Effective Data Storytelling by Brent Dykes

Author:Brent Dykes [Dykes, Brent]
Language: eng
Format: epub
ISBN: 9781119615729
Publisher: Wiley
Published: 2019-11-12T00:00:00+00:00

Figure 5.13 For most audiences, the text-based instructions on the left are going to generate more extraneous cognitive load than the diagram on the right.

When you’re attempting to share data that can be both complex and cumbersome for an audience, CLT techniques for managing intrinsic load, minimizing extraneous load, and maximizing germane load are incredibly helpful for data storytellers. While you can’t necessarily simplify the complexity of the subject matter you’ve analyzed, you can manage the impact of its intrinsic load. One useful tactic is to break up your findings into more manageable segments or chunks that your audience can more easily absorb and follow. Rather than dumping too much data on your audience too quickly, you can reveal the data gradually in stages so they can build schemas as they become familiar with your information.

If your findings are complex, you’ll want to start with simple concepts and build up to more complex points. The level of your audience’s expertise on your topic will also impact the intrinsic load. A novice audience is going to experience more intrinsic load than an expert audience that is already proficient with the subject matter. The beginning point and ramp time will be different for each audience type.

An essential goal in effective data storytelling is to minimize the extraneous load that is placed on an audience. The data forgery—the data cut—is an example of how extraneous cognitive load can derail a data communication. When you share unedited, raw findings, your audience is forced to work harder to understand and appreciate them. Any mental effort the audience members waste on extraneous items reduces their capacity to focus on your core message. To avoid inadvertently taxing the working memories of your audience, you want to minimize the extraneous load in the following ways:

Use effective chart types to convey your information.

Remove irrelevant data or redundant charts.

Don’t combine multiple data points into a single chart, thinking that reducing the number of charts will simplify things.

Avoid dense text in slides, charts, and infographics.

Sort, group, or label your data for easier consumption.

Organize or lay out your content in a manner that is easy to follow.

Remove nonessential chart elements such as unnecessary 3D effects, dark gridlines, and nonstrategic use of color.

Share your data in a consistent manner (naming conventions, colors, symbols).

Signal to the audience where they should focus their attention.

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