An infographic is 30 times more likely to be read than a simple text. In March 2012, #infographic was used 56,765 times on Twitter. 40% of people respond better to visual information.
Infographics are graphic representations that aim to convey information or complex data in a visual form for a quicker and easier understanding, by using metaphors and image associations. Easel.ly, Infogr.am and Piktochart.com are just three of the numerous platforms offering models for infographics.
To find out how you could tell the story of your organization more nicely and “more visually” we discussed the issue with Cristian Dita, Art Director Ogilvy Romania, and Cristi Simion, copywriter within the same publicity agency.
3 rules for beginners:
1. Remember you must tell a story, not write a dissertation. The result must be closer to a comic book than to a trigonometry manual.
2. Less is more. Filter the information, synthetize data. Don’t fill the infographic with information; sort it until you have reached a few essential elements that express a lot.
3. Imagine that those who will have a look over the infographic are children. This will help you synthetize the information, work on it and display it so as to entertain the public, make them like it.
“If you know precisely the road you are heading onto and you have the body of a story, you need to find the best option to illustrate everything (…) making use of comparisons, metaphors or associations that render that piece of information understandable”, says Criti Dita, Art Director Ogilvy Romania.
For instance, if you must say how many petitions were made for a certain cause, don’t just show a number. “Come up with a comparison, tell people how many times you would go around the Earth with the papers on which the petitions were printed”, is the advice of Cristi Dita.
How to choose the colours for an infographic?
Using too highly coloured infographics does not necessarily mean that you will get your readers’ attention more easily. “Most times a more restrained range of colours makes the information easier to assimilate”, says Dita.
Beginners should choose one main colour and one or two contrast colours for the elements that need to stand out.
Serif fonts – the easiest to read in small dimensions
“Generally, serif fonts are considered more legible in texts of smaller dimensions, blocks of text or extended paragraphs”, explains Cristi Dita, Art Director Ogilvy Romania. Decorative or too complex fonts are good for titles or short sentences that should stand out, he concludes.
How much does it cost to work with a designer?
Depending on the complexity of your project, the price for an infographic varies from a few hundred euros (if you collaborate with a freelance designer) and can reach a few thousands, if you need an interactive video project. You can find a list of prices here: https://marketplace.visual.ly/
Credit to: Behance.net
10 tips to write more creatively
Cristi Simion, copywriter at Olgivy Romania, says that, on various occasions, creativity means efficiency. For this end, there are a few basic rules which make any text easier to go through. Here are his suggestions:
- if you can deliver a message very succinctly, do it;
- don’t use complicated words just for the sake of using them;
- try to use the main meaning of words, not the secondary one. Remember people get informed from a report, they don’t analyze the text;
- avoid long and twisted phrases. Use clear and short sentences that should clearly convey the message;
- use no metaphors in the text. They make it harder to translate and you may need this later. You would then not feel like translating from works of Eminescu;
- avoid the passive and reflective voice as much as possible. You don’t want to make it sound impersonal. “They say that…”, “They assume that…”. Such phrases are very vague. No one assumes responsibility when it comes to texts of this sort;
- steer clear of too familiar a language. You don’t know your readers; you don’t know what they are like. Colloquial phrases are as bad as bad language;
- to avoid wooden language wooden tongue, there’s a simple trick. Write as if you were having an imaginary conversation with your reader!
- the most important piece of advice: read the text again after you’ve written it. This is how you can correct twisted expressions, long phrases and such;
- read it aloud. If you could read it aloud, it would be perfect. You would realize how that sounds and it would be easier for you to make corrections.
Here are some recommendations for free infographics platforms:
Piktochart.com - this enables you to work on 7 free themes;
Venngage.com - this is closer to data visualization;
Tableausoftware.com - this is closer to data visualization;
Visual.ly - this is to give you more inspiration, you’ll find here over 40.000 infographics;
Geocommons.com - here you can create personalized maps;
You can find over 100 instruments online to create infographics and visualize data here.
Translated in English by Alexandra Calu.