If one picture is worth a 1000 words, an infographic is worth double. Since it’s so effective in news, classes and business meeting, why wouldn’t you turn infographic into a killer marketing tool? Take a look at this guide accompanied by amazing infographic examples that could serve as an inspiration for your next marketing campaign.
In the era when there is a constant information flow all around us, it is quite common to feel overwhelmed. An average consumer is bombed with news stories, tweets, Instagram pictures, snapchats, and messages 24/7.
Infographics are an excellent way to ensure that your marketing message captures attention or sticks around. However, a shabby infographic does the opposite – it joins the grand cacophony of data flow.
So let’s make sure this doesn’t happen to you.
What is an infographic?
Infographic is a graphic visual representation of information, data or knowledge intended to present information quickly and clearly. A good infographic enhances people’s learning capability by organizing scattered pieces of information into observable patterns – and we don’t say it lightly. The effectiveness of infographics has been scientifically proven over and over again.
It is important to differentiate infographics from data visualization – the two are often confused. Data visualization represents data in a schematic form, making it easier for the viewer to process complex information.
Data visualization can be a part of the infographic, but infographic has an added value – it is a story, where all information is connected and weaved around one topic.
What makes a good infographic
1. Good data visualization
Good data visualization means taking even the most complicated mush of numbers and turning it into a clear information. Yes, it can be a good old pie chart, or it can be an intricate work of art. Many marketers insist on going out of your way to create something exquisite. I’ll go the opposite way and say – as long as your entire story is good, nobody cares if it took off with a pie chart or an assemblage of multicolored pebbles.
Saying that your product is 30% cheaper is less powerful than drawing two stacks of money and highlighting how much money your customer gets to keep.
2. Good story
Infographic is not a mere assemblage of statistics and facts – these need to be weaved together to create a story. In your case, an infographic is meant to capture your potential customer’s attention and make them aware of a certain problem. While data visualizations leave it up to viewers to draw conclusions, a good infographic uses the copy and facts to nudge the customer towards a certain conclusion.
This is an infographic created by Happify, an online app which helps its customers gradually build skills for a happier life.
One of the infographic’s main purposes is to simplify a certain topic for your audience. Let’s say that you are trying to tell your customer that your product or service saves their time and money because you don’t use intermediaries.
Explaining how your competitors use 5 different services which hike up the price may be an extremely boring read. With an infographic, it can become a fairly simple, juicy story. Check out this knockout.
4. Practical value
Will your customers learn something new? Can you raise the awareness about a specific problem or product? Is the infographic leading your customers down the sales funnel? With good infographic examples, the answer to all of these questions is ‘yes’.
5. Good design
Clashing color palette, too much text, too much scrolling, bad visuals can kill the appeal of your infographic. So, if your marketing campaign relies on the infographic, either follow experts’ tips or use a good pre-made template. Don’t end up with this.
Now that we got the basics out of the way, let’s move on to good infographic examples.
Infographic examples that take the game to the next level
1. Aer Lingus
This infographic was part of the Irish airline’s campaign to attract customers to join their loyalty program. In general, people have a perception that loyalty airline programs are reserved for frequent flyers, although Aer Lingus offered the membership to anyone who took 4 flights per year. So their campaign ‘hook’ was telling the Irish people that they do, in fact, fly often enough. These infographics were accompanying the sponsored articles in Irish media.
The articles gained 30,000 views with an average time spent on the page of almost three minutes. This was enough for the viewers to remember the crucial piece of information presented in the infographic.
2. Bank of America
This interactive infographic invited readers to compare different countries against one another and examine the metrics that affect global competitiveness. It was created ahead of World Economic Forum in Davos, using data from WEF’s annual competitiveness report.
Now, this is only a picture – I encourage you to go to this link and look at the interactive graphic in all its glory.
There is an infographic for each region and country you click on – they retract or appear based on your clicks, encouraging you to explore the continent’s economics and prospects. The reason why I chose this infographic is the fact that it simplified insanely daunting and complicated report and turned it into a story with practical value.
3. National Association of Realtors
Ok, if you thought that the previous infographic was a blast, let’s see what you’ll think about this one.
This infographic was published alongside the sponsored article and survey in Washington Post. National Association of Realtors wanted to reach the first-time homebuyers, aware of the facts that new generations’ attitude towards real estate changed significantly.
By conducting a survey (therefore gathering additional data about their potential customers) and leading website visitors towards an interactive infographic, their goal was to ease the first-time buyers into considering the purchase of real estate.
So, as you can see, the infographic can be a royal flush if you team it up with well-crafted content and interactive tools such as surveys and quizzes.
These 3 infographics received the awards for native advertising in 2017. Now, my goal is not to intimidate you into thinking that your infographic has to be interactive and super-fancy to be successful. Quite on the contrary – these infographic examples, when it comes to basic design, are fairly simple. Here are some tools that can help you create good infographics.
Best tools for designing infographics
My first recommendation is Canva – mostly thanks to its versatility and great designs. It is basically everything you need for creating anything visual you could think of – logo, social media profile pictures, banners, ads, etc. Naturally, you can also create infographics in Canva. It allows you to upload your own images or choose from their stock library of over 1 million photographs, graphics, and illustrations. You can also customize fonts, background and color palettes.
Canva offers a free plan that can cover most needs of a casual user, while its pro plan starts at $12.95 per month.
If you want something more specific and focused on presentations and data visualization, check out Piktochart. Piktochart allows you to create an unlimited number of visuals in a simple, intuitive editor. You have an access to more than 4,000 free icons and images, and all the visuals you create can be shared on social networks or downloaded.
Piktochart offers three pricing plans, with the cheapest one starting at $12.50 per month.
Snappa is another simple graphic design tool that enables you to edit pre-designed infographic templates. You can add your own pictures or access their stock library. preset templates that are optimized for social sharing on the web. With the free plan, you can download five graphics per month, while the pro plans open up a palette of added features and unlimited designs for $10 per month.
So, what does make a good infographic? The three crown examples I showed in this article are effective and captivating because they are a part of a well-rounded marketing strategy. Their creators do not expect the infographic to carry the bulk of their marketing campaign. These infographic examples are finely tuned to work in harmony with content and interactive marketing.
Such marketing campaigns indicate a clear, well-defined goal that is neither too specific or too broad. They also show that these marketers know their audiences well and speak their language.
Since we touched upon this topic in the article, let’s continue the conversation – check out this post to learn how useful interactive marketing can be, and click here to learn more about the power of surveys and quizzes.