Thoughts on Persuasion in Visualization - Benjamin Wiederkehr

presented by Interactive Things

Hello San Francisco!Benjamin WiederkehrInteractive Things & Datavisualization.ch

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Interactive ThingsUser Experience & Data Visualization StudioZürich, Switzerland

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„ “Wholeheartedly passionate about making things understandable, usable, enjoyable & actionable.„ “

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Datavisualization.chResource for Data Visualization & InfographicsOur Blog

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Caption

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Caption

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presented by Interactive Things 7

Not yourmother‘sinteractiondesigncompany

Just likepugs and costumes

we combinethings that just belong

together


We apply data visualization principles to interface design.

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Data In Sight

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presented by Interactive Things11

GoogleStanfordStamenBloom


A) I am not going for a portfolio talkB) I am not going for a "how to" talkC) You guys probably are a lot smarter than I am

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INTENT & IMPACTThoughts on Persuasion in Visualization

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Explore → Ideate → Create → Publish


Talk - Action = Shit


INTENT & IMPACT

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Have a clear understanding why you do what you do.


Informing people → Increase knowledgeConvincing people → Shape opinionsNudge people → Change behavior

01 Set your aim

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Increasing Knowledge

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„ “

Sarah Slobin

Something new, relevant, different, informative and even entertaining is a good place to start.

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Decorative →Enlivening TextRepresentational →Making information more concreteOrganisational →Bringing coherence to dataInterpretative →Enhancing understanding of dataTransformative →Recode information into more concrete and memorable form, organizing it through relations, and providing systemic means of retrieval

Scheiter, Wiebe, & Holsanova


Shaping Opinions

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„ “

Aristoteles

In an ideal society opinions are the end result of informed discussions, readings, & listenings.

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Whenever we are confronted with external stimuli we first resort to what we feel or what we believe and later to what we think.

The cognitive process is a combination of emotion & reason.

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limbic system neocortexstimuli reaction

Clara Kayser-Bril, Nicolas Kayser-Bril and Marion Kotlarski: 100 Years of World Cuisine

http://twitter.com/nicolaskb

http://twitter.com/nicolaskb

http://www.marionkotlarski.com/

http://www.marionkotlarski.com/


Changing Behavior

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Behavior ModelAccording to B. J. Fogg is people's behavior a result of the convergence of three elements:

Motivation, Ability, & Trigger

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GamificationUsing game mechanics in non-gaming contexts to improve user engangement or even change user behavior.

You know, stuff like rewards, leaderboards, competitions.

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TidyStreet.org


02 Tell a story

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„ “

Donald Norman

Stories are important cognitive events, for they encapsulate, into one compact package, information, knowledge, context, & emotion.

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Narrative Visualization: Telling Stories with Data

Martini Glass Structure

Interactive Slideshow

Drill-Down Story

Edward Segel & Jeffrey Heer

Faces of the Dead by New York Times

Budget Forecasts, Compared With reality by Amanda Cox for New York Times

Murder: New York City by New York Times


03 Make it personal

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Jobless Rate for People Like You by New York Times


The people trust you to act with fair spirit — please be aware of that.

04 Don‘t be evil

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canopic on flickr.com

You can twist data just like a balloon animal.

But, keep in mind that these things usually pop before you get home.


INTENT & IMPACT

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Have a clear vision for what you want to achieve with your work.

John Snow: Cholera Map


He convinced Whitehead that the Broad Street pump was the source of the local infections. Whitehead then joined with Snow in tracking the contamination to a faulty cesspool and the outbreak’s index case

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Florence Nightingale: Causes of Mortality in the Army in the East


She convinced military authorities, Parliament and Queen Victoria to carry out her reforms. Her insistence on good sanitation, fresh air and public health saved thousands of lives, both for soldiers and civilians, on battlefields and in hospitals.

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Al Gore, An Inconvenient Truth


• Over 106,000 tons of carbon were offset in the year following the film's release, which is equivalent to 225 million car miles.

• 4200+ tons of carbon were offset just by people swtiching to compact fluorescent light bulbs.

• Over 15 climate change bills have been introduced in Congress, with the historic Markey-Waxman Bill passing the House in June, 2009.

• Over 2600 people have been trained to give The Climate Project presentation and 4 million people on all seven continents have heard the presentation.

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Plan the actions that you want people to take after engaging with your work.

05 Plan

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Small Habits by GreenPeace & Daniel Fischer

The Human's Development by Global Giving & Roland Loesslein


Observe the impact that your work has after you published it.

06 Observe

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Feedburner

Twitter Search Social Mention

Google Analytics

http://feedburner.google.com

http://feedburner.google.com

http://search.twitter.com

http://search.twitter.com

http://socialmention.com

http://socialmention.com

http://analytics.google.com

http://analytics.google.com

UNDP & Interactive Things: Human Development Report 2.0

OECD, Moritz Stefaner & Raureif: Better Life Index


1. Set your aim2. Tell a story3. Make it personal4. Don‘t be evil5. Plan for actions6. Observe your impact

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Recap

Thanks!From the IXT dynamic duo


THANKS!If you have any answers, please get in touch.

Email [email protected] @wiederkehrPhone +41 76 533 33 72

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mailto:[email protected]

mailto:[email protected]

http://twitter.com/wiederkehr

http://twitter.com/wiederkehr

Thoughts on Persuasion in Visualization - Benjamin Wiederkehr

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