What is data storytelling?


The practice of using data, visuals, and narrative to communicate insights clearly and effectively.

Statisticians shouldn’t do data storytelling because…


It’s cherry picking facts.


You’re forcing the data to support a specific argument.


It suggests a causal claim when there isn’t one.


It oversimplifies complicated relationships.

Data storytelling ~ Data modelling


How do you choose which variables to include in a model?


You’re expected to do the work and make statistically valid, ethical choices. Why would data storytelling be any different?

Data is not neutral

  • Data is collected by someone. Data is collected for something. Data collection is funded by someone.

  • Who/what is represented by that data? Who/what is not represented by that data?

  • Letting the data speak for itself without context is not a neutral choice.


Data is not neutral. You are not neutral. Accept and acknowledge that as part of the story.

Illustrated by Valeri Gorbachev

Three Bears. Puss in Boots. Dreamworks.

Same story. Same data.


Different audience.


Different charts. Different words.

Use visual hierarchy

Use visual hierarchy

Choose the right chart type

Choose the right chart type

Choose the right chart type

Choose the right chart type

It’s not just about the type of data

You don’t have to tell the story in one chart

  • First chart showing patterns across all data. Further charts showing patterns by demographic groups/regions/etc.

  • Use animation and interaction (carefully) to progress the story.

  • Don’t just tell them what they already know.

Small multiples of salmon mortality

Screen recording of scrollytelling visualisation

Screenshot of empty chart showing a user being asked to draw a line

New York Times. 2015.

Screenshot of chart with line draw on

New York Times. 2015.

Screenshot of chart showing comparison with real data

New York Times. 2015.

Screenshot of basic chart without interaction

Your turn!

How would you redesign this chart?

Clustered bar chart

A picture is worth a thousand words.


That doesn’t mean you can’t also use words.

Narrative titles

  • Describe the main trend you want the chart to show to the audience.

  • Users are more likely to understand and remember the main trend from a chart where it is also in the chart title.

  • If the trend described in your chart title is not the most prominent visual trend in the chart, consider what and how you are visualising.

Change in temporary accommodation over time

Line chart showing temporary accomodation numbers over time

Source: Scottish Government | Chart: ONS

The number of households, and households with children, in temporary accommodation in Scotland are at record highs

Line chart showing temporary accomodation numbers over time

Source: Scottish Government | Chart: ONS

Two charts of measles cases and vaccination rates over time

Three charts of ship production

Lollipop chart of percentage of MPs that are women

Lollipop chart of percentage of MPs that are women

Lollipop chart of percentage of MPs that are women

Lollipop chart of percentage of MPs that are women

Choose language appropriately


Consider the uncertainty in these estimates when making comparisons.

Choose language appropriately


95% confidence intervals are provided as a measure of uncertainty in the estimates.

You can do X with this data

You cannot do X with this data

Telling complex stories

Uncertainty decision square

Your turn!

What should the chart title be? What additional context would you add?

Line chart

Resources