How to Create Infographics That Get Noticed

in the right way

© 2015 TTMS, Inc./The Word Factory @word_factory

Margot Lester The Word Factory

approaching double digits in

IFCA appearances

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#IFCADC @word_factory

Ouch!

What’re we doing here?

What we love (and hate) about infographics

How to build better infographics

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Let’s talk.

How many of us use them?

What do we love?

What frustrates us?

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We love infographics.

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But we’re not sure they work.

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So this isn’t a presentation.

It’s an intervention.

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“The definition of insanity is doing

the same thing over and over again but expecting

different results.”

Albert Einstein (maybe)

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Known Issues

Difficult to consume (usually too long)

Provide too little or too much data

Include little or no attribution

Lack narrative and pay-off/take-away

Don’t support business or customer needs#IFCADC @word_factory

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Bleh!

4 Traits of Effective Infographics

1. Fulfill a business objective and customer need

2. Provide just enough cited data and/or actionable information to tell the story

3. Are designed intentionally for reading, not just “responsive” or mobile-friendly

4. Include branding (duh!) and social sharing#IFCADC @word_factory

Effective infographics tell a great

story with a few well-chosen

words and images.

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How to Make Infographics More Effective

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Planning

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Planning: Big Picture1. Objective — what’s the business value? 2. Audience — who are you writing this for? 3. Purpose — what should we think, feel, do? 4. Distribution — what channels will you use? 5. Marketing — what branding, search and social

requirements are needed? 6. Take-away/call to action — what’s the most

important thing we should know?#IFCADC @word_factory

The most important question:

Is an infographic the best way to tell this story?

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If the answer is no…

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Oh, dear.

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“The better part of valor is

discretion.”Shakespeare

Henry IV, Part I

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Planning: Creative

1. Brainstorm narrative. 2. Gather data. 3. Map narrative arcs. 4. Tell the best story.

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Planning: Relevance

Not all info is created equal.

Limit data and explanations to the fewest number absolutely necessary to tell the best story.

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#IFCADC @word_factory

Use just enough

content to tell the story.

Planning: Credibility & Trust

Data must be credible.

Properly cite sources (linked if possible) and use the most recent information.

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Guardian gets it right.

Planning: Accuracy

Graphics must tell the correct story.

Do the math, generate accurate proportions and make the story clear.

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Worst Infographic

of 2015 (so far)

—Fast Company

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Have you ever searched

#infographicfail?

Planning: Usability & ValueDesign for consumption.

Develop an easy-to-read layout that works on all devices and is scroll-friendly.

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Not even Luke can save this.

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Sections and subheads

make it easier to read on small or

horizontal screens.

Planning: Branding & More

Bake in branding, CTA and required graphical elements

Don’t forget SEO & social sharing

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SunLife gets it right.

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Enable social.

We can stop the insanity and start making infographics

that get results.

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Big Take-Aways

Infographics require as much planning and research as a quality article or white paper.

Budget accordingly.

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Let’s talk

Questions?

Observations?

Concerns?

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Thank You!Follow me on Twitter: @word_factory

Email me: margot@thewordfactory.com

Read our blog: thewordfactory.com/blog

Get the handout: http://bit.ly/IFCAInfographicTips

© 2015 TTMS, Inc./The Word Factory