How To Create an Engaging Infographic Using Percentages
Infographics are built on stats and data to convey complex information into human language. But unless your audience is trained to study data and decode numbers, reading percentages after percentages won't help you engage your readers or encourage them to share your knowledge.
As with most infographics, the goal is to create share-worthy content that:
- Encourages people to share your infographic on their website and social media.
- Motivates those people to visit your website or blog.
Looking at an infographic is the microscopic window of time where a person leaves the chaotic addiction of social media and enters your organized conversion funnel where you can then encourage them to subscribe to your newsletter, then start segmenting them into smaller and smaller groups to find who is actually loyal and eager to use your business.
But let's not get too far ahead of ourselves. Let's go back to figuring out how we can persuade a person to click on your content on social media and jump to your website.
First ask yourself, how do you create engaging content? What is engaging to my customers and readers? How can I create content that helps them fix a problem or answer a question they have?
This Is When You Should Start Researching
Start searching through Google, blogs, YouTube and academic sources looking for relevant information that pertains to your business. Write down stats, data, and any information that is relevant to what you're creating and selling. If you find data that validates what your business does, then you're on the right path.
I use Google Trends to get a wide-view perspective on any topic to get an idea of the overall well-being and interest in the subject.
As you see in the chart above, the topic of Infographic is continually growing over the last five years. Like clockwork, every December and July infographics take a dive in interest. I can personally attest, the slowest business time of my year is December and July – because that's when most people go on vacation or hit the pause button on their business.
Now from this big picture view, let's focus in on only one core area of data collecting, percentages.
Percentages Don't Have to Be Boring
If you have a list of percentages gathered, you can turn these into a valuable and engaging piece of content, without boring your readers.
There's an easy copywriter trick to add life to a percentage data point. All you have to do is simply scribe a handful of the percentages into a smaller number people can visualize in their minds. In essence, you're creating a statement people can understand and then you can balance those new statements out with actual, normal percentages. You will see this in the infographic below shortly, but first let's illustrate this trick.
Imagine if I told you 57.8% of people think the earth is flat. In your head are you multiplying 57.8% by 7 billion to get a tad over 4 billion, then visualizing in a chart what 4 billion people look like?
No, you're not. This isn't a logical way to present this information. It's simply a random fact that will not be remembered as people go on about their day consuming information.
This approach isn't memorable because the world population is a number far too big for most to comprehend, and using an ugly percentage with a decimal point is far too daunting even to type into a calculator. FYI, some phone and desktop calculators won't even allow you to calculate in the billions.
A better approach to this would be to frame this issue into an easy-to-understand statement and round-up the percentage since a decimal point is only going to clutter up your message. Instead you should say:
58 out every 100 people on earth think the planet is flat. Or you can even round up higher and embellish for the sake of simplicity and say 3 out of 5 people think the planet is flat. Or you can underestimate and say more than 5 out of 10 people think the planet is flat.
So you now know, writing percentages in a format that is easy to consume isn't rocket science. It's simply viewing the number in a different way. Now let me show you how I can help you create a story and memorable infographic around the percentages you've researched.
How to Create and Illustrate a Story Around Percentages
In the infographic below, I was given 7 percentage stats. I took the seven stats and framed two of them in different perspectives, and kept five of them as actual, normal percentages.
- I rephrased the first stat from 40% to be 2 in 5 Employees
- I removed the percentage from the 4th stat referencing millennials to say most, instead of a number.
Take a minute and read through the infographic below, then I'll explain what I did further to illustrate these percentages into a visual story.
What I Did
In the infographic above, I built the story around the keywords the client wanted in the infographic. The words were, Learning and Transform.
As with any infographic, you want to connect Point A (the top of the infographic) to Point B (the call to action). By connecting these two points, you develop the anchors to the story, and find a way to create a rhythm in the body of the visual to connect these two points.
Starting the infographic with a headline asking "Is Your Team Learning?" is an approach to accomplish several things. First you're putting the question on the reader to answer, inviting them into the narrative immediately. You are also creating curiosity and mild anxiety, because if your team isn't learning, they're not growing. And finally, it's a blunt and snarky question to ask, which depending on the reader can trigger different moods and emotions.
So, with the blunt headline, I wanted to support the copywriting with a visual that illustrates low-education and lackluster learning – hence the paper airline. The iconic symbol of an unfocused classroom that isn't flying straight-forward for long before they spiral downward and crash.
Using the paper airline, I wanted to suggest it was traveling through key data points in the copy that each suggest there's issues with current learning systems and education in corporate environments. As the dotted line of the plane path progresses through each percentage, the reader can follow the rhythm of the plane traveling back and forth, pausing to view the consistent illustration style and percentage.
As the plane lands at the bottom, it is no longer a symbol of basic and lackluster learning, it has transformed into an aerial symbol that represents complexity, precision, talent and sophistication.
Why This Works
Overall this infographic has a strong metaphor connecting points A and B, and uses simple illustrations and doughnut charts to support each data point. Finally, to stay cohesive with the identity and branding of the company, I used a blue color scheme and complimented the graphics with orange to guide the reader's eye to key areas I wanted them to focus on and read.
When viewing this on social media as a person looking to improve their corporate learning, you can take this infographic and share it with others on your team, your followers and are given the opportunity to visit the client's website to learn more. Without an engaging visual to consume and share, the opportunity to take the next step in the conversion process wouldn't be as enticing or encouraging.
Let me help you guide your social media followers to your website.
Infographics can accomplish several things, but the biggest result you can get from an infographic is getting your followers on social media to share your infographic – giving you free advertising which can exponentially grow as other's share it, and more importantly encourage people to visit your website - entering your conversion funnel.
I can help you develop an infographic for your business or project. Email me a short note at firstname.lastname@example.org and tell me when you're free this week to chat.