Branding and Infographics: How Much is Too Much?

Text and graphics have long been useful means of presenting information. Infographics combine the power of text and graphics for highly effective communication in an easy-to-absorb visual format. They are useful for drawing comparisons and can reveal patterns, trends and underlying themes. When done correctly, infographics create an opportunity to establish brand identity.

To channel this power in the most effective way, follow these four simple tips.

1. Don’t drown out the content.

More than anything, an infographic needs to effectively communicate information. People need to find answers to their questions, and they need to trust what they learn. Don’t waste space advertising your brand because quality content is the best advertisement. Consider¬†this infographic about skin facts. They placed their logo at the bottom of their infographic to ensure that those who read the entire infographic and find it useful were likely to associate the brand with trust.¬† Although the brand logo can be presented at the top of the infographic, the logo should never draw attention away from the actual information.

2. Use consistent branding.

Ensure your infographic is designed with the same logo your company uses for business signs and all other visual communications. You can also implement colors and fonts that people associate with your brand in order to discreetly help people draw a connection between you and the information you share. If your infographic goes viral you want people who know nothing about your brand to associate your logo with valuable information. For this reason, make sure that the visual style evokes your brand values. For example, if your brand positioning is elegant and refined, use neutral colors and classic fonts in the infographic design. On the other hand, if your brand is a brash and fun line for teen girls, feel free to use bright colors and bubbly fonts. Think of your infographic as an extended version of your logo.

3. Cite your sources.

Never plagiarize. You may fear that giving credit to your sources will take away from your own image, but the reality is utilizing quality sources creates more credibility for your brand. Government and industry data can be used along with statistics reported by respected news agencies. If your infographic presents information that you discovered, set up a page on your website that you can cite. When your information is available in multiple places, always choose the most credible source.

4. Don’t overdo it.

As an infographic is a form of web signage, be careful with where and how much you use them. If you want your brand to appeal to a specific demographic, share your infographic on websites and with people who are likely to help it go viral. In addition, create each infographic with a specific purpose in mind. When infographics are created without an objective, many people may see them as pointless and may even label you as a spammer. Use infographics sparingly, and share them where people are most likely to appreciate them.

Contribution provided by Brandon Serna with FASTSIGNS