Data visualization is the science of showing data in a visual form. Data visualization conveys information and data fast and without bias. It’s a great example of that old communications adage,”show, don’t tell.”

Data visualization storytelling an effective tool for business owners and marketers. It will help them distribute their data and storytelling content. Data visualization is the perfect way to get a complicated message across.

Data storytelling is particularly effective when used as a tool to reassure customers. Data visualization storytelling helps customers see the benefits of a product or service. And it can show that benefit in a way that is free of hype or marketing spin.

It is always best to position your data visualization towards the end of the “marketing funnel”. Introduced at the right time, data visualization will close the deal. Data visualization is the final piece of the puzzle that allows customers to buy with peace of mind.

In this post, we explore five benefits data visualization. They will have a powerful impact on your business and marketing materials.

1. Data visualization creates engaging content

Creating data visualization content is a great way to stand out from your competition. Not only that, it also separates your message from the noise of data and information we’re faced with every day.

The use of data visualization in marketing creates engaging and interesting content. It grabs the attention of your target audience and entices them to engage with your brand.

In a matter of seconds, your customers can understand your key message. They can grasp complex concepts in the blink of an eye. It can turn non-experts into well-informed individuals in a very short space of time. If your data is trustworthy, it follows that your product or service will must be too.

In all business communication, trust is the return on investment. If your customers trusts you, they will do business with you. Beautiful data visualization is brilliant at building trust.

2. Data visualization is easy to consume

The rise in technological advancements int he 21st century has led to increased access to data. People are consuming more data than ever before. They are looking at it on smartphones, tablets and other connected devices such as smart TVs.

Creating data visualization allows you to present complicated data. And you can do it in a way that is easy to digest by audiences on all platforms. It does not matter what device they’re using or where they’re accessing it from.

Beautiful data visualizations are a perfect blend of form and function. Audiences grasp their basic meaning i in a matter of seconds, whatever platform they are on.

We call this impact. The most effective data visualizations all have impact. Once grabbed , the user can be further drawn into the detail of the data visualization. Users who read through to the end will grasp the conclusion of your data. They will be persuaded.

3. Data visualization will enhance your storytelling

The truth is that if you leave your data in a table no one will ever read it. Only when you visualize your data will it come alive. By visualizing data we imbue it with emotion. It makes us feel something.

Scientists say emotion drives behaviour. If we engage the emotions of our audience, they will take an action. Data visualization allows us to do this. But just as important, data visualization storytelling promotes understanding.

What do we mean by story telling? This story structure is called  “the hero’s journey.” It is a structure as old as mankind itself and is in everything from Marvel comics to the Bible. The hero’s journey is easy to follow, memorable and emotional satisfying.

The trick is to create a variety of visualizations. Then we take those visualizations and place them in the structure of the heroes journey. That is the sweet spot of data storytelling. Then our visualisations will be irresistible.

4. Data visualization is flexible

reating data visualizations means you can display data in many different ways. You can create tabular data displays right through to infographics. Businesses can also make interactive data visualizations. These include virtual reality, augmented reality and even 3D data visualizations.

The flexibility of data visualization means you can adapt it to suit your audience and goals.

Studies confirm that interactive data visualization increases engagement compared to static data visualizations. Data visualizations that move show audiences changes in the data. Gifs are great and showing how data changes over time.

Data visualization software tools are also proven to increase accessibility and engagement. Data visualization software tools that are easy to manipulate means that users can investigate the underlying data. They also allow users to zoom in on specific data points. The more time a user spends with a visualization, the more engaged they are.

5. Data visualization provides reassurance when making important decisions

One of the key benefits of data visualization is that it is a reassurance tool.

Imagine you are buying something significant, such as a house. First you inspect the property and speak to neighbours. Then you complete a survey of your potential new home.

The surveyor will present the data in the survey as data visualization. It offers reassurance that the house you are considering to buy will not fall down. In that sense it is emotional. And emotion is a key factor when it comes to making data visualizations.

Data visualization is brilliant at delivering reassurance that a product or service works. It is often used to “close the deal” especially if the decision is a significant one.

That’s why data visualization often features in medical and financial statements. Data visualization is always used when trust and reassurance are critical.

If you use data visualization at the right moment, it is a powerful tool. It will make customers feel reassured that the decision they are about to make is the correct one.

There is no doubt that visualizing data is beneficial. You’ll be able to explore data from many angles. You will find insights have been immediately clear.

Today everyone has data. It is a powerful persuasion tool in serious situations. But data can only works after you have turned it into data visualization.

If you want your data to work for you, you must visualize it. Sign up to Furthr’s newsletter to find out more. 

Posted in: Infographic of the day