Why is Data Storytelling so important?

Data storytelling is more than just showing charts. It’s about guiding your audience to insights. One crucial but overlooked technique is giving your audience time to absorb visuals before you explain them.

What is essential to know about Data Storytelling Visuals?

Many studies show that when we process images, 30% to 50% of our brain cortex is required. The cortex is the surface of our brain. This allows us to process images quickly. This just highlights the importance of the vision in our daily lives. We always try to figure out the images. We put them into patterns. We connect them to past experiences. Then we make sense of them.

Why Pausing Matters When Presenting Data Visuals

Presenting a chart requires focus. If you start talking over it right away, you will make it harder for the audience to focus. Your speech will interfere with their task to understand the visual by “theme selves”. Looking and focusing can’t go hand in hand with listening. Hence, the audience tends to tune your voice out.

You don’t have to instantly go and talk about the visual. Let it settle for a few seconds. You have already done great work with Headings and Sub-headings to explain what’s going on.

Another study shows that if speakers ask the audience a question. Then, they wait 3-5 seconds for them to think. The audience seems to be more engaged and receptive.

When it’s time to talk – don’t read the picture.

Practical Examples of Effective Data Storytelling

Usual Situation :

So here we are showing an experience comfort versus how much a cinema ticket costs. Experience is 0 to 10 on the x-axis and the cost of the ticket is on the y-axis. As you can see the “simple” class tickets – the yellow dots don’t vary much in cost, but comfort does. There is a slight correlation between comfort and the extra class tickets. It exists only at the very high end. Even then, it’s not a strong relationship.

“It’s better to discuss the idea than the object that shows the idea.“

Try something like this:

Money does not seem to buy you much comfort in movie theaters. This is true unless we pay the top price point in both the “simple” and “extra” classes. For most of the cinema visits, the comfort is average. Whether we pay $20 for a “simple” experience or $75 for an “extra” experience, it stays in the middle. This suggests that only the most expensive tickets are worth the cost. We know it’s not the cost that determines the comfort. So, we should explore what determines comfort. This will guarantee a significant “enough” experience at the correct cost.

Summary

The charts and visuals are important, but not enough on their own. It’s you and your story that bring those visuals to life. But like with every story, do not rush. Let the audience join you along the Data Storytelling journey. Let the context sink in. There is almost a 100% guarantee that you all will enjoy the ride!