How to Use Data Visualization to Craft a Compelling Story

By Ryan Robinson

When I’m sitting down to create a compelling story for my audience, on the topic of starting and growing a profitable side business, I want there to be absolutely no room for miscommunication.

I’m always thinking about more unique and interesting ways to engage my audience, beyond the standard written blog post. I want to tell stories in ways nobody else in my industry is doing it.

That’s led me to use video content, GIFs, custom images, infographics, and recently I’ve started incorporating more complex, in-depth data visualizations into my content.

In a recent post covering my “Just Say No” time management system for entrepreneurs, one of the core messages I delivered throughout the piece is that you only have a limited number of hours in your week that you can rely upon for maintaining peak productivity. Therefore, rigorous prioritization becomes crucial to your success.

Research has shown that working closer to 35hrs/wk is actually the best way to sustain maximum levels of productivity throughout the work week.

Rather than simply cover that point with a paragraph in my post, I featured a way more engaging, unique data visualization that illustrates your declining level of productivity throughout your work week as you move beyond the 35hr threshold.

[Study] Working 35hrs/wk may just be the best way to maximize productivity in the workplace. http://t.co/9GXEh1Vjow pic.twitter.com/HTSv8Kb4kP

— Ryan Robinson (@TheRyanRobinson) August 26, 2015

The result? That image, and my social posts featuring it, have been some of my most frequently shared and engaged with pieces of content in recent months.

Data Visualization Tells a Story Words Can’t

Why is that? Well, the human brain was recently recorded as processing complex images in as little as 13 milliseconds, where as a single word is processed in more like 400 milliseconds. So, full on images can be processed a whopping 30 times faster than our brains can handle a single word.

Moreover, people remember a message better, at an 80% recall rate, when it is communicated visually. Compare this to a measly 10% to 20% when the message is read or heard.

This can be translated into understanding user behavior, simply by acknowledging the immense power of visual communication. In fact, many companies and brands are already doing a great job of utilizing visual content. On average, digital content featuring images get twice as many views than content without images.

Data Visualization vs Infographics

I’ve chosen to use more data visualizations in my content for one reason. The meaning of an infographic depends heavily on user interpretation, and they’re susceptible to more bias during the creation process.

Data visualizations are precise. They’re graphical representations of real, quantifiable data.

An infographic can be used to express just about any piece of information, including that which is purely qualitative (non-numerical) or procedural. These infographics about how to calculate your freelance hourly rate and how to prepare for an interview are great examples.

However, neither infographic qualifies as true data visualization. Most experts on the subject look at it this way: data visualization is a subset (or classification) within the term, infographic.

All data visualizations can be considered infographics, but not all infographics can be technically categorized as data visualizations.

When you generate a pie chart or a bar graph using a tool like Infogram, based on data you’ve gathered, you are actually processing a data visualization. Charts, graphs, and scaled maps are the most common forms of data visualization.

How to Leverage Data Visualization

As entrepreneurs and marketers, how can you tap into data visualization to build value and create compelling content for your audience?

Unless you’re a design pro, or you have the means to hire a talented one, my advice is to start small and simple. I personally use Infogram to create captivating data visualizations for my blog content.

Here’s another real-life example. My about page is designed as a storytelling experience for my readers. I chronicle my entrepreneurial journey through failed businesses, statistical breakdowns of where my side business earnings come from, and how my websites have performed over time – all with the goal of building a strong relationship with my readers.

This one is a breakdown of the different revenue sources for my most recent side business.

Naturally, I use data visualization to more effectively communicate my experiences, and build the expectations for the type of content they’ll be receiving when they sign up for more.

Another incredible example of data visualization is by bestselling author and personal finance guru, Ramit Sethi. He regularly uses data visualization, charts, and graphs to maximize the impact of his message when comparing and contrasting ways to earn a living.

Thriving on the Visual Web

There’s a reason why Instagram and Pinterest are valued in the billions and have hundreds of millions of active users. These image-first communities are succeeding because they smartly leverage people’s innate preference toward visuals.

Meanwhile, the term “visual web” has been coined to describe the exponential rise in visual content – images and video – making it’s way onto the Internet.

Given the data on how we process information, and the trends with the visual web, if you’re not using engaging images and data visualizations to more effectively communicate with your audience, you’re already falling behind.

Get started with Infogram’s definitive guide to Getting Started with Data Visualization and make a chart today!

Ryan Robinson is an entrepreneur and writer, teaching people how to start meaningful self-employed careers at ryrob.com.