What is an infographic? If you consider the main purpose of an infographic, it is to convey information that may be complex in a visual manner as efficiently as possible. I used to be attracted to flashy, good looking infographics that dazzle the eye with slick illustration. Now that we have such a volume of infographics competing for our attention I much prefer the industry niche graphics that deliver very specific information to their audience.

Certain industries are dismissed as boring and that making content for them is ‘impossible’. How do you put sex appeal on a builder’s merchant or a plumbing company? I say these are the industries where you can add real value by producing great informative pieces of content.

APL Aerial Platforms are a MEWP (mobile elevating work platforms) rental company and their challenge is to promote a very specific and niche piece of industrial kit. What I really like about the infographic they have produced is that they clearly know who their demographic is and have produced something specifically for them. They haven’t tried to produce an infographic that is so far removed from what they do (which is surprisingly common) but have focused on explaining their kit and what it does.

Types of MEWP for Working at Height infographic is industrial, robust and to the point. Much like I imagine Aerial Platforms are. The graphic runs through, in turn, all of the styles of aerial platform and then asks the relevant questions to consider before hiring a piece of kit: load capacity, platform rotation, platform weight, etc. This is the perfect piece of content to sit on their website for customers, or especially anyone new to aerial platform hire, to educate them and inform them so that they can make the right choices. Exactly what content is meant to do.

A niche and industrial infographic. Seven out of ten.