Michelle Tan
Jul 27, 2011

Five things you need to know about infographics

Michelle Tan, business director, RAPP China shares her knowledge and tips on infographics and bringing data to life.

Five things you need to know about infographics

Creative ideas and insights are driven in large part by numbers – data. Today, people are dealing with increasing amounts of data, thus the need to present that information in a creative and compelling way. That’s where infographics enter the scene! 

1.    What are Infographics

Infographics (or information graphics) are graphic visual representations of data used when complex information needs to be explained quickly and clearly. In our fast-paced world today, infographics can help us navigate the information glut by conveying the hottest topics in a simple and concise manner. In advertising, like any good piece of communication, it can be used as a way to tell a story convincingly, and enable viewers to easily digest important information.

2.    Where they are best used

Infographics are being used in all industries and areas, including the media, in published works in the mainstream and scientifically, and even on road signs.In advertising, data can be found in market research, campaign analytics, sales data and social data generated by consumers. Infographics turn dull and boring numbers into a story that comes alive with graphics. The growing use of infographics is being driven by the sophistication of the industry, the advancement of technology, and an increasing interest and understanding of analytics.

3.    The challenges 

Like all statistics, data science and infographics can sometimes be displayed in a misleading manner, with facts being left out or with a selection bias that can paint an inaccurate picture. All too often, too much emphasis is placed on aesthetics over how effective the message is. When creating an infographic, first make sure that the information you are trying to present is clear and comprehensible to your readers, then focus on the creative aspect. 

4.    Infographics are the future

Infographics aren’t new tool in advertising or communications, but they are the future: “The sexiest job in the next 10 years will be statisticians,” says Hal Varian, Chief Economist at Google. A new generation of data scientists has become highly sought after with the proliferation of the information age. Today, data is being generated at an exponential rate with the rise of countless social media platforms. This is where a data-driven marketing and analytics agency can bring significant value.

5.    Tips for designing a great infographic:

Creating a great infographic isn’t too different from creating a great ad: it starts from plotting the story line and then creatively using images and visuals (in this case, interesting graphics, symbols and metaphors that can combine easily with numbers). Draw attention first to the headline or your primary image, then lead your viewers to read the connecting data to get the whole story. 

 

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