Lab42 Research Series - Part 1: How we use infographics to support our marketing efforts
As a company with years of experience in creating custom infographics for ourselves and our clients, we’re often asked how we’re able to construct such visually stimulating graphics, while still being able to share information clearly. And we reply with the same answer, which is the same way we approach all projects: we try to see the big picture and construct the outline in such a way that it supports the story / information that you are trying to shareWe set up a 2-part blog series with the goal of sharing detailed information about how Lab42 creates infographics and the impact that these infographics have on our own marketing efforts. In this first part, we will share detailed information on our processes and best practices for creating data driven infographics. In the second part of the series, we will share the "Status of the Streaming Industry" internal infographic we created for media purposes and highlight the actual impact this infographic made on our marketing efforts in order to demonstrate the strength infographics can have on your own marketing effortsBelow are the detailed steps that we undertake for each of our infographic clients:
Step 1: Setting up story and objectives
Our infographics process starts in one of two ways:
We either start from the very beginning as your research partner, creating custom research that will then be used as your infographic data source.
We can also start as your data and design team, working with data you already have from previous research.
Luckily for our clients, our research team and infographic team, overlap! Our researchers will be with you throughout the entire process.In the scenario where we are conducting custom research to utilize the results for an infographic, before we even start writing the questionnaire, we will jump on a call to understand your objectives and goals and what story you want to tell with the infographic. We also want to understand if the infographic will be used for internal or external audiences and who the audiences are. If the infographic is meant to be used for media/PR purposes, we will also recommend the appropriate base size.
Step 2: Questionnaire Development
If we are conducting custom research to utilize the results for the infographics, the next step in the infographic process is drafting the perfect questionnaire. Based on your goals and story you want to tell, questions are structured to make sure these goals are met, the data is valid and we have the best chances of ending with compelling insights to tell your story. And since research is our bread and butter, you know the methodology will be beyond reproach, minimizing bias and maximizing your results.
Step 3: Research and Fielding
In the case where we carry out the research, once the questionnaire is designed and approved, Lab42 will program it, provide the necessary sample and launch the study in field. While the study is in field, the Lab42 team manages the process and cleans the data daily to ensure you have the best quality data to tell your story.
Step 4: Design Consultation
Once the data is collected, the design process begins. The first step of the design process is a design consultation call to ensure we can create the perfect infographic that meets all of your goals. Sometimes our clients know exactly what they want, in those cases we’re there to make sure every detail has been thought of and perfected before moving forward. More often than not, our clients need more help focusing their ideas.During the design consultation call we cover the following topics:
Align on story
As clients' needs sometime shift, we start our design consultations by recapping and realigning on the story you want to tell using your infographic. This grounds the whole team and puts the story in the center of the conversation.
Discuss mode of display
Another important factor in developing infographics is the manner in which they will be distributed or displayed. It is important to know ahead of time if it will be living online, in a PowerPoint, printed into pamphlets or banners. Each mode of display comes with its own set of best design practices, using our experience we can help you decide which is best and how to optimize your design to fit.
Determine design needs, branded or unbranded infographic
Finally the best part of our consultation, the actual design! We can match our design perfect to your brand, including logos, fonts, color schemes and brand personality. Or, we can create an unbranded infographic. At this point we can discuss any specific design elements you want to include.
Step 5: Data insights selection
As mentioned earlier, we work with a variety of data both from custom research studies we run with clients and with data they bring us from third party research. Whatever it is we help you pull out the best story available.With your overall study goals and story in mind, our research team reviews the data, uncovers and chooses the insights that best convey your story and meet your overall objectives.Once we collect the best insights, we work closely with the client team to pare them down to the few that will convey the infographic story in the most compelling way. Should this point be a percentage, fraction, or something different? Even if you have all your data picked out we are always happy to review your thoughts and make suggestions to further enhance your story. We can take the densest of data and transform it into digestible segments that our designers can make visually appealing.
Step 6: Design process
With the data insights finalized, it’s time to start designing! We partner with experienced and creative designers and manage the whole design process. We establish check in points where you’ll get a series of drafts where you can provide your thoughts. The design process moves fast, each draft takes only two days to adjust before it’s ready for you to review again. In addition to your team, we also review each draft to make sure everything is going according to plan. After three rounds of feedback and your final approval, your infographic is ready to go!We provide the infographic in PDF, PNG, JPG and editable AI format so you can do small edits and adjustments on your end if necessary.
Infographic Process Overall Timings:
Overall the design portion for infographics take about 2 weeks to complete, this varies based on the number of data points and the speed of feedback.When you need to tell a short but compelling story in a visual way that will attract attention and engage, infographics can be a great tool. Clients have used our infographic services for PR/Media purposes, to increase awareness of specific products/services, to drive traffic to their website or for internal communications. Regardless of your goal, our experienced team of researchers and designers can help you achieve it.
