In today’s fast-paced world, there’s an information problem. Info is too easy to be had and comes at us too quickly. Enter the infographic: pretty, shiny and fact filled, these incredible visualizations engage multiple areas of our brains for deep recall and drawing faster references.
But then the marketers came and screwed it all up. As soon as Internet marketers saw opportunity, they gave it a run for all it’s worth. People unqualified in terms of research, design and promotional capabilities started slinging their infographic crack at every corner of the Internet. And companies bought – with the promise of fame and traffic and links. It got to the point where infographics started to become hated by the people. Too many infographics, poorly done. Too many getting in on the action.
When you start to get so far off-topic from a client’s brand, don’t know how to do research and insert pure conjecture, you’re going to ruin a good thing. So yes – now we live in a world with too many crappy infographics. And now people say that they’ve jumped the shark, they are tired of them, they’re broken, and even Google is suggesting that they will become devalued.
Everyone’s crying on the Internet about how infographics are the bane of their existence. You know what? You’re sitting on a lazy argument and I’m tired of keeping quiet about it. Do me a favor – before criticizing an entire medium, take a minute to separate the wheat from the chaff. Good infographics always have been and always will be successful. Just lumping together everyone’s failed infoposters with the true success is like saying that all websites are bad and any blogging is a waste of time. All of these are an art and science and the ill prepared need not apply.
“One bad apple spoils the bunch,” the old adage goes and rings true in this particular case. With every great infographic that gets released, it seems a hundred other mediocre to bad versions are being thrust into the Internet. Unfortunately, this is muddying the waters for the true artists. The real infographics that contain great story, interesting information and stellar graphics are now being overlooked. Does this give reason to eliminate infographics altogether? I don’t believe this is the answer. Dropping their importance to the SEO food chain will do nothing positive for internet business. In retrospect, it will cause businesses to rethink their ability to make a name for themselves amongst the vastly competitive internet market.
No matter what the idea, there have always been imposters; those that don’t have a clue what they’re doing and are simply trying to cash in. They have no expertise on the subject, yet manage to hop on the train. This is what is happening today in the world of infographics. I say instead of penalizing an entire market and ruining a perfectlygood marketing strategy, we point the finger at the ones that truly deserve it. Crappy products should be branded as such, and it’s time they are brought to ‘internet justice’. Those of us who work hard to deliver a quality piece; those of us that actually have the results to quantify our reasons for being in business – we are not to blame. No, you’re not angry at us for the clutter that invades your search engines. You’re angry at the impostors. You’re angry at the infographics that have no real substance. And, believe it or not, we’re right there with you.
My advice to the industry – don’t give up. Infographics are a much needed medium. Try harder.