Infographics: Storybooks for Adults

By: Jimmy Egeland, Creative Services Manager, Edelman Southwest

When you really think about it, an infographic is similar to a child’s storybook—it engages the reader, it’s concise with copy and the visuals help tell the story. If you think of your audience’s attention span as equivalent to that of a ten-year-old’s, using a favorite childhood storybook as an example may be the best way to create a winning infographic.

Judge That Cover

One of my favorite series growing up was The Berenstain Bears. All of the covers were awesome, but I vividly remember the cover of Too Much Junk Food—three bears chowing down on various candies with a disapproving mom looking on. I’ll be the first to admit that as a child I judged every storybook by the cover, and for whatever reason, I loved that cover (and book). It immediately let me know what I was in for: bears, candy, moms being moms and probably more candy. Count me in! Was there a lesson in there about eating healthy? Sure. But the bears and candy lured me in.

The same applies to the header and title of an infographic. What is the reader in for? Bears? Candy? Bears and candy? Spend a little time coming up with an accurate and encompassing title. Wit is always appreciated, but brevity is equally important. If you can, incorporate the title into the design itself. Readers will be lured in before they even know it.

Tell That Story
Sometimes infographics are just lists of statistics or key messages. Queue your inner ten-year-old: “Borrrring!” Who wants to read a storybook filled with percentages? Use your data to tell a story—the same story you referenced in the title. Don’t have the right data? Lean on published and credible research or conduct a survey to obtain your own. Data and content need to reflect the title and tell the corresponding story, otherwise you leave the reader feeling duped. And duped readers tend not to share your infographic or think highly of your brand or company.

Show Those Graphics
Everybody loves a nice moral, but let’s face it—the kids come for the pictures. Be as creative as possible to turn your stats and statements into art. Not everything is as enticing as bears and candy, but almost any stat can be made more visually appealing with the right creative approach. A visually appealing infographic is much more likely to catch a reader’s eye and get read.

Want More?
Here is a great article by Amy Balliett that goes into even greater detail on how to make your infographic a winner.