- Start with the end: what message do you want your audience to walk away with?
- Make it personal: how can you connect your audience emotionally?
- Storyboard: whether it is a short executive summary or a 40-page presentation, storyboarding can be helpful in deciding what to convey and in what order.
- Make sure to include qualitative data, stories, anecdotes and comments that add color and context to your quantitative data.
- Find the right balance between visualization and narrative—digital content should be heavier on the visualization, while a formal print evaluation report should be heavier on narrative. You want your visualizations and narrative to support each other without being duplicative.
You have to decide how to best take advantage of your data to tell your story. To do this, think about three things: audience, medium and purpose.