One of the things I am working on is introducing a new approach to data visualization. The reason I decided to explore this territory is simple: as data is getting more important, many companies want to provide employees and customers with some facts and some consequences of the data analysis they conclude. But do you think putting numbers in colorful charts is the most effective solution? No. You always want to send a message, convince your target group about your point. Your data is only the reasoning. So, what you need is a story that is based on your numbers. A story that will engage your listeners and viewers, a story that can be remembered, a story that is not about charts but much more about what your data means for your audience. We have recently made two pieces with a similar way of thinking for the Hungarian National Bank.
The task was to create two educational videos explaining the importance of financial stability to teenagers. But instead of a simple infographic animation, we proposed to shoot skateboarders and BMX bikers to reinforce the main message of stability and balance, and then placed the information on these movies. This way youngsters could better digest the otherwise quite dry educational material.
As to the method in general, it's very important that each category and every brand requires unique content and storytelling style. Just like commercials shouldn't be the same, data visualization will also have to differentiate your brand from competitors, be it a video at a team building event, a presentation to the international board or a film you put on your facebook page or youtube channel so that your customers can see and comment where your brand is heading in the future.
I believe that data visualization can become an integral part of communication activities, and no more you have to consider this area as a cherry that doesn't really fit your brand's cake.
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