Infographics: What makes them so effective?

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Filed under: Christina's Blog

Infographics: What makes them so effective?

Let’s play make believe for a second.

You arrive home from a fantastic vacation abroad. You unpack and settle in, and later decide to meet with friends, all of whom are eager to hear about your trip.

Now what’s more likely to get the quickest reaction: a two-page written essay on your travels or some brief commentary while you flash a dozen globetrotting photos?

If you have friends like we do, pictures and a rundown will hit the mark.

Why? Images and visuals are more powerful to the brain — and connect quicker — than text alone, no matter if you’re a wordsmith like Stephen King or a fledging seventh-grade journalism student.

The same rings true for the marketing world.

People are constantly on the go, and the speed in which we live is only getting faster. Businesses must connect with consumers in a flash, otherwise they risk losing the attention of their target audience.

That’s where infographics—also known as graphic depictions of knowledge or data designed to introduce information quickly and clearly—can steal the show.

While there’s no substitute for stellar written content, infographics can quickly etch their way into the memory banks of consumers.

Why your business marketing plan should include infographics

The human brain processes visuals 60,000 times faster than text alone, according to 3M. From a marketing standpoint, think how much faster you’ll connect with your audience if you add some visual flair.

“Infographics are inherently informative and visually engaging,” Joe Chernov, vice president of Kinvey, a mobile technology company in Boston, told Entrepreneur. “They’re expertise in a blink.”

Infographs by the numbers

  • Visual aids can improve our learning by up to 400 percent.
  • Publishers who use infographics increase traffic 12 percent faster than those who don’t.
  • 40 percent of people respond better to visual information than plain text alone.
  • The Wharton School of Business reported 67 percent of an audience was convinced by verbal presentations that included visuals compared to just 50 percent a solely verbal presentation.