Infographics for Marketing & Communication [White Paper]
Upcoming SlideShare
Loading in...5
×
 

Infographics for Marketing & Communication [White Paper]

on

  • 974 views

A picture is worth a thousand words. We’ve heard that said often and indeed it is a tried-and-tested maxim of traditional marketing. As such savvy marketers are beginning to pay much more attention ...

A picture is worth a thousand words. We’ve heard that said often and indeed it is a tried-and-tested maxim of traditional marketing. As such savvy marketers are beginning to pay much more attention to the info-graphical presentation of content in their marketing campaigns, sales kits and business proposals.

In case of marketing complex solutions or conveying technical data to a non-tech savvy audience, infographics can and often do play a really major role.

Statistics

Views

Total Views
974
Views on SlideShare
950
Embed Views
24

Actions

Likes
1
Downloads
26
Comments
0

1 Embed 24

http://infographicb2b.com 24

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Infographics for Marketing & Communication [White Paper] Infographics for Marketing & Communication [White Paper] Presentation Transcript

  • Anol Bhattacharya Infographics for Marketing & Communication
  • Infographics for Marketing & Communication Introduction A picture is worth a thousand words. We’ve heard that said often and indeed it is a tried-and-tested maxim of traditional marketing. As such savvy marketers are beginning to pay much more attention to the info-graphical presentation of content in their marketing campaigns, sales kits and business proposals. In case of marketing complex solutions or conveying technical data to a non-tech savvy audience, infographics can and often do play a really major role. According to ‘Artist with an MBA’, Cliff Atkinson, designed and used properly, infographics can: I. Help a prospective client understand a concept quickly. II. Show respect for the viewer's visual sophistication. III. Serve as an elegant visual interface to your quality content. IV. Motivate readers to dive into the text to find out more. V. Show you care to craft a compelling visual story out of your content, rather than use a cookie cutter approach. 2 / 19 We think in pictures. “
  • Infographics for Marketing & Communication Switzerland 8 $2,019bnUBS 19 $1,209bn Credit Suisse Group Italy 13 $1,504bn UniCredit 26 $843bn Intesa San Paolo China 20 $1,189bn ICBC 24 $903bn China Construction Bank Corporation 28 $828bn Agricultural Bank of China 29 $820bn Bank of China Spain 17 $1,344bn Santander Central Hispano 33 $739bn BBV Argentaria UK Now owned by Lloyds 1 $3,808bnRoyal Bank of Scotland 4 $2,459bnBarclays 5 $2,354bnHSBC 18 $1,336bn HBOS 35 $708bn Lloyds US Now owned by Wells Fargo 7 $2,188bnCitigroup 10 $1,716bnBank of America 12 $1,562bn JP Morgan Chase 32 $783bn Wachovia Corporation 43 $575bn Wells Fargo Japan 9 $1,818bnMitsubishi UFJ Financial Group 14 $1,495bn Mizuho Financial Group 22 $1,073bn Sumitomo Mitsui Financial Group 45 $528bn Norinchukin Bank France 3 $2,494bnBNP Paribas 6 $2,268bnCrédit Agricole Group 11 $1,578bn Société Générale 31 $815bn Crédit Mutuel 38 $638bn Groupe Caisse d'Epargne 47 $514bn Groupe Banques Populaires Germany 2 $2,974bnDeutsche Bank 23 $908bn Commerzbank 34 $736bn Dresdner Bank 37 $653bn Landesbank Baden- Württemberg 39 $635bn DZ Bank 40 $612bn Bayerische Landesbank 41 $589bn Hypo Real Estate Holding 49 $422bn WestLB Australia 42 $585bn National Australia Bank 48 $444bn Commonwealth Bank Group 50 $419bn ANZ Banking Group 15 $1,463bn ING Bank 27 $840bn Rabobank Group Netherlands 21 $1,129bn Fortis Bank 25 $890bn Dexia 46 $523bn KBC Group Belgium 44 $573bn Nordea Group Sweden 36 $660bn Danske Bank Denmark 30 $816bn Nordea Bank Norge Norway 16 $1,391bn Banca Româneasca Romania $24.4bn -34% $26.5bn -32% $36.1bn -11% $6.1bn -86% $14.2bn -77% $6.2bn -71% $61.3bn -43% $22.9bn -36% $14.8bn -71% $104.2bn -41% $20.4bn -91% $14.6bn -86% $51.4bn -81% $108.5bn -37% $21.4bn -86% $73.4bn -47% Co-op Owned by Nordea Group Owned by National Bank of Greece Co-op $25.3bn -46% $30.8bn -47% $4.9bn -90% $6.3bn -84% State-owned $112.4bn -32% $134.6bn -40%$178bn -33% $42.7bn -44% $5.4bn -78% Mutual Co-op Co-op $27.7bn -48% $4.5bn -82% $3.1bn -62% $34.7bn -53% $27.3bn -66% $36.9bn -24% $34.1bn -47% $26.4bn -56% $0.6bn -93% State-owned State- owned Now owned by Commerzbank $25.1bn -48% $32.1bn -53%$60.2bn -51% What does this show? Assets are predominantly debts owed to the bank, such as mortgages. Liabilities in banking are money they owe to clients, such as deposit accounts. This shows which banks are sitting on the largest loan books – and the contrast with their dwindling stock market values The world's top 50 banks - and the institutions that no longer exist Ranked by The Banker magazine, based on latest assets figures 1 $bn SOURCES: THE BANKER, THOMSON REUTERS Rank Assets Market value now and % change over 12 months Infographics by guardian.co.uk 3 / 19
  • Infographics for Marketing & Communication What is an Infographic? Infographics are a visual representation of information and most probably the oldest communication content designed by human beings. From the time of Egyptian Hieroglyphics the journey of Infographics began as a means to visually communicate a complex concept, document events or tell stories. Modern Infographics started off as visual elements such as charts, maps, or diagrams that aid comprehension of a given text-based content. Today – in the context of marketing, we can also include process diagrams, concept maps, visual narratives, simulations etc. under Infographics. Infographics are used where complex information needs to be explained quickly and clearly. They can present a rich amount of information without intimidating you. Illustration about russian sportsmans total fees in 2007 year. Mariya Sharapova (tennis) is 19 mln dollars, Andrew Kirilenko (basketball) is 12 and Nikolay Habibulin (Hockey) 6. Infographics by Maximus Chatsky » 4 / 19
  • Infographics for Marketing & Communication We think in pictures. Words are abstract representations of form, keeping the context intact. Examples of Infographics Napoleon’s March to Russia Map by Charles Joseph Minard, one of the most celebrated Infographics from early 19th century, portrays the losses suffered by Napoleon’s army in the Russian campaign of 1812. Beginning at the Polish-Russian border, the thick band shows the size of the army at each position. The path of Napoleon’s retreat from Moscow in the bitterly cold winter is depicted by the dark lower band, which is tied to temperature and time scales. 5 / 19
  • Infographics for Marketing & Communication Edward Tufte, identifies six separate variables that are captured in the map. I. The line width continuously indicates the size of the army. II. The line shows the latitude of the army as it moved. III. The line shows the longitude of the army as it moved. IV. The direction that the army was traveling, are distinguished by colors, tan for advance and black for retreat. V. The location of the army with respect to certain dates. VI. The temperature along the path of retreat Étienne-Jules Marey first called notice to this dramatic depiction of the terrible fate of Napoleon's army in the Russian campaign, saying it “defies the pen of the historian in its brutal eloquence”. Edward Tufte says it “may well be the best statistical graphic ever drawn” and uses it as a prime example in The Visual Display of Quantitative Information. 6 / 19
  • Infographics for Marketing & Communication We think in pictures. Words are abstract representations of form, keeping the context intact. Examples of Infographics XPLANE : Showing the value of a connected health ecosystem When Microsoft launched a new health application platform, HealthVault, it faced the issue of having to communicate what it was in a concise and understandable way. Microsoft HealthVault allows consumers to better manage and control their health information by connecting all members of the healthcare ecosystem: consumers, pharmacies, hospitals, healthcare providers, employers, devices and other resources. The integrated health application platform allows consumers to collect, store and share data that would otherwise reside in disparate systems. 6 / 19
  • Infographics for Marketing & Communication We think in pictures. Words are abstract representations of form, keeping the context intact. Microsoft needed to communicate the value proposition of HealthVault in a way that was understandable to the healthcare community. XPLANE created a value proposition map showing the interactions of an integrated ecosystem where consumers, pharmacies, hospitals, healthcare providers, employers, devices and other resources are all connected in a creative and visually engaging way. XPLANE visually represented HealthVault as a data platform that supports multiple applications so health information can be shared with caregivers, physicians and family. The Microsoft HealthVault map was rolled out at the Healthcare Information and Management Systems Society (HIMMS) 2008 Annual Conference & Exhibition where it was enthusiastically received by attendees and fellow exhibitors. Download the complete case study from XPLANE site. 7 / 19
  • Infographics for Marketing & Communication We think in pictures. Words are abstract representations of form, keeping the context intact.Infographics by Juan Pablo Bravo » 8 / 19
  • Infographics for Marketing & Communication Infographics by Tony Park » 10 / 19
  • Infographics for Marketing & Communication Resume Infographics by Michael Anderson 11 / 19
  • Infographics for Marketing & Communication Infographic design 101 Three main questions need to be answered before making any information graphics: Why? How? Does it Work? Making good information graphics consists of facilitating the understanding of complexity. The Infographic discussed below is a project done by GetIT (that’s us!) for Cisco Systems, Inc. The Infographic is on Cisco Connected Learning infrastructure i.e., Cisco Network Infrastructure Solution for Universities – and the main objective is to provide required information to different levels of decision makers from universities and literally bring them on the ‘same page’. Although this Infographic is one-dimensional, without any step-by-step procedure and cause/effect scenario – we hope that it has achieved its purpose. We also learned a lot from the process of development. Let us articulate the process we went through in developing this infographic. Three main questions need to be answered before making any information graphics: Why? How? Does it Work? Making good information graphics consists of facilitating the understanding of complexity. 12 / 19
  • Infographics for Marketing & Communication 13 / 19
  • Infographics for Marketing & Communication I. Collection: Collection of all the raw information for the infographics – such as PowerPoint slides, white papers, face-to-face interviews (multiple sessions), network diagrams etc. II. Identifying the objectives: Who is the target audience? What’s their range of technical knowledge? What are their main pain points? What do we want to highlight to them? Its great if you can sketch a persona. III. Classification: Grouping the infrastructures into physical spaces – in this case into the buildings. IV. Blueprinting: Time to draw each building’s individual groups (pencil sketch) with the technical details. V. Space planning: Basically - putting together a collage, i.e., sticking together different A-4 size papers photocopies of the individual groups. VI. Planning the Interrelations between the groups. VII. Go digital: time to draw the infographic on the computer; we used Freehand and Flash. Any Vector graphics editor should do the job. 14 / 19
  • Infographics for Marketing & Communication X. Optimizing detail: Add in the useful detail, get rid of the extras, balance between aesthetics and usability. XI. Labeling: Copywriting and inserting the labels, tricky part – need to be specific and clear, yet short. XII. Coloring and Typography: Effective typography is not only for corporate identity or enrichment of visual appearance, it also helps you to represent the bound emotions of your graphics. Varying the colors, reducing the saturation of what is less important and increasing it for the most relevant data, modifying the typography, the size of fonts, eliminating everything that doesn’t contribute to showing and clarifying the data (irrelevant grids, redundant data, and unnecessary labels) without losing relevant information sometimes provides surprisingly improved results. VIII. Integration: The purpose of any infographic is to bring everyone on the same page and tell a complete story. Integration of different elements to tell a coherent story is the most vital step of the creation of an infographic. 15 / 19
  • Infographics for Marketing & Communication We think in pictures. Words are abstract representations of form, keeping the context intact.Infographics : Good Magazine » 16 / 19
  • Infographics for Marketing & Communication As we mentioned, there are different types of infographics. For organizations another very useful format of infographic is depicting a process flow. Sometimes those are very complex – especially the multi-dimensional ones. There are few additional considerations for creating those types of infographics. Establishing Context, multi-dimensional and interrelations of the dimensions: The problem of multi-dimensional infographics are that they can easily lose the context by information overload and loosely established relationship of different elements. Planning out the space mapping with just pencil and paper helps. Establishing Causality: in a non-multimedia infographics it’s the toughest part, but the soul of a process or procedure flow infographics is cause and effect. Few more Steps for Creating an Infographic Where to go from here? Used properly, infographics can help a great deal to market complex solutions or products which are difficult to articulate. Besides print, infographics are also taking shape in several different formats, such as interactive narratives, visual explainer and other digital formats. 17 / 19
  • Infographics for Marketing & Communication We think in pictures. Words are abstract representations of form, keeping the context intact.Infographics with motion and interactivity - storyboard by Rafaël Macho » 18 / 19
  • REFERENCES I. Information graphics – Wikipedia II. Edward Tufte: Posters and Graph Paper III. Alberto Cairo’s website: infographics, design and visual journalism IV. Nigel Holmes V. John Information Graphics VI. NiXLOG | INFOGRAPHICS VII. The Visual Display of Quantitative Information by Edward R. Tufte VIII.Designing Infographics by Eric K. Meyer IX. Interactive Visual Explainers-A Simple Classification by Maish Nichani & Venkat Rajamanickam ABOUT GETITCOMMS We are a boutique outfit focused on using new media solutions to help hi-tech and telco business share business knowledge. You tell us what you want to communicate and what resources you have currently. We listen to your objectives, and develop and implement best-fit solutions using our awareness of how people pick-up, incorporate and share new knowledge. Whether in the context of marketing initiatives, customer and partner awareness programs, learning and development, or sales support – the end goal remains getting the message across with speed, accuracy and impact. Infographics for Marketing & Communication 19 / 19