The Visual [Emotional] Vocabulary of Sustainability
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Transcript of The Visual [Emotional] Vocabulary of Sustainability
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Climate change. Air pollution. Loss of Biodiversity. Prejudice. Water Quality. CO2. Inequality. Social Injustice. Child Labor. Unsafe drinking water. Global Warming. Topsoil erosion. Desertification. Poverty. Human rights abuses. Oil Spills. Natural Disasters. Globalization. Unemployment. Rainforest destruction. Loss of cultural heritage. Slave labor. Corruption. Chemical spills. Water scarcity. Radioactive waste. Working conditions. Nuclear contamination. Loss of the polar ice caps. Endangered species extinction. Drought. Inhumane working conditions. resource conflict.
The Visual [Emotional]Vocabulary of Sustainability
but...what
can I do??
@ABirt
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“Sustainable development is development that meets the needs meets the needs of the
present without compromising the ability of
future generations to meet their own needs.”
Definition:
Brundtland Commission of the United Nations, 1987
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Sustainability: the ability to endure.
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Concept Material
Process Communication
Design for Sustainability:
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Concept Material
Process Communication
Design for Sustainability:
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Climate change. Air pollution. Loss of Biodiversity. Prejudice. Water Quality. CO2. Inequality. Social Injustice. Child Labor. Unsafe drinking water. Global Warming. Topsoil erosion. Desertification. Poverty. Human rights abuses. Oil Spills. Natural Disasters. Globalization. Unemployment. Rainforest destruction. Loss of cultural heritage. Slave labor. Corruption. Chemical spills. Water scarcity. Radioactive waste. Working conditions. Nuclear contamination. Loss of the polar ice caps. Endangered species extinction. Drought. Inhumane working conditions. resource conflict.
A Lot to Communicate
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“the diversity of barriers which exist for any sustainable activity means that information campaigns alone will rarely bring about behavior change.”
Info alone is not enough.
Doug McKenzie-Mohr, author
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“Facts and information don’t activate the emotional centers of our brain that cause us to take action.”
Need to Engage Emotions.
Deanna Zandt, author
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Connection
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Plato
“Human behavior flows from three main sources: desire, emotion, and knowledge.”
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Plato
“Human behavior flows from three main sources: desire, emotion, and knowledge.” desire, emotion, knowledge
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Climate change. Air pollution. Loss of Biodiversity. Prejudice. Water Quality. CO2. Inequality. Social Injustice. Child Labor. Unsafe drinking water. Global Warming. Topsoil erosion. Desertification. Poverty. Human rights abuses. Oil Spills. Natural Disasters. Globalization. Unemployment. Rainforest destruction. Loss of cultural heritage. Slave labor. Corruption. Chemical spills. Water scarcity. Radioactive waste. Working conditions. Nuclear contamination. Loss of the polar ice caps. Endangered species extinction. Drought. Inhumane working conditions. resource conflict.
A Lot to Communicate
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Challenges:• human constraints• previous strategies (shame game)• info overload
Opportunities:• vivid visuals• in-context• individual
Challenges:• human constraints
circle of concern/influenceobject permanence
• previous strategies (shame game)• info overload
Opportunities:• vivid visuals
the power of story (in-context)• In-context
connect to daily life (make tangible)motivate through connection to others
• Interactiveappeal to the individual
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Visual, Emotional Storytelling
Metrics, Data,Info
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to Establishing Emotional Connection (in order to change behavior)
Challenges
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Human ConstraintsChallenge:
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Human ConstraintsChallenge:
concept: Stephen Covey
concept: Stephen Covey
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Global Warming melts polar ice -> polar bars left homeless
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Concern for cute, fuzzy creatures
concept: Stephen Covey
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Concern for cute, fuzzy creatures
Percieved inability to do anything about it
concept: Stephen Covey
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Climate change. Air pollution. Loss of Biodiversity. Prejudice. Water Quality. CO2. Inequality. Social Injustice. Child Labor. Unsafe drinking water. Global Warming. Topsoil erosion. Desertification. Poverty. Human rights abuses. Oil Spills. Natural Disasters. Globalization. Unemployment. Rainforest destruction. Loss of cultural heritage. Slave labor. Corruption. Chemical spills. Water scarcity. Radioactive waste. Working conditions. Nuclear contamination. Loss of the polar ice caps. Endangered species extinction. Drought. Inhumane working conditions. resource conflict.
but...what
can I do??
Info OverloadChallenge:
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I just...forgot to recycle.
Honest.
Emotional Baggage: Shame = ShutdownChallenge:
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OpportunitiesVivid Visual, In-Context, Individual
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Vivid Visuals
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Inspiring attention:
Doug McKenzie-Mohr, author
“Vivid, concrete and personalized” information inspires attention and increases the likelihood of the information being recalled later.
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Inspiring attention:
Doug McKenzie-Mohr, author
“Vivid, concrete and personalized” information inspires attention and increases the likelihood of the information being recalled later.
Info that is remembered is more likely to have a lasting impact on our attitudes and behavior.
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Vivid:
“producing a strong or clear impression on the senses : sharp, intense; specifically : producing distinct mental images.”
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photo: manaphy0930 photo: misterperturbed
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Story produces clear mental images.
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Sainte-Chapelle (Paris) window #14: Kings I II, Solomon I II
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Benefits of Visual Storytelling• Engages people• Encourages memorization• Communicates context• Avoids people ‘putting up defenses’
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“[Cartoons are about] condensing info so it can be transmitted and ‘unpacked’ in your mind.”
Scott McCloud (comic guru)
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“Words make division, pictures make connection”
Otto Neurath (isotype designer)
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Visual Learners65% of the population are
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Tool for EducationHelp people learn what ‘sustainability’ is by showing the context; people can start to recognize the patterns.
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Source: ecolabelling.org
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+ human rights+ fair wage
Organic+ clean water+ clean soil
CERTIFIED
Fair Trade
Organic+ health
Local+ economy
Local+ economy+ air
Quick Bagging+ freshness
Compostable+ reduced waste
Green, ethical and local benefits of this product throughout its life cycle.
productBiographic.com
CERTIFIED
CULTIVATION
PACKAGING
DISTRIBUTION
USE
DISPOSAL
PROCESSING
3rd-party certified ecolabelCalories per gram:Fat 9 ï Carbohydrate 4 ï Protein 4
* Percent Daily Values are based on a 2,000calorie diet. Your daily values may be higheror lower depending on your calorie needs:
Total FatSat Fat
CholesterolSodiumTotal Carbohydrate
Dietary Fiber
Calories:Less thanLess thanLess thanLess than
2,00065g20g300mg2,400mg300g25g
2,50080g25g300mg2,400mg375g30g
Total Fat 13gSaturated Fat 5g
Cholesterol 30mgSodium 660mgTotal Carbohydrate 31g
Dietary Fiber 0gSugars 5g
Protein 5g
Nutrition FactsServing Size 1/2 cup (144g)Servings Per Container 4
Amount Per Serving
Calories 260 Calories from Fat 120% Daily Value*
20%25%10%28%10%0%
Vitamin A 4%Calcium 15%
Vitamin C 2%Iron 4%
ïï
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The Sustainability Communication Problem:
Consumers need information to make good decisions.
Reporting of product information has been ineffective.
GreenEthicalLocal
CSR
a missing link
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In-Context
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Connect the ‘every-day’ to ‘the-big-picture’
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Prius monitor
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MEDEA Artist Residency, Malmö, Sweden, 2010
Västra HamnenBehind-the-Scenes of Sustainability
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http://youtu.be/1HtT_rBrlSw
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Individual
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image: The New York Times
Sacramento Municipal Utility District
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Message to guest:
Help the hotel save energy
Partner with us to help the environment
Almost 75% of guests reuse towels
75% of the guests who stayed in this room reuse towels
Towel reuse:
16%
31%
44%
49%
Sources: Study by Noah J. Goldstein, Vladas Griskevicius, Robert B. Cialdini of Arizona State University; AOL
A.
B.
C.
D.
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Project sponsored by MN Center for Energy and Environment, Minneapolis.
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Project sponsored by MN Center for Energy and Environment, Minneapolis.
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Project sponsored by MN Center for Energy and Environment, Minneapolis.
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Project sponsored by MN Center for Energy and Environment, Minneapolis.
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+=if
vivid visuals; in-context & individual.
then use
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More info:
by Doug McKenzie-Mohr
Behavior-changing campaigns:
by Michael Braungart
Basic Sustainability:
by Donella Meadows
Systems-Thinking:
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by Doug McKenzie-Mohr
Behavior-changing campaigns:
by Michael Braungart
Basic Sustainability:
by Donella Meadows
Systems-Thinking:
Arlene Birt | [email protected]! @ABirt