6 Essential Elements of a Compelling Infographic

6 Essential Elements of a Compelling Infographic

Mandie Armstrong

In our content-rich world, you need to create compelling visual content that reaches audiences across platforms. Infographics are a fun and easy way to digest information, making them a dynamic type of content in 2022. But there’s a caveat: they must be done well.

Here are six elements of a compelling infographic to use for your B2B in 2022 and beyond.

What Is an Infographic?

Before you begin creating an infographic, it’s important to understand what it is. An infographic is a visual representation of information displayed in an easy-to-understand and engaging format. Ultimately, infographics simplify complex information for readers, making it easier to read and understand.

Given that visual thinking is deeply embedded in the brain and half of the human brain is devoted to visual processing, infographics have become a popular form of content for brands. As a B2B, incorporating infographics into your content strategy is a must.

1. Tell a Story

Storytelling is the backbone of an infographic. To captivate your audience, your infographic must tell a story. Without a story, you just have a graphic with no point or purpose. But a story will bring it to life.

Tell a compelling narrative that keeps your readers engaged. Your story should be clear, concise (remember it’s not a graphic novel), and in sequential order (beginning, middle, and end), so it makes sense to your readers. Ask yourself the following when crafting your story:

  • What is the story I want to tell?
  • Why am I telling this story?
  • Who am I telling this story to? (Target audience)
  • Where is this story coming from? (Your brand, data, happenings, trends, etc.)
  • When is the best time to tell this story? Is it seasonal?

Tell a Story

2. Create Great Visual Style

This should be a no-brainer, given that an infographic is a visual representation of data. So, it’s imperative that your infographic has a strong visual presence. It must be eye-catching. However, it’s not only about adding some fancy graphics and calling it a day. There is a lot of strategy involved in infographics.

The first rule to keep in mind is that the visual style you choose makes the infographic readable and scannable. Your readers should be able to see most of the information immediately. Most infographics read from left to right and top to bottom in a more vertical format. This style mimics natural eye movements and reading patterns.

Once you’ve got your visual style sorted, consider the following:

  • Use a color palette, but stick to three to four colors. Too many colors can make your infographic confusing.
  • Use no more than two fonts, or it will look inconsistent and confusing.
  • Experiment with a few designs (use tools like Canva and Envato to help you).
  • Consider doing an interactive and animated infographic for heightened visual effect.
  • Bold your title and subheadings, so they stand out.
  • Use statistics and graphs to represent numbered data but don’t overdo it with too many.

3. Craft Excellent Copy and Content

Copy and content put the info in infographic and help tell your story. Remember, copy is more sales, and content is more educational. Infographics use both copy and content depending on their purpose.

Keep in mind the rule of brevity when writing copy or content for your infographic. It’s not an ebook or white paper. You only need snippets of well-crafted content that get your message across. Depending on how it’s written, your audience will read these snippets and engage or disengage with the information.

Like with any type of content, there are rules and guidelines to follow for success. When it comes to infographics, keep these in mind:

  • Use powerful headlines and subtitles to instantly grab readers’ attention.
  • Use the inverted pyramid for information. The most important goes at the top, with the least important down the bottom.
  • Provide enough context for viewers to understand your story, but don’t clutter an infographic with everything about the topic.
  • Stick to one topic for clarity and understanding.
  • Come up with different themes (brand story, solving a pain point, what’s trending, etc.).

4. Incorporate Plenty of White Space

Websites, photographs, graphic design, and even blogs incorporate white space. Similarly, your infographic should also contain plenty of white space. Rather than straining their eyes, the space makes it easier for your audience to read and digest the information in your infographic.

It also helps draw your readers to specific bits of information and provide emphasis. This helps with retaining information. It’s easy to be tempted to fill in any blanks with words. But avoid this urge. Instead, keep the following in mind:

  • Use strategic spacing as natural pausing points. It gives readers a break in the right places as they digest information.
  • Use spacing to help balance heavy text elements, larger images, and more extensive information.
  • Test out the white space by looking at your infographic in lighter and darker conditions. The lighting will emphasize the white space.

 5. Use Accurate Data

Accurate data is critical in an infographic. If visual appeal is what makes it stand out, then data—accurate data—is what makes it credible and legitimate. Wherever you’re getting your data from, it’s your responsibility to ensure that it’s reliable. And remember, give credit where it’s due.

For instance, if you’re presenting statistics on B2B content marketing credit where they are coming from. Uncredited information is not only unethical but also untrustworthy. You want to build brand trust and loyalty, not lose it. It can stain your reputation. Keep in mind the following:

  • Do your research well when sourcing data to put in your infographic.
  • Ensure you’re citing relevant data (related to what you’re presenting).
  • Ensure data is recent, not outdated.
  • Study market reports, industry reports, etc.

6. Include a Call to Action

Like most types of content, your infographic must have a call to action. It’s the itch that makes readers come back for more. Satisfy that craving by giving your readers direction on what to do and where to go next.

After all, there must always be something more for your readers. This can be a free giveaway, a consultation, a link back to your website, etc. The best CTAs are enticing with an offer of some sort. When crafting your CTAs:

  • Don’t add too many offers/incentives in a call to action—it’s confusing. Stick to one or two.
  • Be direct: tell readers exactly what you want them to do so they aren’t assuming or guessing.
  • Add urgency, like an offer available only for a limited time (remember FOMO).
  • Ensure all links work—download, redirect to website or blog, etc.

Bonus Tip – Keep a folder of infographics that appeal to you and determine what works and why.

Overall, an infographic gives readers a good overview of a topic and entices them to learn more about it. Use the above six elements when crafting your infographics, and you’ll start to see traction. These elements incorporate good user experience (UX) design principles. For more tips and help with growing your B2B book time with our team of content marketers to fast track your results with proven strategies.