Following the last post about How to Build an Effective Infographic, we decided to write a complementary post on How to brief for an infographic.

When building an infographic, a few things must stay on your mind. In this post we will go through the questions you should ask your client so you can better guide the designer and deliver something that matters to your client. We are talking about infographics here but lots of these questions can fit several products.


What is the targeted audience? Is there a specific age range you want to talk to? Gender? Location?

All those things matter. And why? Because the content must be built to fit this audience. If the infographic is for a younger crowd, the images and references must speak to them. If it’s for a business purpose, you’ll probably looking for more numbers and data. Besides, you should always consider your client’s experience. What does the audience like? Which content performs better? More data? More images? Which content gets more shares and likes? Always focus on the end customer.


Will it be an online piece or offline? The dimensions here are very important. For internet, for example, you should always consider a max width and length. If it’s too big, the user will have to zoom in and might lose the flow of the information. Keep in mind the platform used so you design specifically for it. If you use an instagram post, for instance, you can’t use too much information. Maybe a teaser for a bigger piece. On pinterest, in the other hand, you can have a bigger image.
When offline, consider where is going to get printed and pay attention to size, font readability, contrast, etc.


Increase sales? Share information and build a trusted base? You are creating this infographic for a reason. Share it with the team so they can help you reach that goal. And by the way, if there is no reason to do it, maybe you should re-think it. Is your content helpful in anyway? What message is it sending?


Is always good to do some research before engaging on your project. Get some examples of what you like and dislike in terms of information and design. This will help the team to determine which direction to take. Maybe you like a more modern design. Maybe your product asks for something more traditional. Is always good to understand what you like and what you don’t like. Also, it doesn’t hurt to see what your competition is up to. That way you don’t send the same information as your competition or at least not in the same format.

If you search for the word ‘Infographic’ on behance, for example, you’ll find several examples for the design. You should always look for content in your field. But, for a splash of inspiration, you can check out more examples herehere and here.

This Hubspot Infographic, for example, illustrates how to create an infographic in an infographic. (Very inception-like, hun?)


Last but not least, let’s talk about design. If your company already has a brand manual, use it. It is very important to keep a unit when talking about visual communications. (Btw, if your company doesn’t have a brand manual, you should start thinking about one. We’ll address that on another post)
And why is that so important? So your company can get easily identified by its clients. If you use different fonts every time, it will be harder for your clients to quickly understand that the content comes from you. So, define your font, kind of image and texts to built your infographic.

Let’s do a quick recap:

Define target audience
Determine if it is an online piece or offline
Establish your Goals
Research and get examples
Define your design key points.

Are you ready? Start planning your next infographic.

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