Present Beyond Measure

18Data Storytelling: The Intersection of Conceptualization and Design

“The greatest value of a picture is when it forces us to notice what we never expected to see.”

—John W. Tukey

Ah, at last you've arrived at the part everyone loves most: the data part! Yes, it might have felt like an eternity to spend this much time talking about data storytelling before diving into data, but trust me, it will be worth it.

Remember, this book assumes that you are skilled with analysis, have a starting point for your analysis, or your insights are already prepared. In this phase, you will organize your insights into the specific baby narrative arcs you learned in Act I, while synthesizing them with the design toolbox of Act II. And as with everything you've already learned, to truly master data storytelling, you must first deepen your understanding of it.

I liken the current cult-like obsession with data storytelling and visualization to lusting after a shiny wrapped present under the Christmas tree (or other gifting holiday plant). The twinkling tree lights gleam in the sparkly wrapping, tantalizing us with promises of at least 2 hours of fun before we forget the content's existence.

Oftentimes, it's the mystery of a thing that is most alluring because humans have an insatiable appetite for variety and are determined to crack the code on new toys. And that pursuit can lead us down many precarious rabbit holes of unproductive practices.

To set this stage, here is my definition of essential ...