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Five Tips to Help AEC Professionals Design Great Infographics

Steve Jobs once said, “Design is not just what it looks like and feels like. Design is how it works.” That’s something that you should keep in mind with infographic design. The purpose of graphic design isn’t only to make things look good, it’s also to make content more organized, easy to read, and understand.

Why do infographics work so well? Consider these statistics:

  • 90% of information transmitted to the brain is visual
  • We process visuals 60,000x faster than text
  • 65% of the population are visual learners
  • Social media posts with images receive 150% more shares
  • Sites that use infographics generate 12% more traffic on average 

The best infographics simplify raw data by using well-designed graphics to represent and explain the data in a fast and eye-catching way. The real power of infographics is that they can transform complicated or repetitive information, which might otherwise be overlooked, into something that’s inviting, interesting, and easier to comprehend. Infographics can be used in all aspects of your marketing, including printed materials, online marketing and social media marketing. They can also help enhance your project presentations and planning materials, and they can be translated to video.

5 Tips to follow to create better infographics

Creating great infographics isn’t a walk in the park. It requires skill in translating raw data into engaging visual information. Many AEC professionals already use similar skills in other aspects of their daily work, so it's not a big leap to adapt to creating infographics.

To get you started, I have put together five of my favorite tips for creating awesome infographics!

1. Outline your content first
The biggest mistake that you can make with infographics is to start with the visuals instead of the content. Always start by outlining the key points you want to communicate. Once you have the rough outline, then add any references or research you want to include to support your claims. Once the outline process is complete, it is much easier to sketch out how information will be visually communicated and how you want your text and graphics to be arranged. Decide on a hierarchy to show which content is more important than others, and which content is supporting detail or reference. Your infographic’s information should flow seamlessly. It should be obvious to the reader where their eyes should go, and the order of what they should be reading.

 2. Answer two important questions
According to recent research, the human attention span has shortened to as little as seven seconds. Your infographic needs to grab your readers’ attention quickly.Stop to think about “The Hook” — how are you going to attract their attention and get them engaged enough to want to read further?

One way to do that is to ensure your infographic clearly answers two important questions:

  1. What is the topic?, and
  2. Why should they care?

This may seem very basic, but it can’t be overlooked. If it’s not immediately clear what your infographic is about and why it’s important, then your readers will not stay to read it.

3. Design for your target audience

Think about your audience. You’ll want to create something that appeals to their specific interests, design style, and expectations. Don’t make the mistake of designing your infographics for everyone. For example, let’s imagine that you’re with a commercial architecture firm and you want to create an infographic that explains new trends in design visualization to potential contracting or development partners. Your infographic should be designed with these specific audiences in mind. Consider what will appeal and communicate to them visually, as well as in content tone and style.

4. Keep the colors and typography simple

Since infographics are typically viewed on a screen, you’ll want to create a design that is easy to read no matter what device your reader is viewing it on. I recommend keeping colors simple, a color palette of 3-5 colors is ideal. If you have branding guidelines and your company’s color palette is already defined, we’d recommend sticking with those colors. If you need help with color, Adobe offers a simple and effective tool to help you create the perfect color palette.

When it comes to fonts, keep it simple. Again, reference you brand guidelines first, but if you do not have defined guidelines, be sure to use fonts that are easy to read on different sized devices. Contrast also helps. If your header and subheads are bold, heavy fonts, consider using a lighter font for body text. The folks at Canva have a great article on good looking font pairings to help you get started. Getting the color and typography right can make or break the design and impact of your infographic, so be sure to consider these aspects very carefully, and, if necessary, hire an expert to ensure you get the most from your design.

5. Include a clear call-to-action

Lastly, your infographic should answer the viewers' question: “What do I do next?” By the time someone finishes reading your infographic, they should know what the next step is. A typical call-to-action to include is a link to a page on your website where they can get sign up or download more detailed information. This is a great way to use your well-designed, engaging infographic to attract potential customers and get them onto your email list to continue receiving more high-value information from your firm.

Put Your Infographic to Use

Once you have your infographic designed, look to publish it in a variety of places, such as on your firm’s blog and social media pages, such as Pinterest, LinkedIn, and Facebook. Infographics are perfect to add to your online marketing and social media because people love to share them! And they can be helpful tools for engaging clients in the details of project planning. You can take it a step further by contacting relevant industry blogs, websites, associations to see if they would be interested in sharing it as well.

Infographics are a great way for AEC professionals to make data-driven information more visually interesting, easy to understand, and memorable. Have questions about infographics or interested in having one designed for you? Contact Archmark for details.


Bryon McCartney

Chief Idea Guy & Managing Partner, Archmark Branding & Marketing. Bryon has been in the branding and marketing industry for more than 30 years and has worked with AEC firms for the past 20. His career has taken him on assignments around the world, including living and working in Switzerland for 12 years. When not working, Bryon enjoys golf, traveling, and building with Legos. 

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1 Comments

  1. Tiffany Gorrell

    Nov. 6, 2019

    This is really helpful. I'm ready to get my infographics game on!!

    Reply

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