Throughout human history, our connection with one another has been absolutely vital to our progress and development. Our ability to communicate has not only played a critical role in our survival, it nurtured and accelerated our growth and evolution as a species. Whether it was pre-language cave paintings warning of danger, medieval manuscripts sharing wisdom or modern day blueprints detailing revolutionary industrial innovation, humanity has been built on the foundation of knowledge communicated in countless ways over countless generations — one might even argue that connection in our modern age is more vital now than ever.
Visual communication has played a critical role at every stage of our development
Fast Forward to Now
In just the last 30 years, digital progress has completely transformed our world, granting us access to information we once could only dream of. How many times have you been in conversation and pulled out your phone to “fact check” the most random and obscure thought that came to mind? Or felt a raindrop and checked your weather app to find out that it will start pouring in exactly 6 minutes — and you don’t have an umbrella? The benefits are undeniable but in this unprecedented time of instantaneous access to information, does it equate to connection? Are we losing sight of the importance of clear communication for the sake of convenience and a quick hit of dopamine?
We’ve all asked ourselves whether being this digitally connected means we’re truly connected. Anyone who has snapped out of an endless 2am infinity scroll with the TV droning on to a tuned-out audience of none, knows instinctively — this isn’t connection. Real connection comes through communication that strikes a chord, draws you in and makes you feel, in one way or another, better off for it. True communication comes from understanding your audience and speaking to them in a language that truly resonates with them.
How we communicate, comprehend, and consume information is nowhere clearer than in the field I’ve passionately dedicated my career to: motion graphics and animation. Countless hours spent conceptualizing and exploring how best to tell visual stories makes you realize that seeing truly is believing. When we process information visually, our comprehension and retention skyrockets. How we digest that information is not just determined by what we see, but how it’s presented to us and how it makes us feel. Every brand, company, organization, institution and social cause has a story. The connection lies in how we tell it.
Connection = Growth
When we feel, we connect, and when we connect, we grow. It’s no coincidence that connection is the one common factor in literally everything that exhibits a pattern of growth, from anatomical neural networks and molecular structures to digital social networks and biological root systems. Even the way we organize, design and engineer our cities reflects the same pattern. Whether on a micro or macro level, connection is the catalyst for growth. The most astonishing (and perhaps telling) aspect of natural connection is the striking similarities of how all of these various growth patterns appear, whether it’s through a microscpe or from a satellite.
The striking "connective" similarities between our micro and macro worlds is remarkable
The Flash Trap
There’s a reason we’ve seen more and more flashy hyper-edit mash-ups across social in recent years. They work, especially in a digital space where our attention span has been whittled down to split seconds. But while it might work in getting our attention, do we actually retain it? When there’s no substance (ie. story) to back up the flash, we move on, scrolling to the next hyper edit. So while flashy plays a role in this increasingly accelerated digital space, be mindful of it’s place. Use the flash to draw them in, but have the story to back you up. Without a story there is no connection, and with no connection we become white noise to a tuned-out audience.
The Story is the Glue
Collaborating on countless projects ranging from international television formats and feature film openings, to live event backdrops that lit up arenas and nationwide brand campaigns, we’ve seen firsthand how the story is the glue. It not only holds it all together, it’s what makes it stick.
After all, stories are what got us here. Stories are what built civilizations, unlocked scientific theories, spawned our greatest inventions and fueled our social advancements. Stories are not only vital tools for communicating information to one another, they also serve to inspire, ideate, create and propel us forward. Stories feed our imaginations and stoke the fires of what’s possible.
We all have a story. Big or small, it may change the world or simply make it a little bit better. Either way, it needs to be told – and we love helping bring those stories to life visually. How are you telling your story in a way that truly connects with your audience? I’d love to hear your thoughts.
Because we all love a good story.
