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Storytelling with Data and Visualisation

We all have a story that we are creating invariably just by living our lives. It is impossible to separate the human from storytelling. It is therefore no different and should not come as a surprise then when we are selling in business we incorporate this feature into it too. The only difference is with our business we have much more control over how we present our business and the story we want to tell. Each business should strive for greatness in storytelling. Two key components in delivering this are through excellent content that is digestible to understand, coupled with attractive visuals drawing customers in. When done successfully, this couple makes up for excellent brand representation.


The power of visuals is not one that should be underestimated. It has been said that one image can speak a thousand words. This element is something that you should try to embed into your marketing when trying to reach out to your customers. It can be a simple yet strategic way to inform potential buyers about the brand. The concept of data visualization is that it is a concise way of portraying information in an illustrated format, as opposed to a long piece of text. It is unique in that it can successfully communicate a range of information, including prosaic, but present it in a relatable way to any select audience. It can make even the most detailed text to a concise understandable pictorial layout.

The next stage after arranging the structure of information is the design. Information can be dense and sometimes very complex. Visualization can help break this down. This is where the link between infographics and data visualisations is created. Well written content and fascinating infographics can prove strong in user engagement. Infographics are a great way to digest key facts of a business in a visual format. It is where data and design meet and are easily shareable.

It’s important to recognise to fine tune and decide which information you would like to portray through visualization. There is a range of things it could detail such as marketing campaigns, growth etc. There are many options and it is for you to make the decision for your brand.

There are studies that have found that images can enhance learning by 400%. This is because the speed at which the user is receiving the information is faster as they’re attention is improved. This can be seen through platforms such as Instagram growing rapidly.

The pairing of compelling imagery with a narrative creates more absorbability. Aspects such as colour, size and orientation can make a significant impact in communicating data. Design is able to communicate anything. As humans, we tend to associate colour, shapes and other attributes with meaning. These are all things design is able to portray.

As well as telling stories, we must understand the stories we come across. This is why it is important as a business to prioritise in bringing clarity in visualising data. Make your brands message shareable and understandable.