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Considering the fast-paced digital era in which we’re living, creating visual content for your website caters to the short attention spans of your audience.
Whether it’s in the form of a slideshow, a video or an infographic, our minds are processing information much faster these days, as content is flying at us rapidly.
To keep up with the demands of instant gratification, you want to ensure your website and content are visually pleasing to your audience, while providing the information that it’s seeking at the same time.
One thing that enhances your company’s credibility is posting case studies on your website, providing concrete evidence and testimonials of how your audience receives your products or services, and how they improved their well-being.
If you want to take it a step further, find a way to bring your case studies to life with the use of infographics, making it easier for your audience to absorb the information with vivid imagery and memorable animations.
Read on to learn how to customize an infographic that illustrates a recent case study, creating a visual of your data with animated widgets.
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First, let’s define the components of a case study and why its content would be conducive for an infographic. Many B2B case studies are structured in the following way:
The straightforward example below demonstrated by LinkedIn is an accurate depiction of a case study that illustrates how its company pages helped increase brand awareness and franchise opportunities for its users.
To ensure your case study is credible, reach out to a client or customer for a testimony.
Upon your customer’s agreement to relinquish their information, you can supplement your case study with as much detail as possible to highlight who the customer is, what your product helped them accomplish and the results.
Note: Don’t include quotes of a customer who wishes to remain anonymous, as this won’t add value to your case study and could appear contrived.
Think of your case study as telling a story and devise a plot that is comprised of a beginning, middle and end:
Beginning: The Conflict
Introduce your case study by presenting a problem that one of your clients has encountered, building anticipation.
Next, introduce the main players – your company, the customer, a third-party expert, etc.
Middle: The Solution
The problem has been defined, now it’s time to get to the heart of the story by presenting ways in which your product or service provides a solution.
Think of your product or service as the protagonist and the way its attributes, features, advantages and everything else that sets it apart has proven to be effective enough to change the situation for the better.
End: The Result
How has the customer’s life improved? What “happy ending” did they gain by using your product or service?
Divulge how much better off the customer is since your product provided a solid solution. Speak to your prospects and instill a sense of envy by demonstrating how much their lives can improve and how much more successful they can be by using your product.
To prepare for the next step in constructing an animated infographic, locate eye-catching images and typography that will bring your case study infographic to life.
Some examples include:
Consider the example below provided by LinkedIn that demonstrates a case study conducted by IntelliResponse Systems Inc.
It presents a challenge, a solution and the results of its efforts to enhance its customer service. The subject matter is also emphasized by its branding color scheme.
I once worked for a company called Sovereign Health as an editor for its content team. We dealt with some very heavy subject matters daily, producing content revolving around alcohol and drug addiction as well as mental illness.
One aspect of my job was working with graphic designers to repurpose my team’s blogs into infographics. Then we would distribute them in our monthly newsletters and social media platforms, mainly Pinterest.
Considering how crucial it was to accurately depict this information to our audience, we needed to do the content justice by making it as comprehensive as possible.
I would assist writers on my team in selecting their most compelling blogs that would be a good fit for an infographic.
We started by choosing which kind of infographic would be the most ideal for the subject matter. The nine most common types of infographics we worked with were:
The next step was to write a very detailed instructional outline for the design team. This was an exercise in precision, as the more accurate we could be in our descriptions, the easier it would be on the graphics team to interpret our instructions.
The challenge that comes with transferring text into art is quite the process, especially if there’s a lot of communication involved, you want to be as concise as possible.
If you find yourself having to convey an infographic concept to your design team, start with the following steps in your infographic copy.
First, assemble a compelling headline demonstrating a fair amount of SEO – implementing keywords in the title tag will help your infographic gain more exposure.
Let’s go back to your case study. Provide a brief description of the product or service that you’re highlighting and what sets it apart.
Depict any graphs or charts you wish to include in the infographic – provide exactly how you want your data to be represented.
In the depiction below, courtesy of a Visme template, this graph gives you an idea on the types of stats you would want to highlight.
The graph above shows how much time the average Android user spends on webpages versus apps on their smartphones.
If you’re working with multiple sets of data, feel free to use multiple charts in different formats, offset a pie chart against a bar chart, for example.
As previously mentioned, using a monochromatic scheme puts your story in the spotlight.
You don’t want your infographic to look too busy or cluttered, as it can distract from the message you’re trying to convey. Sometimes negative space serves just as much purpose as the content itself.
A very important aspect of how you present your data is making the most use of your brand’s color scheme to promote your business. After all, the goal is for your audience to associate the compelling information they’re looking at with your brand.
If the subject matter doesn’t complement your company’s color scheme, consider including these hues in a more subtle way.
Gather all of your information based on your specific topic, i.e. percentages, totals, comparisons, demographics, cash flow, etc.
Choose specific icons in the infographic to exemplify each statistic to help them stand out. Have fun with your design, put some personality into your infographic with icons that will best depict your brand.
You don’t want to overwhelm your audience with too much text in the limited space an infographic provides. That being said, you should choose your verbiage wisely.
Stick with strong verbs that will make your language more concise and exciting. Use verbs like notice, look, give, think, get, start, etc.
This sets a much higher precedent for your subject matter. You can employ your strong verbs to compel your audience to take action and use this opportunity to inspire them.
The purpose of your infographic is to tell a story. Your case study has been brought to life and is taking your customers on a journey of how their lives can change.
They needed something, i.e. your product. What is it about your product that sets you apart from others in your industry? What gives you that competitive edge?
In what way did this groundbreaking product change your customer’s life and satisfy them to the point where they will be a loyal ambassador of your brand?
Let’s dive into the elements that will breathe vibrant energy into your case study infographic’s content.
The first thing you need to figure out is how to map out your infographic case study.
You want to ensure it’s all strategically placed where your audience members’ eye movements will follow, as most heat maps will show, people tend to start at the top left of the screen and move in a zigzag pattern down the page.
Intentionally place data such as stats, visuals and clickable items in these areas.
Determine if it’s necessary to split your data into pages or to format it into one long continuous infographic. Sometimes too much data can be overwhelming to the viewer who has to scroll through so much information.
Dividing and organizing the data into separate interactive pages can streamline your case study infographic, but if you’re writing about one continuous subject matter, not disrupting the flow may be the way to go.
Take your viewers on a journey by utilizing the scrolling feature, allowing them to explore different aspects of your case study at their leisure, letting them feel like they’re in control of the content.
The hovering facet adds more opportunities to reveal data that’s hidden on the page, preventing a cluttered appearance, but still including vital information.
Linking creates another workaround that prevents your infographic from appearing too heavily saturated with content.
The links will simply redirect your audience to more data that still pertains to the subject matter, adding another dimension to the infographic and enriching the audience’s educational experience.
This is an effective way to personalize your infographic journey. Invite audience members to submit information in the form of a data entry field, yielding a reflection of their personal outcome that they can see animated throughout the rest of the infographic.
Obviously, this is only conducive for certain topics, but it’s nice to know the feature exists should you ever want to apply it.
Get your audience emotionally invested in your case study with a compelling title or hook, and apply the story metaphor we covered earlier in the article, taking your audience through your narrative.
Make it easy for them to digest by creating a comprehensive flow, don’t bounce around from topic to topic, but rather provide a smooth journey with visual cues.
This is another opportunity to employ animation that will direct the viewers as to what they should look at next. Structure the content in such a way that the audience would have no choice but to follow your lead.
Another option is to create an animated infographic in the form of a video.
Instead of putting your audience in control, let them sit back and watch the infographic elements come to life by continuously transitioning to each fact, making it easy for your viewers to follow.
This format is also conducive to post on YouTube or share on your social media platforms.
You can also leverage your Client Relationship Management (CRM) system by automating an email campaign that promotes your case study infographic, streamlining your distribution efforts to your clients.
A fantastic example of an animated infographic was produced by a company called Rightcolours, which illustrated air traffic patterns around the globe covering everything from the world’s busiest airports and largest airlines to how many passengers claim lost luggage.
Check out the video below.
It’s time to bring your case study infographic to life.
This is your opportunity to leverage your animated infographic not just from an entertainment standpoint, but it’s also another way to interact with your audience.
Creating dynamic content of this magnitude will help your company stand out and give you more of a competitive edge.
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