Communicating
Sustainability
Visual Storytelling:
Arlene Birt | www.backgroundstories.com
visual storyteller & information...
• Visual Storyteller
• Graphic, Info and Interactive Design
• Public Artist
• Adjunct Faculty (Sustainability at Minneapol...
Agenda:
• Intros
• Sustainability-related Data
• Visual Storytelling & Consumer Context
• Exercise: Life Cycle Narrative
•...
What we’ll cover:
• Overview of sustainability & related data
• Overview of narrative info design
• Application of narrati...
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 aud...
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 Education
Help people learn what ‘sustainability’ is
by showing the context; people can start
to recognize the pa...
Sainte-Chapelle (Paris) window #14: Kings I & II, Solomon I & II
• Engages People
• Encourages Memorization
• Communicates...
Sustainability is
MEASURABLE / TRACEABLE
• LCA (Life Cycle Analysis)
• CSR reports (Global Reporting Initiative)
• Supply Chain
• Ecolabels
• Eco Footprint
• Carbo...
Life Cycle Assessment (LCA)
A technique to assess the potential
environmental impacts associated
with a product, process, ...
http://www.sustainableminds.com/
Measuring Sustainability:
CSR Reporting
Measuring Sustainability:
Supply Chain
Tracing Sustainability:
http://sourcemap.com/
Source: ecolabelling.org
Eco Labels
Measuring Sustainability:
Signed, Sealed... Delivered?
Behind Certifications and Beyond...
What Are Consumers
Presented With?
Source: ecolabelling.org
A Lot.
Info Overload
Communication Challenges:
Info Overload
Communication Challenges:
Putting Up
Defenses
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1of3 ‘Visual Storytelling’ to Communicate Sustainability

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1of3 ‘Visual Storytelling’ to Communicate Sustainability

  1. 1. Communicating Sustainability Visual Storytelling: Arlene Birt | www.backgroundstories.com visual storyteller & information designer Part 1 of 3
  2. 2. • Visual Storyteller • Graphic, Info and Interactive Design • Public Artist • Adjunct Faculty (Sustainability at Minneapolis College of Art & Design)
  3. 3. Agenda: • Intros • Sustainability-related Data • Visual Storytelling & Consumer Context • Exercise: Life Cycle Narrative • Examples (my work) • Storytelling Tips & Process • Exercise: Your Product • Inspiration & Resources
  4. 4. What we’ll cover: • Overview of sustainability & related data • Overview of narrative info design • Application of narrative & storyline to communicate sustainability of a product
  5. 5. Objective: • Inform • Equip • Inspire
  6. 6. Sustainability is: The ability to ENDURE.
  7. 7. Sustainability is: Social Environmental Financial
  8. 8. Concept Material Process Communication Design for Sustainability:
  9. 9. Design for Sustainability: Concept Process Communication Material
  10. 10. Benefits of communicating on sustainability Transparency = Trust, Credibility The more you know, the more you grow.
  11. 11. 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
  12. 12. Why Visuals?
  13. 13. Why Visuals? Visual Learners65%
  14. 14. by F.J. Anscombe, “Graphs in Statistical Analysis”
  15. 15. by F.J. Anscombe, “Graphs in Statistical Analysis”
  16. 16. London, 1854: John Snow’s Cholera Map
  17. 17. London, 1854: John Snow’s Cholera Map
  18. 18. Sainte-Chapelle (Paris) window #14: Kings I & II, Solomon I & II
  19. 19. Visual Thinkers?
  20. 20. Dan Roam; “The Back of the Napkin” Visual Thinking Process:
  21. 21. Dan Roam; “The Back of the Napkin” Visual Storytelling = Facilitating the Visual Thinking Process for Others.
  22. 22. Show, don’t Tell Sainte-Chapelle (Paris) window #14: Kings I & II, Solomon I & II Visual Storytelling for Sustainability:
  23. 23. Tool for Education Help 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:
  24. 24. Sainte-Chapelle (Paris) window #14: Kings I & II, Solomon I & II • Engages People • Encourages Memorization • Communicates Context • Avoids ‘the defenses’ Benefits of Visual Storytelling Visual Storytelling for Sustainability:
  25. 25. Sustainability is MEASURABLE / TRACEABLE
  26. 26. • LCA (Life Cycle Analysis) • CSR reports (Global Reporting Initiative) • Supply Chain • Ecolabels • Eco Footprint • Carbon Footprint • Food Miles • etc. Sustainability is MEASURABLE / TRACEABLE
  27. 27. Life Cycle Assessment (LCA) A technique to assess the potential environmental impacts associated with a product, process, or service. Measuring Sustainability:
  28. 28. http://www.sustainableminds.com/
  29. 29. Measuring Sustainability: CSR Reporting Measuring Sustainability:
  30. 30. Supply Chain Tracing Sustainability: http://sourcemap.com/
  31. 31. Source: ecolabelling.org Eco Labels Measuring Sustainability: Signed, Sealed... Delivered? Behind Certifications and Beyond Labels
  32. 32. What Are Consumers Presented With?
  33. 33. Source: ecolabelling.org A Lot.
  34. 34. Info Overload Communication Challenges:
  35. 35. Info Overload Communication Challenges: Putting Up Defenses

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