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The main reason why infographics are so successful is that they transpose written data into a visual representation of the ideas that information contains. Visual data is absorbed much more quickly and easily, which leads to faster understanding. The majority of the population learns best through visual stimuli as shown in research undertaken into Individual learning styles, which is why for advertising companies, such as those involved in ecig marketing, relevant information is delivered in a visually interesting, coherent and direct way.
What Makes Infographics Work?
Audience demand is one of the reasons why infographics are becoming more popular. In this digital, instant access world, the attention span of the average consumer is growing shorter and shorter. They no longer want to spend the time learning about subjects by reading paragraphs of heavily worded information. An image or infographic delivers everything that they need to know in one easily accessible, and more importantly for the marketer, involved transferable or shareable image. This is why expert marketing companies are utilising the power of the infographic to reach more people than ever before.
When it comes to the amount of information that the average brain absorbs, almost 99% of the sensory information that it receives on a daily basis is filtered out and ignored. This means that the brain recognises and responds to only 1% of everything that it is bombarded with on a daily basis. Consider all of the advertising that the average person encounters every day, and how much is simply dismissed by the brain. As a company specialising in ecig marketing, such as Eventige for example, you need to make sure that your advertising is included in that 1% of absorbed information. The easiest and most direct way of doing this is through a visual representation which requires limited processing by the brain.
Information Processing
When the brain sees a visual image, everything contained in that image is processed simultaneously. In effect, all the information arrives in one neat, organised package which requires little in the way of further processing. Change that visual information into text and the brain has to change the way that it works. Rather than all of the information arriving together in one neatly organised bundle, the brain has to work sequentially to process each piece of text one at a time before putting it all together. On average, a person will only be able to recall around 20% of the text that they have read, whereas there is a much higher recall rate when asked about visual stimuli.
In terms of information absorption, an infographic is a powerful delivery tool for all kinds of marketing information. For something such as ecig marketing the infographic needs to be striking enough to capture the eye of the audience, deliver relevant information directly and clearly and in such a way that will not be easily forgotten. The best infographics are those which appear novel or unique, as these are the infographics that are more likely to be shared on social media.
