Writing for infographics: choosing your words carefully

Present information graphically

Impressona are specialists at Infographic creation and copywriting for Infographics.

An Infographic does exactly what it says on the tin: conveys information by combining text with striking imagery to help the reader to better process the facts and figures included. Infographics have at times been a very popular form of content, with a number of graphics going ‘viral’, raising brand awareness, and increasing customer engagement for those companies who invested time and energy into them as part of their overall content strategy. They can still be a great way of getting sometimes complicated messages across to your audience, but like any content you market, they need to be carefully thought about, and leveraged properly to have any real effect.

Writing content for infographics is a very different task to writing copy for blog posts, articles or website content. For one thing, you have fewer words to work with, because those words need to fit into a single page illustration or graphic. The words you do use, therefore, need to be:

  • Easy to work into an image, chart or diagram
  • Well researched- infographics with solid, reliable statistics perform better
  • To the point- waffle does not perform well in this medium
  • Factual- infographics are all about trying to educate your audience about a certain topic in an easy, enjoyable manner.

Using a specialist content writing company like Impressona is a good way of ensuring any Infographic produced contains well-written and well-researched content.

Infographic creation to boost your content strategy

Before deciding to commit your time and energy to an infographic, you and your content team should ask yourself some important questions:  


Why am I doing this?

Are you thinking of publishing an Infographic because you feel you ought to? Because you would like to be part of a trend? If so, we would advise you to think more carefully before spending what could be a large amount of time on this. Better reasons to produce an Infographic might be to simplify a complicated message to potential clients, to help illustrate your latest research on your blog or in a corporate publication, to communicate your company ethos, or to provide information about your services quickly and effectively.  

As with most content, if you have asked yourself why you are creating something and the answer is not clear or in line with your overall business objectives, it may be an idea to invest your time into a different form of content.


Who is my audience?

If you still find you are in need of an Infographic, the second most important question relates to your target audience. Who are your preferred readers? Potential clients? Existing clients? What age range and demographic do they fall into? How do they consume their media? What questions do they have, and how do you answer those with your Infographic? These questions will help you to tailor your content effectively to their needs, meaning it is far more likely to perform better.


Have I got my facts straight?

Making sure your content is well grounded in fact is essential with Infographics. Your credibility will be called into question with poorly researched statistics, so fact-checking and due diligence is vital.

Your white paper also needs to be original and genuinely add something to the subject you’re discussing.

Building trust with your reader has a number of key benefits. Firstly you establish that your content is valuable, meaning readers will be more willing to part with their email addresses for content you publish in the future, or share it socially. Secondly, you show that you, and your brand, are real experts in the field.

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Is it easy to read and understand?

As well as the above considerations, your infographic needs to be easy to read and digest. ‘Choosing your words carefully’ is an apt expression here.

It needs to be aimed correctly for the audience you want to reach. Make it too technical and you’ll turn people off, make it too light and you’ll miss the opportunity to educate.

Creating an Infographic that really works: our process

Our approach is content first, design second. This means we get to the heart of what you are trying to communicate before we invest time and energy in eye-catching graphic design, ensuring the end result is impactful and presents a good return on your investment. Our process is as follows:

  • Objectives

What are you trying to achieve with this content? We get clear objectives and goals down on paper before we do anything else.

  • Research

We take your goals and ideas for the project, and gather the best, most reliable data and statistics for the Infographic that we can.

  • Approval from client

Getting your approval before we apply graphics is crucial to a smooth turnaround. We’ll always get your sign off on the content before going on to work the copy into a full Infographic.

  • Design stage

Our skilled graphic designers will put together an attractive, compelling layout to help bring the words, facts and figures to life simply and effectively.

It's just a line, but important none the less

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If you would like to find out more about Impressona, our professional blog writing services, or anything else at all, please get in touch or call us on +44 (0)117 230 778.