Top 10 data PR tips: How to visualize your data
We live in the age of data. Whether for personal use or for business purposes, we are using data more and more frequently because it has an extremely high information value for us. Automatically collected and evaluated, we can use it to obtain useful tips, objective optimization recommendations and exciting insights. This is why we now also use data for data PR, a sub-discipline of traditional PR. In this blog post, we explain how you can communicate better with visualized data.
Why data should be visualized digitally
People use their eyes every day - all day long. We perceive visual information faster than text. We only read for longer if we actively choose to do so, while we process visual information non-stop. We take in everything we see. And we hardly have any time. Information is therefore communicated faster and more meaningfully with images. Images can trigger emotions in the short time available (using colors, fonts) or tell stories (using icons, arrangement of image elements).
Data animations generate more attention
Animated data is particularly helpful to illustrate a certain behavior or a change, for example the development of certain values. Animations are based on the real world and present information in a simplified and easily comprehensible way. In addition, our brain is trained to keep an eye on movements. They get our attention directly.
Creating brand identity with visualized data
Visualized data should always be seen as a graphic means of communication. Therefore, the same applies here: The way in which the information is visualized is ideally aligned with the company's corporate design and therefore also reinforces the brand identity.
Our examples: Infographics for consumers and journalists:
10 tips for visualizing data for data PR
Data and new findings are often used for PR and marketing purposes to generate attention and create reach.
We have put together ten practical tips for you to showcase your data perfectly.
1. Dealing with the context
Once you have collected data and gained insights, consider: What context is needed so that the result, the message, is easily understood? Is it even interesting? Not everyone is as immersed in the topic as you are. What do the results say in context - something positive or something negative?
2. Choose the right form of presentation for the data
The form of presentation depends on various factors: recipients, channel, receiving device, type of information, budget, etc. Is it a lot of related information with certain patterns or rather information that is not related to each other? In which cases is visualization necessary and where is textual information sufficient? Does the information have to be presented in a certain order? Even if animations generally perform better, it sometimes makes more sense to work with static images for economic reasons. For example, it is possible to design an infographic both as a static image for print and in animated form for digital media.
3. Reduce complexity in data visualization and avoid clutter
It is important that the data visualization is clear and concrete. Otherwise, the message may not be fully or incorrectly conveyed. In the best case, there is only one possible interpretation for the graphic elements used - icons are particularly suitable for this.
If you are unsure about the presentation, Google Image Search can help, providing inspiration and common motifs.
4. Direct attention and gaze
If the information is to be read in a specific order, the viewing and reading paths must be intuitively recognizable. Clear paths are not only important for the optimal communication of content, but also make viewing and reading the graphic an exciting experience for the eyes.
With animations, it is important to know the film language and mechanisms, as people have the ability to interpret movements as information. A simple movement from left to right is perceived as an arrival. In contrast, a movement from right to left is interpreted as a return. These and other basics of film language will help you to tell a story with data.
5. Form follows function
Although you are completely free in the design, the content should always be visually appealing first and foremost.
6. Take inspiration from good examples
These websites offer inspiration:
7. Tell a story
Anyone with knowledge of storytelling has a major advantage. Especially when presenting processes or communicating emotional topics, a story can be the perfect accompaniment for data information.
8. Use consistency and a recognition factor
Visualized data should ideally follow a defined design system. This allows recipients to quickly assign the visualized data to a brand. A design system and application templates speed up and facilitate the creation of infographics. This also requires a recognizable corporate design.
9. Use social media algorithms
If you communicate on social media, it makes sense to find out about the algorithms working in the background. As a rule, videos and animations perform better than static images. With (paid) content, there are sometimes restrictions regarding the proportion of text. For videos, there are additional criteria that you should consider: Longer videos (over 20 seconds) in good quality (from Full HD) are generally preferred by social media platforms.
10. Hire professionals
If you need support with the visualization of your data, you can hire an agency. PIO has a team of experts in graphic design and creation. We know the full range of communication options and will work out the best data PR strategy to make your data visible.