Most people don’t struggle with accessing data — they struggle with making it understandable. Charts, dashboards, and reports can be packed with valuable insights, but without effective design, they often fail to engage or inform.
“The amount of data and information that we receive tends to be a little bit dull, a little bit boring,” said David Kativu, creative director at Hot Neon Learning, during his session at YYC DataCon 2025.
In his talk, Sparking Change through Creativity: The Power of Visual Storytelling with Data, Kativu outlined three essential principles for making data more engaging: build a framework, make it memorable, and find the right balance.
The session featured practical steps to apply visual storytelling techniques to data-driven communication.
1. Create a clear framework before you design
A common mistake when visualizing data is focusing on aesthetics before structure. Without a framework, data can become visually overwhelming or fail to communicate the right message.
What to do
- Identify your audience. Ask who will use the visualization and what do they need to understand?
- Establish design rules. If your organization has a style guide, follow it. If not, define consistent colour schemes, fonts, and layouts.
- Simplify the visual hierarchy. Prioritize clarity over decoration. Ensure key insights stand out.
Kativu referenced the redesign of the London Underground map released in 1933. The original was geographically accurate but visually cluttered. Engineer Harry Beck simplified it by using even spacing, standardized angles, and clear colour coding — transforming it into a practical navigation tool that is still used today.
Tools to use
- Adobe Color Wheel to create effective color palettes
- WebAIM Contrast Checker to test readability and accessibility
2. Use emotion to make data memorable
Data alone isn’t enough to create lasting impact — emotion plays a key role in how people retain information.
“Emotional engagement increases information retention by 65%,” said Kativu. “The amygdala, the brain’s emotional center, enhances memory encoding so when we feel something, we’re more likely to remember it.”
What to do
- Incorporate storytelling. Frame data within a relatable narrative to make it more meaningful.
- Use animation and movement. Interactive elements help hold attention.
- Leverage humour or gamification. Engage in formats that make information more memorable.
Kativu referenced the example of Metro Trains Melbourne’s Dumb Ways to Die videos. The campaign, created by McCann Melbourne, turned railway safety messaging into an animated viral video. Instead of using dry statistics, they created humorous characters who met unfortunate fates. The result? More than 300 million views on YouTube and was credited with increasing awareness and contributing to a reported 20% drop in incidences of safety near misses at stations. (The link between local safety statistics and a viral video’s global reach is not without criticism.)
Tools to use
- Dribbble and Behance for visual storytelling inspiration
- Monotype for selecting legible fonts that enhance readability
3. Find the right balance between clarity and engagement
Too much information overwhelms people. Too little detail leaves them confused. The best designs guide the audience through complexity without overloading them.
What to do
- Reduce clutter. Eliminate unnecessary labels, excessive data points, or distracting visuals.
- Create a visual rhythm. Use whitespace and structured layouts to make content easy to follow.
- Test and iterate. Gather feedback and refine your design based on user interactions.
Kativu compared this balance to a bike ride.
“If you’re going uphill constantly, it sucks, it’s tiring, it’s stressful, you get exhausted,” he said. “If you’re going downhill constantly, there’s no challenge, and you’re probably not going to remember that ride.”
Good design balances complexity and simplicity, ensuring information is engaging and easy to process.
Tools to use
- Law of UX for psychological design principles
- Data Viz Project for examples of well-balanced visualizations
What to do next
If you want to make data more engaging, Kativu suggests:
- Start with a structured framework to ensure your visuals stay clear and consistent.
- Use storytelling and emotion to make the information more relatable and memorable.
- Balance clarity and engagement so audiences absorb information effectively.
Kativu’s talk reinforced that visual storytelling isn’t about making data “prettier” — it’s about making it functional, engaging, and impactful.
To put these ideas into practice, explore design showcases like Behance or Dribbble, experiment with tools like Adobe Color, and most importantly, test your visualizations with real users.
“Good storytelling never leaves you,” Kativu reminded the audience.
Digital Journal is the official media partner of YYC DataCon 2025.
This article was created with the assistance of AI. Learn more about our AI ethics policy here.
