‘Sketching superpowers’ with Valentina D’Efilippo
This article is an excerpt from Encode 2019 Festival Guide, and it’s part of our ‘Encode Hacks’ series that celebrates some of the stunning speakers and contributors who were part of our latest event.
A celebration of design through sketching, a conversation with Valentina D’Efilippo at Encode 2019.
Which of your projects has defined you as a data design practitioner, and why?
The project that cemented my practice in data design was the book The Infographic History of the World. This was a collaboration with data journalist James Ball and a great learning experience. It was also daunting. We created 100 unique infographics in a very short period of time. Our ambition was to create a book that could appeal to broader audiences — not just designers or data experts. Through this work, I learned to shape data-driven images that would display not only numerical insights but also provide a shortcut into stories — illustrations that could resonate with readers that were not particularly interested in data and charts.
To recall my first steps in data design, I need to go back to my time at university when I began manipulating data to create visual outputs simply to explore topics I found interesting.
More than a decade later, I am still working with data because I love both the investigative demands of discovery and the act of creation.
Data, to me, is a raw material that gives us the opportunity to explore topics through various lenses and to express how we feel and what resonates with us — hoping others will find it compelling too.
Can you provide a practice-hack that you’ve gleaned from your personal experience working in dataviz design?
Often dataviz is considered completed by the act of rendering the numbers. But in my opinion, we need to aim a bit higher — we need to aim for what I call ‘sensing’. We need to create experiences that will allow people to connect with data and truly feel the implications of the numbers it grapples with.
Dataviz is firstly an act of communication and to reach its full potential we need design thinking to unlock and give voice to the narrative behind the numbers — this connection is fundamental in order for us as audiences to be inspired to take action on the information we receive.
The reconciliation of form and function (content and style) happens organically when we adopt a research-based approach to data evaluation and design. Decisions on the outcome are informed by analysis of the data, as well as visual research into the subject, creative encoding, and user testing. I don’t treat these tasks independently, because I believe design should provide clarity on the story’s topic and connect with the audience. At the same time, the design must be functional and become the vehicle to deliver and clarify data insights. One of the hacks in this bridging task is sketching and rapid prototyping.
What are the biggest challenges you face when visualising data within your practice?
These days, it’s easy to feel overwhelmed. The demand for dataviz and the broadening of its reach has driven a dramatic increase in the diversity of tools available for the generation of dataviz outputs.
Keeping up with tech developments and smoothly moving across disciplines and sectors can be challenging. As designers, we’re often tasked with mapping and representing many facets of the world we live in, the proliferation of data and its applications requires us to embrace technologies at every step in the process. A range of solutions is helpful — from data collection and discovery to analysis and the visual translation into consumable information.
However, it’s good to remind ourselves that technology is just one ingredient. Without an earnest appreciation of context and a more human approach to this process, we may fail to develop a holistic picture of the world’s complexities. As communicators, we have a responsibility to share the potential of data — both big and small. To acknowledge nuance, and characterise meaning, rather than simply relay insights.
Who is Valentina D’Efilippo?
Named one of Campaign’s 30 Future Creative Female Leaders, Valentina is an award-winning designer, creative director, and author. Her work takes many forms — from theatre productions and exhibitions to editorial content and digital experiences. She also leads a series of Masterclasses with The Guardian.
