The act of designing an infographic is both science and art.
Today, visual representation has taken a front seat in the sphere of marketing communication. Therefore, while designing an infographic, visual artists always correlate the principles of infographic design with brain science. Marketers around the world believe that developing a communication strategy require them to understand human psychology – how do they respond to particular colors or which kind of communication better resonates with the target audience, etc.
Hence, designing an infographic is mostly research and conceptualization. But unfortunately, when we talk about brain science, several myths and misconceptions prevail all throughout. You would be surprised to know that for a more extended period you have been designing an infographic all in the wrong way.
Surveys reveal that in trying to impress the target audience and keeping up with the trend, we, the designers have been following certain fallacious design lines.
Hence, to save us from wasting more time further, here in this blog we have collected proofs from scientific researches that debunk the common myths entirely and let you create stellar infographic designs to appeal to the audience based on real facts.
Let’s take a look at the myths we have been following till date and let’s also unfurl the facts that lie beneath each fictitious story-
Myth 1: Left and Right Brain Theory – We are Either Left Brain or Right Brain
Infographics are visual representations of facts and data. While designing such visually rich content for the audience, marketers and designers always try to understand human psychology. What will resonate with their target audience? Who will find your content interesting and who will continue with your brand journey! So, the designers always create a visual representation determining the left brain or right brain orientation of the demography.
It is considered that those who are left-brained are more logical, analytical and have a strong mathematical inclination. On the other hand, right-brained people are more artistic types, more creative and in touch with their emotions. Considering the left/right brain premise, marketers can better plan and create designs the best way to communicate with their audience.
Fact: Left Brain Vs. Right Brain Dominance is Not Logical
Neuroscientists have confirmed that the left and right brain theory is not correct. One side of our brain does not influence the other. Although some functions in our brain do have compartmentalization that have sections dedicated to vision, speech, hearing and smell. But one brain hemisphere doesn’t dominate the other in people of particular personalities or cognitive styles.
Myth 2: Response To Visuals: Men More Visually Active Than Women
The world is bent on believing that men are more visually responsive and they are drawn more to the appealing images compared to women. That’s the reason why marketers create more appealing images for those products that have target audience as men.
Fact: Both Men and Women React Similarly To Appealing Images
It’s time to debunk this myth too. Men and women both have similar response patterns when they come across any emanating images. According to a study published in Visme – St. Louis’ Washington University School of Medicine measured ‘brain activity of 264 women viewing a series of 55 color slides, discovered women’s responses to erotic images which were surprisingly similar to men’s.’
So, now it would become easier for designers to conceive apt infographic design ideas without discriminating on the basis of audience gender.
Myth 3: Theory of Learning Styles: We are Visual, Auditory or Kinesthetic Learners
A general belief states that people are either visual, auditory or kinesthetic learners. Based on this principle the education system worldwide has been imparting knowledge to the students according to their learning style. Needless to say, designers have also embraced this theory to reach to their audience instantly.
Fact: There’s No Specific Learning Style – Response Pattern is Similar
Research proclaims that this theory is a myth. People don’t have any specific learning style. In reality, everybody is a visual learner. Science proves that people process information with eyes and whenever anything is presented with the visual representation they capture the attention of the viewers. Evidence shows that we respond to materials presented in different styles.
Hence, as today’s designers you can help marketers to create fruitful drives to reach their target audience.
Myth 4: Subliminal Messaging – A Method That Persuades People To Buy
A theory has spread around the world since 1957 that consumers get influenced more when marketing communication is presented through subliminal messages. It was believed that people tend to respond to messages that are below their normal limit of perceptions. They react to the messages that are received through the subconscious mind. Such messages are considered to have a far-reaching effect in taking a decision.
Fact: Subliminal Messages Cannot Be Effective For Indirect Marketing
Science says this is a wrong notion entirely. Audiences were influenced by what they were told they had seen and not the actual message they were exposed to. No factual scientific evidence is available till now that can authenticate that subliminal stimulation which significantly influences human motivation and behavior. So, according to the best infographic design tips, using subliminal messages cannot work for indirect marketing.
Myth 5: Inadequate Brain Use: An Average Person Uses Only 10% Of The Brain
Another most popular and widespread belief regarding brain science, people only use 10% of their brains. Several theories say that we are making use of only a small part of our mental and physical resources.
Fact: Every Person Virtually Use Every Part of Their Brain Effectively
Scientific findings of Barry Gordon, a cognitive neuroscientist, ridicules the theory of 10%. He reveals that people use every part of their brain to control activities in their body like heart rate and hence they use 100%.
Scientific research shows that our brain is made up of 10% of neurons which help us in processing and transmitting information, while the remaining 90% is made of glial cells. These glial cells act as a support system for the neurons thereby providing insulation to them. The truth is, different parts of our brain focuses on different tasks necessary for our survival. Nevertheless, it’s also true that each of the brain regions might not be concurrently engaged.
Now, it’s interesting to note that we, humans remember 80 percent of what we see but recall only 20 percent of what we read. Also, we process 90% of visual information transmitted to our brains and it’s not a myth. People respond to video infographics better. So, when you are thinking of how to make a useful infographic, take into consideration the above tips and gift to your audience your best content.
Key Take Away
When it comes to impressing your customers, it’s your turn to reform your designing process. Today, it’s important to provide authentic information to the people and emerge as a reliable brand amidst fierce competition. So, disseminate verified information to your audience by steering your creative wheel demystifying the traditional beliefs.
At Infographic Design Team we understand that people respond more to visual materials. Hence, we have been creating world-class art-piece while debunking all the above myths. Connect to us to know more about infographic.
