Instructographics: What Are They and Why Should Brands Utilise Them?

Just as the world was getting used to the humble infographic, its long-lost sister showed up… Behold, the almighty instructographic!

For those wondering what this is, the clue is pretty much in the name. Whilst infographics typically display information and data, instructographics show readers how to achieve a specific goal – like cooking a dish or saving money. They’re basically visual how-to guides.

Why are they becoming so popular?

Well, we want what we want and we want it now. These days, we’re all so busy trying to find time for both work and our personal lives that sitting through 20 pages of instructions just isn’t an option – even if it does lead to a delicious dish or brand new bookcase. We want instructions that are simple, easy to digest and aesthetically pleasing. Boom! The instructographic offers all of this and more.

In fact, there are plenty of reasons why brands should jump on the bandwagon:

- Value: Instructographics will provide readers with true value, by making their lives easier and processes more efficient

- Relevancy: The content will typically stay relevant for months to come, given that it tackles day-to-day problems that’ll affect future generations to come

- Traffic: Long-term relevancy equates to long-term traffic; bringing in a Instructographics: What Are They and Why Should Brands Utilise Them? image instructographicsInstructographics: What Are They and Why Should Brands Utilise Them?steady stream of visitors to the brands’ websites

- Brand reach: They’re a great way to naturally increase brand awareness, as the brand’s name is associated with the useful content in a subtle way

I’m sold – show me some great examples…

One of the best instructographics I’ve seen is the one below, which was created by Bridgman, a garden furniture supplier. It’s really simple, easy to understand and boasts top-class aesthetics. Plus, the photographs indicate what each stage is supposed to look like; something text-based instructions often miss, leaving readers in the dark.

Instructographics: What Are They and Why Should Brands Utilise Them? image DIY Vertical Garden Wall 153x1024Instructographics: What Are They and Why Should Brands Utilise Them?

Another great example is this piece from the Nasty Nails brand, which explains how to create an eye-catching nail design… For which readers will (naturally) need Nasty Nails products. This is a fantastic demonstration of how brands can both educate and sell at the same time, without overtly shoving their products in the readers’ faces.

Instructographics: What Are They and Why Should Brands Utilise Them? image Screen Shot 2013 01 16 at 12.38.15 PM1Instructographics: What Are They and Why Should Brands Utilise Them?

Lastly, I’ll leave you with this fantastic piece on DIY pom-pom vines. This piece is a stroke of genius from Oncewed.com, given how many people are now turning to DIY centrepieces, decorations etc. for their weddings. I myself spend many hours each weekend looking at ideas for my upcoming wedding, so I can totally appreciate how much value content like this provides for brides and grooms-to-be. So simple, too – any brand would be foolish not to get in on the action!

Instructographics: What Are They and Why Should Brands Utilise Them? image diy pom pom vines wedding decorations instructographic 172x1024Instructographics: What Are They and Why Should Brands Utilise Them?

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