Infographics

in the real

world

“Info’ ‘graphics”

Displaying information & data

through visual graphics

What are infographics?

Infographics clearly and

creatively display interesting

data or knowledge in a way

that is engaging and

understandable for the user

How does an infographic work?

Application of infographics

Typically, infographics are used online

Companies create a blog post, write a short keyword description and

promote through social media routes – Facebook, Twitter, Email,

Newletters etc

This route alone proves to be unbelievably powerful and great

infographics can potentially spread virally, reaching hundreds of

thousands of a targeted audience

Since 2010, searches for infographics have increased by 800% http://infographicable.com

Can infographics be

applicable offline?

Outdoor advertising

Outdoor advertising is using environmental spaces to reach consumers on the move or in public places

It is the fastest growing traditional medium over the past decade, with an estimated spend of £880 million in 2010

It can enable reaching a large number of consumers quickly or it can be used to target a specific population in a distinct location

Environments where infographics could be applied

Tra

nsp

ort

Roadside Point of sale

Leis

ure

Retail

Positives of infographics in outdoor advertising

Assurance to connect with hundreds of people, 24/7

Flexibility – advertisements can be placed in areas where they are

most likely to be effective

Opportunity to be creative

Less intrusive, not pushy advertising

Target the untargeted – increase brand awareness & potentially

attract new people

Negatives of infographics in outdoor advertising

Not targeting can be risky.

If not placed appropriately, it becomes a glance medium and not really

engaging. Infographics on a billboard for example usually only draws 2-3

seconds of attention: not enough to digest it and be effective.

Hard to measure effectiveness. Online you are able to see a wealth of

information through analytics, but it is only really through surveys that you

can measure the effectiveness.

Outdoor advertising by nature are longer campaigns and therefore come

at a higher cost.

Prime locations will come at a premium cost and usually controlled by the

big players!

Where is appropriate

for infographics in the

real world?

Using infographics on the London transport networks

Transport for London states that

3 million people use the

Underground every day and

nearly two million people use

the London Overground every

week.

The perfect opportunity for

using infographics are in areas

where passengers are forced to

wait…

Using infographics on the platform

With a 3 minute average wait time on the platform for a tube train, CBS Outdoor research say that passengers find advertising here a

‘welcome distraction’ Huge display space used

effectively could have real impact with the consumer

The infographic would need to be clear and simple: quick for the consumer to digest

Using infographics on the train

Each passenger has an average journey time of 13 minutes.

It is seen as the perfect time to communicate a more detailed brand

story

Whilst the passenger may have time to read through a paragraph of

text, communicating the message visually will have greater impact.

Using infographics on the interactive kiosks

Kiosks are purpose built for users to interact with in

order to find information.

Advantages

Condensing large amounts of information to be

easier to process and aesthetically appealing

Communicated in-depth information more

effectively

Purpose made for interactive infographics

Disadvantages

More complex to design

Not all data is visible on the same page

May make it harder to hook users instantly

Intelligent digital display boards

Latest digital display boards are getting more intelligent.

The image shows a digital display

that has a built-in webcam.

It utilises face recognition software

to detect whether a person walking

past is male or female and targets

an appropriate advertisement.

Mobile infographics

Smartphone technology provides the ability to create interesting and

interactive infographics

Consumers can easily share infographics they like with friends, giving it

the ability to spread virally

Effectiveness can be measured through analytics

Near field communication (NFC) is a group of short-range wireless

technologies that can be used to send information to mobile devices.

This type of technology could really benefit the consumer, if used

effectively. Infographics can be set to provide information that will

influence them immediately.

According to the infographic on mobile marketing from digitalbuzz,

by 2014 mobile internet should overtake desktop internet usage.

It’s a constant battle to engage with your audience. Marketers are always trying new ways attract their target audience.

Infographics are not utilised enough. The flexibility that they provide and the attention that they draw could really explode your consumer engagement having a great impact on your marketing results.

Service Design