Visualising Value: Bringing Benefits to Life
Organisations often approach us with the challenge of explaining the full value of complex products, processes or services. Whether it’s an eco-friendly manufacturing process, an innovative medical treatment, or a cutting-edge cloud-based platform, conveying these intricacies to industry stakeholders, potential customers, or sector members is no easy task. When there are multiple layers of benefits – be it sustainability, efficiency, or cost savings – it’s critical to communicate value in a way that not only informs but captivates.
This is where the power of visualising the benefits comes into play. Through visual storytelling, organisations can break down and present value in a way that resonates with a wide range of audiences. Traditional methods like brochures, websites, and even live conferences often fall short. While they do provide information, they often fail to engage the audience deeply enough to inspire engagement or action.
The Power of Visual Storytelling in Clear Communication
Enter visual storytelling. The most effective communication isn’t just about listing features – it’s about telling a compelling story that resonates with the audience. And this is where visuals can play a transformative role. Using infographics, diagrams, or animations, visual elements simplify complex ideas, distilling them into digestible, engaging content. Think of an infographic that captures the lifecycle of a sustainable energy solution, or an animated sequence that explains how a medical treatment can improve patient outcomes. These sorts of visuals don’t just clarify; they engage the viewer, making the information easier to absorb and, more importantly, memorable.
Bringing the Concept to Life: Liberty Global’s Explorer WiFi
A prime example of visual storytelling at work comes from our collaboration with Liberty Global on their Explorer WiFi concept.
Tasked with creating an animation to showcase this innovative service, we were challenged to make a highly technical concept relatable and engaging to a diverse audience. Explorer WiFi promised seamless access to broadband solutions on the go, but explaining this to both tech-savvy conference attendees and casual social media viewers required a careful balance of simplicity and clarity.
We built an animated narrative around a family navigating common WiFi challenges during a vacation, turning potential frustrations into moments of seamless connectivity. The animation captured the viewer’s attention through relatable scenarios. This approach not only made the concept accessible, but also ensured the cutting-edge nature of the product was clearly communicated.
Visualising Multiple Benefits: The Versatility of Polyurethane
EUROPUR wanted to shift negative perceptions about the polyurethane foam industry and showcase the sector’s commitment to sustainability and circularity. The challenge was to convey how polyurethane foam is not only versatile in its everyday applications, but also contributes to a more sustainable future.
Through animation, we illustrated how polyurethane enhances manufacturing efficiency while being recyclable and eco-friendly. The visuals showcase multiple benefits simultaneously—highlighting cost savings, environmental impact, and operational efficiency in a cohesive, engaging narrative. By simplifying the message without oversimplifying the science, we helped shift the narrative towards one of innovation and environmental responsibility.
EUROPUR also sought our expertise on another project that would demonstrate the widespread use of polyurethane in the automotive industry. The goal was to showcase the material’s crucial role in enhancing comfort, safety, and fuel efficiency – while making the information accessible to a broad audience.
The animation is centred around a car, with visuals highlighting how polyurethane contributes to key components like seating, dashboards, bumpers, and even insulation. Through a combination of clear scriptwriting, dynamic visuals, and sound, we demonstrated how polyurethane improves the driving experience by providing cushioning for seats, absorbing impacts in collisions, and reducing the vehicle’s overall weight to enhance fuel efficiency. By simplifying the message without losing the important details, we helped communicate the vital role polyurethane plays in modern automobiles to a wide audience across various digital platforms
Simplifying the Message Without Oversimplifying the Science
One of the biggest challenges when communicating complex products and services is simplifying the message without dumbing it down. This is especially true when dealing with highly technical subjects, such as carbon capture and storage. While the science behind these innovations is crucial, bombarding audiences with too much technical jargon can leave them confused—or worse, disengaged.
The goal is to distil the core message in a way that maintains the integrity of the science but makes it accessible to a broader audience. Take BECCS, a groundbreaking technology that could help fight climate change by capturing and storing carbon emissions from bioenergy sources. This description sounds undeniably impressive, but how do you communicate the actual process to someone who doesn’t have an engineering degree?
The answer is storytelling paired with visuals – a combination that allows the viewer to take the information in easily. Graphics show how the process works visually, in a simple, step-by-step way, and when coupled with a clear voice over explain the process effectively. Animation is able to illustrate the flow of energy and carbon capture, and make abstract concepts like storage more tangible. So instead of getting bogged down in technical specifics, the viewer is able to focus on the big picture. This way, you simplify the message while still respecting the science, making it engaging and informative without losing accuracy.
Why Visuals Matter
The key to communicating complex products, processes and services often lies in simplifying the message whilst maintaining accuracy, breaking down complexity, and making abstract ideas tangible and easier to understand. Whether it’s demonstrating the versatility of flexible polyurethane foam or showcasing a cutting-edge WiFi solution, or anything in between, the ability to visualise benefits is essential for making a compelling case for adoption.
The next time you face the challenge of conveying a complex product’s benefits, consider the power of clear communication and visual storytelling. By highlighting the product’s value in a way that engages and informs, you can effectively reach your target audience and showcase the full potential of what you offer.