"Simple" communicates better.
That's always been our Positively Writing philosophy. And we're wondering if the explosive increase in the use of infographics might challenge those who share our philosophy. Even casual observers of the digital-marketing landscape can't help but notice the preponderance (plethora?) of infographics in daily use across the Web. But what's behind the dramatic increase in that use?
Our view is that it's linked both to the presentation of data and to the effect technology is having on our ability to digest said data.
When individuals and companies decide to present us with infographics, they may be simply trying to illustrate—literally—data. By adding color and graphics they may be hoping to make a bigger impact than they would by showing us a bar chart. Good for them. We like interesting much more than we like boring, especially when thinking about data.
We're now also automatically inclined to expect some graphics with virtually every app or platform or online engagement of any kind. We heard an amusing comment recently describing Craigslist as looking like it was "from the invention of the Internet." The point was well taken.
But when the need to "cleverly" present data trumps the data itself, well, we have a problem. A 10-panel vertical infographic with swirling graphics and myriad colors and numbers embedded in endless layout elements? Probably wouldn't qualify as "simple." or "clear." And if it's not clear, it's falling short of it's goal. Simple.
While we're not surprised there's a bandwagon for infographics, we're eager for the wheels to fall off, so to speak. As marketers, we might want to take a step back and remember what our ultimate objective is: clear, persuasive communication.
