Visualization for Better Stakeholder Communication

Abstract

Contemporary societal and business projects increasingly involve complex networks of stakeholders with diverse professional backgrounds, knowledge bases, and interests. In such multi-stakeholder environments, effective communication becomes a significant challenge. Differences in expertise, terminology, and perspectives often create barriers that hinder collaboration and shared understanding. Visualization has long been recognized as a promising approach to bridging communication gaps by translating complex ideas into accessible visual representations. However, despite its recognized potential, the practical application of visualization in multi-stakeholder communication remains underdeveloped. Both theoretical fragmentation within visualization research and practical challenges in stakeholder engagement limit the effectiveness of visual communication strategies.

This research investigates how visualization can be systematically applied to facilitate communication and collaboration in multi-stakeholder projects. The study addresses both theoretical and practical challenges. From a theoretical perspective, the field of visualization spans multiple disciplines, including design, information science, communication studies, and cognitive science. As a result, the field lacks a unified theoretical framework and even a commonly accepted definition of visualization. To address this issue, the research begins with a literature review aimed at redefining visualization in a way that supports its application as a communication tool within multi-stakeholder design contexts. This conceptual clarification provides the foundation for the development of practical visualization methods.

From a practical perspective, the research was conducted through a series of visualization sub-projects within the context of the LIFE project. These projects provided opportunities to test visualization methods in real-world stakeholder settings. Despite the acknowledged potential of visualization, the implementation process revealed several barriers. One significant challenge was the widespread perception that visualization is primarily a skill reserved for designers or artists. This perception discouraged non-design stakeholders from expressing their ideas visually and led many participants to rely heavily on graphic designers rather than actively engaging in visual thinking themselves. As a result, stakeholders often underestimated their ability to contribute to visual communication processes.

To address these challenges, two visualization tools were developed: the Empowering Visual Tool (EVT) and the Visualization Strategy Tool (VST). The EVT was designed to encourage stakeholders—particularly non-designers—to express their ideas visually and participate more actively in co-creation processes. The tool was initially tested in workshops with residents of Amsterdam Southeast, where it helped participants visualize their ideas about the future of their city. Through iterative development, the EVT evolved into the Strategic Empowering Visual Tool (SEVT), which supports the visualization of more complex information within multi-stakeholder contexts. SEVT was successfully applied in workshops to promote inclusive participation and facilitate the collection of structured visual feedback.

The Visualization Strategy Tool (VST) was developed to support the strategic planning of visual communication materials. It helps project stakeholders collaboratively define key elements such as the target audience, core message, and interpretation strategies for complex visual outputs. The tool was applied in two projects involving the creation of promotional visual materials, where it successfully engaged stakeholders in the development of visual communication strategies.

Overall, the findings demonstrate that visualization tools can significantly improve communication and participation in multi-stakeholder projects when stakeholders are empowered to use visualization themselves. However, further testing is required to validate the tools across different project contexts. The research concludes with general guidelines for adapting the SEVT and VST to other multi-stakeholder environments, offering a foundation for future research and practical implementation of visualization-based communication strategies.