The opening slide for my webinar at the ACM Tech Talks (Image by Author).
A few years ago, I stood before a research poster packed with charts, numbers, and what I believed were meaningful insights. I had exactly one minute to explain my findings, so I showed all the data at once. The result? No one stopped. No one cared. That moment was a turning point: I realized that data alone isn’t enough.
Since then, I’ve dedicated myself to understanding how to make data not just clear but also compelling. I’ve discovered that the answer lies in storytelling, specifically, the kind of storytelling we see in cinema. Movies don’t just inform us; they move us. They connect with us on emotional, instinctive, and intellectual levels. That’s exactly what our data stories need to do.
This article summarizes my talk for ACM Tech Talks, Applying Cinematic Techniques to Data Storytelling. In it, I share how cinematic storytelling techniques can help you bring your data to life, create a real connection with your audience, and make your message unforgettable.
When we present raw data, such as charts, numbers, and dashboards, we often expect our audience to understand and care immediately. But the truth is, understanding doesn’t equal engagement, and engagement doesn’t always lead to action.
That’s why stories are so powerful. They speak to us on three distinct levels, and if we want our data to resonate, we need to reach all three.
Let me explain using a simple framework I often use, inspired by the human body (Figure 1):
Figure 1: Stories speak at three levels (Image by author).Stomach: The Instinctive Level
This is our gut reaction. It’s fast, subconscious, and emotional. At this level, your audience feels the meaning of your data before they even fully process it. Visual metaphors, dramatic contrasts, or familiar scenarios can trigger this response.
Heart: The Affective Level