Sugar of the day
Add to Collection


The communication goal: to make the audience aware of our over-consumption of sugar.
Music–"THINGAMAJIG"by Jason Shaw (  Special thank to Frank Kuo
References: “Nursing your sweet tooth”–Online Nursing Programs (, “Dietary Sugars Intake and Cardiovascular Health:A Scientific Statement From the American Heart Association”–American Heart Association (, “American Per-Capita Sugar Consumption Hits 100 Pounds Per Year”–Articles Business Insider (
1. Comparison in time sequence
In a still information graphic, the most common comparison is to use a two-column chart to compare subject A to B. You can also break the comparison into a time sequence. In the video, a person consumes 10 tsp of sugar with an ordinary breakfast, then it shows what a person in 1822 consumed.
2. Using actual time to present the passage of time
The character in the video drinks coffee five times to show that “An average person in 1822 consumes 10 tsp of sugar over 5 days.” Instead of using language to describe this fact, we use compressed time to enhance the sense of how time has passed.
3. Highlight the elements with dynamic movement
Use rotation and increase the size of the spoons when they show up in order to get the audience’s attention. Also use flipping transitions to highlight the key messages.
4. Integrate 3D elements to create a sense of actual quantity 
Use actual-size 3D teaspoons to represent the amount of sugar instead of using a flat graphics because an actual 3D element gives audience a better sense of quantity. 
5. Panorama and Details 
The teaspoons show up one after another when the character consumes sugar, so the audience knows how each kind of food contributes how much sugar. At the same time, in the top right of the scene, the total amount of sugar is calculated. The audience is able to see both the panorama and the details.
6. Layering and Separation
Information separation is the key to present the information clearly. Unlike the teaspoons that are shown in the live video, the teaspoons that are used to calculate the total amount of sugar consumption are flat graphic icons. Using the flat graphics indicates that the teaspoons do not belong to a specific scene.
7. Narrative–Using a Main Timeline
In order to make all the data more personally relevant, a story was created which shows a person’s sugar consumption over one day.
Apart from the data and information of a person’s one day sugar intake, there are other important details that need to be addressed in the video, such as how our sugar consumption has changed in the last 180 years and the biggest factor, which is what are the food items that contribute to our over-consumption of sugar.