The skill to narrate a powerful story using data has never been of greater importance in a world that is drowning in information. Data storytelling is a blend of data analysis and narration that produces visualizations that not only inform audiences but also touches on a higher level of interest. The storytelling of data can help organizations to build awareness, create interest, and create action. Storytelling with data is an art that we will discuss in this blog post to provide useful advice and examples or examples of how to create resonant visualizations.

The Art of Data Storytelling

Data storytelling is not only a better form of reporting, but it involves the incorporation of data into a story that reaches the audience on an emotional level. Stories are more easily remembered 22 times better than facts alone according to research published in the Harvard Business Review. This statistic demonstrates the significance of stories in order to make data relatable and meaningful.

The reason that Data Storytelling is important

• Improves the level of understanding: Complex data sets are intimidating. An effective storytelling is a way of condensing information, which is digestible and simpler to comprehend.

• Involves Audiences: Audiences accept stories due to their ability to provoke emotions and, as such, become more engaged. The audience can be able to associate with the information given and they are likely to associate with the message.

• Drives Action: Organizations can also encourage people to act by using data to forward a narrative to persuade them to buy a product, alter their behavior, or donate to a cause.

How to write a story with your data

Know Your Audience

Successful data storytelling is based on the comprehension of your audience. The various demographics perceive data in different ways and it is important to personalize your communication in order to address their needs. As an illustration, a presentation to an executive team can be based on high level information and strategic implications whereas a report to frontline employees can be more operational. The audience research will enable you to determine their interests, level of knowledge and preferences so that your story will take into consideration their unique concerns.

Define Your Core Message

It is important to first establish your core message before getting into data visualization. What is your intended message to your audience? An accurate and succinct message will be used to direct your story and assist you in choosing the most appropriate data. To illustrate the effect of a new marketing campaign, a good example is that your images should reflect the important metrics that include conversion rates and customer response in addition to supporting your message.

Choose the Right Data

The choice of data is the main element of telling a powerful story. Pay attention to the statistics that can help to support your main message and get into the hearts of your audience. Instead of providing all possible metrics, a financial services firm may opt to display customer satisfaction scores and their relationship with service enhancements. It is a strategy that makes the story centered and effective.

Development of Interesting Visualizations

Make Visuals to Supplement the Story.

The use of visualizations is an effective instrument of data storytelling because they could help to understand difficult-to-follow information and emphasize the important insights. The following should be taken into consideration when producing visuals:

• Simplicity: Do not overcrowd graphics that may be confusing to the viewers. Straightforward and clean design will help pass your message better.

• Consistency: Be consistent in terms of colors, fonts and styles used in your visualizations. Such unity strengthens the story and simplifies the process of following it among the users.

• Visual Emphasis should be emphasized to highlight key data points. As an illustration, critical insights can be emphasized with the help of a bold color or a bigger font to direct the attention of the audience.

Include Interactive Consumers

Interactive visualizations enable people to interact with the data in a meaningful manner. Applications such as Tableau and Power BI provide tools to be able to interact with data through filtering or drilling down to areas of interest. As an example, one of the nonprofit organizations used an interactive map to demonstrate the effect of donations on different communities and enabled users to see the information related to their community. Such interaction does not only boost the comprehension but promotes more in-depth engagement with the story.

Respond to a Story with the Data Flow

Visualization’s flow of data can greatly influence the perception of the story. Arrange your images in a logical flow which fits in your story line. Begin with an effective introduction, offer the facts that back your main message, and draw conclusions or suggestions to act. This format takes the viewer through the narrative, and it becomes easy to read and understand.

Storytelling of data in the real world

Some organizations have already managed to utilize the force of data storytelling to attract their audiences:

• The New York Times has a reputation of using data visualizations to present their journalism in an innovative way. Interactive graphics are also typical of their articles, giving readers the option to navigate data concerning recent events, including elections or populational health patterns. They contribute to the reader’s interest and understanding as a result of using a combination of narrative and data.

• Spotify uses data storytelling by its annual campaign known as Wrapped that gives users insightful information on their listening session. Spotify appeals to the audience by making the visualization of data a fun and engaging experience that helps the company not only to improve the user experience but also create a sense of community among the listeners.