Data videos are becoming increasingly popular in society and academia. Yet little is known about how to create endings that strengthen a lasting impression and persuasion. To fulfill the gap, this work aims to develop guidelines for data video endings by drawing inspiration from cinematic arts. To contextualize cinematic endings in data videos, 111 film endings and 105 data video endings are first analyzed to identify four common styles using the framework of ending punctuation marks. We conducted expert interviews (N=11) and formulated 20 guidelines for creating cinematic endings in data videos. To validate our guidelines, we conducted a user study where 24 participants were invited to design endings with and without our guidelines, which are evaluated by experts and the general public. The participants praise the clarity and usability of the guidelines, and results show that the endings with guidelines are perceived to be more understandable, impressive, and reflective.

翻译：数据视频在学术界和大众媒体中日益普及，然而如何通过结局设计强化观众记忆与说服效果，尚缺乏系统性研究。为此，本研究借鉴电影艺术手法，旨在建立数据视频结局的设计准则。为将电影化结局融入数据视频，我们首先基于结局标点符号框架，分析了111个电影结局和105个数据视频结局，归纳出四种常见风格。通过专家访谈（N=11），我们制定了20条数据视频电影化结局设计准则。为验证准则有效性，我们邀请24名参与者分别在有/无准则指导下设计结局，并邀请专家及公众对作品进行评价。参与者充分肯定了准则的清晰度与实用性，结果表明，遵循准则设计的结局在可理解性、印象深刻度与反思性方面均表现更优。