Why is visual storytelling important?
Find out what science says.
Evolution selected storytelling
It is reported that our ancestors have been selected for storytelling. That those with these skills were more likely to have reproductive success and generate the next generation of storytellers.1
Although the landscape has changed quite a bit – from fireside conversations to cave paintings to sms – stories keep us connected through our biology across and beyond channels.2
Combine stories together with visuals – a.k.a. visual storytelling – and you get one of the most effective way to communicate.3,4
We are wired this way.
A large body of literature spanning neuro-biology, cognitive science, psychology and anthropology have demonstrated that this style of communication improves attention, care for content, comprehension and recall.2,4,5
It is both an art and a science to strike the right balance of facts, stories, visuals and other modalities when developing presentations. When we hit the sweet spot, we are better equipped to overcome inherent biological obstacles like mind wandering, attention scarcity and forgetfulness.
if provides you with expert advice and services so your communications grab attention, maintain connection and drive action.
When you develop presentations, do you consider how visuals, words and voice work together?
Check out the following video to find out how to strike the right balance between these facets.
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100% made in PowerPoint, with a French Canadian accent.
About JS
I’m a scientist turned scientific communication consultant and creative director. I love to blend data, visualisation and storytelling into PowerPoint to develop awesome presentations.
My model of content creation is agile, iterative, and adapted to today’s non-linear reality and quickly changing demands. I favour PowerPoint because it is ubiquitous and slides are endlessly reusable, making this framework highly sustainable.
In my most recent role, I trained and mentored dozens of medical writers in visual communications, storytelling and navigating the creative process more effectively.
I hold a Ph.D. in immunology and have 11+ years’ experience consulting for the biotech and pharma industries.
I have worked across the spectrum of therapeutic areas and channels, facilitated workshops with world-renowned experts, and inspired scientists to embrace their inner creative side.
Altogether, I have written and visualised hundreds of trainings, reports, slide decks, sales pitches, scientific publications, videos and websites.
I also train medical writers and graduate students in leveraging the creative process and visualising data.
I can accompany you, through co-creation, mentoring and coaching, in your visual storytelling projects.
References
- Smith, D. et al. Cooperation and the evolution of hunter-gatherer storytelling. Nat Commun 2017 8(1):1-9.
- Zak, P.J. Why inspiring stories make us react: the neuroscience of narrative. Cerebrum 2015 Feb 2;2015:2.
- Wagner, I.C. et al. Durable memories and efficient neural coding through mnemonic training using the method of loci. Sci Adv 2021 7(10).
- Karen J. Murchie & Dylan Diomede. Fundamentals of graphic design—essential tools for effective visual science communication. FACETS 2020 5(1): 409-422.
- Krause RJ & Rucker DD. Strategic Storytelling: When Narratives Help Versus Hurt the Persuasive Power of Facts. Pers Soc Psychol Bull 2020 Feb;46(2):216-227.
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