Interactive content can yield an impressive 70% conversion rate. But your interactive infographic, widget, or microsite isn’t likely to be a hit with audiences unless the team creating it places due focus on quality. The reason is simple. When users can’t find what they’re looking for, feel pushed into interactions, or feel that the content isn’t addressing their unique needs, they’re unlikely to convert in the way you want. That’s why a design agency specializing in interactive infographics and other media should demonstrate mastery beyond the simple basics of visual communication. Only then will they be able to create compelling designs that generate real returns.
Here are 3 basic tenets of quality interactive design that your visual communication partner should consider.
1. Design for Intuition When Adding Interactive Infographic Elements
The designer who’s creating artwork for your interactive content should consider the user experience (UX) and user interface (UI) just as much as your developer does. This comes down to knowing the basics of visual communication and applying best practices across all phases of production. Here’s a quick example.
If something looks clickable, like a color-blocked shape that could be mistaken for a button, you have two choices:
- Determine whether that element makes sense as a clickable button
- Make changes to the shape or layout to remove the connotation of a button
If you fail to make this choice, you wind up with a design element that isn’t intuitively usable. Users will try to click, and nothing will happen.
The opposite can also be true. Ensure that any buttons you do have are obviously buttons. Otherwise, you risk users missing them, and their associated content, entirely.
For an example of how a button should function, take a look at this banner, which includes a button:
There are a few indications here that the button is a button:
- It is outlined in a pop color — a bright pink that draws your attention because it appears nowhere else in the design.
- When you hover over the button, three things happen:
- It animates so that you know it is a dynamic element.
- It changes color, filling in with bright pink to further draw your attention.
- An arrow appears inside the button to indicate that, if you click on it, you will be taken another page.
All of these effects make it quite clear that the button is hyperlinked, ensuring users know how to interact with the page. Your design agency should be incorporating some of the same types of functionality to ensure your interactive infographic is user-friendly.
2. Demonstrate Credibility with Sources
According to thin air, 95% of statistics don’t have a primary source.
Do you believe that stat? We wouldn’t recommend it — “thin air” isn’t a particularly reliable source of information!
With that said, the internet and social media are chock-full of information that can’t be traced back to its original source. This concept has gotten lots of attention lately under the term “fake news.” There are even social media campaigns devoted to calling out the spread of fake news.
The internet also includes plenty of information that’s been misinterpreted and/or distorted from its original meaning over time. There are entire websites dedicated to dispelling rumors and misinformation. In an era where many are taking a critical eye to what they read and hear, citing your sources may be more important than ever. Design agencies should take note when creating interactive content, infographics, and all other types of visual communication.
3. Ensure Your Design Agency Knows How Personalize Interactive Infographics
One study showed that 72% of consumers only engage when they find marketing messages that are personalized for them. That’s why personalization is quickly becoming one of the new-era essentials for content marketing of all kinds, including visual communication.
Interactive design offers unique opportunities for personalization that are harder to find in other mediums, such as static infographics. From quizzes with personalized results, to login pages that greet you by name, to curated content that matches interests you’ve expressed, the opportunities for personalization are as numerous as the consumers you can convert by including personalized content. Don’t overlook the importance of this technique.
Each agency has its own methodologies and levels of expertise when it comes to creating quality interactive infographics and more. With this post’s input, you’ve learned some of the basics when it comes to visual communication in interactive content. How will you use this knowledge to improve your next interactive project?