The success of your infographic is determined long before your graphic designer starts working in Illustrator or Photoshop. It’s even settled before your writer starts researching. The true success of an infographic lies in its concept. This is the seed of the infographic, from which everything else follows.
A good execution of that infographic concept matters, obviously. But if you don’t have a strong concept, then it won’t reach its potential. If you want to choose a concept that will boost your business, make sure it satisfies these four criteria.
1) Make It Relevant To Your Goals
What exactly do you hope to get out this infographic? Do you want to position yourself as a thought leader? Do you want it to spread through a social media community? Do you want to earn backlinks for SEO?
Before you even think about your concept, get clear on what you want the infographic to achieve.
Let’s say you want to position yourself as a thought leader. Your infographic concept might revolve around original research, which you can present through data visualization. For example, check out this infographic from Search Engine Journal about what SEO experts are working on.
That data comes from an original survey of 65 top SEOs. The concept not only gives Search Engine Journal readers useful information, but it also establishes Search Engine Journal as a publication that has its finger on the pulse on the search industry.
2) Make It Relevant To Your Brand
An infographic about blues guitarists might be smart if you’re a music store — but it might not be a good idea if you’re a computer repair shop.
An infographic is more than just a pretty way to present information. It’s also a reflection what you value as a business. So it should always connect to the image you want to present to the world. Take for example, this infographic aout the most iconic glass bottles from O Berk.
The subject matter is fascinating, but the concept also connects directly to the company’s brand image as a leader in packaging solutions.
3) Make It Relevant To Your Audience
Who is going to be reading your infographic? What’s important to them? What are they curious about? What is the biggest struggle in their life right now?
It’s vital to create an concept that actually connects with what real people want to read. This is why social listening can be a wealth of infographic concept ideas. Seeing what your desired audience is actually chatting about on Facebook, Reddit, Twitter, LinkedIn, and other social media networks gives you clues about content that will resonate.
4) Add An Element Of Surprise
Once you have a concept that is aimed towards your marketing goals, accurately reflects your brand image, and is interesting to your target audience, now it’s time to add an extra ingredient that will make it stand out. You should choose an angle or a niche that sets it apart from similar content. After all, there’s a lot to read out there, so you should find something that makes your infographic at least a little bit different.
Take for example this infographic created for America’s Pet Store. Rather than simply being a guide on caring for a pet, the infographic takes a slightly different angle: Pets and Kids … Not So Different.
By comparing well cared for pets and well cared for children, the infographic educates on dog and pet care in a way that stands out from similar content.
Finding The Perfect Concept
Settling on an infographic concept that satisfies all four of these criteria isn’t easy. In fact, the first concept that comes to mind probably won’t. Don’t be afraid to brainstorm dozens of ideas in your search for something that connects. Thinking deeply about your concept definitely takes a little more time. But it’s the best thing you can do to set your infographic up for success.
Originally posted 2017-08-31 16:52:29.