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9 out of 10 people prefer infographics*

There are many good reasons for why infographics are so popular. They’re information rich but easy to digest – making sense of complex ideas and figures – and are more appealing for the byte-sized needs of time-poor audiences. Done right, they can be engaging, information rich, and can provide a compelling call to action. What’s not to like?

But creating a snapshot from otherwise potentially stale stats only helps if you have something to say. It’s the news behind the numbers that counts.

The storytelling element is particularly relevant to environment-related campaigns and projects where connectivity – the ‘what’s this got to do with me?’ element – is a key motivator for many audience segments.

Just think of Al Gore and his graphic climate presentation for a case in point.

Infographic on Infographics

1. Content is king

Use your facts and figures to tell a good story. Weave the detail to create useful narrative punctuated with pictures.

For example: how scientists can use Twitter to improve communication channels or this ad for solar panels from the US.

2. Use trustworthy data

Record your sources!

If 9 out of 10 readers prefer infographics, then I’d like to know about it. Where’s the proof? Where has the data come from? Make sure you’ve researched the source – not just recorded the infographic from which you first took the figures. The above examples have listed resources, but they’re not clear.

If you want to build trust with your readers, then you need to be open about your sources.

3. Simple & creative

It doesn’t have to be rocket science, it just needs to work for your target, like this infographic about consolidating superannuation accounts.

4. Accessible

If it’s too busy, then your message won’t cut through. And for those who may have vision issues, then the whirl of colours and data will need to be simplified again – not always as a list at the bottom of the infographic, but it’s a start. This example about Australian spending habits provides a good balance and includes a list of references.

* Not a real figure. Stay tuned for an Educology article on this topic.

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