Break it down. Whether it’s an analysis, a set of instructions, terminology, tips and tricks, a “how-to” or even company values, how are you going to deliver the information to your audience?
As time progresses, the human attention span lessens. In 2000, the average attention span was 12 seconds. In 2015, that number dropped by 30 percent to 8.25 seconds. Goldfish have a longer attention span! So how do you efficiently communicate with an audience that has such a short attention span? Show them. The human brain can process an image 60,000 times faster than text (meaning a picture is worth 60,000 words).
If you have important information to deliver, break it down and deliver it in a more easily consumable format. Infographics are a fantastic tool for delivering complex information in a simple, clear and engaging way – and if you aren’t using them, you’re missing out.
Here are some ways you can create an effective infographic:
Iconography
The content for an infographic usually starts as a text document. Have a headline? Give it an icon. Icons are a compelling way to simply communicate the subject before diving into the details. This infographic does a great job utilizing iconography:
Color
Color is an easy way to organize data within your infographic. You can color coordinate different sections like these two infographics:
In an infographic with a muted palette, a pop of color can be used as a directional tool, leading users through the composition like below:
Grids
Unorganized chaos is easily avoidable with the use of a grid. Designating space for content will allow for a much smoother layout process. Grids keep content within “containers” and (if executed correctly) allow space for the audience to breathe. Your audience is more likely to spend time looking at your infographic if they know how to navigate through it. If you present your audience with an unorganized clutter of information, the ideas you’re trying to communicate may be lost in the shuffle. The infographic below is an excellent example of how to use a grid, taking a bunch of information and organizing it in a way that’s legible and not overwhelming.
Characters
Humanize your infographics by incorporating characters. You might think this is a complex element that would require a professional illustrator (and that is true in some cases), but the internet is full of free vector characters that you can add into your infographic. Different poses and postures can relate different actions and feelings without having to spell them out:
Tell Your Story Visually
In our easily-distracted society, if you aren’t using infographics, you’re missing a huge opportunity to connect with your audience in a memorable way. What do you think the difference is between skimming a text document for eight seconds and skimming an infographic for eight seconds? Viewers are more likely to remember more information by scanning an infographic than if they were to skim text, because elements like iconography, color, grids and characters make it easy for the viewer to digest the composition, calling out specific pieces of the story you are trying to tell. So even if viewers don’t read the infographic from top to bottom, they at least walk away with a brief understanding of what you’re trying to say.
