Four best practices for visually communicating complex high-tech offerings
Infographics are ideal for communicating high-tech products and services, because they are designed to simplify complex information. Here are four ways to create infographics that can drive awareness of your brand and highlight the benefits of technology without getting lost in the weeds.
1. Don’t Focus Directly on Your Product or Service
This advice might sound strange, since infographics are marketing tools, but consider the reason they work so well is because infographics are entertaining. You may think an infographic that highlights the history of your technology company’s innovations is cool, but your audience may find it boring and self-serving. If you want to appeal to your target, pick an engaging, interesting or funny topic that somehow relates to your product or service and draws parallels to your offerings.
Need an example? A company called Thinkingphones (now Fuse), once created an amusing Infographic about the history of communication, placing its own product as the next step in the evolution. At no point did the high-tech company explain its services, but the infographic was funny and interesting enough to drive curiosity about the brand.
2. Tell an Engaging Story
Presenting complex, high-tech information in story form can make it easier for your audience to absorb and remember. So, before you begin to lay out your Infographic, make sure your marketing team can verbalize the story they are trying to tell.
Remember, a good story has a beginning, a middle and an end, and it usually describes a certain beginning state of being, a shift in circumstances that makes change necessary and an ensuing solution. So, if your goal is to highlight an innovative breakthrough from your tech company, your infographic might begin by introducing a problem in your industry. You would then describe the changes that problem makes necessary and present your product as the solution. Another way to approach storytelling is by defining the status quo, introducing an element (i.e. your product or service) that is changing or challenging the status quo and describe the possible future that will result.
3. Use Compelling Facts and Stats
Infographics are one of the most shared types of content on the web because they offer quick hits of interesting and valuable information in story form. Much of the time, that information is shared via stats and facts. Using facts, figures and statistics can help you deliver your message faster, and in a more interesting way than images alone.
When including facts and stats in an infographic, always remember to include source links or references, and be sure you are leading with the most compelling content. It can be helpful to structure your story in an inverted pyramid style, which means using the most arresting or compelling facts/stats to build interest up front and continuing your story from there. This approach builds drama, draws readers in and makes your infographic more share-worthy.
4. Keep the Design Simple
If your content contains a lot of steps, subtopics or other detailed information, infographics allow you to sort that information into images and symbols that are easy to absorb. That said, you can still lose an audience if your design is too cluttered, text heavy or lacks graphic interest.
To avoid these problems, be sure to leave enough white space in your layout, by only including copy when it is necessary to clarify the content, and avoid using unnecessary visual embellishments. Color palettes are better when they are kept simple—maybe two to three colors—and align with your brand. Lastly, the font(s) you choose should be easy to read online, because that’s where most people will view your Infographic.
Infographics are a highly effective way to simplify complex information, but they aren’t the only way. For more tips, check out my previous post Marketing High Tech by Simplifying the Complex