Struggling to create infographics that achieve business objectives and meet customers needs? You need solid planning and a better workflow. Download the PDF with presenter notes (http://bit.ly/IFCAInfographicSlidesNotes) or handout (http://bit.ly/IFCAInfographicTips) This is a presentation I gave at the Insurance & Financial Communicators Association annual conference in September 2015.

1. How to Create Infographics
That Get Noticed
in the right way
© 2015 TTMS, Inc./The Word Factory
@word_factory

2. Margot Lester
The Word Factory
approaching double
digits in
IFCA appearances
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3. #IFCADC @word_factory
Ouch!

4. What’re we doing here?
What we love (and hate) about
infographics
How to build better
infographics
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5. Let’s talk.
How many of us use them?
What do we love?
What frustrates us?
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6. We love infographics.
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7. But we’re not sure they work.
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8. So this isn’t a presentation.
It’s an intervention.
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9. “The definition of
insanity is doing
the same thing over
and over again
but expecting
different results.”
Albert Einstein
(maybe)
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10. Known Issues
Difficult to consume (usually too long)
Provide too little or too much data
Include little or no attribution
Lack narrative and pay-off/take-away
Don’t support business or customer needs
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11. #IFCADC @word_factory
Bleh!

12. 4 Traits of Effective
Infographics
1. Fulfill a business objective and customer need
2. Provide just enough cited data and/or actionable
information to tell the story
3. Are designed intentionally for reading, not just
“responsive” or mobile-friendly
4. Include branding (duh!) and social sharing
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13. Effective
infographics
tell a great
story
with a few
well-chosen
words and images.
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14. How to Make Infographics
More Effective
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15. Planning
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16. Planning: Big Picture
1. Objective — what’s the business value?
2. Audience — who are you writing this for?
3. Purpose — what should we think, feel, do?
4. Distribution — what channels will you use?
5. Marketing — what branding, search and social
requirements are needed?
6. Take-away/call to action — what’s the most
important thing we should know?
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17. The most important question:
Is an infographic the best way to
tell this story?
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18. If the answer is no…
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19. Oh, dear.
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20. “The better part
of valor is
discretion.”
Shakespeare
Henry IV, Part I
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21. Planning: Creative
1. Brainstorm narrative.
2. Gather data.
3. Map narrative arcs.
4. Tell the best story.
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22. Planning: Relevance
Not all info is created equal.
Limit data and explanations to the
fewest number absolutely necessary to
tell the best story.
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23. #IFCADC @word_factory
Use just
enough
content to
tell the story.

24. Planning: Credibility & Trust
Data must be credible.
Properly cite sources (linked if possible)
and use the most recent information.
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25. #IFCADC @word_factory
Guardian gets it right.

26. Planning: Accuracy
Graphics must tell the correct story.
Do the math, generate accurate
proportions and make the story clear.
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27. Worst
Infographic
of 2015
(so far)
—Fast Company
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28. #IFCADC @word_factory
Have you ever
searched
#infographicfail?

29. Planning: Usability & Value
Design for consumption.
Develop an easy-to-read layout that
works on all devices and is scroll-
friendly.
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30. #IFCADC @word_factory
Not even Luke can save this.

31. #IFCADC @word_factory
Sections and
subheads
make it easier
to read on
small or
horizontal
screens.

32. Planning: Branding & More
Bake in branding, CTA and required
graphical elements
Don’t forget SEO & social sharing
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33. #IFCADC @word_factory
SunLife gets it right.

34. #IFCADC @word_factory
Enable social.

35. We can stop the
insanity and
start making
infographics
that get results.
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36. Big Take-Aways
Infographics require as much planning and
research as a quality article or white paper.
Budget accordingly.
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37. Let’s talk
Questions?
Observations?
Concerns?
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38. Thank You!
Follow me on Twitter: @word_factory
Email me: margot@thewordfactory.com
Read our blog: thewordfactory.com/blog
Get the handout: http://bit.ly/IFCAInfographicTips
© 2015 TTMS, Inc./The Word Factory