When you have a lot of information to give your readers but don’t want to put them in a fact coma, consider an infographic. Defined as visual images that convey material in an attractive way, infographics are eye candy that help data go down easy. Sara Wilson, vice president of SKAR account services, and Mike Duman, head of the SKAR art department, explained how infographics can help marketers, using examples of SKAR work to make their points.


A Tool to Educate

Sara tells her clients, “Infographics are a good and useful tool when your goal is to educate or engage your audience – to get them to learn about the topic or to spend more time with it.” An example of education is this infographic SKAR made for Sirius Computer Solutions, using the Stretch Armstrong figurine.

Mike said Stretch Armstrong is appearing in print ads, emails and direct mail as part of a Sirius flexibility campaign, so it made sense to use him here.


Engage a Busy Reader

This infographic is designed to engage the attention of the busy people who run food service operations. They may be too rushed to read facts, Sara said, but they’ll look at graphics like the arrow about their $60.4 billion market and the menu listing top breakfast items. And they’ll be glad they did, she added, because the information is relevant to their business.

Mike liked the eye-catching illustrations and the use of the client’s corporate colors as background for the four sections.


Call to Action Is a Must

As a piece of graphic communication, an infographic should offer the viewer a clear call to action (CTA), whether it’s to place an order, sign up for something or simply get more information. Sara pointed to this infographic of health insurance information as a first step in explaining common terms to the viewer. At the bottom, the CTA shows a website to visit for more details.

Infographics as native placements have higher-than-average click-thru rates, Sara noted, but they work best when designed with one CTA or link rather than several. Why? People visit an infographic for a quick scoop and aren’t likely to click on a link and return. If you were promoting a large university, for example, your audience’s interests would be so varied – what majors are offered, athletics, academic research, jobs – that we wouldn’t recommend a single infographic.


Be Well-Organized

Sara and Mike agreed that the mark of a good infographic, whether it’s simple or complex, is to be well-organized. Sara said, “The viewer needs to be able to tell at a glance what to read first, and there needs to be a clear line of sight to the CTA.” This infographic answered her client’s desire to advise consumers on how to improve their emergency room experience.

Mike liked the way the infographic arranges a lot of information in five numbered sections, listed in chronological order with bite-sized tips and reminders. He also liked using the fingers of an X-rayed hand to show “five.”


If you’re considering using infographics, SKAR can help you plan the approach that will meet your goals. We can even create the piece for you. For information contact SKAR today.

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