[MUSIC] Welcome back. In this lesson, we're going to explore the intersection of two fascinating topics, storytelling and neuroscience. As noted in previous lessons, well-executed stories can be powerful tools for conveying the meaning and data. Stories can provide context and meaning that can't be matched by a list of facts. They can also boost comprehension and recall. Why do you think that is? Well, the short answer is that stories engage more of your brain than simply absorbing a list of facts. After this lesson, you will be able to discuss how neuroscience explains the power of stories to bring facts to life. You will also be able to describe the influence of emotion in decision-making and how to evoke it in telling data stories. Let's get started. Hi and welcome back. Neuroscience reveals that different cognitive tasks involve different parts of the brain. For example, there are specialized regions for processing language, including something called Wernicke's area for comprehending language and Broca's area for speaking. Right now, your own Wernicke's area is actively processing these words. Now these systems have their own tasks, but can also work together in many circumstances, such as speaking and listening during a conversation. Your tableau data stories will engage different parts of the brains of your audience, including visual and language processing. In addition, your stories will also trigger memories and associations based on their own life experiences. Some brain imaging research suggests that certain words, such as those describing odors or textures activate parts of the brain beyond what is involved in verbal processing. For example, you may read the word coffee or hear the phrase a scratchy throat. These words and phrases can tap into our experiences, and evoke thoughts and feelings that bring a verbal description alive. Other words that don't have a strong sensory or emotional component don't activate these same brain regions in the same way. Think about it. The more areas of the brain you can meaningfully activate and focus on something specific, the more complete and impactful the story can be. The connections and interactions between different parts of the brain can be strengthened in response to what we encounter. In an earlier course, we learned about the idea of systems 1 and 2 of the brain as described by Daniel Kahneman and others. Recall that system 1 is fast and seemingly automatic, while system 2 is more deliberative. We learned that data visualizations involve the visual processing of basic design elements, such as color and shape used as the building blocks for tapping into system 1, which then feeds into thinking, deliberation and interpretation of system 2. Data stories build on that kind of foundation. Consider it this way. You learn the alphabet, then words and grammar, and then the structure of language and you turn that into narratives and stories of various kinds. Now we may like to think that decision-making is generally based on logic and rationality, but the truth is that human judgement can often be based on unconscious and emotional drivers. For better or worse, emotions play essential role in our choices. And to greater or lesser degrees, this is always the case. It turns out that some neuroscience research backs up this idea. Researches observed that with damage to parts of the brain that control emotion, people struggled with even the most simple decision-making. When an article by Antoine Bechara in the Department of Neurology at the University of Iowa summarized the research this way. Quote, at some point of decision, emotions are very important for choosing. In fact, even with what we believe are logical decisions, the very point of choice is arguably always based on emotion. The reality is that when it comes to designing for people, emotions really matter. Think about it. It can be a lot easier and you are much more likely to take action about something if you actually care about it in some way. On the other hand, if you care about something deeply, it might be hard to change your mind or get you to see things in a different way, if the counter argument is completely devoid of emotional residence to you. This is just a reality of designing for people. The better you become at working with data visualizations, the more power you will have to purposely work with emotions for good and be aware of how it might be misused or create unintended and harmful reactions. Putting yourself in the mindset of the audience as much as you can is useful for this type of data storytelling. In the next lesson, we will dive deeper into some ideas about emotion and storytelling through the medium of data visualization. Thanks for listening and see you again soon.
