It’s no secret that humans are visual creatures. While numbers and the written word can inform us about anything in great detail, we’re much quicker to process information if we have a visual representation of it – like a chart, illustration, or graph. Some studies even show that people process images 60,000 times faster than text.
Your marketing material likely includes data, and when you’re creating that content, you constantly need to be making decisions about how to present that information to your audience. While your first instinct might be to break down the numbers into a text report, you should consider creating visual representations of that data.
Here are the top 3 reasons why you should be using data visualization to create powerful marketing strategies.
Quickly Convey Important Information
Anyone surfing the internet is likely suffering from information overload. There’s just too much content out there for our brains to process in a meaningful way. Stats that are supposed to make an impact on people become just another post that’s skimmed over and quickly forgotten. But when you present that data as an image, the information is far more likely to make an impact.
For some inspiration, take a look at this infographic about how people feel after not getting enough sleep. If this was presented in text format, it would likely read as dull statistical information. But when presented as an image, you can quickly see that most people put themselves in the “a bit irritable category” while almost no-one considered themselves to be “less irritable”.
Tell a Story
In addition to making it easier for your audience to comprehend the data, creating visual representations of your data allows you to get more creative with how you present it. People are much more likely to remember and relate to information when it’s presented with a creative story or with real-world context, and visual data is a great opportunity to make that connection for your audience.
This infographic from The Plain Dealer takes a lot of information about how traffic jams are formed and presents it in a way that’s easy for people to understand by telling the story of how the individual cars on this highway are contributing to the backup. Readers can relate the text blurbs to the corresponding vehicles, which makes it easier to process and remember.
Understand Your Own Data
Creating a visual representation of your own metrics can also help you plan out your campaigns and better understand trends in your data. When you’re reviewing your own analytics and metrics, you might find it difficult to spot these trends when looking at spreadsheets and lists of data. But if you convert data into infographics, you’ll have a clear picture of your numbers, which can help you track what’s working and plan out your future campaigns based on past results.
By displaying your data as strong visuals, you’re increasing the chance that it impacts your audience and gives your content additional power. Taking this opportunity to present information in a way that’s easier to communicate and process will give your content additional value and help establish your brand as an authoritative source in your niche.