As a short digression from our storytelling series, today we delve into the profound depths of the visual storytelling world. Those who have followed our posts for a while probably know our holistic approach: we design websites that are accessible to everyone.
Therefore, we want to draw attention to a barrier that is often overlooked: the emotion conveyed through visual storytelling. What creates this emotion and to what extent is it a barrier? To answer this, let us briefly dive into theory: not every image generates emotions, and not every emotion is a barrier.
How do images create emotions & what barriers can arise?
An image that creates an emotional impact usually fulfils three criteria: it appeals to the senses, is relevant to the viewer, and appears authentic. The barrier that can arise here is that these emotions do not reach people with disabilities – or an emotion is created that does not align with the content of the website or digital service. A barrier can therefore arise, on the one hand, because no people with disabilities are depicted in the images – or because they are misrepresented. This brings us to the central question: How do I depict people with disabilities so that they are perceived as equals?
How do they break free from the image of being helpless and childlike? How is the message supported by the right images and destroyed by the wrong ones? To get to the bottom of these questions, we will examine the three criteria for emotional images in more detail.
Appealing to the senses
As we live in a highly technical and digitally networked world today, people respond more than ever to sensory perception. We like everything that stimulates the senses. While images cannot truly be eaten, felt, smelled, or heard, they can evoke the desire for these things within us. “Sensual” snapshots awaken memories and create nostalgia within us, allowing us to identify better with the content. To avoid unintentionally limiting the target audience with this point, one should not rely on just one “sense,” as not everyone can use all their senses to the same extent. For a holiday region, for example, it makes sense to highlight culinary experiences, as well as auditory, visual, and olfactory experiences (e.g., bird songs, flower meadows, etc.) – not just mountaineering routes, which blind, mobility-impaired, or older people, for instance, can barely or not at all use.
Showing relevant content
This again concerns identification with the content. And this is only possible if the content of the images is relevant to the viewer. This point should not be underestimated: content with relevant images even receives 94% more views than content without. Diversity plays a particularly important role in relevance. Very few target groups are homogeneous, and they should not be depicted as such. Different genders, cultures, age groups, and disabilities must not be overlooked. Those who precisely know the diversity of their target group are at an advantage. Not only origin and physical condition determine relevance; ideally, the visual story also reflects relatable personalities, e.g., the hero, the sage, or the creative creator (see the classical storytelling archetypes).
Appearing authentic
No matter how relevant and sensual the content of an image may be, if it does not appear authentic, it will not evoke any emotion in the viewer. But what do authentic photos look like? They do not necessarily have to be unedited, spontaneous mobile phone snapshots. But it is heading in that direction. Sincere, honest, and dynamic photos are what people like best. This is why Instagram-style photos are more popular than traditional stock photos. Authenticity also means that for corporate image photos, employees should truly be photographed, not models. Especially with people with disabilities, one immediately recognises whether someone has been briefly placed in a wheelchair for a photo or if someone is sitting in one for whom it is completely natural. This is also important because, ideally, employees should be photographed while performing their usual activities, rather than smiling artificially into the camera.
All a question of perspective
An important, general point is perspective. One should meet every person at eye level – symbolically, but also literally. Short-statured people and wheelchair users should not be photographed from above, nor taller people reverently from below. Because perspective guides our perception and should therefore not distort the story.
Visual stories – for the blind
Visual storytelling, however, cannot reach everyone. But so that content does not bypass blind and visually impaired people, it can – at least on the web – be replaced by alternative texts that are read aloud by a screen reader. The alternative text can also offer added value – provided the story is well told. However, this is not all. For the storytelling to unfold its multi-sensory effect, the website should be cast into a meaningful and engaging structure, which is also semantic, thus offering visually impaired or blind users interaction possibilities and orientation within the narrative structure.
Conclusion
Visual storytelling opens up an infinitely vast spectrum of possibilities for us. However, we must not lose focus. The most important thing is to connect with people emotionally – and they are often more diverse than we initially think. To show engaging, relevant, and authentic images, we need to know exactly who they should touch and what moves these people. Special attention must be paid to perspective, as it can strongly influence the message of images. For the blind, the alternative text, e.g., for images on websites, should describe the story in an equally impressive way.
If you are curious and want to learn more about visual storytelling, I recommend reading the Visual Storytellers Guide to Web UI Design. Have fun!
