People are attracted to images. 90% of the information transmitted to the brain is visual, making the average person far more likely to engage in a post or message if there is an image or video. Infographics are a powerful tool for any public relations professional for this very reason. They can help you as a professional take a big amount of research and put it in a concise format that is aesthetically pleasing to the targeted audience. Here are my three tips for creating an infographic that will get your point across and be memorable to your audience.
1. Don’t be a Salesman
When making an infographic it is necessary to (1) have a client and (2) have a target audience. Having said that, PR professionals should not be selling anything to their audience. An infographic is not an ad; it is a way to show relevant information in a visually compelling way. Instead of showing a biased message the designed to sell your infographic should show both sides of an event the target audience cares about.
2. Give Visual Relevance to your Images
If you are making an infographic, you probably have tons of data and no idea how to fit it all onto one page. Once you have picked your most crucial data to show to your target audience, presenting a visual representation or comparison for a statistic can make your message stick. For example, what sticks out more to you?
— 2.6 billion liters of water saved through Dry Dye technology
— The equivalent of 2,000 Olympic-sized swimming pools of water have been saved through Dry Dye technology.
The swimming pool comparison is a lot easier to remember for the consumer. An enormous number can lose the audience’s attention quickly and is not very sticky.
In the same way, it is more sticky to think of 3500 full grown elephants instead of 54 million pounds of recycled garbage.
3. Use the Principles of Design
There are four essential principles of design that are necessary to remember when creating an interesting infographic. As a PR professional you can refer to these four principles when stuck on the design.
(1) Contrast — Most important when picking a color scheme. Darker colors mix with lighter ones generally, and certain colors go better together than others. Get your feet wet with one color scheme, and you can always try something new to see how it pops.
(2) Repetition — Find your main point and drive it home. Information is dumped on us regularly today that for something to stick it needs to be repeated. Breaking down a pattern for your images and text can make the infographic more visually stimulating as well.
(3) Alignment — Proper alignment is pleasing to the eye and connects all of your images and text together. It is glaringly obvious when the elements of your visual design project are not aligned.
(4) Proximity — If two or more objects relate in a specific way to each other you should place them close to each other. It may sound obvious, but you would be surprised how many professionals get tripped up on this due to the massive amount of information that goes info an infographic.