How to Tell a Compelling Story (and What to Avoid)

Data visualisation is an essential tool for storytelling, particularly when dealing with large datasets that can easily overwhelm or confuse audiences. By visualising data effectively, you can highlight trends, patterns, and insights in a clear and impactful way. Below, we outline some straightforward rules and tips for creating effective visualisations for storytelling and avoiding common pitfalls.

1. Know Your Audience

Understand your audience's needs. Tailor visuals to their interests to ensure the data is relevant and engaging. Consider their familiarity with the data and how best to present it.

What specific needs or interests does your audience have that should shape your visualisation?

2. Keep It Simple

The most effective visualisations are often the simplest ones. Avoid overloading charts with too much information. Focus on conveying one key idea per visual to make it easily understandable.

What is the one key message you want your audience to take away from this visual?

3. Use Clear and Relevant Titles

Provide a clear title that explains the chart at a glance. A good title gives context and helps viewers quickly understand the data story. Subtitles can add extra context if needed.

Does your title clearly convey what the visual is about at first glance?

4. Choose the Right Chart Type

Select a chart type that effectively communicates your data. Bar charts compare quantities, line charts show trends, and pie charts illustrate proportions. Avoid overly complex charts.

Which chart type best suits the data you are presenting?

5. Use Colours Strategically

Use colours to draw attention to important data points. Stick to a consistent colour palette (three to five colours) and ensure accessibility for colour-blind viewers by using different shades or patterns.

Are your colour choices helping to highlight the key points without overwhelming the viewer?

You can use https://coolors.co/ to create colour palettes and explore trending ones.

6. Avoid Distracting Backgrounds

Keep backgrounds simple and neutral. Avoid bright or elaborate backgrounds that can distract from the data. The focus should always be on the data itself.

Is the background enhancing or detracting from the focus on the data?

7. Data Labels Where Appropriate

Include data labels only where they add value. Avoid overcrowding the visual, and use labels to enhance readability. Labels should make key insights clearer.

Do your data labels make the visual easier to understand, or are they adding clutter?

8. Format Numbers Correctly

Use appropriate units and symbols that your audience will understand. Format large numbers simply to avoid overwhelming viewers. This ensures clarity and relevance.

Are your numbers formatted in a way that is easy for your audience to interpret?

9. Order Bars by Size (Where Applicable)

Order bars logically to improve readability. Sorting by size helps viewers quickly compare values and grasp key insights intuitively.

Would ordering the bars differently make the data easier to interpret?

10. Special Considerations for Pie Charts

Use pie charts for a few distinct categories with significant differences. Avoid too many segments or minimal differences, max 3-5 segments ideally. In more detailed cases, consider using a bar chart instead.

Is a pie chart the best way to show this data, or would another chart type be clearer?

11. Focus on One Story at a Time

Each visualisation should tell a single, clear story. If there are multiple insights, create separate charts for each. This helps avoid confusion and keeps the message focused.

Is your visualisation telling one clear story, or are there multiple messages competing for attention?

12. Label Clearly and Provide Context

Label axes, data points, and key elements clearly. Add context through titles or concise descriptions to help viewers quickly understand the visualisation.

Do your labels and context help the viewer understand the visual without additional explanation?

13. Emphasise Key Insights

Highlight key insights using size, colour, or annotations. Guide viewers to the most important data points or trends to make your message clearer.

Are the most important insights in your visualisation easy to identify at a glance?

14. Maintain Consistency

Use consistent colours, scales, and fonts across visuals to avoid confusion. Consistency helps viewers compare information and makes visualisations more professional.

Are your visuals consistent in style, making it easy for viewers to follow along?

15. Make It Interactive (If Applicable)

Add interactive elements if presenting data digitally. Tooltips or other interactive features allow users to explore data at their own pace, making it more engaging.

Would adding interactive elements help your audience better explore and understand the data?

16. Test with Others

Test your visualisation with people unfamiliar with the data. Feedback helps identify unclear areas and ensures your story is effectively communicated.

What feedback have you received from others, and how can you use it to improve your visualisation?

Conclusion

Data visualisation is about simplifying complexity and making data understandable. By keeping visuals simple, choosing appropriate chart types, and focusing on clear narratives, you can create impactful data stories that resonate with your audience.