Presenting Data (That’s Not Boring)
On my blog, I’ve talked about determining the most effecting types of data depending on your goal, the difference between drawing insights and merely data points, and more. Now, I’d like to talk about the unsung hero of it all – what the data and insights need to look like to be presented effectively.
According to Harvard Business Review: “While a good presentation includes data, data alone doesn’t guarantee a good presentation. It’s not the mere presence of data that gives the presenter power. It’s how that data is presented.”
This goes beyond PowerPoint, Prezi and Canva. It’s what you put in the presentation and how you present it that either adds value or doesn’t.
Here are some tips for presenting meaningful and captivating data and analytics:
While it’s not the only important thing, design does matter.
Graphic designers will tell you there’s an art to color, font and layout selection. While that’s true, there are handy tools (like PowerPoint, Prezi and Canva) that provide beautiful templates that get you started in the right direction. When selecting a template, it’s important to choose one that is legible and that doesn’t take away from the data you’re trying to share. In short, keep it clean and simple.
Use your words wisely.
Word-ridden presentations are messy and boring. Incorporate brief insights throughout your presentation, without repeating information that can be clearly determined by the accompanying graph. Tell your audience what conclusions YOU drew, based on your knowledge and experience as a professional.
Tell a story through graphics.
Incorporating icons and infographics in your presentation - where appropriate - is a great way to get your point across visually.
“Essentially, data visualization is a tool used to present data in a graphic form,” according to Adobe Spark. “The human brain takes in visual information faster and more easily than text, so data visualization can be an invaluable communication tool.”
Be wary of over-utilizing icons and graphics. Use them carefully and with purpose.
“I think the big issue is we often forget how hard it is to be a consumer of data,” Forbes quotes Dr. Stephanie Evergreen, author of Presenting Data Effectively: Communicating Your Findings for Maximum Impact. “…we know so much, it’s hard to talk about it to people who don’t know.”
Lucky for us marketing and communications professionals, we have a leg up in effective communications skills. It’s up to us to ensure our executives, clients, teammates and other stakeholders understand the importance of data through the insights it provides us.