These days, it seems like storytelling is the biggest buzzword in business. As of 2019, there were over two hundred TED Talks hashtagged #storytelling.

As Susan Credle, chief creative officer at a global advertising agency, writes for the Wall Street Journal:

“Great marketing isn’t about one ad, one piece of content, one moment in time. It is definitely about more than data and technology. It is about a relentless and lasting commitment to a brand’s story, and the elation of waking up every day with an opportunity to help write the next chapter.”

There’s no doubt, weaving an ongoing, compelling narrative can be a powerful strategy for a brand. But another tool that’s equally important is strong visuals — when we translate collected data into clear visual representations. In fact, well-designed visualizations will enhance, rather than detract from, great storytelling.

As researcher Alexandra Samuel tells Harvard Business Review:

“Knowing how to develop and deliver a data-driven presentation is now a crucial skill for many professionals, since we often have to tell our colleagues stories that are much more compelling when they’re backed by numbers.”

In a data-driven world, a picture truly is worth a thousand words — or more precisely, 60,000. According to marketing experts, the human brain can process images up to 60,000 times faster than words.

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