Storytelling is a classic technical approach in the advertising industry that has helped a large number of businesses achieve great success. However, besides the traditional fantasy-story advertising, a lot of data shows that the "scientific data" graphs can increase the persuasiveness of advertising media. With the popularity of information visualization in people's daily life, there comes an opportunity for visualization designers to tell brand stories by data visualization. Therefore, the

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... ective of this thesis is to explore how storytelling visualization can be used for brand communication. Specifically, this thesis (a) present a taxonomy of storytelling visualizations on different branding communication goals; (b) provide conceptual storytelling frameworks to guide through the design process, in order to make storytelling visualization more reliable and persuasive; (c) demonstrate and discuss the application of storytelling visualization in specific case of brand communication by using Hubway data; (d) discuss the limitations of this technology and the room for improvement. To Miso Kim, my thesis advisor, for her patience, guidance, supervision and the passion she puts in my thesis. Her sweet smile and encouragement helped me through this tough year. To Nathan Felde for his continuous wise contributions. His questions and guidance have strengthened this thesis, and let me ponder the more profound social issues behind the paper. To my thesis reader Doug Scott, who provided thoughtful and detailed feedback. To Paul Kahn, for his guidance about how to show visualizations in an exhibition context. I would also like to thank all the thesis committee members for the valuable feedback and suggestions: