The facts, stats, and analytics that dominate our modern newsscape are ultimately meaningless if you can’t make sense of all of that data. Stories are how creatives make sense of things. As far as data visualization storytelling is concerned, having data is only half the battle. What it all means, how all the pieces fit together, what can be done with this information… That's the important part.
There are two ways to begin crafting a story told with data. Start with a hypothesis and seek out relevant data, or begin with a raw data set and dive in to uncover storylines. Either way, once you have your storyline and your data, here are the crucial questions to ask.
Make marketing magic by presenting data-driven insights in smart, engaging, and understandable terms
Ask yourself...
Just because you find your data interesting doesn't mean your audience will. Make sure your work speaks to your audience and the data you're presenting is compelling to them. What do those data points mean to your user, and can the insights you present affect their work or their worldviews? If you fall short, it may be tough to capture their attention and build trust.
Does my data
tell a Good story?
Is My story Researched Well Enough?
Strong data-driven stories take time! Be patient and don’t rush it. Gathering data might seem tedious and complicated, but it is the most critical step. The design part can go in different ways, but facts and numbers must be accurate and represented ethically.
Does my data
tell a story?
Is there a theme or a common thread in the data? Are there interesting points of peaks and valleys? If you had a hypothesis beforehand, does the data align with it or contradict it? Sometimes, data that doesn’t support your initial opinion is actually more powerful. Don’t misrepresent the data to conform to your pre-existing narrative.
Seeing Numbers
How to create a data visualization that tells a story
If you’ve established that you’ve got an interesting story and you’re ready to dive in, the next question is to figure out the best way to present it. Understand your audience, the purpose of your content and which format might speak to it best. There are several data viz types out there. For us at Ceros Inspire, we often want the data to supplement our larger editorial content, so we opt for simpler structures that allows users to quickly understand the data so they can move on to the next point.
Find the right vessel
Scatter Plot
Line graph
map
quadrant graph
radar chart
sunburst chart
Scatter Plot
Line graph
quadrant graph
radar chart
sunburst chart
map
Bar graph
Column graph
Pie chart
Waffle chart
bubble chart
donut chart
Bar graph
Column graph
Pie chart
Waffle chart
bubble chart
donut chart
Pie charts, line graphs, and bar graphs are the basics in data visualization. While they're simple on the surface, there are many ways to make them more robust! Think of these charts and graphs as the bones of your piece. Use your savvy design skills to add a little meat to them.
These charts require a little more creativity and attention to detail to function. Additionally, these charts can be larger, which brings about concern about their appearances on mobile. Always consider how your chart will look in a cell phone browser!
We use these charts least often because they're rather hard to read for a user. Also, they take a lot more design time to execute accurately. Too much work for little result, so we try to stay away from them.
Charts we use most
Usually
sometimes
never
Usually
sometimes
never
Click on highlighted chart type
Tap Dots Above for more
Bar graph
Column Graph
LIne chart
Pie chart
donut chart
Waffle chart
bubble chart
Here are some guidelines to keep in mind for whatever build type you choose:
scatter plot
map
quadrant
Be transparent; show it all.
After stunning your readers with your beautifully designed data viz, show your work by offering them an opportunity to dive into the raw data (or a slightly focused version of it). Data stories require integrity, so provide context, explain your methodology, and lay out your sources to your readers.
Think big,
design small.
Consider the percentage of your audience that will engage with your data viz piece on cell phones. Customizing your data viz for mobile is a must must must. Be aware of the chart format you select, or be prepare to spend extra time to create a mobile version of your data viz.
K.I.S.S.
Keep It Super Simple
A data viz can look great from afar, but if its message can’t be understood reasonably quickly, it’s not effective. Hook your audience quickly, because if you don’t, they’ll just move on to something else. Your data visualization should serve the audience, not cause an obstacle.
Turn it up a notch
Okay, so you’re really in it to win it, huh? Here’s a few pro tips for getting the most out of your data and telling an even more engaging story.
Make Some
Visual Connections!
Use design metaphors from your story to add a little oomph to your simple charts. For example, if your story is about money, consider styling the rectangles in your bar chart as stacks of coins.
Make Something Move!
It can be very draining to look at endless slides of static charts and graphs. Adding some playful (but subtle!) animation could make your data viz more compelling. The animation presets in the Ceros Studio can be a big help to turn your work up a few notches.
Start with the good part!
If you only had enough time to tell your viewers three things about that massive spreadsheet you’ve been buried in, what would you share? Prioritize that information, first and foremost. Present those points in an interesting, engaging, and visually stunning way.
Bar graphs are simple—easy to create, easy to customize, and easy for the audience to understand. We love to use bar graphs to compare data points between two or more subjects because they can get the point across quickly.
Take that bar graph, flip it on its side, and you’ve got columns. Column graphs are great for the same use cases as bar graphs; alternating between the two can introduce some variety, so that your audience isn’t looking at the same type of chart repeatedly.
Line charts are most effective when they show the progression of a thing over time. These charts can be used for one subject or many corresponding ones.
Pie charts are best for showing percentages of a whole. If you have a group of subjects that are part of a collective, a pie chart is an effective way to visualize the fractions.
Just like pie charts, donut charts show percentages of data. The donut hole in the middle allows some room for design creativity; consider placing an applicable icon or image there to make your chart more unique.
Waffle charts also show percentages, though differently than pie charts and donut charts. The waffle chart’s grid layout is extremely easy to create, and it allows room for design and illustration opportunities. Just keep in mind: the data points must be rounded to integers for the display to be effective.
In a bubble chart, the size of the circle indicates value. These charts are some of the most flexible a designer could create, since the circles can live anywhere on a canvas. A bubble chart usually has an easy build structure and unique layout.
Scatter plots are a bit harder to comprehend than line graphs, though they’re used to make similar points. When we can help it, we go with a line graph instead.
Interactive maps are obviously effective in stories heavy on geography. But consider how that map might look in a cell phone browser—if your audience consumes your content on mobile, it might have difficulty engaging with smaller parts of the map.
Quadrant charts plot various subjects on X and Y axes. It’s very helpful for visualizing the performance of various items against two criteria.
Like radar charts, sunburst charts require tons of design time and they don’t lend themselves to quick comprehension. While it might look best on a printed poster or a large display, it’s not very well suited for quick storytelling.
SUNBURST CHART
A
B
C
D
E
F
G
A
B
C
D
E
F
G
A
B
C
D
E
F
G
A
B
C
A
B
C
D
E
F
G
A
B
C
D
E
F
G
A
B
C
D
E
F
G
We don’t love radar charts because they require a ton of design time to ensure accuracy, and they’re not especially easy to comprehend. For quick digital storytelling, there are options that are better for quick comprehension.
A
B
C
D
E
F
G
RADAR CHART
D
E
F
G
A
B
C
A
B
C
D
E
F
G
A
B
C
D
E
A
B
C
D
E
Does my data
tell a Good story?
Is My Story Well Researched?
Does my data
tell a story?
Story by
Tri Vo
Click Questions above for more
Click Dots Below for more
Click on highlighted chart type
Seeing Numbers
How to create a data visualization that tells a story
