Data storytelling tips: using UK net zero targets as a case study

Firstly a little disclaimer - this month's blog is an updated version of an old blog post I published on my LinkedIn - summer holidays really stole my time this month!

We are constantly creating and consuming data, but what use is data without an engaged audience who can quickly digest its message? Those who are deeply data literate often focus on the tiniest details and complex patterns, sometimes overlooking one of data’s key purposes – to inform. This is where storytelling and data visualisation become powerful tools.

The Importance of Data Storytelling

Recently, I took part in a challenge that revolved around using data visualisations to tell a compelling story. The task was to explore the pros and cons of the latest government announcements related to changes in the UK's green targets. Using this as an example, I want to outline the benefits of storytelling with data visuals and share some practical tips on how to do this effectively.

The Challenge

The key to the challenge wasn’t just creating numerous visuals related to the UK’s green targets—it was about crafting a compelling narrative. Green policy in the UK offers many angles for storytelling, and selecting the right story to tell was one of the most time-consuming aspects of the project.

The story I ultimately chose focused on the "What and Why" behind the government’s green policy announcements. The first part examined the potential impact of the proposed changes on the UK’s carbon emissions. This involved visuals comparing the carbon emissions of petrol cars versus electric cars, and gas boilers versus electric heat pumps for homes. The second part delved into potential reasons behind the government’s policy shift, exploring topics like political funding and recent election outcomes.

When working with data, it’s common to have large amounts of information but no clear message. The ability to define, refine, and communicate a story using visuals is an essential skill for any data professional. Too often, the temptation is to showcase every finding or use the most complex visuals, but this can leave your audience confused. Crafting a story helps focus your audience’s attention on key points, making your message more impactful.

What Makes a Good Story?

There are three important factors when telling a good story with data:

Simplicity:
Choose a clear message and stick to it. It’s tempting to present all your data findings, but less is often more. Step back, clarify the main points you want to make, and express them concisely. In the example of the green policy challenge, I kept the story simple by focusing on the impact of just two green policy changes and two factors influencing the government’s decisions.

Context:
While you may know your data inside and out, your audience might not. Provide context that’s easy to understand and relatable. This is especially important when your audience has a lower level of data literacy. For example, framing carbon emission figures in terms of the number of journeys taken by different types of vehicles helped make the data more relatable. Phrasing the extra emissions caused by weekly trips in a petrol car versus an electric one helped the audience visualise the real-world impact.

Visuals:
Visuals are essential to storytelling. Focus on clarity, use colour effectively, and ensure the visuals are easy to interpret. There’s often a temptation to use complex charts or advanced tools, but simplicity is key. The visuals I used were straightforward, such as bar charts and tables, which resonated well with the non-expert audience. Simple, intuitive visuals are often the most effective at conveying a clear message.

Above is an example of a poor visualisation: 

• No clear title or labels showing what is being measured.

• Complicated and unsuitable chart type. It is not clear what data is being shown.

Above is an example of a better, and more simple way to show the same information:

• It is clear what is being shown and has clear labels.
• Simple, easy to understand chart type. The information shown can be digested quickly and easily.

Conclusion

Data is a crucial tool for helping individuals, businesses, and governments make informed decisions. However, data alone often isn’t enough. By building an engaging story and enhancing it with visuals, you can increase understanding and enthusiasm for your message. Next time you present data, consider how storytelling can add context for your audience and make the data more accessible. Storytelling is a vital part of any data professional’s toolkit and can truly bring data to life.