Communicating Your Vision to Your Infographic Designer
When you’re asking a designer to translate the vision in your mind plus the data on your computer (or the data you know you want to use) into a stylish infographic, you’re starting with a tall order! Make it as easy as possible for your designer to fulfill your infographic desires by communicating your vision clearly from the beginning. Here are some tips to help you communicate with your designer.
* State what your primary goal is for the infographic.
Whether you’re trying to raise awareness or drive traffic to your website, you need to let your designer know what you want to happen when your audience looks at your graphic. You may have more than one goal, so if possible, try to communicate what each goal is; for instance, convincing audiences to visit an election website and learn more information so they will vote for a particular candidate.
* Tell them who your audience will be.
Is this going to be posted on social media sites? In a magazine? Where are you going to be distributing this, and whose attention do you want to catch? If you’re trying to attract the attention of a particular market segment, you should know who you’re trying to appeal to. The statistics the designer chooses and the final design will depend on who your audience is.
* Decide what tone you want to adopt.
Some infographics work best when they are serious and thought-provoking, while others become popular because they’re lighthearted looks at a situation most of us haven’t thought much about. If you’re pointing out a particularly strange fact, a whimsical or tongue-in-cheek attitude can attract attention, but your designer won’t want to be silly unless you tell them it’s all right!
* Specify which information is most important.
Chances are good your designer will be doing some research or sorting through the information you provide. There should always be too much – it’s best to give your infographic designer a good variety of data to work with rather than a few pieces of information to try to piece together with a narrative. Nevertheless, feel free to let your designer know if something is particularly important.
* Communicate what to avoid at all costs.
Whether you’re worried about a particular issue being raised, want to avoid colors that appear in a competing brand’s logo, or strongly dislike a particular style of marketing, let your designer know what is off-bounds so you don’t waste a revision or two getting through this later on.
* Share any design ideas you have.
There’s a fine line to walk between too many requirements and too few, but it can’t hurt to share a few design ideas you have. For example, if you have had good results with unusual graph styles or want to avoid bar graphs at all costs, let your designer know what you are thinking. Stay flexible – your designer often is more aware of the very latest trends and what will go over well.
* Pass along information on the marketing strategy.
It’s very likely your marketing team has a clear idea of what they will be using the infographic for. Whether it’s to draw in social media readers or communicate a vision of your brand, the more the designer knows about the marketing strategy, the better they can ensure their work fits in.
Translating data into a visual work of art is a tricky task at the best of times, but when designers know exactly what you want out of the infographic, their jobs become much easier. Make sure you follow these steps to communicate your needs so both of you are satisfied with the work of art that results!
Guest post contributed by Adam Milligan on behalf of InforgraphicWorld.com – Adam is a Infographic designer and freelance writer. He mainly writes for graphic design blogs.