How to Embrace Emotion (to review)
Lesson 11 from: Data Storytelling: Deliver Insights via Compelling StoriesBill Shander
How to Embrace Emotion (to review)
Lesson 11 from: Data Storytelling: Deliver Insights via Compelling StoriesBill Shander
Lesson Info
11. How to Embrace Emotion (to review)
Lessons
Introduction
1Class Introduction
03:29 2Do The Exercises
00:37 3Communication Challenges and Solutions
05:20 4Exercise: 4X4 Model
04:31 5Exercise Solution: 4X4 Model
03:25 6Introduction - Quiz
Thinking Like a Communicator
The Power of Story
06:48 8Six Ways to Tap Into Your Inner Storyteller
12:32 9The Importance of Understanding Your Audience
03:42 10How to Understand Your Audience
04:35 11How to Embrace Emotion (to review)
04:38 12How to Tap Into Your Inherent Creativity
05:55 13Exercise: An Emotional Story
01:29 14Exercise Solution: An Emotional Story
01:12 15Thinking Like a Communicator - Quiz
Telling Data Stories
16Basic Data Analytics Tactics
08:54 17Basic Journalism Tactics
04:56 18Defining Your Story
05:37 19Sketching and Storyboarding
07:05 20Use Your Words
04:20 21Telling Data Stories - Quiz
Essential Design Principles
22The Power of Visuals
07:44 23How to Pick the Right Chart for Your Data
05:19 24Exercise: Chart Selection
06:27 25Exercise: Visualization
02:59 26Basic Chart Designs Principles
08:21 27Research Driven Design Principles
06:27 28Exercise: A Data Story
03:50 29Essential Design Principles - Quiz
And Now What?
30Great Data Stories for Your Inspiration
05:53 31Tips and Tricks
03:53 32How to Sell Data Storytelling Services
03:56 33A Conversation Guide for Talking to Prospects About Data Storytelling Projects
05:30 34Course Summary
02:48Final Quiz
35Final Quiz
Lesson Info
How to Embrace Emotion (to review)
emotion is a critical component of story. But research has shown that it's pretty hard to activate emotion in people. How do you tap into emotion and trigger that emotional response in your audience. Emotions are familiar to us all. We all have them. I'm happy some days and sad others. I'm rarely angry and not too often disgusted, especially since losing my sense of smell a few years ago. While we can all name a few key emotions, most of us probably don't really think about emotion in any abstract or detailed way very often, but plenty of people have thought a lot about emotions from philosophers like Aristotle and more modern thinkers like robert plastic. He created this wheel of emotions which captures the eight primary emotions that he identified with layers. For those emotions. For instance, annoyance, anger and rage are all the same emotion to varying degrees. His theory includes the idea that emotions are polar. Each one has an opposite, so the opposite of joy is sadness. If you'...
re a designer, you probably know about the power of color to trigger emotions. There's been a lot of research on this subject. For instance, studies have shown that the color pink is soothing, which has led to the creation of pink drunk tanks in some jails. It's okay if you're not a color theorist, you can learn the basics of color theory if you want to just by doing a quick google search. My main advice about color is to use as little of it as you can. Color should be used just to make something stand out. Most everything else should be visually simple, but before you get to color, you have to get to your big idea right? The fastest path to the emotional part of your idea is to look at the emotional impacts that are implicit in your data. If you're looking at data about statistics about the unemployment rate, you know the associated emotions are anxiety, sadness and fear. If you're looking at sports data, the emotions could be joy, admiration, amazement. Keep the emotional impact of the data in the back of your mind as you assemble your story concept and be sure that the copy you right and the data you reveal speaks to that emotion. For instance, this line chart showing the unemployment rate from 2006 to 2016 isn't emotional But a call out pointing 2007-2009 when unemployment shot up due to the recession, it may be explaining that massive spike and labeling it as quote the great recession would offer the opportunity to introduce emotion into what otherwise just a pile of numbers. Another great way to trigger a motion is to tell an individual story as I mentioned earlier, a story about a specific person is much more powerful than a story about an anonymous group of people. A story about one unemployed persons journey from his expensive education to 15 years rising through the ranks of middle management of a large company To buying a house for his growing family, which all came crashing down when his company laid him off along with 2000 others. The week before Christmas in 2007, Pulls at the heartstrings, a story about 2000 random people losing their jobs before Christmas just isn't as emotional, it's too abstract for most people. Part of tapping into emotions is using specific trigger words. As Mark Twain said, the difference between the right word and the almost right word is the difference between lightning and a lightning bug saying someone is sad is one thing saying they're devastated is another, choose your words carefully, really try to capture the emotion in every way you can in your data story. But I should add, and this is very important. I'm not talking about creating Clickbait headlines or injecting emotion frivolously into every data story you create right, I'm not advocating a TMZ or Buzzfeed or National Enquirer approach to your content. Some data stories are simple and serious, but emotion is a key part of storytelling. So, as you inject just the right amount of emotion to create a compelling story. Use the tactics I've mentioned, but never ever do so at the expense of being true to the data integrity is much more important than great storytelling. In the next video, we'll talk about how to activate your inherent creativity. If you think you aren't creative, I aim to prove you wrong and show you how to empower the creative spirit within.
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