CommunicatingSustainability

Visual Storytelling:

Arlene Birt | www.backgroundstories.comvisual storyteller & information designer

Part 1 of 3

• Visual Storyteller• Graphic, Info and Interactive Design• Public Artist• Adjunct Faculty (Sustainability at Minneapolis College of Art & Design)

Agenda:• Intros• Sustainability-related Data• Visual Storytelling & Consumer Context• Exercise: Life Cycle Narrative• Examples (my work)• Storytelling Tips & Process• Exercise: Your Product• Inspiration & Resources

What we’ll cover:• Overview of sustainability & related data

• Overview of narrative info design

• Application of narrative & storyline to communicate sustainability of a product

Objective:• Inform• Equip• Inspire

Sustainability is:The ability to ENDURE.

Sustainability is:

Social Environmental Financial

Concept Material

Process Communication

Design for Sustainability:

Design for Sustainability:

Concept

Process Communication

Material

Benefits of communicating on sustainability

Transparency = Trust, Credibility

The more you know, the more you grow.

Info Alone is Not Enough“The critical question to ask is: How does providing information address barriers to a target audience engaging in the behavior I wish to encourage?”

-Doug McKenzie-Mohr Fostering Sustainable Behavior

Why Visuals?

Why Visuals?

Visual Learners65%

by F.J. Anscombe, “Graphs in Statistical Analysis”

by F.J. Anscombe, “Graphs in Statistical Analysis”

London, 1854: John Snow’s Cholera Map

London, 1854: John Snow’s Cholera Map

Sainte-Chapelle (Paris) window #14: Kings I & II, Solomon I & II

Visual Thinkers?

Dan Roam; “The Back of the Napkin”

Visual Thinking Process:

Dan Roam; “The Back of the Napkin”

Visual Storytelling = Facilitating the Visual Thinking Process for Others.

Show, don’t Tell

Sainte-Chapelle (Paris) window #14: Kings I & II, Solomon I & II

Visual Storytelling for Sustainability:

Tool for EducationHelp people learn what ‘sustainability’ is by showing the context; people can start to recognize the patterns.

Sainte-Chapelle (Paris) window #14: Kings I & II, Solomon I & II

Visual Storytelling for Sustainability:

Sainte-Chapelle (Paris) window #14: Kings I & II, Solomon I & II

• Engages People• Encourages Memorization• Communicates Context• Avoids ‘the defenses’

Benefits of Visual StorytellingVisual Storytelling for Sustainability:

Sustainability isMEASURABLE / TRACEABLE

• LCA (Life Cycle Analysis)• CSR reports (Global Reporting Initiative)• Supply Chain• Ecolabels • Eco Footprint• Carbon Footprint• Food Miles• etc.

Sustainability isMEASURABLE / TRACEABLE

Life Cycle Assessment (LCA)A technique to assess the potential environmental impacts associated with a product, process, or service.

Measuring Sustainability:

http://www.sustainableminds.com/

Measuring Sustainability:

CSR ReportingMeasuring Sustainability:

Supply ChainTracing Sustainability:

http://sourcemap.com/

Source: ecolabelling.org

Eco LabelsMeasuring Sustainability:

Signed, Sealed... Delivered?Behind Certifications and Beyond Labels

What Are Consumers Presented With?

Source: ecolabelling.org

A Lot.

Info OverloadCommunication Challenges:

Info OverloadCommunication Challenges:

Putting Up Defenses