Dal Data Mapping al Visual Storytelling, strategie per la creazione di un’identità visuale

The ease in generating data and their availability directs the information process towards a communication that bases its authority on analytical data. Contemporary information is increasingly characterized by the processing and production of data. The communication strategy is often entrusted to processes of grafication that allow the visualization of data (data mapping) and the construction of a visual identity (visual storytelling). The infographic gathers the instances of communication and synthesizes their message through processes of data systematization (identification, classification and analysis) and visualization (design of graphic forms linked to the specificity of data or brand identity). Visual information is ‘the place where all representations of the process leading to’ a complex examination and its graphic exemplification are manifested. The story of the given discipline and guides the creative and graphic components of the process: on the one hand it forces synthesis and essentiality and on the other hand it allows the creation of entire narrative sequences declined in alphabets, syntax and visual grammars. In the economicity of the sign, the final product apparently hides the generative process that is instead implicitly underlaid in the quality of the graphic idea. Based on this premise, the contribution tries to investigate and make explicit the processes that are at the basis of the visual identity and graphic design of the data. The proposed path oscillates between theory and practice, investigates the sum of graphic products already experienced and the way in which new results have been designed.