Wireframe Planning: Create a Strong Call-to-Action for Your Infographic

By Justin Beegel, MBA, The Infographic World Team

When your reader reaches the end of the infographic, what do you want him to do next? Or, how do you want him to feel? These are questions you should answer while you’re compiling your data and writing your narrative. Often, the answer will reveal itself as you are sketching out your wireframe.

Here are a few common takeaways from infographics:

  • I now see a problem (in the field of education, economics, business, science, medicine, and so forth) that needs to be addressed.

  • I agree/disagree with a political standpoint.

  • I have a better understanding of the nuances of a problem.

  • I learned something about the history of a topic that changes/reinforces my opinions on that topic.

  • I will buy a particular product.

If readers get to the end of the infographic and realize they’ve learned nothing and no new information or position has been revealed to them, they’ll consider their time wasted.

Some infographics feature a clear call to action that might motivate readers to do something, such as quit smoking, vote for a certain candidate, or support a charity.

As you’re working on your wireframe, think about whether the content flows logically to the conclusion you intended. If it doesn’t, this is a good time to revise earlier sections: Add more information, take out data that doesn’t support your point, or perhaps add an illustration to reinforce your message.

Regardless of whether your conclusion is obvious or subtle, the most important thing is that you hint at it in the intro and that every bit of data reinforces it and naturally leads readers to that destination.