The Science Behind Show and Tell
Can interactive infographics help tell your brand story?
Your brand is the story of who you are. People use it to make your product or service fit into their worldview. Here’s the thing about your brand: It only exists in your customers’ minds. You don’t own it. They do.
It’s your job to arm customers with the information they need to feel aligned with you. Everything you communicate must contribute to this. It’s not a one-way effort. Your customers want to participate in the telling of that story. One way to accomplish this is with interactive infographics.
Before the Internet, only companies with huge advertising budgets could afford to use multiple forms of media to tell their brand story. They’d use radio for some aspects of the story. Print helped in other areas. Television helped elsewhere. And so on.
The web has leveled the playing field. Now everyone has access to almost all customers. We’ve gained access to something even more powerful. Now we can tell brand stories directly. Even better, our audience can participate. Interactive infographics can do this in specific ways unmatched by other types of storytelling.
- They transform graphics into engagement.
- They make large amounts of data and complicated subjects easier to understand.
- They communicate ideas more effectively.
- They are shared on social media.
Why our brains crave infographics
People are visually wired. We understand and retain information that includes engaging visuals. But those visuals only go so far.
We retain information through kinetic learning, the inclusion of a physical activity. And yes, clicking on a mouse or tapping on a mobile screen qualifies as physical activity.
You create a potent combination when you add interactivity to an engaging graphic. There are few better ways to use data visualization to tell your brand story.
Science backs it up
The power of interactive infographics for brand storytelling isn’t just conjecture or “we know it works because we made one” promotion. There are scientific studies proving effectiveness.
- Almost half our brain is involved in visual processing
- 70% of our sensory receptors are in our eyes
- Our brain can process a symbol in 150 milliseconds, and it takes only 100 more to attach meaning to it
- We’re 323% better at following written instructions when they are accompanied by illustrations.
- We can recall only 20% of what we read, but we recall 80% of what we see and do.
Two benefits only interactive can bring you
The statistics above show how customers benefit by the use of interactive graphics. But there are two quantifiable benefits you, as well.
1. They’ll help you develop an email database. Integrate forms into your infographics. Ask users specific questions about their experience. It gives them a voice, and you can collect their email address. Use this to share more about your brand in the future.
People who trust you with this information are making a strong communication. They are likely to be advocates of your brand, willing to share it with others.
2. You’ll gain new insights and acquire even more data. Integrate polls into your infographics. It provides you with the opportunity to test how your story resonates with people. Each poll generates more data for you. You’ll discover which types of information generates the best interaction and engagement.
Better than graphics alone
They say a picture’s worth a thousand words. That doesn’t impress Google.
All that text in your static infographic is unsearchable. Interactive infographics are fully searchable.
Interactive infographics can provide you with analytics. If you construct them properly, you’ll know how long visitors spent interacting. You’ll see which links they followed.
Finally, the data points in your interactive infographic can be linked to sources that continue to update it. This content becomes not just evergreen. It’s always updated. Think about the time this will save you.
Remember who owns your brand
Video and other multimedia has its place in the story you tell about your brand. We’re all aware of the short amount of time people are willing to spend on what we want to communicate. You need to be brief. Infographics can help you with this.
Use them to be brief, but make them interactive.
It takes your brand communication to the next level. You’re not just telling, you’re showing. You’re not just pushing, you’re interacting. You’re helping people participate in the crafting of the brand story. And remember: they own your brand.
One of the most effective ways to share your brand story is through video, which draws viewers in and gives them a full interactive experience through visuals, sound and motion. Discover just how effective when you call Kollins Communications at 201-786-0400 ext. 170.