Get the Story Straight, and the Rest Will Follow: Developing infographics with a purpose

Too often, people begin developing infographics by playing with templates, images, and data visualizations. And who can blame them? It’s fun! But while this process will produce an infographic, it might not result in a story that connects with your audience. A better approach is to begin by making intentional decisions about your infographic: clearly defining your audience, purpose, and message constitutes three foundational and critical steps for developing an effective infographic.

Identify Your Audience (The Who). The first step of 10 Steps to Creating an Infographic focuses on identifying the information needs and interests of your intended audience. What information matters to them? How much do they understand about research and evaluation, and what might this mean for the tone and language you use? The local context in which your audience will access and use your infographic has implications for design elements you choose during later steps of infographic development, such as layout, size, and visualizations.

Clarify Purpose (The Why). The second step is about determining what you hope to accomplish through the infographic. Why are you creating it? What do you hope will change for your audience as a result of reading it? The purpose of an infographic can range from increasing awareness of a topic, issue, or research finding to improving program implementation or instructional practices based on study results. Think of purpose as the intended outcome of your infographic.

Create Story and Message (The What). The third step involves creating your main message, with primary points, secondary points, and supporting details. The story is what you share with your audience to achieve the infographic’s purpose. An effective story that conveys a compelling message includes an engaging title, an introduction with the foundational information the audience needs to grasp the main message, and a conclusion with a call to action that reinforces the purpose of your infographic. The story is intentional. It is not an afterthought or a by-product of populating a page with super cool images and data visualizations.

Getting the story straight by identifying your audience, clarifying your purpose, and creating an intentional main message will set the course for subsequent design decisions for your infographic. As you contemplate design elements, keep yourself in check by asking, “Does this support the main message and purpose of the infographic? Will this resonate with my audience?” Following this process will result in an infographic with greater coherence, clarity, and relevance for your audience.

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For more information about Magnolia Consulting’s infographic services, tools, and resources visit the Tools and Resources page!