Question

Data representation is the act of displaying the visual form of your data. The process of identifying the most effective and appropriate solution for representing our data is unquestionably the most important feature of our visualization design. Working on this layer involves making decisions that cut across the artistic and scientific foundations of the field.

Here we find ourselves face-to-face with the demands of achieving that ideal harmony of form and function that was outlined in Chapter 6, Data Representation. We need to achieve the elegance of a design that aesthetically suits our intent and the functional behavior required to fulfill the effective imparting of information. According to Kirk 2016, in order to dissect the importance of data representation, we are going to "look at it from both theoretical and pragmatic perspectives." Instructor's discussion question: Three storytelling techniques are discussed in the text (pages 161-209) in which data is presented and stories are being interpreted. What is the importance and the advantages of using these techniques? Provide an example of each technique.

Reference

Kirk, A. (2016). Data Visualisation: A Handbook for Data Driven Design. Thousand Oaks, CA: Sage Publications, Ltd.

Answer 1

1) Three storytelling techniques are discussed in the text (pages 161-209) in which data is presented and stories are being interpreted. What is the importance and the advantages of using these techniques? Provide an example of each technique

1. Leverage the archetype of the hero and his enemy - Every story has a hero, but the story would not be interesting if there were no villains. Your brand is the hero, and your enemy is anything that your brand has to beat. It does not have to be a person. It can be disease, the system, or even fear. You need to clearly define your hero and enemy in such a way that your audience can recognize and relate to them.

Create a character for both your hero and the enemy so that your audience can identify with both of them and take sides. Your characters have to be relevant to the audience, so they cannot be “perfect” in every way.

e.g. :- A simple illustration of this point is “The Scarecrow” campaign by Chipotle. It used a short, poignant video to follow the life of a scarecrow (Chipotle) that worked for Crow Foods, an industrial farming company that has a monopoly on the land of Plenty. The scarecrow saw how the animals were mistreated, and how Crow Foods was using pesticides on vegetables. It was his job to help Crow Foods in “Feeding the World.” He was a little guy, no match for big business. He was, in other words, the underdog.

Farmer Pic

2. Find your hook - Characters are just one component of the story. Your story needs a theme or plot, and it should always have an element of conflict. When finding your own hook, you don’t even have to invent anything from whole cloth. All brands go through a period of development where some things simply don’t work out. Use that to define your overall theme.

eg:- In “The Scarecrow,” the hero of the story was unhappy with what he was doing. He needed a job, but his conscience was bothering him. An idea struck him when he came home one day and saw his vegetable garden. Why not give people something fresh and natural to eat? He quit his job and opened a food stall. This is where the video ended, but the campaign continues into the game, where you can control how the story goes.

eg:- Your conflict in terms of brand marketing may be overcoming initial resistance to your product, or your problems with getting funding for research and development. You could include stories about how experts shot down your ideas for a better product or service. You might even include stories about your first failures, and recount how you felt, what you did, and how you handled it.

3. Create compelling visuals - Stories are not only about words. People are visual creatures, and including illustrations, images and videos will make your story more compelling, emotional, and memorable.

Because your medium is static, you need visuals to bring your story to life. You can actually start your story with a bang by showing an image or video that captures their imagination. It can be an iconic image from a popular movie, or a video of your brand showing a problem. Your visuals can convey a whole lot of meaning and impact without having to describe it in exhaustive detail. Besides, how can you describe terminal cuteness?

Cuteness Scarecrow

eg:- Chipotle chose to use poignancy as a way to appeal to emotions. The characters, the soundtrack, and the pace of the video emphasized the feeling of hopelessness and helplessness at the beginning, and then there was a subtle change in tempo when realization of what had to be done struck. The free downloadable app game picks up the pace, continuing the saga of the battle between good and evil

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