Advertising agency wins with striking infographics
For more than 40 years, the Ruess Group, a well-known advertising agency in Stuttgart, has been responsible for the international communication of Gerhard Schubert GmbH, a specialist in manufacturing packaging machines from Crailsheim, Germany. And for at least as long, Schubert campaigns and the brand itself have stood for innovative communication – award-winning and ground-breaking in the packaging technology industry.
A communicative all-rounder: The infographic
With the steady international growth of the client and an ever-expanding service portfolio, the communication requirements are also increasing enormously. “How can Schubert be explained in a short, crisp and memorable way these days?” was a question that the marketing experts from Stuttgart have recently been asking themselves more often. The solution is maximum compression of the relevant company data and milestones in an appealing infographic that tells the exciting story of Schubert at a glance.
“Human beings have a shorter attention span than a goldfish!” Sad, but true: The time in which a goldfish can fully concentrate on one thing is about nine seconds. With humans, this time dropped from twelve to eight seconds between the years 2000 and 2015 (as reported in the current book by author Jon Christoph Berndt: “Attenton – why we miss it so often and how we see what we want” – no, it’s not a spelling mistake in the first word, it’s a test of attention).
In times when the constant flood of data and accessibility is causing people’s attention span to diminish alarmingly, the communication medium of infographics is experiencing a real renaissance. Properly designed and structured, it can convey complex technical content in a very striking and vivid way. And all of this in a fast and compact bundle. The ”Did you know...” infographic, specially developed for Schubert, also meets precisely these criteria and has since been used internationally with great success and multifunctionality.
A multitalent with infinite application possibilities
In order to be able to generate versatile applications in the most diverse communication channels right from the start, the modular and clearly structured layout was one of the most important design criteria in the creation of the Schubert infographics.
Whether on the website, in the company’s own customer magazine “Sequence”, as a two-page advertorial in a trade magazine or as a post on facebook, etc. it can be adapted at any time to suit the specific purpose. It has also been used in banner ads or as large-format trade fair graphics.
Furthermore, the Stuttgart-based advertising agency attached great importance to a reduced and visually strong design that can be used universally and without restrictions worldwide. There are now dozens of language variants, and communication is particularly successful in China. Here, the Schubert infographics are spread over WeChat in the form of individual units of content, directing followers to the constantly growing Chinese website.
