Presentational Tradecraft: A New Skill

Abstract

Modern-day drafters of analysis must develop presentational tradecraft skills to meet customers’ expectations that every product will have one or more accompanying visuals to supplement static narrative. Analysts must design a product with photos, maps, links, and interactive elements from the start and package the story for maximum relevance, retention, persuasion, and retrieval. The CREATE framework, which focuses on customer relevance and ease of use, can help analysts conceptualize products that take full advantage of digital communication. By applying some basic storytelling principles of design and persuasion to their presentational tradecraft while using the CREATE model, analysts can make analytic products more pleasing and more memorable to the customer.