Storytelling with Data – Expanded Study Guide (Introduction & Chapters 1–5)

Data Storytelling

Combines quantitative evidence with narrative clarity to inform, persuade, and inspire action.

Exploratory Analysis

Used to discover insights from data.

Explanatory Analysis

Used to communicate specific findings to the audience.

Who–What–How Framework

A method for establishing context, which includes audience identification, key takeaway, and communication mechanism.

3-Minute Story

A technique for summarizing a message succinctly.

The Big Idea

A one-sentence statement expressing the main point and what’s at stake.

Gestalt Principles of Visual Perception Definition

A set of principles that describe how humans naturally group and interpret visual information.

Affordances

Elements in design that make interaction intuitive, like arrows that indicate direction.

Simplicity in Design

The principle that every extra element in a visual adds cognitive load and should be removed for clarity.

Focus in Visuals

Deliberately guiding viewers’ attention to key points using design elements.

Accessibility

ensures visuals are legible, color-blind safe, and readable at different scales

Form Follows Function

The design principle stating that the appearance of a visual should support its purpose.

Tools can generate visuals, but only the ______ can give them meaning

Communicator

The first step in successful communication is ____

Context

Definition: Context is ____

who the audience is, what message needs to be delivered, and how it should be conveyed

Metaphor: Context is ____

the compass of communication

The goal of choosing a visual type is ____

to simplify interpretation rather than complicate it

When only one or to numbers are central ____

simple text can be the most direct choice

For multiple metrics or mixed units _____ are effective

tables - especially when readers need to look up specific values.

Heatmaps ____

enhance tables by using color gradients to emphasize patterns or magnitude

Graphs commincate patterns quickly and should be selected based on purpose like lines for ____, bars for ____, and scatterplots for ____

trends, categorical comparisons, relationships

It is advised against using ____

pie charts and 3D effects (distorts perception and adds no analytical value)

Visuals should be tool-agnostic meaning:

good design principles apply regardless of whether you use Excel, Tableau, or another platform

A well-chosen visual reduces ____, highlights _____, and builds _____

cognitive effort, key comparisons, credibility in your analysis

One of the most important design principles is ____

simplicity

What are the 5 principles of Gestalt’s Principles of Visual Perception

proximity, similarity, enclosure, closure, and continuity

Knaflic encourages communicators to take a ____ approach

Less is more

Preattentive attributes is when

our brains process certain attributes instantly

Preattentive attributes examples

color, size, orientation, position, and shape

choose one ____ ____ to emphasize the focal data, use ____ ____ for context, and ensure ____ for those with color vision deficiencies

accent color, neutral tones, accessibility

focus is not ____ - it is ____

accidental, designed

Aesthetics (Professional Polish) improves ____

redibility and comprehension, not just beauty

Audience acceptance is __

key (test prototypes and drafts with peers)

An effective design is both ___

functional and empathetic