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Visualizations

Updated Mar 03, 2023 ·

Overview​

Data storytelling is about presenting data in a way that tells a clear and engaging story. Visualizations play a big part in this, but we also need to focus on our message and audience.

The Right Visualization​

To effectively communicate a message, pick a visualization that fits the audience's understanding.

  • Technical audiences can handle complex graphs like density plots.
  • Non-technical audiences prefer simpler visuals like histograms.

Different Audiences​

Different audiences need different information.

  • For Investors

    • Share high-level graphs.

    • Show monthly revenue forecasts.

    • Display scenarios like launching or not launching a marketing campaign.

  • For Technical Leads

    • Show graphs with detailed model performance.

    • Focus on how the model performed with historical data.

Provide Context​

Each visualization should offer context to help the audience understand the data better.

  • For Investors

    • Include information on factors affecting customer buying decisions.

    • For example, higher prices lead to fewer purchases.

  • For Technical Leads

    • Provide a more detailed analysis.

    • Show the importance of different features in the model.

Simplify Data​

Focus on the most important data. Not all data contributes directly to the message.

  • Reduce Noise

    • Aggregate similar data to avoid overwhelming the audience.
    • Example: Group products together instead of showing each individually.

  • Simplify Visuals

    • Simple visuals are often more effective than complex ones.
    • The goal is to help the audience grasp insights quickly.

McCandless Method​

David McCandless, a data journalist, developed a method for presenting data effectively.

  • Headline

    • Give the graph a clear, concise headline.
    • The headline Should introduce the visualization.
    • Focus the audience’s attention.

  • Anticipate Questions

    • Answer common questions before they are asked.
    • Key questions:
      • Where does this data come from?
      • Why focus on this feature?

  • Clarify Insights

    • Explicitly explain what the audience is seeing.
    • Don’t assume they will figure it out on their own.

  • Make It Relatable

    • Help the audience relate to the data.
    • Show how the insights connect to other parts of the story.
    • Example: Explain how chocolate sales affect marketing strategies.