How to tell engaging stories with data

Data is everywhere. From workplace dashboards to government reports to news articles, numbers increasingly drive decisions in business and everyday life. But for many professionals outside the world of analytics, working with data can feel intimidating. The good news? You don’t have to be a data scientist to tell a clear, compelling story with data.

Data storytelling is about taking raw numbers and turning them into a narrative that resonates with your audience. It combines analysis, visualization, and communication to make insights memorable. Whether you’re in marketing, education, policy, or management, being able to explain data effectively is a skill that sets you apart.

Here are some practical tips for non-analysts to start telling better stories with data—plus resources where you can see these ideas in action.

1. Start With the “Why”

Before opening a spreadsheet or building a chart, ask yourself: What’s the point of this story?

Good data storytelling begins with purpose. Are you trying to highlight a problem, show progress, or persuade people to act? A clear objective will guide the data you choose, the charts you design, and the way you frame your message.

For more on starting with purpose, see Storytelling with Data by Cole Nussbaumer Knaflic, a go-to resource on identifying the “why” behind your data.

2. Know Your Audience

Data means different things to different people. An executive wants high-level takeaways, while a colleague may want to see the details behind the numbers. Tailoring your approach builds clarity and trust.

The Harvard Business Review’s Visualizations That Really Work outlines how understanding your audience shapes effective communication.

3. Focus on One Main Insight

The best stories are simple and memorable. Trying to cram five insights into one chart or presentation risks diluting your message. Instead, find the one thing you want your audience to remember and emphasize it.

For inspiration, check out the Financial Times Visual Vocabulary, which shows how one well-chosen chart can spotlight a single key message.

4. Choose the Right Visuals

Not every dataset needs a flashy chart. Often, a straightforward bar or line chart communicates more effectively than complex visuals. Stick to chart types that are intuitive and widely understood.

The Data Viz Catalogue is a handy reference that explains when and how to use different chart types.

5. Use Plain Language

Avoid jargon and technical terms when explaining your data. Your audience doesn’t need to know the statistical method behind the numbers; they need to know what the numbers mean. Keep your explanations simple, clear, and relevant.

The Plain Language Association International offers guidelines on how to make technical information more accessible.

6. Add Context and Comparisons

Numbers mean little in isolation. Saying a city has 500,000 residents is less impactful than saying it grew 20 per cent in the past decade. Comparisons, benchmarks, and trends make numbers meaningful.

A great example is Our World in Data, which consistently frames numbers within larger contexts such as geography or time.

7. Highlight, Don’t Overwhelm

Use colour and emphasis sparingly to draw attention to your main point. Too many colours, labels, or annotations can confuse readers instead of clarifying your story.

The New York Times Graphics Department offers excellent examples of clean, focused visuals that highlight the story without overwhelming the audience.

8. Keep It Honest

Resist the temptation to manipulate charts or cherry-pick data to make a stronger case. Integrity is key. Misleading visuals may achieve short-term goals but ultimately erode trust.

9. Use the Power of Narrative

Numbers are easier to remember when they’re wrapped in a story. Think of your data presentation as having a beginning (the context), a middle (the evidence), and an end (the conclusion).

10. Practice and Get Feedback

Explaining your data to someone outside your field is a powerful way to test clarity. Practice refining your message, and don’t hesitate to ask for feedback.

The Storytelling with Data Community is a place where people share their visuals and learn from each other’s feedback.

Final Thoughts

Data storytelling isn’t about being the most technical person in the room. It’s about clarity, honesty, and connection. For non-analysts, the key is to keep it simple: focus on one insight, show it clearly, and explain it in plain language your audience understands.

When done well, storytelling with data can influence decisions, inspire action, and make your work stand out. You don’t need to be an analyst to make numbers meaningful—you just need to tell the story they hold.