Why is it worth choosing an image? When properly prepared, it serves as a perfect information carrier for the reader, and guarantees better brand identification for the company.
Infographic in the light of facts and numbers
Today, when the technological progress is rapid and our lifestyle is fast, each day we are attacked by a huge amount of information. Some researchers have even attempted to measure that amount in gigabytes. According to their estimate, if we take into account the words that reach us from television, radio, the Internet, text messages and conversations, each day we receive around 34GB of data. It may not all be equally important to us, but our memory grabs and processes all that data. This vertiginous amount of information could fill up the disk of an average computer in a week. Eryk Mistewicz, author of “Narrative Marketing” has some more interesting comparisons. In his book he wrote that in just one month we now get the amount of information our grandparents were receiving throughout their whole lives…
Considering this super fast information swell, it seems reasonable to search for new solutions allowing to acquire information more rapidly and more easily. And this is where the image comes in. Why? Because it lets you acquire knowledge easily and, what’s important, it is memorable. We are visualizers, we love pictures. On average, we can remember 80 percent of what we see, 20 percent of what we read, and only 10 percent of what we hear.
A good image can sell even a difficult, specialized subject. For instance, medicine related subjects presented with an image may become understandable even for people who are not medical professionals. This is the type of content marketing tools we were able to use e.g. for the magazine Farmacja i ja – moreover, it was popular among readers and appreciated in many custom publishing competitions.
This type of image is attractive, it grabs the reader’s attention and makes the article more interesting. A good image can be like visual storytelling, when the image says most of it and the text is just an addition. To us, such specialized visual information is more than diagrams, charts, maps or catalogs. It is key to have a creative idea and to make them scientifically justified. Having collected the data, we choose what is most important and what we want to present. It is important to define a target group for the image. The knowledge of the target group helps to choose the colors, icons and the complexity of the project. We then proceed with a stencil, texture and typography. If the visual material only plays the role of a pattern, it should at least symbolically relate to the subject it covers.
Infographics are great not only for print, but also for digital publications. In the latter case, they attract with their interactive form: the reader gets involved in the reading and information unveiling process. A good example is a credit e-book for BNP Paribas.
View more medical infographics in our gallery.
May the force of infographic be with you!
How do you benefit from an infographic?
- An engaging content marketing tool – eye-catching, arousing interest ;
- Increases article readership (even by 80%);
- Has a viral potential – when customers / readers forward the material, the brand’s recognition increases; a digital version of an image is easy to forward via social media;
- Increases competitive advantage – a good image can set the brand apart from a crowd of competitors.
While inside this information vortex, remember that for your inner B disk (B-brain) to survive and process new data you need a RESET!