- While great visuals attract viewers, good content keeps their attention. This brings me to the fourth rule of infographic design. Good content is 50% of a successful infographic. Without enthralling content, you risk giving people great design without substance. Having great content doesn't mean that you're breaking rule number one, to always think about context. Instead, it means that the information being shared stands out, especially when visualized.
Let's dissect the infographic Geek VS. Nerd. When we were approached to design this, the end client was a company advertising IT schools. They wanted something that would spark conversation and drive back-links to their website. We could've pitched any number of ideas, but knew that the topic and accompanying content would help the client achieve their goals. This infographic was highly successful online and the design was only 50% of that success.
This content includes a good mix of both qualitative and quantitative data showing that not all infographics are strictly numbers driven. The headline immediately drew attention, inciting debate among members of both communities. Choosing a topic that pitted two stereotypes against each other was highly intentional. We knew it would lead to debate and conversation ensuring that the content helped achieve the client goals. In fact, it led to a series of infographics like it including Geek VS. Hipster and Seattle Geek VS. Silicon Valley Geek.
The tone of the infographic is intentionally tongue-in-cheek. It's important to pick a tone that matches the topic as well as the goals. It was also important to include qualitative data that could be linked to reputable sources. If the entire infographic were made up based on stereotype, people wouldn't take it seriously. When we released Geek VS. Nerd, it reached over one million viewers in the first week and was reposted on thousands of websites. After its release, others created infographics covering the same topic.
However, those using unsourced content did not perform well. Of course, it's also important to remember that good content is only 50% of a successful infographic. To truly succeed, an infographic needs great design as well.
In this course, Amy Balliett, CEO of Killer Infographics, shows members how to create engaging and successful infographics that will stand out from the crowd. She explains the science behind good visual communication, reviews the different types of infographics, and introduces design principles and techniques that will help you build engaging and successful infographics.
- Why visual communication matters
- Types of infographics
- Focusing on message and accuracy
- Researching the infographic
- Building a wireframe design
- Working in Adobe Illustrator
- Publishing and marketing your infographic