Unlocking the secrets and techniques of knowledge storytelling in 2021

30-second abstract:

  • Knowledge storytelling is the method of mixing graphics and narratives to assist audiences perceive advanced knowledge
  • There are eight forms of graphs and charts that entrepreneurs can use to inform knowledge tales
  • This information will aid you perceive why knowledge storytelling is essential and what greatest practices it is best to comply with

We’re seeing the rising significance of storytelling with knowledge in 2021—primarily due to the quantity of knowledge being shared with audiences over the previous yr.

However knowledge must make sense to folks if it’s to result in higher engagement and elevated conversions. That’s the place visualization is available in.

In line with Venngage’s latest research, knowledge storytelling has turn out to be a preferred instrument in a corporation’s arsenal, with 48 p.c of entrepreneurs creating knowledge visualizations weekly.

Supply: Venngage

On this article, we are going to share why companies are turning to knowledge storytelling to inform their model tales and to seize the creativeness of their prospects.

Why is storytelling with knowledge essential?

Knowledge-driven storytelling combines knowledge and graphics to inform a compelling story. It additionally provides the information extra context so audiences can perceive it higher.

The visible illustration of knowledge lies can present readers patterns and connections they might not have deduced on their very own.

That’s what makes them such a crucial instrument in a small enterprise’ arsenal—knowledge graphics may also help companies observe their efficiency and set objectives.

Varieties of knowledge visualizations for storytelling

There are quite a few visible instruments obtainable to render knowledge—they spotlight why knowledge visualization is essential.

A few of the sorts of knowledge visualizations for storytelling embody:

  • Bar Graphs
  • Bubble Charts
  • Histograms
  • Infographics
  • Line Charts
  • Maps
  • Pie Charts
  • Scatter Plots

Every visualization approach serves a objective. Bar graphs and charts are perfect for creating comparisons, whereas line charts present linear relationships.

Maps present geographical knowledge, like this instance concerning the languages of the world.

Languages in the world


Pie charts share knowledge 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 knowledge story, you’ll be able to check with the under infographic.

Infographic chart on data storytelling

Supply: Venngage

5 benefits of knowledge storytelling

What benefits can companies anticipate when storytelling by knowledge?

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 knowledge graphics that make them price investing effort and time into.

1. Gives deeper evaluation into info

For those who have a look at the forms 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 identical work however would require rather more labor from the reader—rising the probabilities of them leaving your web page for shorter content material

A graphic, alternatively, tells the reader the identical info in a a lot shorter time. This improves engagement charges and conversions.

Visuals also can convey patterns simply permitting the reader to research info shortly by connecting the dots themselves.

2. Promotes problem-solving

Knowledge tales are succinct supplies that enhance the problem-solving course of and enhance productiveness.

It’s because decision-makers don’t need to learn reams of textual content or sift by info on their very own—the graphics do the work for them and velocity 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 attention are so essential. 

Visuals are extra engaging than blocks of textual content—and knowledge graphics which are well-made much more so than others.

It’s because a knowledge story is compelling in itself—numbers, percentages, relationships, and connections are all causes for a reader to cease what they’re doing and have a look at your graphic.

Because of this, you improve visitors and views to your content material and your web site, all whereas selling a good impression of your model. 

4. Improves reporting talents

Reviews are half and parcel of enterprise life. An amazing knowledge story is essential to a memorable and highly effective evaluation, like this straightforward however elegant finance infographic template.

Data storytelling improves reporting capabilities

Supply: Venngage

There may be a lot knowledge concerned in creating stories—if they’re articulated by numbers and tables, your viewers will likely be misplaced, and worse, bored.

That’s the reason nice knowledge storytelling is so essential in report-making, not simply to maintain folks however to inform a superb story.

5. Extensive attain

Graphics might be repurposed in a number of methods and for a wide range of channels. Social media platforms like Twitter, that are chockful of data, require a robust visible to get consideration.

That spotlight might be generated by knowledge storytelling. Chunk-sized visuals arrest the viewer as they’re scrolling by their feed—they’re additionally simple to soak up and extra shareable.

Visualized knowledge makes for excellent content material whether or not for social channels, newsletters, weblog posts, or web site touchdown pages.

An amazing graphic has the potential to go viral, widening the attain of your content material and affect.

Knowledge storytelling greatest practices

Paying heed to the significance of visualizing knowledge means following just a few greatest practices. You possibly can’t create visuals with out having a aim. 

You additionally want to grasp the subject material and the wants of your viewers so your knowledge tells the story you need it to and engages your readers.

Listed below are the six greatest practices for creating visualizations that can enhance buyer retention.

Create visible hierarchies

Hierarchies are crucial for folks to learn and interpret your knowledge. Visible hierarchies are a key part of knowledge 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 clarify your graphic, hierarchies are one of the simplest ways to convey context. Listed below are the very best methods to construct visible hierarchies and context:

  • Placement of components from prime to backside
  • Grouped components
  • Various colours
  • Diverse visible kinds
  • Rising font sizes

Customers will be capable to deduce the connection between knowledge and components utilizing the above strategies.

Construct belief into knowledge visuals

The advantages of visualization are fully misplaced should you can’t elicit belief within the folks viewing your info.

After 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 knowledge, which might be deceptive, as this graph exhibits, and by accident designing unhealthy infographics.

Build trust with data storytelling

Supply: Venngage

It’s at all times greatest to compile knowledge from trusted sources which are unbiased. Confirm that knowledge with no less than two different sources so that the information is consultant of the data.

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 knowledge
  • Your visible ought to embody a scale to present context to the information
  • Baselines for knowledge ought to at all times begin at zero
  • Each axes ought to seem within the graphic and be equal in measurement
  • Use all related knowledge within the visible; don’t depart essential knowledge out

Dimension performs a significant component in trust-building—use similar-sized visible components, like icons, that may be scaled on a graph. 

Present adjustments in knowledge by measurement and house however each ought to be equal between all visible components.

Maintain visualizations easy

Pulling collectively knowledge requires a substantial amount 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 knowledge, and overwhelm your viewers.

Visualizations ought to be easy and straightforward to grasp—not solely is that this a model design development in 2021, but it surely retains readers extra engaged, like this chart we created.

Keep visuals simple

Supply: Venngage

Whereas a fancy 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, just like the one under, will even give readers a damaging impression of your model and product, dropping you extra potential prospects.

Bad example


Knowledge graphics ought to be easy sufficient to grasp at a look—that’s on a regular basis it’s important to get customers’ consideration.

Don’t overuse textual content

In case your knowledge story wants extra textual content to grasp it, the visible isn’t well-designed. Whereas there must be some textual content within the graphic, it shouldn’t dominate the picture.

You possibly can 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 truth that your info might be communicated by the visible medium.

For those who’re counting on textual content to do all of the speaking, your graphic is missing. Use graphic components like icons and shapes, and break your knowledge down into bite-sized parts so it’s simple to convey.

Use colours properly in visualizations

Colours have loads to do with the significance of knowledge visualization storytelling—they can be utilized to spotlight key info in a graphic and increase the information story you are attempting to inform.

However that doesn’t imply you employ all the colours within the palette in your graphic. Once more, too many colours, like an excessive amount of info, can overwhelm the viewers.

On the flip aspect, through the use of too few colours, you’ll be able to mistakenly create connections between knowledge that aren’t right.

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 coloration. 

For those who’re questioning what sorts of colours work collectively, you need to use this listing to decide on coloration mixtures.

Use muted colours in your graphics, as a substitute of daring ones, as that’s what is on-trend in the meanwhile and can make your visuals extra related to audiences.

Spotlight knowledge in visuals

As a lot as you need customers to grasp the information as you current it to them in a visible, you purpose to seize their consideration as shortly as doable.

Even the only visuals want some highlights to attract the attention and it’s an effective way to keep up the integrity of your knowledge story.

Use a spotlight coloration to make related knowledge stand out or improve the font measurement or icon measurement to do the identical.

By spotlighting a very powerful info, you’ll be extra profitable in attracting consideration to your visible and telling your knowledge story. 

Companies can leverage the significance of knowledge storytelling

We’ve highlighted how knowledge storytelling could make a distinction in enterprise progress in 2021.

Graphics share insights and correlations that audiences might have ignored, whereas nonetheless being compelling instruments that have interaction and convert prospects.

Ronita Mohan is a content material marketer on the on-line infographic and design platform, Venngage. Ronita commonly writes about advertising and marketing, design, and small companies.

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