From infographics to motion graphics to interactive web experiences, there are many ways to use visual content to connect with your target audience. But with so many solutions available, choosing one can be a daunting task. This article will examine three common visual communication formats to help you determine which solution best fits your needs and budget.
Infographics are perfect for distilling data into information-driven narratives. Infographics can come in many different sizes and formats, but what most people think of when they hear the word “infographic” is a static image online. The typical static infographic appears in a long scrolling format in optimized for viewing on a computer or smart device. An emphasis on illustration is another common characteristic. Static infographics are ideal for:
- Proving a straightforward and informative viewer experience
- Sharing on websites, blogs, and various social media outlets
- High-level explanations of a product, service, or issue
View the full infographic here: Are You Working Your Employees to Death?
Similar to static infographics, interactive infographics use visuals to create narratives out of large amounts of information. Unlike static infographics, interactive infographics eschew a linear approach to data-driven narratives. Instead of reading top to bottom or left to right, users click through, manipulate, and explore the data in whatever way they choose.
Interactive infographics can utilize any number of features for the reader to experiment with, from simple clickable icons and buttons to hover-over information to animated graphs. They’re a great way to capture your reader’s attention. Interactive infographics are great for:
- Visualizing large amounts of data
- Deep dives into specific information without losing track of the bigger picture
- Going beyond a passive viewing experience and engaging your audience through interaction
View full interactive here: The Solutions Project
Like the name suggests, motion graphics use animation to tell stories and present information. While static infographics (and often interactives as well) use a limited number of visual techniques, motion graphics are much more robust and various. An average motion graphic incorporates illustration, animation, narration, music, and sound design to produce a 60-90 second video. Motion graphics are great tools to elicit an emotional response from viewers—a quality that makes them indispensable in many businesses’ marketing strategies.
While motion infographics tend to be more expensive than static or interactive designs, the benefits are plentiful:
- Greater control over your viewer’s experience of the narrative
- Great for explaining processes and systems
- The popularity of videos in social media is at an all-time high. Take advantage and share away!
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