DATA VISUAL BRIEFby Norris A. A. Rowley Jr. & Devin Asaro

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TITLE CARD

Title: Valentine's Day Subtitle: Online Dating Habits Before & After

Target Audience

People that are interested in online dating

Demo: Men & Women 30 -45

Story

Track and detail online dating habits around Valentine’s Day. Highlighting the days

leading up to Valentine’s Day, along with the days following. Also taking into account

the overall yearly traffic to dating websites

Visual

Minimalist, data-forward designs that I’m talking about.

• Stay away from high-concepts, we don’t want to confuse the user since we’re already hitting them with a lot of data.

STYLE EXAMPLE

minimalism of this: http://api.ning.com/files/agwb8E-kw2FwRWyKWS5ATE*a8*C9ggkdjoUOqeTwYkkbWf8GwXnDk*S3LnCDPFqQYFA*PoVIQ8qpQVQRalBwCIMIYWeCwq0l/Snow_White_texture1.jpg

graphic elements of this: http://media-cache-ec3.pinterest.com/192/0d/70/f7/0d70f7f796e33a500e01bd0f8fbb5387.jpg

two-color elements of this: http://www.bitrebels.com/wp-content/uploads/2011/12/Old-Fashioned-Infographic-Designs-7.jpg

data-forward this is: http://www.marykay.com/en-US/DontLookAway/PublishingImages/MK_InfoGraphic_D1.jpg

INTRO COPY

Do dating sites see more traffic on Valentine’s day?

Well, not really.

[line graph showing volume from Wednesday 2/10 to Monday 2/15, emphasizing spike on Friday and flatness of sat and sun. Clearly emphasize valentines day.]

But they do see a big spike a few days before Valentine’s day. Though on the big day (and the

day before) they drop down to just above normal.

Why? People don’t set up first dates for Valentine’s day. It’s just way too much pressure.

The real increase in traffic comes a few days after Valentine’s day. That’s when singles get sick

enough of seeing their friends’ romantic photos, and get the dating bug.

[line graph of volume from Saturday 2/13 to Tuesday 2/22, emphasizing spike and then return to normal, and clearly showing Valentine’s day]

After a week of heightened volume, the February daters forget about their love lives again, and

online dating traffic drops right back to normal.

COPY

What do the numbers look like the rest of the year?

The numbers stay steady for most of the year. But, like gym memberships, online dating also

sees spikes in January as people make New Year’s Resolutions.

[no graph here. Perhaps just some sort of visual representation that shows people feeling determined and confident, and then, later, feeling lazy/depressed.]

On a week-to-week basis, traffic peaks on Sunday and falls off significantly on Wednesday.

Who uses online dating?

• 24% of dating site visitors are married.

• There are 3% more African American people on dating sites than White People.

• People age 60 – 64 see an 8 percent spike in online dating over people 55-59.

• College graduates do more online dating than people without degrees.

INFOGRAPHIC MOCK-UP