Infographics are key to many B2B companies’ content marketing efforts. Randy Krum is the president of InfoNewt and the author of the new book, Cool Infographics. Featuring over 100 infographic examples, this guide prepares you to create compelling infographics for online marketing, business reports, posters, presentations, and even design your own infographic resume. Randy answered the following questions about the business of infographics.
Data visualizations and infographics have become interchangeable terms to some. What is the difference and why use one over the other?
I often have to define the difference between Data Visualization and Infographics, because when a client asks for an infographic design it’s not always clear what they are requesting. I define the difference like this. Data visualizations are visual representations of data, usually in the form of a stand-alone chart or diagram. Infographics are larger designs that combine data visualizations, illustrations and text together to tell a story. For example, a data visualization chart could be one element of a larger design, as seen in the Could You Be A Failure? Infographic.
How do brands use infographics for storytelling, both within a single infographic and as part of a larger content strategy?
Infographics are a perfect medium for brands to tell the many stories behind their company, products and services. They have the potential to break through the information filters of customers that don’t want to take the time to read product descriptions, product reviews or packaging claims on the shelf. Specifically for brands, they can offer a fast-to-read and easy-to-share story, and visual nature of infographics increases customers’ recall when the time comes to make a purchase decision.
You make a point to say that you can’t just publish an infographic, but you need a launch strategy. Can you describe that?
Publishing an infographic without any promotion or strategy is like a tree falling in the forest when no one is watching. People can’t find or share an infographic online without a successful launch strategy, and it’s disappointing to watch companies publish an infographic online, and then just wait for people to find it. That doesn’t work. In the book I outline my three part Infographic Release Strategy that includes designing the landing page on your website, self-promotion through your existing communication channels and finally outreach to other sites and influencers that have audiences that would appreciate the infographic. This extra effort can exponentially increase the success of an infographic online.
Many B2B companies use content to drive leads. In the book you don’t mention putting an infographic behind a gated lead form. Are there any exceptions where it makes sense to gate an infographic?
I’ve seen a few companies put their infographics behind a form requiring your email address before you can view the infographic, but this doesn’t work in practice. It goes back to the data visualization vs. infographic question you asked earlier. An infographic is meant to be easy to share, and as soon as the first person shares the infographic image in social media, it’s freely available to everyone without completing the form. The nature of infographics also implies quick to read, which is perceived as only a small reward for giving up your contact information. On the other hand, including many good data visualizations within a longer content piece, like a white paper or research report, behind an form can increase the value of the overall piece, and make it more valuable for readers.
One of my pet peeves with infographics is the inconsistency of listing data sources. Can you share best practices for identifying where the data comes from?
Absolutely! This is a pet peeve of mine as well. I recommend designers include links to the original, specific data sources in their infographic designs. The original source may take some research, but the readers are expecting that from an infographic designer. Don’t list the news article or wikipedia entry where you found the information. Instead, track the data back to its original source and include that link as the data source. Also, being specific is just as important. If a designer lists just the home page URL as the data source, that doesn’t help anyone track down the original data on their own. Include the link directly to the specific data so readers can easily access the data on their own.
How has the explosion of mobile affected infographics? Is anyone making it easier to read those really long infographics on a smart phone?
Surprisingly no. I have seen a few attempts at mobile responsive designs, but nothing I would consider to be successful. Data visualizations are being used fantastically within mobile apps, but viewing full infographics on a smartphone is still a challenging process.
We’ve seen animated, interactive and video infographics used on a limited basis. What are some of the pushing-the-envelope trends of infographics? Will we see augmented reality or 3D printed infographics?
We will continue to see experiments with interactive, animated and video infographics as well as other new formats like augmented reality and zooming interfaces. I fully expect the art of infographics to continue to evolve along with the most current interfaces, but infographic image files are still the most successful because they are so simple and easy to share online. As people move towards wearable devices like Google Glass and smart watches, I expect new areas of data visualization to be developed to take advantage of the new displays.
Download Chapter One from Cool Infographics here.