28.12.2016 What Can Go Wrong? visual information aimed at people who are not ready to receive it or don’t share our understanding of the problem an image that people cannot bear to look at because it is too strong, such as explicit documentation of a tragedy, will not enlist support and, worse, may be perceived as manipulation. a campaign that makes use of the wrong technology platform for its particular audience will not reach it. Then how? There are many ways to tell a story or to present data. How do you know what kind of presentation to use? The main thing to consider is: which archetypes will help you to communicate your message?