Business development · 1 October 2015

What makes great content for infographics and why are they useful?

Part of a GDS infographic showing the total figures across the UK for animal experiments by species
Part of a GDS infographic showing the total figures across the UK for animal experiments by species

There is more data now then there has ever been before. In one day we create 1.5bn pieces of content, 140 million tweets and  two million videos. With the vast amount of up-to-date technology, trying to understand the data can be confusing for some. Breaking it down into an infographic is a great way to enhance information and make it stand out from the rest.

What is an infographic?

An infographic is a mix of design, writing and analysis of data. It is designed to visually interpret data, making it more exciting/interesting for the audience to visualize and read. When an infographic is done well, it can communicate complex data by telling a story – this makes it a visually compelling medium.

A well-designed infographic can help summarise a complicated subject. Block text can be very dull for a consumer, which is why breaking it down into charts, images and key words is a great way of turning a boring subject into a captivating experience. Adding interactive infographics onto a website is now known to be one of the most effective ways in engaging an audience as part of an overall digital marketing campaign.

An infographic’s aim is to be highly engaging and visually appealing, on a subject matter aimed at a target audience, and it also works great on social channels too.

Why is it important to create a well-designed infographic?

Statistics show that people are 80 per cent more likely to read content if it features vibrant colour and lots of images, resulting in infographics being read up to 30 times more than just ordinary text. So it’s important for it to look professional and enticing to someone reading it.

There are so many reasons for businesses to use an infographic, and why it should be professionally designed. Here are just a few:

(1) Statistics can be expressed in a clear and compelling style

Infographics provide a platform for designers to compress heavy data into visually, appealing graphics. Complicated information can be expressed in a clear format, making it easier for consumers to understand and take in information. This can include, for example, trying to display facts and figures. A clear example of this is the infographic – Human error causes alarming rise in data breaches, produced by egress.

human error 1


The infographic is from a company that enables organisations to protect all forms of electronic information, shared both internally and externally. The infographic shows the statistics behind the percentage of human error that causes a rise in data breaches. The figures have been displayed alongside device icons and the infographic itself produces a lot of colour, providing a clear navigation route for the consumer. The design has created excitement into what could potentially be uninteresting figures on their own, thereby increasing the number of users accessing this information.

(2) Social sharing

Social sharing has become an enormous platform for businesses globally, as it’s a great way to interact with customers and gain recognition. A single share of an infographic on Facebook could end up with thousands or even millions of likes, spreading its identity across the world resulting in increased brand awareness and potentially more business. Include social networking buttons at the bottom of an infographic offering up the opportunity for your consumers to share with their friends.

(3) Competitive edge

Creating and designing an infographic will not only keep your brand up-to-date with the latest digital marketing trends, but it will also keep you one step ahead of your competitors. If you produce a visual infographic on your website, then consumers are more likely to view the infographic over a competitor’s text.

Read on to find out how to write great content for your infographic.

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Becky Campbell is the founder and managing director of digital marketing agency Reflect Digital – which she set up from her flat aged just 24. Four years later, the agency now delivers market-leading solutions and campaigns covering everything from web design to e-commerce, to a range of clients such as Premier League football clubs.

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