In a world in which we encounter countless data and statistics every day, the real challenge no longer lies in obtaining information, but in communicating it in an understandable way. How can we ensure that complex data is not only presented correctly, but also tells stories that last? At Jojomoto, we are committed to this challenge and use the power of motion graphics to create memorable visual experiences from dry numbers.
Data visualization is the presentation of data through the use of common graphics such as charts, plots, infographics, and animations. These visual representations convey complex data relationships and data-driven insights in an easy-to-understand way.
Data visualization can be used for various purposes that go far beyond the work of pure data teams. For example, it helps management to represent corporate structures and hierarchies, while analysts can use it to identify patterns and trends. According to Harvard Business Review, data visualization falls into four main categories:
- Brainstorming: Supports teams with brainstorming and design thinking processes
- Illustrating ideas: Helps to communicate concepts, tactics, or processes
- Visual discovery: Enables data experts to identify patterns and trends in data sets
- Everyday data visualization: Supports storytelling and communication of insights
Classic forms of presentation such as tables, pie and bar charts, line and area charts, histograms, scatter charts, heat maps and treemaps form the basic vocabulary for data visualization. But it is only through animation and movement — i.e. motion design — that these static forms gain a new dimension and expressiveness.
- Information overload: Too much data at once overwhelms the audience and leads to selective perception
- Lack of prioritization: Without a clear visual hierarchy, key messages are lost
- Lack of emotional connection: Pure data rarely causes concern or impetus for action
- Cognitive barriers: Complex statistics often require prior knowledge that not all viewers have
For the project “Living in Munich VII” We were faced with the challenge of presenting complex urban planning data in an understandable way. Instead of presenting the figures on housing development, CO₂ balance sheets and demographic forecasts as abstract diagrams, we have translated them into living metaphors.
To bring data to life, we at Jojomoto follow a few basic principles that have proven effective in our work:
Before we visualize even a single data point, we ask the crucial question: “What is the central insight that should be conveyed?” This core message determines which data is actually shown and how we visually process it.
One of the biggest strengths of motion graphics is the ability to reveal information step by step. Instead of confronting the audience with all the data at once, we can build a story step by step:
- Establish the context first
- Then introduce the key data
- Then add more layers
- And finally condense it into the core message
This technology allows the audience to process and understand the data before new information is added. It follows the principle of reducing cognitive load and has been shown to increase the understanding of complex relationships.
An excellent example of this is Strava's “Year in Sport” year in review. Instead of presenting the impressive 240 million running activities of 8 million runners as a statistical measure, the animation reveals the data step by step.
Each data set has its own personality, and the choice of visual language should reflect this. Some factors that we take into account when developing:
- Thematic appropriateness: Financial data requires visual metaphors other than environmental or social indicators
- Target group orientation: A specialist audience expects different visualizations than the general public
- Emotional tonality: Some data should inspire, others should warn — visual language must support this
- Brand compliance: The visualization must match the customer's visual appearance
A specific example from our work: For the annual report of Rebuy — a company that rescues, repairs and resells used goods — we developed a visual concept that fits perfectly with the company philosophy and the young target group.
Instead of using traditional business graphics, we translated revenue and sustainability data into modern cutout metaphors. Rescued electronic resources were visualized not as a bar chart, but as a growing herd of elephants. The cutout aesthetic with its strong colors and clear shapes appealed directly to the young target group and transformed dry business figures into an entertaining visual story about sustainability and recycling. The choice of this special visual language not only made the annual report informative, but also a statement that perfectly reflected Rebuy's brand identity.
Over the years, we've developed and refined various techniques that are particularly effective for turning data into memorable visual experiences:
Nothing illustrates change as impressively as the transformation of one form into another. When a pie chart turns into a map, or bars form into people, a visual narrative is created that stays in the mind.
This technique is particularly suitable for:
- Before and after comparisons
- Developments over time
- Paradigm shifts and fundamental changes
Expanding data into three-dimensional space opens up new opportunities for understanding. By taking pictures through data landscapes, we can offer different perspectives on the same information and thus illustrate connections that remain hidden in a flat presentation.
This technique is particularly effective for:
- multidimensional data sets
- Geographic information
- Hierarchical structures
Through targeted movement, resizing and changing colors, we direct attention to exactly where it is most important for understanding. This visual tour is crucial so that the audience is not lost in the data but can follow the intended story.
We use this technology for:
- Complex causal chains
- Highlighting outliers or specific patterns
- Focus on critical thresholds
A particular challenge when animating data lies in the balance between scientific accuracy and visual clarity. As an animation studio with high standards of design and concept, we take this responsibility very seriously.
Our approach includes:
1. Thorough data analysis together with the customer's experts
2nd Identification of permitted simplifications without distortion of content
3rd Development of visual metaphorsthat are both accurate and understandable
4th Multiple testing for accuracy of content before the final animation
An important principle here: We never sacrifice factual correctness for an appealing design. Instead, we're looking for creative solutions that combine both — scientific precision and visual elegance.
To illustrate the power of animated data visualization, we'd like to take a closer look at an impressive example from Vox:”Why US Elections Only Give You Two Choices“— an explanation of the American two-party system and its alternatives.
The Vox film faces a complex challenge: It must not only explain the US electoral system, but also provide comparative data on various democratic electoral systems worldwide and their effects on political representation — all topics that quickly become confusing in static graphics.
1. Clear visual metaphors for abstract systems: The “winner-take-all” system is visualized by a simple race in which literally only one person wins
2nd Progressive discovery of complex data: Instead of showing all voting systems at the same time, they are gradually introduced and compared
3rd Dynamic transformation of statistical data: Voting figures are seamlessly transformed into parliamentary seats, which makes the disproportionality of the US system immediately tangible
4th Personalizing abstract concepts: Voter groups are represented by characteristic figures whose “voice” is lost or heard in the system
The film translates the statistical reality — that around half of US voters receive no political representation — into an emotionally accessible story of exclusion and missed opportunities. He makes abstract voting system designs tangible and shows how they directly affect democratic participation.
It is particularly impressive how the film presents complex comparative data from various democratic systems worldwide not as dry statistics, but as a vivid, dynamic visualization that immediately shows how different voting systems lead to different results — from the two-party system in the USA to the multi-party systems in Europe.
Based on our experience, we have developed three central principles that underlie every successful data visualization:
1. Less is more — reduce wisely
The trick is not in showing all available data, but in choosing the most relevant information wisely. This reduction requires courage and deep understanding of the topic, but it is crucial for the clarity of the message.
2. Movement with meaning — not decorative but functional
Every animation should serve a communicative purpose. We don't use movement as decoration, but use it to clarify connections, draw attention and convey information step by step.
3. Emotional response — figures become stories
People respond to stories, not statistics. That's why we're always looking for ways to translate data into emotional narratives that generate personal relevance and stay in the memory.
At a time when data is often referred to as “the new gold,” the real value lies not in the raw data itself, but in the ability to communicate it in an understandable and effective way. Motion graphics are an invaluable tool in this regard:
- They make complex relationships intuitively understandable
- They create emotional connections to abstract information
- They focus attention specifically on the essentials
- They stay in the memory and thus promote the anchoring of the message
At Jojomoto, we see ourselves as translators between the world of data and the world of human perception. Our passion lies in weaving vivid stories from figures and statistics that not only inform, but also touch and inspire action.
Especially for customers with complex topics — whether in science, finance, technology or sustainability — animated data visualization offers invaluable added value: It makes the invisible visible, the complicated understandable and the abstract concrete.
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