VizThink Challenge: Which images were used and why it matters
The VizThink Challenge engaged close to 400 visual thinkers attending VizThink 08 to work on an organizational challenge with Artrain USA.
Forty table groups participated in the VisualsSpeak part of the process. Each table created an image and a written description in response to the question: How can we visualize the power of the Artrain experience to engage individual and corporate sponsors?
Each group used the VisualsSpeak ImageSet, so they all had the same 200 tested images to choose from. The set is organized into four main categories, each with three subcategories. We created a chart reflecting the category breakdown in the set. We then organized the images by how many tables used each one.
Here is the overview of the images by frequency of use.
And a closer view of the individual categories.
What can we learn?
At the first level of analysis, the nature of the images used and the relative proportion of their usage are important. The images can be deconstructed in a variety of ways to reveal values, attitudes, or associations, among other things. Since behaviors and actions are motivated by needs and values, content analysis that produces information about these variables can contribute to the framework of a marketing campaign. In this case if we had been able to correlate the characteristics of stakeholders and their selected images we could have provided some valuable insights about the values of various groups. Additionally, the characteristics of the images could become the basis for evaluating images to be used in a marketing campaign.
The most used images
22 tables out of the 40 selected this image.
While we can’t determine exactly what this image meant to every table, a range of reasons for selecting it were given, as well as, descriptions of what it represented were presented including:
- art is everywhere and can bring life
- finding art in everyday life
- different perspectives, new definitions of art
- beauty & culture are all around us
- hope blooms eternal
- connects people to community, from local to global
- linking communities and cultures
- empowering growth
- color and fragrance
- from the complicated comes the simple and compelling
- new uses for old things
- innovation
- touch heart and mind
The selection of this image was not particularly surprising given the fact that the presentation that preceded the exercise discussed the impending change from rail travel to roads and the obvious link between beauty, as represented by flowers, and art. The appeal of this image is predictable considering the frame constructed by the theme of “bringing art to communities” (particularly rural) and the change in transportation.
19 tables selected this image
Descriptions of this image include:
- on the road
- long road to success
- path to community
- people feel passed by
- transports you to other places
- takes people on a journey
- movement, Artrain is dynamic, bring art to people
- bring art to communities all over America
- new places
- bring art
- bringing communities together
- access
- journey ahead
- $2/day connection
- open road displaying ease & accessibility of America’s successful infrastructure for supporting such an endeavor
This image reflects a fairly literal and analytical interpretation of the question. Like the preceding image, it seems to reveal a focus on the communities that receive the experience and features an aspect of the delivery process rather than the experience or a way to convey the experience to a sponsor. The lack of emphasis on the sponsor may have been due to the fact that the participants may not have had much information about existing or potential sponsors. There is an adage in communication that says that, “the audience determines the message.” If you don’t know the audience it is hard to craft a persuasive message.
Again the suggestion in the introduction to the circumstance of the organization probably created an obvious association in people’s minds regarding a journey, roads, and paths. The fact that the road seems to be leading to an isolated, distant destination also fits with the frame implanted in the introduction.
17 tables used this image
Here are some of the ways this image was described:
- happy child
- young artists
- reaching and inspiring kids
- 3.2 million people
- provocative seeds
- connection to people
- art spark
- childhood
- opening access to children
- diverse people
- embrace difference, benefits people
- children are engaged and transformed by the power of the interactive experience
- a child with hope
- limitless possibilities
- need to bring communities together to generate art spark
- to spark in the individual
- inspire people to create new art
One image many meanings
It’s easy to assume we know what an image means. However, as you can see in the descriptions above, the image was interpreted in many ways. You can never be sure how people are seeing things unless you ask. An individual’s interpretation of an image is based on his or her prior experience, the context in which they encounter the image, and their logic or feelings associated with the context. When we assemble groups of images the inability to interpret another’s meaning gets multiplied many times. The problem statement or question, groups of images, the beliefs and values of the group they are interacting with, and the organizational or professional orientation of the participant are all factors in determining meaning. Additionally, a skilled facilitator can often extract a deeper level of meaning from a respondent without imposing interpretation.
You can keep going, and search for the themes in how each of the most frequently selected images were used. While I won’t list all the meanings here, these are the images that were used by at least 25% of the tables.
How might Artrain use this?
For one thing, we can look at the visual characteristics of the images. If you look beyond the content, you can see most of them have strong diagonal elements in them. Several have strong diagonals against horizontals. Diagonal elements tend to give images energy. There is a feeling of space in many of them, in so far as they aren’t cramped looking, or overly full.
The photos of people are looking at you. You get a sense of their delight, you can see their eyes. When we look at the images from the set that were not used by any groups, we see that those photographs are taken from the point of view of looking over the person’s shoulder.
What images are being used by Artrain now?
Here are some of the images from Artrain’s website. Clicking on them will make them larger, but I think it is easier to see their basic visual patterns when they are small and you aren’t distracted by details. These photos feature some strong diagonals, particularly those of the train. Also notice the overall color quality, and how neutral the colors are compared to the photos the VizThink participants selected above.
When you look closer at the images on Artrain’s website, you will note that almost all of the people are shown from an over the shoulder point of view. There are no single-person close up shots like the ones that were so popular with our participants. These photos convey a sense of distance that is not consonant with the themes of connection, relationship and community expressed so strongly in the photos and narrative of the participants. You don’t get a sense of intimacy with the subjects. The photos convey coolness (rather than warmth) and distance.
Simply changing the types of photographs used on the website, as well as any brochures and other printed materials, will make a significant impact on the impressions people have of Artrain. Such a change would start the process of engaging potential sponsors.
What else do you see?
These were the things that jumped out at us. What else do you see? Are there other characteristics of the images used? What about the ones that weren’t used at all? What do you notice about the image descriptions? Any other insights for Artrain?
Next up: We’ll look at what the words tell us.
Other posts on the VizThink Challenge:
- Artrain’s Challenge
- VizThink Challege: Overview
- Description of the challenge on the VizThink wiki, complete with video of the session.
- from Jamie Nast, VizThink Re’VIZ’ited and Mindjet Map of the Month
- Mindjet February newsletter featuring Jamie Nast
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