AN INFOGRAPHIC WORTH A THOUSAND WORDS
An Infographic Is Worth a Thousand Words
‘A is for Apple’ …why apple? In the simplest of terms, humans retain information via association: most notably, visual associations. This scientific process of coding is used heavily by marketing agencies for branding products and creating company identities.
It only takes 150 milliseconds for a symbol to be processed and 100 milliseconds to attach a meaning to the symbol[i]
Humans retain 10% of what they hear, 20% of what they read, and 80% of what they see and do[ii]
Research has found that 65% of the U.S. population learns visually[iii]
A Visual Marketplace
These impressive stats explain why content marketing has seen overwhelming success with infographics, charts, and graphs that visually depict data and information, and given birth to visual marketplaces such as Visual.ly.
Founded in April 2011, Visual.ly is a website that functions as a shared portfolio for over half a million users, as well as being a marketplace community for those in the infographic business. By typing in keywords or descriptions, users have access to tens of thousands of infographics – all constructed to disseminate information visually. Users are able to link Visual.ly through social media networks like Facebook, Twitter, Instagram, etc. to share their favorite infographics.[iv] The goal is to create an infographic that is imaginative and engaging enough to get the attention of social media with the goal of going viral. This type of publicity is truly priceless.
Read, Retain and Share
Clever, inventive, and colorful, infographics allow for data to be connected to images, greatly increasing the viewers’ ability to process the content, as well as remember it for longer periods of time. A powerful tool for advertisers and marketers, infographics are ideal for consumer product education, as well as product branding.
Out of 500 words, less than 140 are actually read[v]. In our fast-paced “140 character” world, people have subconsciously adapted to the fact that they don’t need to read; information finds them and presents itself. Infographics are the answer to this “brave new word” of hyper fast technology and communication. Through infographics, companies can optimize the three desired actions of content marketing: read, retain and share:
It is estimated that infographics generate a site traffic increase of 12%.[vi]
Researchers have found that color visuals increase the willingness to read by an overwhelming 80%[vii]
Infographics are shared via social media sites and have the potential to reach tens of millions of consumers
The newest trend – infographics in motion – 87% of marketers are using video as part of their content marketing strategy
The written word is no longer king – the ongoing explosion of imagery has stolen the crown and is here to stay! Do you want to stay on the forefront of the online marketing world? Check out our weekly blog on How to Stand Out.
[i] Thorpe, S., Fize, D. & Marlot, C. (1996). Speed of processing in the human visual system, Nature, Vol 381. Holcomb, P. & Grainger, J. (2006). On the Time Course of Visual Word Recognition, Journal of Cognitive Neuroscience, Vol 18
[iv] ^ Dawson, Brianne. Visual.ly: Infographics Explain B2B Marketing Concepts. Business 2 Community. October 20, 2011.
[v] National Center for Biotechnology Information, U.S. National Library of Medicine, The Associated Press. Research Date: 1/1/2014
[vii] Green, R. (1989). The Persuasive Properties of Color, Marketing Communications.