The Gatehouse Blog

Three reasons why you should be using infographics

Infographics are becoming increasingly popular in the communications industry yet they are not widely used by internal communicators. This article outlines three reasons IC professionals should definitely jump on the infographics bandwagon.

In an attempt to simplify the whirlwind of ever-updated information one new format has been gaining importance in the world of communications: the infographic. Infographics have proven their worth in many an industry but are yet to be wholeheartedly adopted by the internal communication industry for reasons we can’t quite fathom. Here are three reasons your team should be using infographics.

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Winning the battle for attention

One of the biggest challenges we face as communicators is busy audiences. The amount of information the average person is exposed to has been likened to over 170 newspapers full of information per day. Competition for your audience’s attention is tough.

Democratising content

Infographics are a simple, powerful and engaging way to deliver complex messages to your audience. It makes the content easy to digest, educational and entertaining. Some studies claim that the brain processes visual information 60,000 times faster than the time it takes to decode text.

Turning your communications into viral content

Compelling visual content is more likely to be shared, so if you’re looking to increase the take-up of your enterprise social network, infographics is what you need.

A case study: London First

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David Lutton, Executive Director at London First, managed to successfully engage over 100 businesses at their #ScaleupLondon event by turning complex data into visually-stimulating graphics.

“London First is a business members’ organisation whose mission is to make London the best place in the world to do business. After completing a business-led economic development plan with the Mayor’s business advisors, we say in the research there where a lot of barrier to high growth companies. So we worked with EY to better understand what was happening.

Our first principle was to produce a written document with recommendations. I made an attempt to distil it into an executive summary, which was still five pages long. From an initial consultation with Gatehouse, it became clear we would have to sharpen our pencils and work harder to get our message across.

We pulled out every single interesting stat from the report and arranged the data around five questions: who, what, when, why and how? Using a simple narrative ensured that the flow of content was easy to follow. We only provided the highlights and let the visuals do the talking.

“An infographic has a life beyond a report. That’s what it’s about, adding value to the communication.”

The final infographic was a powerful and engaging visual which communicated all the key elements of our findings. We used it on our microsite and across all of our channels. We cut it up into little bite size bits of information that were shared on social media. We had a lot of engagement on Twitter, tweets, retweets, likes etc. EY has a pretty big internal network so they were tweeting it to their followers too. Once you get that type of engagement, you can drive people to your website or to where the information is. An infographic has a life beyond a report. That’s what it’s about, adding value to the communication.”