nielsen, the regular user knows at most 20 to 28 per cent of words during an average visit. An average person also gets distracted in eight seconds, though a mere 2.8 seconds is enough to distract some people. If you want your message to be seen and understood, infographics are a highly useful tool.
Advantages of infographics
Provides essential facts and figures
People love reading facts, numbers, statistics and other such data. Infographics can help provide this information in a prearranged appealing way. Infographics are much more eye-catching than text. By using infographics to increase interest, it will give your site or blog a lot more drawing power.
Easier to comprehend
Infographics are visually appealing. Used correctly, they are much easier to understand than text data. The human brain can process and commit to visual memory information better than text.
Infographics are also on the rise in social media. By combining the influence of infographics and social media, who knows how far your business could go. Social media is a fast-paced platform and when used appropriately will help your business to progress and be noticed. With infographics, all of the information is right there. There is no clicking to get here or there, nothing to sign up for or add time to your readers’ visit.
Simplify the subject matter
Reading lengthy text to understand the data is a very composite and unsightly task. Infographics can present the same issue in a more orderly and simplified way, thus making it incredibly easy for your readers to read and understand the given information.
Disadvantages of infographics
Excellent infographics are not easy to make and call for a decent time investment. Infographics must be thoroughly researched and outlined, cautiously and efficiently designed, and well promoted.
Not naturally SEO friendly
One of the biggest disadvantages of using infographics is that they are not seen as substantial content for search engines; they are not search engine friendly. SEO, particularly localised SEO, is very important for most small businesses to drive real organic customers. A workaround is to post the infographic details in text form, underneath the infographic, and adjust it for keywords.
Require a flexible budget
Many small businesses just do not have a flexible budget to test an infographic drive. The creation of infographics requires many hours or days, and outsourcing the design work to creative professionals can be costly. As a small business entrepreneur, you want to be sure every dollar you invest is going to have a positive return on investment (ROI).
Investing hundreds of dollars into an attractive infographic does not imply viral popularity. There is still a possibility that no one will take notice. This is because creating an infographic is only half the battle. The other half is promoting it. If you still have not considered these steps, your professionally designed infographic could very well fade away into the internet abyss. Also, factors such as timeliness and insignificance can weigh down your campaign.
If you’re looking for a web and graphic designer in Perth, and you would like an informal, obligation free chat about your infographic options, please feel free to get in touch with us.