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INFO

GRA

PHIC

· THE INS AND OUTS OF MAKING POWERFUL INFOGRAPHICS ·

1st Edition


DOUG

DIANE

TASHA

MONIQUE

SHANE

LOUIS

NICOLE

PETER

This book contains a collection of work created by our team for clients of Accurate Creative. © 2017 Accurate Design and Communications Inc. All rights reserved. No part of this book may be reproduced, stored in a retrieval system or transmitted in any form or by any means without the prior written permission of the publishers, except by a reviewer who may quote brief passages in a review to be printed in a newspaper, magazine or journal.

PAUL

GRACE


WELCOME TO OUR FIRST EDITION OF INFOGRAPHIC: THE INS AND OUTS OF MAKING POWERFUL INFOGRAPHICS As a creative agency we’re often tasked to help clients find more succinct and unique ways to get their messages across. With social communications overtaking corporate communications, how we consume information is also changing. In social spaces, the time that you have to grab someone’s attention has become dramatically shortened. Getting across complex concepts quickly, is the goal. Additionally, for governments, associations, as well as businesses, transparency has become critical to build trust. Trust is grounded in proof. Being open and willing to share data has become an important metric to audiences with credibility as the overriding factor. The most impactful communications tool to quickly and credibly share information is the infographic. We hope you find this book on the ins and outs of creating great infographics informative. Don’t hesitate to call us if you have any questions. We’re always here to help.


WHAT’S AN INFOGRAPHIC? The word infographic is an abbreviation of information graphic. It’s a visual representation of data, or information presented in a compact and easy-to-comprehend manner. Being both visual and textual, infographics are a powerful force to quickly inform a reader. Infographics are used to communicate complex messages and data in a way that’s easy to understand.

The following will introduce you to the three fundamentals of great infographic messaging:

Quick to share and simple to skim, they’re perfect for our instant-gratification digital world. Infographics come in a wide variety of types and sizes—take a look at some of the examples in this book to get a better idea of what’s possible.

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Key features of the story When does an infographic make sense? Let’s break it down! Building powerful content for your infographic

KEY FEATURES OF THE STORY

A POWERFUL INFOGRAPHIC USES THREE KEY FEATURES TO CONVEY THE STORY:

A POWERFUL COPY (FITS TONE AND FOCUS)

B

C

GREAT DESIGN THAT DRIVES A CONCLUSION

RELIABLE DATA SOURCES


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WHEN DOES AN INFOGRAPHIC MAKE SENSE? Infographics have limited space to present content. The purpose of your infographic should be focused. An infographic should not only reflect the story you are trying to tell but enhance the communication of it. Use infographics when: • you have a lot of data, either original or from various sources;

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• your data is complex & requires visuals to add context;

• you need to compare data or offer a stepby-step process.

CONTENT WITH IMAGES GET 94% MORE VIEWS THAN TEXT ALONE

LET’S BREAK IT DOWN!

BUILDING POWERFUL CONTENT FOR YOUR INFOGRAPHIC

TITLE:

What’s the headline? Grab the reader’s attention and describe what the infographic is about. Keep it short—less than 70 characters is ideal. No matter how beautiful the graphics are, a boring or uninviting headline can deter potential readers. Ensure that it’s simple enough to be easily understood and meaningful to the reader. Questions work very well as headlines, as do teaser headlines that draw readers in to learn more.

KEY FINDINGS:

Think about accurate data, results and the conclusions they highlight. What kind of impact do you want the infographic to have? E.g.: social, policy, informative? Answer a compelling question facing your readers by telling a story.

FOCUS ON THE ‘BIG IDEA’:

Condense and simplify your copy as much as possible. You don’t need to fit your whole article into one infographic— think of it as an invitation for your reader to read more. If there’s too much content, maybe it can be broken into multiple infographics. Infographics best present

a lot of data or information in a compact, easy to comprehend way. Research has revealed that readers skim more than they read, especially online! Almost 80% of readers scan the page for keywords, headlines, and lists rather than reading word-for-word.

THINK VISUALLY:

Can your words be illustrated? Use visual words to inspire creative interpretation. A bird’s-eye view inspires more visuals than Overview. Highlight points which can be made into images or data instead of words. A well-functioning infographic needs a balance between text and visuals to create visual interest.

THE ABILITY TO SIMPLIFY MEANS TO ELIMINATE THE UNNECESSARY SO THAT THE NECESSARY MAY SPEAK. Hans Hofmann


SHORT+SWEET! LESS IS MORE, ESPECIALLY ON SOCIAL MEDIA

WHAT’S YOUR TYPE? MOST INFOGRAPHICS CAN BE CATEGORIZED INTO THREE MAIN THEMES. It helps to look at some examples to get an idea of where you should focus your content. Check out the infographics in this book to gain ideas and see the possibilities. Let’s transform your content into some awesome infographics!

QUANTITATIVE

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A visual display of stylized statistics, graphs and charts. These infographics display data for effective, quick analysis of your number story. Focuses content on impactful numbers.

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A popular way to educate and explain with text-based information in easy-tounderstand points. Combine icons and short points to make your story more appealing to readers. Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut laoreet dolore magna

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There are so many varieties of infographics that fill a special need. These can include: • Timeline infographics, which show the passage of time. • Geographically themed infographics, which highlight specific areas on a map. • Technical infographics which contain complex and exact information related to a specific subject.

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed diam nonummy nibh euismod tincidunt ut

INFORMATIONAL

SPECIALTY

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed

Lorem ipsum dolor sit amet, consectetuer adipiscing elit, sed

NUMBERS ARE NOT NARRATIVE DON’T INCLUDE DATA FOR DATA’S SAKE. IDENTIFY THE KEY DATA POINTS THAT COMPLEMENT YOUR STORY.


QUANTITATIVE A visual display of statistics, graphs and charts. These infographics display data in a stylized way for effective, quick analysis of your number story. Focuses content on impactful numbers and data.

Content like this: Retweets

Facebook engagements

with images

36

330

without images

14

160

Total % increase

157%

106%

Can be turned into an infographic like this:

TWITTER POSTS WITH IMAGES FACEBOOK POSTS WITH IMAGES Social posts with images are more likely to be shared AREand 157% MORE LIKELY TO BE ARE 106% MORE LIKELY TO BE engaged with than posts without. SHARED THAN POSTS WITHOUT. SHARED THAN POSTS WITHOUT. Follow

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WITH IMAGES

WITH IMAGES

WITHOUT

WITHOUT

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20

RETWEETS

30

40

0

50

100

150

200

250

ENGAGEMENT

300

350


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INFORMATIONAL A popular way to educate and explain with text-based information in easy-to-understand points. Combine icons, illustrations and short points to make your story or highlight important numbers in a more appealing and memorable fortmat to your readers.

Content like this: Ways to use content in a visual format: • Tell a story

• Explain a concept

• Curate a list

• Demonstrate a process

• Show comparisons

Can be turned into an infographic like this:

5 WAYS TO SHOW OFF YOUR CONTENT

1

Tell a story

2

Curate a list

3

Show comparisons

4

Explain a concept

5

Demonstrate a process


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SPECIALTY TIMELINE

TECHNICAL

GEOGRAPHICAL

Used to show the passage of time. Pretty obvious by the title, but can also include process infographics or stepby-step explanations in a linear method.

Diagrams and complex infographics with exact information related to subjectspecific technical illustrations.

Show geographic, location-based information, typically by featuring a map to highlight specific areas. Often used to support a larger infographic or story.


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Infographic: The Ins and Outs of Making Powerful Infographics  

Infographic: The Ins and Outs of Making Powerful Infographics

Infographic: The Ins and Outs of Making Powerful Infographics  

Infographic: The Ins and Outs of Making Powerful Infographics