Maybe you already create infographics for your audience. Alternatively, you might wonder whether infographics will perform well for your business.
Either way, it helps to understand the psychology, best practices, and most relevant trends before you create your next infographic. Here are six interesting facts that will help you embrace visual data.
The Brain Processes Visual Information Faster and More Efficiently
Image via Flickr by Sebastian Sikora
The human brain processes lots of information every day — 90 percent of which is visual. In other words, most of what your brain computes comes from visual stimuli, such as scenery, graphics, photos, and more.
Writing for Search Engine Journal, digital marketing expert Chuck Price recommends several types of visual content for businesses that want to improve brand visibility. These include memes, screenshots, and compelling images.
Price also advocates for infographics, which incorporate imagery and text to relay detailed information in an engaging way. He notes that infographics get shared more often on social media than other types of content and that their usage has been proven effective by eye-tracking studies.
Increased Engagement Can Lead to More Conversions and Longer Time on Page
Business owners often focus on two key metrics when it comes to evaluating content: conversion rates and time on page.
Conversion rates reveal how often website visitors take a desired next step, such as buying a product or opting in for an email list. Time on page reflects how long, on average, visitors remain on a specific web page.
Increasing time on page can encourage more conversions. The longer visitors stay on your site, the more likely they are to click on links, consider your products and services, and otherwise interact with your brand.
As Chuck Price mentioned in his article for Search Engine Journal, consumers tend to spend more time on a page that marries text with images than on pages with text alone. Even though the infographic might convey the same information as a paragraph of plain text, it’s more engaging and attractive to the human eye.
Size and Color Matter
Believe it or not, infographics come with standards and best practices. While you can bend the rules a little to suit your specific needs, creating infographics based on best practices can increase their chances of getting shared and accruing backlinks.
According to online marketer Zac Johnson of Business2Community, the ideal infographic should not exceed 600 pixels in width or 1,800 pixels in length if you plan to post it on your website or blog. Those same dimensions prove friendly to other platforms, such as Facebook, and will render well on tablets as well as larger screens.
If your analytics show that most of your audience views your content on mobile, consider creating infographics that are 288 pixels wide or less. That way, the image will render clearly on smartphones, too, without the viewer having to “pinch” the screen.
Johnson also advises businesses to create infographics with brand-friendly colors. Incorporating your logo colors — and complementary colors as needed — can help others recognize the image as your own.
Infographics Offer Improved Engagement
When asked what types of visual imagery performs best in terms of engagement, nearly half of marketers responding to a survey cited original graphics, such as infographics. Additionally, about 30 percent stated that they use original graphics more often than other types of visual content.
You have an opportunity to rise above the competitors. If infographics get better engagement than other types of content, but only 30 percent of marketers are using them frequently, you can engage your audience by producing more infographics.
Just about any type of content can become an infographic. If you write a step-by-step tutorial for your audience, for example, you could reproduce those same steps in infographic form. The same goes for listicles, data-driven posts, and even storytelling.
Simple, Focused Infographics Work Best
Writing for KISSmetrics, Neil Patel revealed that simple, focused infographics get the best engagement, most shares, and most backlinks. Many marketers give in to the temptation to clutter their infographics with too much information or too many graphics.
According to Patel, infographics perform best when marketers focus on their audiences. You don’t want everyone in the world to view and share your creation; instead, you want to focus on the people who might become customers.
Additionally, remember that people will view your infographic on a screen. They don’t want to have to squint to read tiny numbers or to understand the image’s progression of data or other information.
If you have too much information, Patel offers a solution: Create more infographics. Instead of stuffing all the information into one image, create four or five infographics and publish them separately.
Infographics Can Boost Attention Span and Recall
Keeping people on the page and encouraging them to remember your media can help your brand’s visibility and memorability. Marketers are constantly looking for ways to attract more people to their content and to keep them enmeshed in the brand community.
According to Xerox, color visuals can improve both attention span and information recall by as much as 82 percent. In other words, infographics can help people stick around longer and retain the information you’ve shared.
Many factors might contribute to enhanced recall and attention span related to color visuals. For instance, an infographic often provides multiple representations of a piece of information. The creator writes it in text and represents it with an image.
Since people learn in different ways, incorporating multiple methods of sharing information might enhance information retention.
Additionally, color visuals entertain the eye. Xerox asserts that more than half of consumers are more likely to grab a piece of colorful mail than mail in black-and-white. The same tendency can extend to the screen.
These six infographic facts reveal that color visuals can help marketers and brands achieve multiple goals. Boosting conversions, time-on-page, information recall, and traffic can all make your brand more appealing to your audience and retain visitors once you get them to a page.