Infographics are eye-catching. Visuals are vital in reaching out to a society that surrounds itself with images wherever you go. Visuals are responsible for making social media as interactive as it is and can change a perception of a brand within seconds.
According to Brain Rules:
“We are incredible at remembering pictures. Hear a piece of information, and three days later you’ll remember 10% of it. Add a picture and you’ll remember 65%”.
We have to take this into consideration if we want to see business growth and using the power of social media to do this is the perfect solution. However to see business growth through social media, we need to ensure that we are showcasing our visuals correctly and in a way that is pleasing to the eye of the target audience.
We love this infographic that identifies exactly what we need to focus on to reach our ideal audience when using imagery or infographics:
Here’s are the most important aspects to think about:
If you’re looking to brand your images (which we highly suggest you do), you’ll want to ensure that they all have the same feel to them. This can be as simple as changing the filter or altering the colour and saturation of the photo.
Triggering emotions can be brought on by colour and if you’re trying to get a message across to your audience, this can be a great way to achieve it.
To enable a reader to read your posts, it makes sense to use a font that is readable. Avoid using script fonts or fonts that are difficult to read – if it’s easy, then someone will take the time to look.
The fonts you use are also just as important as the colours that you choose and should be laid out in a clear space, avoiding areas that might make it hard to either capture the image or read the text.
Placement of the logo
Your audience is only going to look at your visuals or read your infographics if they are fitting to what they are actually looking for. If it’s difficult to read due to the fact that your logo is covering half the information, you will miss out on great results.
Capture the imagination of the reader, understand what they are looking for and fill your image with that. Your logo or business information i.e. web address, can be placed strategically at the bottom and that it absolutely fine and acceptable. If someone takes the time to read your post, they will scroll to the bottom and see who created it anyway.
High quality images
Don’t skimp on images by using bad quality photos as this will reflect negatively on your brand. Always go for the best possible high quality image you can find and you’ll need to make sure that they are free for commercial use too. We suggest using a platform like Canva to find images and scale / edit them for your brand. Use images that reflect what you are talking about, and try to portray them in way that speaks of your brand. Again this can come down to the colour palette and taking advantage of changing the tint or light of an image can change the mood or make it more atmospheric, in a way that best shows what you are speaking about.
Again, these are just as important than the main images that you use. If you use vectors that don’t match your style or that are not in line with your branding, your infographics will look messy and not thought through properly. It’s often worthwhile asking for a second pair of eyes when looking through your marketing work, to check that everything looks complete and in line with your brand.
Graphs and charts
Backing up your information with statistics and data is a great way to be taken seriously. Knowing your product and demonstrating that will help with engagement with your ideal audience who are looking for your services or product. But just as the images and colours were important, so is the way that you display your data. This needs to be eye-catching, crisp and clean and above all, clear to read.
Tone of voice
This is a hard one to get right with an infographic however an important one in order to capture the eye of your audience. It’s always good to research what other businesses are doing and how they interact with potential clients.
- Does your brand stand out from others in the same industry?
- Are you unique in your manner?
- Is it consistent from other content that you are producing?
- Are you reaching the audience that you need to reach?
These are some of the questions that brands need to think about and take on board when presenting their infographics or visuals to social media.
Your brand identity is about how your audience perceives you and therefore how you market your business will reflect on how potential clients engage and accept you. With visuals being a vital part of that puzzle we cannot emphasise enough how important getting your visual content correct, is. With taking all the above points on board and having a good understanding of your ideal audience and what they are looking for – along with how you want to be seen as a brand – will help you identify what your brand needs to do to accomplish business success.
If you’d like assistance in your branding and how to use visuals for your business, get in touch!