What is made out of layers and becomes more delicious when you put them together?
Why…a data story, of course! And a sandwich.
(This is what happens when you write a blog post after learning your favorite sandwich shop is closing down…we’ll miss you Clawson’s 😫)
What are those layers?
An effective data story should have four distinct parts, not unlike the layers of a sandwich:
The filling: Whether deli meat or peanut butter & jelly, the filling is the heart of a sandwich. For data stories, that filling is the data visualizations.
The foundation bread. This is the bedrock on which the story is built. Big picture numbers (a.k.a. Big-Ass Numbers) that set the stage of the story.
The finishing bread. This is the final layer that tells us it is time for action.
The condiments and toppings. These are the flavor boosters that connect the filling to the bread. In data stories, these flavor boosters are often specific examples, call-outs, or insights that capture the attention of the audience.
As a data storytelling artist, your job is to get quality ingredients and assemble them in a logical order. Let’s take a bigger bite of this metaphor…
The filling
Sometimes people make the mistake of thinking that a lonely data visualization is itself a data story. That’s like saying a slice of ham is a ham sandwich. Sure, the data visualization is the star of the show. But it needs to be wrapped in a few more layers to make it complete.
Karo Kujanpaa via Unsplash
The foundation bread
The foundation of a data story are the key metrics. They are often shown as ‘Big Ass Numbers’ — a summarized, simplified, powerful statement about what matters (“metrics are the characters of your story”). These BANs have the potential to deliver an impact if you can communicate them in the right way.
Hans Vivek via Unsplash
The finishing bread
When you put that slice of bread on the top, you know it is time for action. Eating action! Same with a data story. You want to end the story with an action your audience can do something about.
Jordan Nix via Unsplash
The condiments and toppings
The bread and fillings fulfill the basic requirements of a sandwich; taking it extraordinary requires condiments and toppings. This is where the sandwich and data storytelling artists distinguish themselves.
Specific examples that provide human-sized connections;
Narrative text that ties the story together;
Design touches with color, emojis, fonts that make the story irresistible.
(By the way, here’s a favorite April Fools joke my team played on me, a mayo-lover)
Eaters Collective via Unsplash
Of course, your data story/sandwich is only as good as the ingredients you use.
