Five things learned from running a data design studio

Happy Birthday to Set Reset ! Four years have flashed by since we founded our own data design studio. As we look to the next four years, here's some thoughts on where we are, and what comes next:

1. We’re already past the point of information overload

In the digital age we face a unique conundrum - though data is more abundant than ever before, there's less time to interpret it. Information and messages fly past us so fast that our brains take their own initiative by ignoring content with little perceived value.

This is a problem for anyone trying to communicate information. No longer can you simply present the numbers; if you want your audience to understand what matters in the data — and why they should care about it — you need to guide them there. All while applying laser-sharp focus and communicating in the most efficient way possible.

It's because of this that even with the abundance of content now available, the task of data design is as challenging as it's ever been.

Which leads me to...

2. People don’t understand what data design is

To be fair, it can be a tricky concept to articulate. It mixes the eye of a designer with the mindset of an analyst. A union of form and function.

In practical terms: it’s about helping people communicate data and information more effectively. It’s not just bar charts and tree maps (although we can do those things very well), it’s as much visual storytelling. Breaking down complex systems and explaining the ‘science bit’ with experiences that keep time-challenged audiences engaged.

Using systematic rationality to filter the unimportant and highlight the essential, pulling down the barriers between audience and data. Sparking curiosity with visual flair and creating something that’s inherently worth paying attention to.

Four years down the line (and 15+ in career terms) and I still love the variety of it. The wealth of potential applications means it never gets boring.

3. The specific tools we use will matter less and less

I come from an experience of old school Adobe setups and at this point using them is second nature. They’re the backbone of our studio but I'm beginning to see a future where this won't be the case. The next generation of creatives will be able to take advantage of an ever-increasing range of tools and technologies.

An area Set Reset has branched into recently is 3D design. We've touched on it in the past but are now investing the time to develop in-house skills. It's a game-changer in terms of that final rendered visual finish. What's particularly exciting are the opportunities to use materials and lighting to bring data to life, and how that could translate to practical installations.

The biggest step change will be AI – we have only just begun scratching the surface of its potential. Working out it will fit in our workflow will be the next big challenge.

It's clear data designers will need to be increasingly platform agnostic to take advantage of these developments. But across all this, those transferrable skills such as conceptual realisation, design flair and attention to detail will remain as essential as ever.

4. There’s still no replacement for the human in the process

With the plethora of new apps released in recent years, it's never been easier to generate well-designed charts and visualisations.

They’re always a good option to have in the toolbox for rapid prototyping and getting ideas turned around quickly. But there's an inherent unintelligence about them. They will unquestioningly carry out your requests without stopping to ask what you’re trying to achieve, who the audience is, or if the data tells the story you think it does.

They also lack that designer’s eye, for things like a subtle visual nod that effortlessly empowers your narrative. Knowing which rules to bend to enhance the storytelling and create surprise and delight. The fine details that make good design, great design.

5. The future of data design will be emotive

Data design is a powerful tool with the ability to challenge convention and reframe perspectives. But for that to happen the delivery needs to create an emotional connection between the content and the audience. It’s a tough ask to adequately convey the devastating magnitude of ocean plastic pollution with a pie chart.

New technology affords us novel ways to encode information and make it more relatable. Techniques in which data is not just communicated, but experienced. Where impossibly expansive concepts can be brought into the room to be explored in person. It creates conversational moments with the potential to be serious or playful. Instinctual personal interactions that form a connection with the story.

We’re just starting to uncover what’s possible in these data experiences but I can see them being one of the ways we can examine our society’s more complex, critical and polarising subjects. The power of data, used to open people’s minds, examine different perspectives and bring us all together.

Wrapping up

It's been a great four years for Set Reset. Undoubtedly some challenging times, but also filled with the most rewarding moments.

As for the next four years – we're looking to continue to grow and develop the studio. There's interesting times to come in this field and I want us to be part of the conversation. Not only of what data design can do, but what that will look like in the years ahead.

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