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Understanding the Science Behind Infographics

Thursday - December 12th, 2013

Written by: admin

Understanding the Science Behind Infographics

More and more brands are taking advantage of the popularity of infographics. These images have a tendency to go viral, especially on social media, and really help enhance a brand’s digital marketing campaign. But why does data visualization work as a marketing tactic in the first place? Why is it that the brain craves infographics?

Humans are Visually Wired
Did you know that it takes just 1 second for the brain to comprehend the sense or feeling of an emotional scene? Our sense of sight responds quickly to visual stimuli and can immediately attach meaning to it. With so much visual stimulation from social media, our daily lives, the workplace, and the world around us, most consumers live in information overload. Our brains are consistently processing up to 34 gigabytes worth of information on a daily basis – and that’s not even including the information we process at school or work.

Since infographics organize information into an easily digestible image, audiences respond positively. Consider the facts: the use of colors, typography, and imagery boosts the efficiency of infographics by up to 80 percent compared to other forms of content. In fact, most visitors will only read 28 percent of a blog post. People consuming visual information (infographics) comprehend the information up to 323 percent times better.

Both Right and Left-Brained People Appreciate Them
Right-brained people tend to be visual learners. Color, creativity, and compelling design allow them to digest information seamlessly. Left-brained people, on the other hand, better digest hard data. They enjoy statistics, which they view as more credible than compelling design.

Since infographics combine visual and statistical elements, it’s content that everyone can appreciate, regardless of which side of the brain they use the most. By combining the most compelling data with strategic storytelling, you can create an infographics that people in your industry will appreciate. The most important part is ensuring that accurate information is displayed as concisely and interestingly as possible.

People Like Sharing Value
Because infographics are user friendly and contain incredible value, they’re easily shareable on social media. Remember, social media users like sharing value with their family and friends. Infographics present immediate value thanks to the power of visual communication.

As the online attention span gets shorter and shorter, infographics make it easier to digest complex pieces of information. Brands have the opportunity to literally catch people’s eyes. The reality is the consumers want something that is easy to understand and appreciate. This results in people happily sharing infographics with their friends on various social media platforms. People love data visualization that is striking and highlights something that they’ve never seen or thought about before.

This makes infographics an incredibly powerful tool for brands looking to engage in content marketing. The reality is that most brands make the mistake of only investing in written content when content can range from videos to infographics to audio podcasts. Regardless of the form of the content, it’s important to present something of value and interest. It just so happens that infographics combine the best of visual and statistical worlds to engage consumers.

Has your brand integrated infographics into its content marketing strategy? If so, what were the results? How did infographics perform compared to other content? We’d love to hear your story!

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