We all prefer graphic representations to lengthy textual facts and figures. The reason is that they are more interesting and provide a consolidated view of the data that can be easily compared. Even statistics have shown that 40% of the audience responds better to visual representations compared to text-based information. This can be attributed to the fact that the human brain processes visualizations 60,000 times faster than text. Infographics are shared on social media and get good responses from users. While many may believe that the use of infographics is fairly new, it’s safe to say that similar representations have been around for a long time. However, the problem with infographics is that the more they are used, the more chance there is that they will become so commonplace that they can lose popularity among the masses and ultimately result in weakened marketing efforts. The only way to ensure effective use of infographics is to constantly innovate and understand the finer nuances associated with visually representing large or complex data.
The good:
- The most attractive aspect of infographics is the visual appeal and simplicity of the presentation. While getting overly creative may seem like a good strategic approach, most users prefer simple presentations that are clear and easily understood for comparison.
- Considering the benefits of infographics in online marketing, it helps SEO functions by getting inbound links according to the subsequent increase in traction.
- Being a visual representation, the inclusion of the brand logo would go a long way in promoting and maintaining the market position of the company. However, this requires proper logo placement within the acceptable limits of premium positioning in the infographic.
- Another benefit relates to the representation of one’s experience which is achieved by making an effective comparison of internal data with applicable industry data, thus providing a comprehensive representation of well-researched data.
The bad:
- Infographics that are used solely for the purpose of increasing linkbaits have often resulted in poorly executed efforts. Due to such poorly executed content, due attention is not given to infographics that have immense potential.
- Depending on the amount of research required and the way it is presented to clients, infographics can be an expensive undertaking for small businesses. The costs incurred are high only when extremely striking infographics are to be made. Simple renderings can be made at lower costs.
- It’s not uncommon for unrealistic expectations of infographics to persist where the purpose tends to focus on making content go viral rather than emphasizing proper content creation with data and statistics backed up to prove its value. It is this expectation that has sometimes been known to cause more harm than good.
- While it is feasible to outsource data for statistical representation, its use may not reflect the actual points of concern for customers. To manage this, it is best to conduct research by identifying the key points that have a direct impact on the business and consumers.
The new perspective:
Simplicity will always take priority to create impressive infographics. Proof of this can be seen in the infographic created by Dell that used a yes/no flowchart to appeal to programmers who are familiar with this type of representation. This helped the company connect with its audience and potential customers. Current trends in infographics indicate that those with longer designs with vertical data flow would succeed in retaining their effectiveness in communicating information to the audience. While best practices for infographics may have different possible aspects, the need to incorporate innovative methods to engage audiences has taken on paramount importance, especially in light of the widespread use of infographics that poses the risk of obsolescence.
Today’s infographic designs are mostly made up of static graphical representations of data that are delivered in an interesting way to the audience. However, there is a great need to improve presentation methods to reach the next level of infographics. One of these possible approaches would be to use Parallax Scrolling, which is the key transition for conventional layouts to render as interactive web pages. The reason behind its potential effectiveness lies in the fact that foreground images move slowly or independently compared to background images. This results in an interactive experience for the user in which the content must be scrolled or moved to see more information.
Some of the benefits of using this relatively new approach include improved engagement, better user retention, faster engagement rates, and increased content sharing. This is really crucial to drive more traffic to your intended web pages. Another benefit of using parallax scrolling relates to the fact that text can be made to drag. This feature allows you to place infographics at the bottom of the layout and transcribe them accordingly. Also, internal links can be provided from within the content itself which is practically better than transcribing the content itself.
From a marketing perspective, parallax scrolling allows the infographic to be easily reused. This results in the infographic being submitted to dedicated directories, online document sharing platforms, and microblogging. There is even the possibility of these infographics being turned into video presentations if the content and your purpose allow it. The question of whether parallax scrolling becomes the infographic template of the future remains unanswered, but the possibilities are restricted only by the limits of one’s creativity.
