1. Data storytelling elements
Welcome back! Now that we've learned to appreciate the value of data storytelling, let's explore how to create one.
2. Six data story elements
Believe it or not, data storytelling is as much an art as it is a science, much like persuasive essays. Simply put, there's no single way to go about creating data stories, but there are some best practices, structure, and guidelines.
According to Chief Data Storyteller Brent Dykes, there are 6 primary elements for all data stories.
3. Data foundation
First is the Data Foundation. Every data story must be based on facts derived from relevant data. This establishes reliability and credibility.
Think of this as establishing our story's setting. For example, the story of Rocky Balboa about an underdog boxer from Philly would be pretty bewildering if it took place on Mars.
4. Main point
Second is the Main Point. This is the central insight or main takeaway of an analysis. What insights do you want your audience to walk away with? We also call this the "so what?" or "why should I care?"
This element is also shared among many forms of storytelling including public speaking and persuasive essays.
In film, this is the "moral" of the story. For example, one might argue that the morale of Rocky is that "an underdog can prevail".
5. Explanatory focus
Next is Explanatory Focus. This element gets to the root of data storytelling maturity. Exploratory is about tapping into your inner "data detective". In doing so, you uncover clues by exploring the data and sniffing out trends, patterns, outliers, and other supportive evidence that colors your main point.
6. Linear sequence
Furthermore, most stories are told in a linear fashion. That is, your story should have a logical beginning, middle, and end.
There are some exceptions to this rule, but it's ill-advised to stray from this rule as it adds an unnecessary layer of complexity for our audience.
One useful tool to consider using is The Academic's Narrative Arc. Just like most stories have a story arc, data storytelling follows a multi-step story process as well.
7. Dramatic elements
But it's not enough to have a beginning, middle, and end. What makes a story worth telling are the "Oos" and "Ahs" along the way. Kind of like the cool training montages in Rocky.
In an analysis dramatic elements are insights which are
sometimes not well known or unprecedented conclusions. These are the insights that might evoke a "wow".
8. Visual anchors
Lastly, visual anchors help to simplify complex ideas. Research has proven that humans interpret and recall visual information better than words or numbers alone, hence why it's advised to "show" rather than tell.
Consider Rocky's ascent of the Philadelphia Museum of Art stairs. This scene is so memorable that tens of thousands of people re-enact it every year! This moment is iconic because it's memorable.
9. Let's practice!
Now that we've learned the 6 elements of Data Storytelling, let's practice using them!