So a friend sent this to me, once again with the tag line of “huh”?
The first rule I learned in writing is write what you know – if you don’t – everyone knows it. I would say most definitely that such applies to infographics as well. Don’t try to visually depict what you don’t know well – it goes horrendously.
For those who don’t know – Paychex is a payroll company. They’re the main competition for the largest payroll company in the US – ADP. I’ve used both over the years, they’re pretty comparable. Paychex focuses more on small business – which is why they have a blog like the “SurePayroll” blog – oriented on small business issues.
Now, I know these are hard to create, and think through, and Vine is no easy issue. Most people don’t know how to use Vine – and that includes some big agencies. They’re not sure how to do a six second commercial (which is basically what Vine is if you’re a business). So I’m sure that the authors at Paychex’s blog thought – let’s make an infographic. People like infographics!
Ok, but accountants know precious little it seems about conveying a story visually – which is why this infographic fails. First, as an infographic, this is the wordiest infographic I’ve ever seen. It’s called “infoGRAPHIC” not “infoWORDIC”. Second, what perhaps adds insult to injury on this is – it’s professionally designed too (by Ghergich & Co). But this infographic is hardly one – it’s a powerpoint slide show that reads down instead of across. It’s wordy. It’s boring. It’s low value to the reader. I have no doubt Paychex paid a pretty penny for it too – which makes it all the more sad.
You can debate me on it – but my verdict – awful. The content itself is also trite – things like “buy low, sell high!” on stock market advice. Of course you should think about your audience before shooting a video. Yes, of course you should edit it. I understand that sometimes infographics need to cover the basics – but this one provides value only to the lowest information consumer – and I doubt strongly that’s who reads this blog. You can read the original post here – not much more to learn.