Curating Reality with Design: Visual Storytelling in Journalism
Visual Director and Deputy Editor in Chief of DIE ZEIT Malin Schulz shares her vision for the future of visual storytelling in journalism at the latest SAP Design Talk
Written by Anna Radonic Ali, Content Writer for SAP Design
What makes you reach for the newspapers? Is it habit or a striking visual compelling you to choose what you read? In today’s fast-paced media landscape, where information is abundant and attention spans are short, the visual appeal of a story can be as crucial as its content. This raises an important question: how does the art of visual storytelling and design influence our choices and understanding of news?
In the latest SAP Design Talk, Visual Director and Deputy Editor in Chief of Germany’s leading news organization DIE ZEIT Malin Schulz, invites us into a deeper conversation about the role of visual storytelling and design in the modern journalistic landscape.
Standing the test of time: introducing DIE ZEIT
DIE ZEIT (engl. THE TIME) is a prominent German news organization founded in 1946. Known for its poignant coverage of national and international issues, the publication provides in-depth analysis and commentary across various topics including politics, culture, science, and economics. DIE ZEIT has earned a reputation for journalistic integrity and editorial independence by promoting informed debate and critical thinking. Its multimedia offerings and digital presence contribute to its continued relevance in the modern media landscape.
Perhaps a more memorable description might be a comparison between The New York Times and DIE ZEIT: The New York Times would be the fast-paced, ever-scrolling urbanite, sprinting through the city streets with a cup of coffee in hand and breaking news alerts buzzing on their phone. Meanwhile, DIE ZEIT would be the laid-back philosopher, leisurely strolling through cobblestone streets with a book of Nietzsche tucked under their arm, pondering the deeper meaning of each headline before even considering opening their laptop. One’s all about the hustle and bustle, while the other takes a more contemplative approach — yet somehow, they both manage to deliver the news with their own unique flair.
Crafting engagement beyond words
Visual elements — like photographs, infographics, typography and layout — do more than just catch your attention; they convey complex stories at a glance, evoke emotions, and create a context that words alone cannot achieve. They guide readers through narratives, highlighting what’s significant, and provide a memorable experience that will linger with you long after you’ve finished reading.
In today’s digital age, where platforms fight for our attention, design’s role in journalism transcends mere functionality, becoming a pivotal aspect of storytelling. What began as practical choices in typesetting, photojournalism, and font selection has evolved. The surge in multimedia has not just expanded but enriched our use of aesthetics and visuals, making them integral to how we communicate and consume information. Still, it’s not just about making articles more “attractive” but about enhancing comprehension, engagement, and the overall impact of the story. Exploring the intersection of visual design and journalism reveals how visual strategies are revolutionizing the presentation and consumption of news, turning passive readers into actively engaged audiences.
As Malin explains: “Reading news should feel like settling into a cozy apartment, where everything feels familiar and comforting. Design plays a crucial role in creating this space — making news both engaging and organized, like giving it a stable home where everything feels just right.”
Making every page count
Consider the difference between a piece of headline-grabbing reporting, and an in-depth analysis of a complex topic. Readers can sense when a creator has invested the time, effort, and consideration in their work. As Malin stresses, this authenticity is crucial; it’s what builds trust and connection with the audience instead of resorting to the omnipresent clickbait-tactics.
Acknowledging the reader’s mood is paramount. According to Malin, news does not exist in a vacuum but interacts with the reader’s current state of mind. A journalist’s role transcends the sole curation of facts; it involves assembling reality itself. The choice of tone, the selection of visuals, and the crafting of the narrative structure are all tools in shaping how news is received and interpreted. Finding the ideal output takes a delicate balance, aiming to inform, engage, and resonate with the reader’s currently lived experience.
Malin states that her designers are not only designers or editors — they are all journalists at heart. This is crucial because it ensures that every aspect of the visual storytelling process is infused with journalistic integrity and a deep understanding of the news narrative.
Balancing AI innovation and journalistic integrity
As with many innovations, integrating Artificial Intelligence (AI) into journalism proves to be a double-edged sword. On one hand, it simplifies tasks like proofreading and editing, making the work of journalists and editors more efficient and allowing them to focus on the creative aspects of storytelling. This application of AI can improve the quality of news by reducing human error and freeing up time for deeper research and analysis.
However, according to Malin, the rise of AI also comes with its dangers, particularly when it comes to spreading fake news and creating convincing but — nevertheless — fake images. These issues are serious because they can mislead the public, influence political outcomes, and strain international relations.
She argues that while AI can aid in some aspects, it doesn’t necessarily align with the principles of credibility and high-quality journalism. According to Malin, the essence of journalism — especially in designing how news is presented — is about more than just aesthetics; it’s about presenting a version of reality to the readers. This task, she believes, requires a human touch that AI can’t replicate. The process of selecting images, organizing content, and evaluating sources requires careful and sensitive judgment that machines cannot provide. Malin emphasizes that integrating AI into journalism should be done carefully, with a focus on enhancing the authenticity and impact of news, rather than compromising it. In summary, curating the design of news is a delicate act of shaping the readers’ perception of reality, a responsibility that demands thoughtful human oversight.
Is print facing its final chapter?
Malin frequently faces the question whether print media has lost its relevance in the digital age. But instead of viewing the rise of digital platforms as the death knell for print, she emphasizes the importance of enhancing the reader’s experience by adapting news content across various media. She argues that storytelling differs fundamentally between print, digital websites, smartphones, and social media, with each platform offering a unique way of conveying news. This diversification isn’t about choosing one medium over another but understanding that each has its own strengths in how stories are told and consumed.
For Malin, the choice of format is strategic, driven by the purpose of the news piece and the preferences of the target audience. Print, with its tactile experience and deliberate pacing, appeals to a form of engagement that digital screens can’t replicate. Digital platforms, on the other hand, offer interactivity, multimedia integration, and immediacy. Smartphones bring news into the personal space of the user, allowing for a more intimate form of consumption, while social media platforms provide a space for community engagement and discussion.
Taking a multiplatform approach requires a deep understanding of the audience’s needs and habits, as well as the message’s intent. This stance suggests that the future of journalism isn’t about pitting print against digital but about leveraging the unique capabilities of each medium to tell stories more effectively. By doing so, journalistic organizations can create a richer, more diverse media landscape that meets readers where they are, enriching the public discourse with a variety of perspectives and formats.
By embracing a holistic approach, journalism does not just inform; it connects, reflects, and engages with the complexity of human experience, making every story a shared journey between the creator and the reader.
What corporate can learn from journalism
Malin consistently emphasized one essential insight: customers can sense when you no longer believe in your product. In the corporate world, where the narrative often centers on a limited selection of products, it might seem challenging to craft a compelling story around the product. However, this perspective might actually be what’s limiting your creative potential. The beauty of storytelling is its universality — it can thrive in any context, through any medium, and under any conditions. So, why not adopt a more imaginative approach? Consider viewing your product not just as an item to be sold or a problem to be solved, but as a story to be told. By embracing this storytelling mindset, you open the door to innovative and engaging ways to connect with your users. This approach encourages you to think outside the “layout”, breathe life into your products, and weave narratives that resonate deeply with your users, transforming the most mundane into the extraordinary.
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