Which Infographic Is Best for YOU

Discussing the three types of infographics and their uses to help you determine the best fit for your company

When beginning to use infographics, you must first be able to determine which format is going to be most effective for communicating your message to your audience. The three existing formats are static images, interactive interfaces, and motion content. “The best format is determined by how effective it is at containing and delivering the information that you want to communicate.” (Infographics, Ch. 2) In order to determine which is most effective for your company, you must first understand all three formats.

Static Images—The most basic form

To begin, static images are simply still pictures. This format is considered the simplest to use of the three and the least expensive. Static images would be best to use if you want your audience to mainly view and read fixed information. They are quickly to create and are, therefore, easier to apply to many different places. This is best to apply when putting your communication pieces in places such as a magazine or on a billboard. It is something that people can look at quickly and grasp the information needed without having to spend a long time.

Crank it up a notch with Motion Content

The second format of infographics is motion content. Motion content is typically when the user views, listens, and reads the fixed information. These infographics are animated or moving. “We mostly focus on the use of infographics in short animation and as augmented reality style overlays on top of live action footage.” (Infographics, Ch. 2) Motion content is usually more complex because it requires manual updates which can be difficult once the content has been finalized. Motion content would be useful when trying to communicate to people online. This would most likely consist of a younger audience (which is mostly spending time online). You could use motion content in a YouTube video or as a commercial. This is when you are trying to deliver more information but want to keep it quick, so the viewer does not get bored or disinterested.

Add pizzazz with Interactive Interfaces

The final format for infographics is interactive interfaces. This is when the user is expected the click, search for specific data, choose the information they want to access and visualize, and shape the content displayed. “This can range quite dramatically—from the simplest form as a clickable series of slides, to a living, breathing data visualization that updates before your eyes in real-time.” (Infographics, Ch. 2) This format could be used online as well as for live displays at events, or in a dashboard on your web application or software. This would be mostly directed at a tech-savvy audience who knows how to use the different aspects of a website. This would be best for marketing using things such as an interactive presentation on SlideShare or showing personalized reports for spending analysis on Mint.com.

Overall, it is important to know your audience and to know what you want to convey before choosing the format for your infographic. While there is a lot that goes into the choice, making sure it is the best fit for your company could be the difference between a successful infographic and one that just costs your company money without achieving any company goals.

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