Tell them a story!: a theoretical model to assist in the transfer of architectural design information through video

Abstract This paper reports a study concerned with the way architectural designers are informed through architectural videos. Empirical observations were made on over 130 architectural students/practitioners viewing a variety of architectural videos. Our findings show the learning style of the viewer markedly affects the way they perceive information. Thus, effective communication is best achieved when the producer of a message is aware of the perceptual/learning needs of the viewer and caters to those needs in their communication processes. Through a working knowledge of a fourfold model of learning it is possible for individuals of different cognitive styles to communicate more effectively with one another. The same knowledge can also be used in the production of videos so that they might communicate better to different audiences. To aid this communication process the authors have developed an Architectural Video Narrative Model which enables a better understanding of video communication to architectural designers. This model presents alternative narratively ‘logical’ ways in which communicating video design might develop. The model also allows the designer of video sequences to contemplate or consider different narrative strategies. This should help them tell the same story in a relevant fourfold of ways.