Question

Topic: Branding

Designing Infographics

Posted by AriRose on 1/15/2013 at 1:25 PM ET 125 Points
We have begun creating infographics describing different processes, statistics and information about our company. (we are an HR outsourcing firm and provide a wide range of services in different disciplines. www.cpehr.com).

My question is regarding the design element of these infographics - should they all have a common feeling to them, to promote a single brand, or in the visual world of infographics, pretty much anything goes? We have already created 2, very different styles (one an illustrated park setting walking through a process, and one more traditional data and stats). I was looking for some direction before we continue to design new ones.

Thank you.
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RESPONSES

  • Posted by Moriarty on 1/15/2013 at 3:45 PM Member
    What are you trying to communicate with your infographics? Because this - and the immediate needs of those you are communicating with - are the arbiters here. If a park setting is more effective, use it. If the traditional manner is, then use that. If you don't know the answer, ask your clients. They are the arbiter here, not some graphic artist on the other side of the planet.

    The bigger question is do you need to create a brand with infographics, or do you want to communicate effectively? They aren't always the same thing. What's more communication always tops branding.
  • Posted by Jay Hamilton-Roth on 1/15/2013 at 9:19 PM Member
    Also, will the infographics be seen by the same audience, or are you trying to create a library of graphics to spread your message far and wide? In general, a common theme (whether that be a color palette, wording, layout, etc.) is useful for building your message/brand.
  • Posted by AriRose on 1/17/2013 at 8:39 AM Author
    Moriarty - the primary purpose is to communicate information. As a complex service provider, I am looking for ways to express some of these ideas more simply.

    Jay - the IGs will most probably be seen by the same audience, in that I don't expect them go viral or spread over social media (not terribly engaging information). The focus is more on representing our service in a more engaging, entertaining light. On the website, blog, email, etc. to prospects and customers.

    We're not using these to BUILD the brand. But the question is if they must be CONSISTENT with the brand?
  • Posted by Jay Hamilton-Roth on 1/17/2013 at 11:52 AM Accepted
    Unless you have a compelling reason to not use the branding, keep with a common theme (for consistency's sake). Instead of using IGs, supposing you were using photographs illustrating your points - would you have a varied set of images or a set that were related thematically?
  • Posted by Gary Bloomer on 1/17/2013 at 12:41 PM Accepted
    Yes, keep the visuals consistent with related colors, type faces, graphic styles, and illustration styles.

    Change things up and around with varying placements and combinations of visual elements to keep your viewers on their toes, but keep the visual feel tight and related from piece to piece.
  • Posted by AriRose on 1/17/2013 at 2:16 PM Author
    Thanks Jay and Gary, glad to hear you're both on the same page. Can you think of any companies that have done this well? - produced a series of different, but similar-style, infographics? Would love see some good examples.
  • Posted on 1/17/2013 at 2:19 PM Accepted
    I think there is value to keeping a common look/feel, especially if you're dealing with the same target audience. The consistency will have the effect of communicating your company/brand personality, and the more consistent you can be with that the more likely people are to "get it" quickly and associate that personality with your company. Why risk confusing them with different graphic styles? What's the advantage?
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