Data without a story is like coffee without caffeine

Written by Els Mortier, Head of Strategy

No matter how much we at Propaganda Group believe in the power of data, we see every day that numbers alone aren’t enough to convince colleagues and customers. However, as content marketers we know that a good story can make a difference. Combining data with storytelling creates stronger persuasion—no matter the situation or role. Els Mortier, Head of Strategy of Propaganda Group, borrows insights from the book Storytelling with Data by Cole Nussbaumer Knaflic when explaining how you can translate numbers to compelling stories in just four steps.

Step 1: Look at the context of your presentation

Presenting data is communicating and just like with any form of communication, it’s important to first consider the audience you want to reach. Before diving into the numbers, ask yourself the following questions:

• Who is my target audience?
  ‍Put yourself in their shoes. What do they already know about the topic of your presentation? What questions are they looking to have answered?
• What is my goal?
  ‍Do you simply want to inform your audience, or do you want to persuade them to take a specific approach and take action? Your objective should serve as the guiding thread throughout your entire presentation.
• How do I communicate with my audience?
  ‍Not everyone responds to the same style of communication. What tone and approach best fit your audience?
• What data supports my message?
  ‍Presenting numbers without context is a no-go. What information will strengthen your narrative? Choose smart and choose data that supports your goal without overwhelming your audience.

Taking the time to consider these questions beforehand ensures that you present a relevant and clear data-driven story. It may be tempting to skip this step, but the time you invest in preparation will more than pay off by making your decision-making process faster.

Step 2: Choose the right chart type

A bar chart, a line graph, or maybe just a table? Charts come in all shapes and colors. But no matter how eye-catching it looks, that multicolored, spinning 3D design isn’t suitable for every presentation. Charts should support your data—not the other way around.

The choice of visualization determines how quickly and effectively your audience will understand your message. A few simple guidelines can help you make the right choice. The key is to consider the specific data you want to present.

• Text – If you’re presenting just one or two key figures, text is often the best choice. You can play with typography, color, and size, but remember that less is often more.
• Table – Tables work well for comparing data. However, they’re best suited for a limited number of values, as too many rows and columns can become difficult to read.
• Line chart – Line charts are ideal for showing one or more trends over time. If you want to highlight a specific trend, consider using a different color for that line.
• Bar chart – When comparing percentages or other values starting from zero, a bar chart is a great option. Keep the number of data points limited to ensure clarity.
• Scatter plot – A scatter plot helps visualize the relationship between two variables. While it may not be the most visually striking chart, the cloud of points on an axis system allows your audience to grasp patterns at a glance.

Avoid pie charts, donut charts, and 3D graphs. They are hard to read and often prove to be misleading. Simplicity and clarity are the key factors when choosing a chart.

Step 3: Guide the gaze of your audience

With good data visualization, you can guide your audience in a specific direction. This is important because if you, as a speaker, don’t capture your audience's attention, they will start drawing their own conclusions, with all the risks that come with it. Effective data visualization doesn’t stop at choosing the right chart type. Using the visualization strategically determines how impactful your message will be.

You can steer your audience’s focus by applying a few simple tricks.

• Minimize distractions
  ‍Place your visualization at the center. Remove all unnecessary elements like gridlines, shadows, and duplicate legends. Once again, less is more.
• Provide direction with visual hierarchy
  ‍Make the data you want to highlight stand out. Play with color, size, and position to guide attention to what’s truly important.
• Clarify relationships between data
  ‍No matter how logical connections may seem, your audience might struggle to see them. Group related elements and use contrast to emphasize differences.
• Make your message clear
  ‍While numbers often speak for themselves, text helps your audience interpret them correctly. There’s no need to write a lengthy essay; a short and powerful text that explains or frames the data is usually enough.

A graph only works if your audience sees what you want them to see. Take, for example, these two visualizations. Both illustrate the rise in smartphone usage since 2015. While readers have to navigate through a prominent legend and a cluttered bar chart in the first graph, the second graph immediately conveys the core of the story.

Step 4: Make a story out of it

A well-chosen graph provides clarity, and a clear structure guides your audience through the numbers, but in the end, it’s the story that ensures the message sticks with your audience.

Like any story, a data presentation has a beginning, middle, and end. These three key questions can help you build your story:

1. What happened?
   ‍You present data because something has happened, or perhaps because nothing has happened. Through a clear graph, show your audience what the situation, problem, or evolution is.
2. Why did it happen?
   ‍Data on its own can reveal a lot, but by providing more background or explaining the numbers, you help your audience understand the full context.
3. What now?
   ‍End your presentation with a clear conclusion or a call to action.

Conclusion

Presenting data goes beyond charts and report. It’s the art of translating numbers into actionable insights. The next time you’re present data, ask yourself whether you’re telling a compelling story or whether you’re just showing plain and forgettable numbers.