Content has become the building block of a strong online marketing foundation.
It is the fuel that drives lead generation and nurturing channels, as well as the ingredient that make up an engaging virtual storefront.
Throughout the years, we’ve seen different types of content find their place in the online marketing mix.
But in the end, it’s all about the ability and efficiency of content to convey relevant information.
The use of infographics is one of the most prominent content marketing trends in the past few years. One of its main advantages is that it can be as entertaining just as much as it is informative. This creates an experience that can easily keep an audience fully engaged as they absorb the content maker’s message.
Unfortunately, not all content marketers are capable of consistently producing beautiful infographics that drive reader engagement. When in doubt, it’s always a good idea to borrow inspiration from those who succeeded with it. And with this in mind, here are some of the best lessons you can learn when it comes to creating beautiful infographic designs for B2B marketers.
Integrate Business Branding
What makes infographics so powerful is that they are also highly flexible. There are basically infinite ways to mix and match visual elements, colours, and text. However, you should never forget that it can also be very easy to distract your reader from the essence of your content. It may also give them the wrong impression about your brand – confusing them instead of being introduced to a consistent identity.
Consistency is also an essential factor when it comes to infographic design. Looking at the example below from Podio, notice how the simplicity mixed with classiness is incorporated in the entire design scheme. This includes everything from the colour palette to the font styles. And since the topic is about time, also notice how the ‘O’ in ‘ROUTINES’ was replaced with a clock.
It doesn’t matter if you want to brand yourself as a professional organization, or a wacky group of people who are open to daring new ideas. With a little creativity and consistency, you can establish and develop your brand’s identity.
Employ Flat Design
Sometimes, design trends are so easily recognizable that you simply need to adapt to them. Otherwise, you’ll be the dinosaur of the modern design paradigm. You don’t have to look deep into the internet to figure out that flat design currently dominates as the most-used visual style. It is applied in landing pages, emails, logos, and even operating systems.
What exactly is flat design? Remember when graphic artists were pursuing the illusion of depth or 3D with style elements like shadows and gradients? Well, flat design achieves the exact opposite of that outdated trend. With flat design, a more minimalistic look is achieved by scrapping shadows and gradients and sticking to simpler typography and flat colours.
Flat design is undoubtedly a lot easier on the eye. It also makes it easier to highlight key details in a particular content. For example, in the infographic below from Men’s Hairstyles Club, the viewer’s attention can easily be diverted to the iconic hairstyles of famous male athletes by simplifying their faces.
All in all, flat design is simply more efficient than any other design styles. It is less time-consuming and easy to incorporate with infographic ideas, regardless if you want a professional infographic or not. Lastly, as B2B marketer, using flat design can help you appeal to the preferences of a majority of you audience while having a more efficient design and production process.
Include Facts and Statistics
An infographic can singlehandedly ruin your credibility as an information provider if it contains inaccuracies. On the other hand, you can maximize the value your audience gains from it if you include detailed evidence and statistics. This way, you can easily develop trust between you and your target audience. And remember that trust alone often makes the difference between a prospect and a paying client.
Related Article: Infographic Design Guide: Boost Social Shares and Build Links
This is especially true when it comes to B2B clients. Remember that in a competitive industry, businesses will only want to work with the most credible brands. They need solid evidence as to why they should choose your company, and you should oblige by showing off your expertise in your industry.
But since it is an infographic, remember that you should see to it that you present all these details in a fun and organized way. The information must also be structured well so it all makes sense when read from top to bottom. For example, take a look at the example below from Small Business Trends:
Of course, you should always make sure everything is 100% accurate and backed with evidence. This is why effective infographics can be hard to make. Sometimes, you need to perform in-depth research and go as far as conducting your own survey to obtain valuable data. But if it’s for the purpose of building your authority, then everything will definitely be worth it in the end.
Take Advantage of Visual Aspects
Finally, remember that you can never run out of unique ideas when designing infographics. As long as you integrate the trends that are proven to be effective, including flat design and the organized presentation of data, you can never go wrong. Just remember to utilize empty spaces as much as you use visual elements such as tables, styled headings, logos, and so on. You don’t want all the information to be packed in a single section. Instead, focus on having a flow of thought, just like you would with a textual article.
In the simple infographic above made by Samuel Windsor, you can observe how simplicity, flat design, tables, and simple lines create a flowing experience for readers. As long as these design elements are structured seamlessly, the infographic will succeed in conveying detailed information in a non-boring kind of way.
Remember that infographics will always attract more attention than text articles due to visual elements. You don’t have to try so hard to get your audience’s attention. Instead, pay more attention to the essence and stick to the roots of being informative. This is the final ingredient for success when it comes to creating beautiful infographics.