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Crafting Visual Stories
with Data
How many 5’s can you find?
142536789251364789245369178
419356728495126783149356728
245369178145672893145672938
495126783149356728423698517
359164782145672938451672938
465132978423698517459163782
145762938451672938359164782
431567298459163782431567298
Proximity
142 5 367892 5 136478924 5 369178
4193 5 672849 5 1267831493 5 6728
24 5 36917814 5 67289314 5 672938
49 5 1267831493 5 6728423698 5 17
3 5 916478214 5 6729384 5 1672938
46 5 132978423698 5 174 5 9163782
14 5 7629384 5 16729383 5 9164782
431 5 672984 5 9163782431 5 67298
Alignment
555 142367892136478924369178
555 419367284912678314936728
555 243691781467289314672938
555 491267831493672842369817
555 391647821467293841672938
555 461329784236981749163782
555 147629384167293839164782
555 431672984916378243167298
Repetition
123456789 123456789 123456789
123456789 123456789 123456789
123456789 123456789 123456789
123456789 123456789 123456789
123456789 123456789 123456789
123456789 123456789 123456789
123456789 123456789 123456789
123456789 123456789 123456789
Contrast
142536789251364789245369178
419356728495126783149356728
245369178145672893145672938
495126783149356728423698517
359164782145672938451672938
465132978423698517459163782
145762938451672938359164782
431567298459163782431567298
Subtraction
142536789251364789245369178
419356728495126783149356728
245369178145672893145672938
495126783149356728423698517
359164782145672938451672938
465132978423698517459163782
145762938451672938359164782
431567298459163782431567298
One Frame Counts
Source: The Cutting Edge
War Stories & Killer Charts
Quote
I think people have begun to forget
how powerful human stories are,
exchanging their sense of empathy for
a fetishistic fascination with data,
networks, patterns, and total
information... Really, the data is just
part of the story. The human stuff is
the main stuff, and the data should
enrich it.
- Jonathan Harris
Content
Why Stories?
Emotion & Empathy
I am blind
Emotion & Empathy
It is spring &
I am blind
Speakers’ Corner
Rhetoric
Joshua Bell
Source: Aristotle and Joshua Bell on Persuasion
Persuasion
logos reason
ethos
pathos
credible
emotional
|
|
|
Persuasion
Data-Story-Visual
Data Story
Visual
Graph Art
Tale
*
analysis SYNTHESIS
numbers
argument
VISUALISE
STORY
|
|
|
Synthesis -Visualise-Story
logic | EMPATHY
Data & Stories
The focus of stories is on
individual people rather than averages,
on motives rather than movements,
on point of view rather than the view
from nowhere,
context rather than raw data.
Moreover, stories are open-ended and
metaphorical rather than determinate
and literal.
Body Mass Index (BMI)
BMI =
mass (kg)
[ height (m) ]2h
m
Living on the edge
5’ 1
6’ 5
5’ 7
5’ 5
5’ 3
6’ 3
6’ 1
5’ 11
5’ 9
6’ 7
Obese
Over
Normal
Under
18 25 30
mass (in kg)
height
(in ft)
The Story Mindset
In listening to stories we tend to
suspend disbelief in order to be
entertained, whereas in evaluating
statistics we generally have an
opposite inclination to suspend belief
in order not to be beguiled.
- John Allen Paulos
Stories are emotional
Stories are
Stories are
memorable
impactful
|
|
|
Why Stories?
Content
How do stories work?
People tell stories
Words
Pictures
tell stories
tell stories
|
|
|
Synthesis -Visualise-Story
Comics tell stories|
Movies tell stories|
Dual Coding
Aural Visual
ˌvɪʒʊəlaɪˈzeɪʃən (noun)
Derived from the Latin verb videre, "to look,
to see"
The act or instance to
form a mental image or
picture (without an
object)
Visualization
The act or instance to
make visible or visual
(with an object)
Two Little Fishes
Transfer of Imagery
Teller
Story
Listener
Storytelling Triangle
Transfer of Imagery
Source: The Visitor - Learning the Djembe
Visual Aural
Kinesthetic Conceptual
Cognitive Flow
Start
Frame it
as a Journey
Finish
/ˈnærətiv / (noun)
A narrative (or story) is any account of
connected events, presented to a reader or
listener in a sequence of written or spoken
words, or in a sequence of (moving) pictures.
Derived from the Latin verb narrare, "to tell"
Narrative
A man walks into a store...
Narrative Structure
Journalistic - Kabob
Anecdote
Anecdote
Meat
Meat
Meat
Nut graf
Outline the Story
1
2
3
4
5
Making Comics
“I can take any empty space
and call it a bare stage. A man
walks across this empty space
whilst someone else is
watching him, and this is all
that is needed for an act of
theatre to be engaged. “
- Peter Brook, The Empty Space
Simplicity
Content
How to craft Data-Stories?
Data Art for visual expression, delight
(and impact) e.g. Infographics
Exhibition | Expression
Source: Aaron Koblin
Exhibition
Data Tool for engagement,
exploration and discovery
Exploration | Interactive
Source: Gramener
Exploration
Data Stories for telling a specific and
(linear) visual narrative
Explanatory | Narrative
Source: Hans Rosling | Joy of Stats
Explanatory
Word Writer
Note
Frame
Musician
Film Maker
|
|
|
Basic Element
Data Artist|Datum
???
???
???
???
Datum
Data-Stories
1
6
11
16
21
2
7
12
17
22
3
8
13
18
23
4
9
14
19
24
5
10
15
20
25
4
16
1
13
6
11
21
2
7
12
17
22
3
8
18
23
9
14
19
24
5
10
15
20
25
See the Data
Show the Visual
Tell the Story
Engage the Audience
Datum
Data-Stories
See the Data
Pattern
Deviation Outlier
Trend
Data
Abstraction
Anscombe’s Quartet
x1 y1 x2 y2 x3 y3 x4 y4
10.0 8.04 10.0 9.14 10.0 7.46 8.0 6.58
8.0 6.95 8.0 8.14 8.0 6.77 8.0 5.76
13.0 7.58 13.0 8.74 13.0 12.74 8.0 7.71
9.0 8.81 9.0 8.77 9.0 7.11 8.0 8.84
11.0 8.33 11.0 9.26 11.0 7.81 8.0 8.47
14.0 9.96 14.0 8.10 14.0 8.84 8.0 7.04
6.0 7.24 6.0 6.13 6.0 6.08 8.0 5.25
4.0 4.26 4.0 3.10 4.0 5.39 19.0 12.50
12.0 10.84 12.0 9.13 12.0 8.15 8.0 5.56
7.0 4.82 7.0 7.26 7.0 6.42 8.0 7.91
Anscombe’s Quartet
x(mean) = 9
y(mean) = 7.5
x(var) = 11
y(var) = 4.12
y = 3.00 + 0.500 x
Anscombe’s Quartet
Building Ability to See
Hypothesis-driven Approach
a.k.a
Educated guesses based on
experience, knowledge & intuition
See the Data
Pattern
Deviation Outlier
Trend
Data
Abstraction
Show the Visual
Framing
Transition
Visual
Representation
Visual Perception
Visual Perception
Iconic
Pre-attentive
<1s Fast
Temporary
Unconscious
In-device
Working
Attentive
<1-3s Medium
Temporary
Conscious
RAM
Long-term
Attentive
Long
Permanent
Deliberate
SSD
Length
Size
Orientation
Hue
Width
EnclosureShape
PositionIntensity
How big is the 2nd
circle?
Source: WTF Visualizations
Avoid Chart Junk
Representation Matters
Source: South China Post
Crafting Visual Stories with Data
Single Frame Dominates
Source: Walmart & Target Store Expansion
Establish & Focus
Source: OECD Better Life
Consistent
Visual
Framework
Establish & Focus
Source: OECD Better Life
See the Data
Pattern
Deviation Outlier
Trend
Data
Abstraction
Show the Visual
Framing
Transition
Visual
Representation
Tell the Story
Ordering &
Structure
Messaging
(Verbal & Text)
Point of View
Relatability
TRF JQL
VWX DFR
RGT DEF
ZEF LXR
Integrate Text & Graphics
Stories through Annotation
Source: Napolean’s Campaign
Linear Narrative
Source: Pitch Interactive
Source: Hans Rosling | Joy of Stats
Power of Verbal Messaging
Idea-driven Mileu-driven
Character-driven Event-driven
See the Data
Pattern
Deviation Outlier
Trend
Data
Abstraction
Show the Visual
Framing
Transition
Visual
Representation
Tell the Story
Ordering &
Structure
Messaging
(Verbal & Text)
Point of View
Relatability
TRF JQL
VWX DFR
RGT DEF
ZEF LXR
Engage the Audience
TRF JQL
VWX DFR
RGT DEF
ZEF LXR
Emotion
Takeaway
Interactivity
Source: Working Capital Profiler
Build your own story
Source: Wealth Inequality
Emotions are key
Source: Libor Scandal
Emotions
“I think the trick with knowledge is to
“acquire it, and forget all except the
perfume” —  because it is noisy and
sometimes drowns out one’s own
“brain voices”. The perfume part is
important because it will help find the
knowledge again to help get to the
destinations the inner urges pick. ”
— Alan Kay’s advice to Bret Victor
Create your own Path
Amit Kapoor
@amitkaps
Partner, narrativeVIZ Consulting
amit@narrativeviz.com

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