"Once you’ve done your due diligence to collect good data, you must convey it compellingly." – Craig B. Barkacs, Professor of Business Law, University of San Diego.
Facts and figures are the cornerstone of academic research, as they’re essential for testing ideas against reality. However, if data isn't presented clearly, it can be misunderstood and potentially undermine the value of the research.
That's why clear, effective data presentation is crucial: so that it's easy to understand and useful for making better decisions. That's especially true when sharing complex findings, such as with diverse audiences.
Still, static data presentation (such as infographics, charts, and graphs) may fall short in terms of engaging an information-fatigued audience. Illustrations, on the other hand, can turn data into something everyone can not only understand, but appreciate. If those illustrations are in motion, that's even better.
With that in mind, here's how animated videos can help academics and climate researchers make their research more compelling.
Let's be honest: a lot of us struggle to visualise raw data when it involves large-scale numbers or specialised research. It's no wonder that when looking at a table or a spreadsheet, we often make a half-second connection to "boring." Yes, even if there's personally rewarding information buried somewhere.
As a result, data that’s complex or poorly communicated can obscure insights rather than illuminate them. It’s a missed opportunity to communicate an important message and encourage an audience to make the right choices.
Here are a few other reasons why effective data presentation is crucial:
Today, most people want to be able to quickly grasp information in order to make rapid sense of it. After all, our brains are used to choosing convenience over complexity. While the age of social media has incited more of this behaviour, that's how our brains have been wired since the beginning of time. By and large, if a piece of information isn't "quickly graspable," it isn't worth their time. At least not when that information can be clarified and, most importantly, simplified. Think back to the infamous phrase "this could've been an email."
Researchers often grapple with presenting complex data to audiences with varying levels of expertise. While your fellow scientists might appreciate a detailed graph, the general public might need a more digestible version. This diversity can make it tricky to strike the right balance in presentations without over- or under-simplifying the information.
Poor data presentation can lead to confusion, misinterpretation, or dismissal. For example, if you're trying to convince your audience about the importance of fighting the climate crisis but can't convey the data in a simple, meaningful way...people won't care. Not because it's their nature (in many cases), but because they don't necessarily understand 1) how it affects them and 2) What they can do to help.
Data literacy is the ability to read, understand, create, and communicate data. It’s a crucial skill as data becomes more central to decision-making.
That said, it can be hard for a data-literate professional to remember that not everyone is a data expert. Visual representations save the day by bridging the gap between those who are data-savvy and those who aren’t. By translating complex data into easy-to-understand visuals, it’s possible to make information accessible to a broader audience.
One of the easiest ways to improve data literacy and appeal to more people? Storytelling.
Think about Pixar movies for a second. We're yet to discover someone who doesn't enjoy at least one of them. What makes them so appealing for children and adults alike?
According to Fourth Estate, George Mason University’s student-run news outlet, it's their wide appeal and deep impact. Storytelling, especially in the form of animation, helps audiences relate to the information and see its relevance to their lives.
Both animation and illustrations cater perfectly to our need for quick, digestible information by combining visuals with concise narratives, making complex data easy to understand (and enjoy) in seconds.
Animated videos are engaging and memorable, ensuring that key points stick with both academic peers and non-specialist audiences.
But if it involves the same information, why doesn't text and hard data have the same effect?
Enter the picture-superiority effect by the psychologist Allan Paivio. Simply stated, images have more than just a single representation in our brains.
According to Paivio, when you see a picture, your brain stores it in two ways: as a visual image and as a word or phrase that describes it. On the other hand, words are only stored as words. So, because images have more ways to be remembered, they're generally more memorable than just words alone.
Even if you're in inherently "dry and serious" industries like tech, healthcare, or finance, you can still make things fun and engaging. In fact, animation can be a great differentiator from the competition.
Let's see a real-life example.
Take the East Sussex Council. Back in 2022, it needed to position itself as a supportive and welcoming environment with plenty of opportunities for professional growth, while also meeting diversity and inclusion standards.
Now, a stereotypical campaign for this cause might feature stock videos of smiling professionals in their respective settings. The content might rely on static charts and dull data presentations, highlighting the national recruitment crisis affecting public service jobs with uninspiring, cookie-cutter visuals.
But it doesn't have to be that way. Even with a script covering a lot of information, it can still be engaging and accessible to a wide audience.
Here's how we made that possible with animation:
When something veers from the norm, people pay attention.
What's "the norm" for, say, a training video? If we're being honest, it can sometimes feel like instructors are droning on for 10 or more minutes. It's often the kind of experience where you’re passively absorbing information without much engagement.
How about making it into an animated training video, instead? Animation brings a fresh twist to your content with lively visuals, moving text, and engaging characters. It combines these elements with a voice-over or music to create a more engaging and memorable experience that's far from the expected.
In another real-life example, let’s look at the Centre for Climate Change and Social Transformations (CAST) Case Study.
This one was a challenge for us, as we had had to condense five years' worth of research into a 185-second animation. That's a commendable achievement – one that should be easily understood by anyone who watches the video. So we got to work.
We used animated graphics to showcase CAST’s five main climate findings. By showing everyday actions like cycling and taking public transport, and including CAST’s brand throughout, the animation made their research more relatable and easier to grasp. This approach helped get their message across and connect with a wide audience.
Speaking of challenges, when we worked with Tarmac & CRH, a leading British Building Materials Company, we needed to illustrate the cement manufacturing industry's efforts to reduce its carbon footprint. They planned a big event at one of their cement plants, and we were tasked with creating 9 animated videos to bring their efforts to life.
It may sound simple, but we had four weeks on the clock. We spent three weeks getting everything just right, leaving ourselves only one week to animate all nine videos. See, our jobs go far beyond the “kernel” work.
But thanks to tight collaboration with the Cement Plant Manager, we nailed the technical accuracy and ensured the animations were spot on. We delivered ahead of schedule, crafting looped animations that made complex processes easy to grasp for everyone in the room.
Despite the time crunch, we struck the perfect balance between brand consistency and engaging storytelling, making sure the message hit home with a diverse audience.
Here’s one of the loop animations we made:
Animation and visual illustrations have practical applications in several instances, including...
And more.
If people can binge-watch a show for hours on end, why do they often have trouble making sense of certain written information?
Because one of the options is more entertaining, of course. To borrow from Author of Dream Teams and CEO of Showrunner Shane Snow, humans have a massive capacity for sustained attention, and storytelling is the key to unlocking it.
"When you browse social media on your phone while watching TV in the background, and you tune in every once in a while to a scene or joke, you're paying selective attention to one thing while mostly paying attention to another," Snow says. In other words: people will focus on what’s more interesting to them.
This is what we're fighting for: not just our audience's attention, but their entertainment and understanding as well. That’s completely achievable, even when complex data is involved. Book a virtual coffee with us to explore how animated videos can elevate your data and wow your audience. Our goal is simple: to transform complex academic research into accessible, understandable, and impactful narratives that resonate within (and beyond) the scholarly community. So that the information isn't just seen, but truly understood.
