We are half way through our How to Capture and Keep a Human Goldfish’s Attention series. And, it’s time we talk about importance of visuals.
As we discussed in our previous post, people don’t read anymore (at first). On average, users only read 28% of words per visit. So what can we do to hold their attention? Imagery. Photos, illustrations and icons not only draw attention but also increase user comprehension.
The best examples of this comes in the form of infographics. Infographics combine text, data and visuals to tell complex stories. A 3M study found that the brain processes visual information 60,000 faster than text.
Not only can we process visual information faster, but store it in our memories for longer. And the benefits don’t stop there. Infographics have exploded because they are effective. They drive traffic and have a higher sharing rate than a traditional web page or ad banner.
That is not to say they are easy to make. Creating a compelling infographic requires designers and writers to work side-by-side. A writer can’t just handoff copy and expect a design miracle.
Here are a few tips to help you get started on your masterpiece:
- Stay focused. Stick to answering one question about one topic.
- Keep it simple. Make your case in as few words, facts and visuals as you can.
- Headlines are important. To draw someone in, you need a headline that promises your reader something they don’t know.
- Promote it. “If an infographic falls in a forest and no one is around to hear it, does it make a sound?” Remember to link, post and publish on all your channels.
- Make it easy to share. Yes social sharing buttons are a must, but portability and size are just as important. Make sure visitors can link, save or embed your infographic.