How to communicate complicated marketing concepts simply: Infographics

By Lynn

Right now, as you are reading this post, many marketers are scratching their collective heads over how to convey complicated marketing concepts in an effective way to people.

The fact of the matter is people are busy and we live in an age over saturated with information on the internet.

As a result, people may just decide to skip your marketing message which consists of tons of text or numbers and unfortunately miss out on your well thought out opinion or piece!

So how can you make things more consumable and easier to digest?

Infographics.

According to 3M’s research, 90% of information transmitted to our brain is visual, and visuals are processed 60,000 times faster in the brain than text. This illustrates the importance of incorporating images into text. Infographics combine text and visual images and include not only pictures but symbols, figures and statistics to help people understand the information easier.

Now that we understand the basics of infographics, which combines information and graphics, why is this important to marketing?

Because marketing is story telling, and people are now more accustomed to visualized data such as videos or photos, than printed data like books or newspapers. Look no further than the numbers to realize how true this is.  Only 23% of Americans read newspapers while they spend more than 34 hours every week on watching TV.

Therefore, infographics are a reflection of today’s culture and giving people what they want: visual content. It also means that if you want to survive in the content business, you can no longer do so with just words.

Another reason is they’re fast. And we all know how long today’s attention spans are…

But the most important feature of the infographic is they’re ‘simplified’.

One infographic can contain several articles at once! This is possible because symbols or figures such as a flow chart, pie chart or diagram can represent difficult numbers or text in a simple way. For example, if you’re making a point that includes statistics – say, 78% and 29% respectively, people just read the numbers. It doesn’t really resonate.  However, if there are charts representing these percentages, people can easily measure how big the figures are and determine the relationship between the two numbers.

Additionally, infographics are memorable. According to Robert Horn’s study, visual images combined with text increases memory retention up to 89%. Therefore, a beautiful infographic can catch people’s attention and also be internalized in their brain. That’s branding 101. If customers are unable to internalize your value proposition, they won’t be your customer for long.

They’re also excellent for your SEO, which is another benefit. Links in infographics are received by Google’s algorithm favorably. And if you post them to your corporate blog or social platforms, that’s powerful too. People can easily share your content with their social graph or following which makes disseminating your information easier!

Remember the old adage K.I.S.S.? Keep It Simple Stupid. It still applies today. Use infographics.  It’ll  help you simplify complex concepts so you can communicate your message effectively to customers.

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