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How Infographics Can Improve Your Storytelling

As a PR pro, I make my living telling stories. But I’m also a visual learner: visuals are important to me when I’m making informed decisions.

It turns out, I’m not the only who learns this way: About 65 percent of the US population is made up of visual learners. That’s a big percentage of your audience who may not be “getting” what you’re trying to tell them.

Enter the infographic trend.

An infographic is a visual representation of data, designed to present a “snapshot” of an idea. More than a static chart or graph, infographics are custom designed to help illustrate data or even promote a certain feeling surrounding the point that’s being made, which is why the “art” enters the realm of PR. These days, infographics are often digitally interactive as well, opening up a whole new level of possibilities.

Here’s an example:

A marketing company could try to convince you—with words—that the US and Brazil are the top “tweeters” right now, in this moment. But what’s the value of “seeing it” for yourself? Enter Frog Design’s Real-time Twitter Heat Map:

Fascinating, right? Take a step back and think about the information you’re trying to convey in your website, media pitches, presentations, and customer-facing marketing materials. Are you trying to dole out data that would “speak” better on a visual level? Are you trying to show the gravity of a situation or the correlation between two moving parts?

If you answered “yes” to any of the above questions, an infographic may be in order.

Please note: you, the business owner, will not do an infographic justice. Even seasoned, talented graphic designers may not be right for an infographic project. Take a look at this example from Smashing Magazine, and tell me: Which graph “speaks” better?

Read Smashing’s article “The Do’s and Don’ts of Infographic  Design” to find out how you can go about being an informed client yourself.

(Main image by The Christensen Law Firm)

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One Response

  1. Love this infographic trend – but your point is right-on; not all infographics are created equal. Do you know of a good infographic creator in Austin?

    Thanks for the post!

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