- Data storytelling is the course of of combining graphics and narratives to assist audiences perceive advanced data
- There are eight varieties of graphs and charts that entrepreneurs can use to inform data tales
- This information will enable you to perceive why data storytelling is vital and what greatest practices it’s best to comply with
We’re seeing the rising significance of storytelling with data in 2021—primarily as a result of of the quantity of data being shared with audiences over the previous 12 months.
However data must make sense to individuals if it’s to result in higher engagement and elevated conversions. That’s the place visualization comes in.
In line with Venngage’s current examine, data storytelling has change into a preferred software in a corporation’s arsenal, with 48 % of entrepreneurs creating data visualizations weekly.
On this article, we are going to share why companies are turning to data storytelling to inform their model tales and to seize the creativeness of their clients.
Why is storytelling with data vital?
Data-driven storytelling combines data and graphics to inform a compelling story. It additionally offers the data extra context so audiences can perceive it higher.
The visible illustration of data lies can present readers patterns and connections they could not have deduced on their very own.
That’s what makes them such a needed software in a small enterprise’ arsenal—data graphics can assist companies monitor their efficiency and set targets.
Sorts of data visualizations for storytelling
There are quite a few visible instruments accessible to render data—they spotlight why data visualization is vital.
Some of the sorts of data visualizations for storytelling embody:
- Bar Graphs
- Bubble Charts
- Line Charts
- Pie Charts
- Scatter Plots
Every visualization approach serves a function. Bar graphs and charts are perfect for creating comparisons, whereas line charts present linear relationships.
Maps present geographical data, like this instance about the languages of the world.
Pie charts share data in response to set classes, whereas scatter plots present relationships between a number of variables.
To grasp which charts and graphs to make use of to inform your data story, you’ll be able to consult with the beneath infographic.
5 benefits of data storytelling
What benefits can companies count on when storytelling by means of data?
These are the questions that entrepreneurs and designers ask themselves earlier than enterprise such a design-heavy venture.
However there are a number of makes use of for data graphics that make them price investing effort and time into.
1. Supplies deeper evaluation into info
For those who take a look at the varieties of visualizations described above, you’ll be able to see how they supply better perception into info.
A textual content publish or report can do the similar work however would require rather more labor from the reader—growing the possibilities of them leaving your web page for shorter content material.
A graphic, on the different hand, tells the reader the similar info in a a lot shorter time. This improves engagement charges and conversions.
Visuals may convey patterns simply permitting the reader to research info shortly by connecting the dots themselves.
2. Promotes problem-solving
Data tales are succinct supplies that increase the problem-solving course of and enhance productiveness.
It is because decision-makers don’t should learn reams of textual content or sift by means of info on their very own—the graphics do the work for them and pace up problem-solving.
3. Engages inside and exterior audiences
Content material advertising and marketing is geared towards engagement—and that’s why robust visuals that catch the eye are so vital.
Visuals are extra engaging than blocks of textual content—and data graphics which are well-made much more so than others.
It is because a data story is compelling in itself—numbers, percentages, relationships, and connections are all causes for a reader to cease what they’re doing and take a look at your graphic.
Consequently, you enhance site visitors and views to your content material and your web site, all whereas selling a positive impression of your model.
4. Improves reporting talents
Experiences are half and parcel of enterprise life. A fantastic data story is essential to a memorable and highly effective evaluation, like this easy however elegant finance infographic template.
There’s a lot data concerned in creating studies—if they’re articulated by means of numbers and tables, your viewers shall be misplaced, and worse, bored.
That’s the reason nice data storytelling is so vital in report-making, not simply to maintain individuals however to inform a very good story.
5. Broad attain
Graphics could be repurposed in a number of methods and for a spread of channels. Social media platforms like Twitter, that are chockful of info, require a powerful visible to get consideration.
That focus could be generated by means of data storytelling. Chunk-sized visuals arrest the viewer as they’re scrolling by means of their feed—they’re additionally simple to soak up and extra shareable.
Visualized data makes for nice content material whether or not for social channels, newsletters, weblog posts, or web site touchdown pages.
A fantastic graphic has the potential to go viral, widening the attain of your content material and affect.
Data storytelling greatest practices
Paying heed to the significance of visualizing data means following a couple of greatest practices. You’ll be able to’t create visuals with out having a purpose.
You additionally want to grasp the subject material and the wants of your viewers so your data tells the story you need it to and engages your readers.
Listed below are the six greatest practices for creating visualizations that may increase buyer retention.
Create visible hierarchies
Hierarchies are needed for individuals to learn and interpret your data. Visible hierarchies are a key element of data storytelling as a result of they assist readers create context and patterns.
Because you don’t wish to write an excessive amount of textual content to elucidate your graphic, hierarchies are the greatest strategy to convey context. Listed below are the greatest methods to construct visible hierarchies and context:
- Placement of components from prime to backside
- Grouped components
- Various colours
- Diversified visible kinds
- Rising font sizes
Customers will be capable of deduce the relationship between data and components utilizing the above strategies.
Construct belief into data visuals
The advantages of visualization are utterly misplaced should you can’t elicit belief in the individuals viewing your info.
Once we put statistics collectively for research at Venngage, we survey a whole bunch, if not 1000’s, of respondents earlier than starting the design course of.
That is essential to keep away from cherry-picking data, which could be deceptive, as this graph reveals, and unintentionally designing dangerous infographics.
It’s at all times greatest to compile data from trusted sources which are unbiased. Confirm that data with not less than two different sources so you recognize that the data is consultant of the info.
Solely then do you have to transfer into the design section. When creating your visuals, keep away from distortion as a lot as doable by following these strategies:
- Select charts and graphs that fit your data
- Your visible ought to embody a scale to offer context to the data
- Baselines for data ought to at all times begin at zero
- Each axes ought to seem in the graphic and be equal in dimension
- Use all related data in the visible; don’t depart vital data out
Measurement performs a significant component in trust-building—use similar-sized visible components, like icons, that may be scaled on a graph.
Present modifications in data by means of dimension and area however each must be equal between all visible components.
Preserve visualizations easy
Pulling collectively data requires an important deal of effort and time. It may be tempting to design visuals that categorical as a lot info as doable.
However that mindset can negate the effectiveness of visually representing data, and overwhelm your viewers.
Visualizations must be easy and straightforward to grasp—not solely is that this a model design development in 2021, however it retains readers extra engaged, like this chart we created.
Whereas a posh visualization might look refined and fascinating, in case your viewers spends an excessive amount of time making an attempt to grasp it, they’re going to finally quit and transfer on.
A badly-designed graphic, like the one beneath, can even give readers a detrimental impression of your model and product, dropping you extra potential clients.
Data graphics must be easy sufficient to grasp at a look—that’s all the time you must get customers’ consideration.
Don’t overuse textual content
In case your data story wants extra textual content to grasp it, the visible isn’t well-designed. Whereas there must be some textual content in the graphic, it shouldn’t dominate the picture.
You’ll be able to at all times write a weblog or social media publish round your findings, however your readers shouldn’t be misplaced with out the context.
The advantages of data-driven storytelling lie in the undeniable fact that your info could be communicated by means of the visible medium.
For those who’re counting on textual content to do all the speaking, your graphic is missing. Use graphic components like icons and shapes, and break your data down into bite-sized parts so it’s simple to convey.
Use colours correctly in visualizations
Colours have rather a lot to do with the significance of data visualization storytelling—they can be utilized to focus on key info in a graphic and increase the data story you are attempting to inform.
However that doesn’t imply you utilize all the colours in the palette in your graphic. Once more, too many colours, like an excessive amount of info, can overwhelm the viewers.
On the flip facet, through the use of too few colours, you’ll be able to mistakenly create connections between data that aren’t appropriate.
Use your model colours in your visualizations, and increase them with two or three colours. Strive to not exceed 5 colours or 5 hues of a single colour.
For those who’re questioning what sorts of colours work collectively, you should utilize this listing to decide on colour combos.
Use muted colours in your graphics, as a substitute of daring ones, as that’s what is on-trend at the second and can make your visuals extra related to audiences.
Spotlight data in visuals
As a lot as you need customers to grasp the data as you current it to them in a visible, you intention to seize their consideration as shortly as doable.
Even the easiest visuals want some highlights to attract the eye and it’s a good way to keep up the integrity of your data story.
Use a spotlight colour to make related data stand out or enhance the font dimension or icon dimension to do the similar.
By spotlighting the most vital info, you’ll be extra profitable in attracting consideration to your visible and telling your data story.
Companies can leverage the significance of data storytelling
We’ve highlighted how data storytelling could make a distinction in enterprise development in 2021.
Graphics share insights and correlations that audiences might have missed, whereas nonetheless being compelling instruments that interact and convert clients.
Ronita Mohan is a content material marketer at the on-line infographic and design platform, Venngage. Ronita often writes about advertising and marketing, design, and small companies.