Storytelling and the Human Brain

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En provenance du cours de University of California, Davis

Creating Dashboards and Storytelling with Tableau

278 notes

University of California, Davis

Creating Dashboards and Storytelling with Tableau

278 notes

Cours 4 sur 5 dans Specialization Data Visualization with Tableau

Leveraging the visualizations you created in the previous course, Visual Analytics with Tableau, you will create dashboards that help you identify the story within your data, and you will discover how to use Storypoints to create a powerful story to leave a lasting impression with your audience. You will balance the goals of your stakeholders with the needs of your end-users, and be able to structure and organize your story for maximum impact. Throughout the course you will apply more advanced functions within Tableau, such as hierarchies, actions and parameters to guide user interactions. For your final project, you will create a compelling narrative to be delivered in a meeting, as a static report, or in an interactive display online.

À partir de la leçon

Tell the Story of Your Data

Welcome to Module 4. Although this course focuses on Tableau, we will look at a wider range of examples and techniques to help you become a better data storyteller. By the end of this module, you should be able to leverage concepts and techniques designed to help you become a more focused and compelling storyteller with data as the foundation. We will discuss ways to avoid unintentionally creating false narratives with good data. You will also learn about what neuroscience research tells us about stories, audience engagement, and decision drivers. You will use structural story elements to help improve the relatability of the story and explore ways design and textual elements can affect the emotional tone of a story. Lastly, you will learn how to frame and format the data story based on your design checklist. Let's get started!

Tell the Story of Your Data Introduction1:37

The Art of Storytelling (Past, Present, and Future)3:27

Storytelling and the Human Brain5:28

Bringing Data to Life: Emotions and Data Storytelling7:14

Emotion Modulators: Color, Language, and Other Design Elements8:24

Framing and Format4:11

Framing, Conventions, and Priming8:12

False Narratives and Data Storytelling6:51

Telling the Stories within the Story (Part 1)5:29

Telling the Stories within the Story (Part 2)4:45

Story Considerations6:27

Preparation of the Story Points11:07

Setting Up the Story14:24

Creating Points in the Story16:18

Interactive Story6:36

Create a Data Story in a Static Presentation20:20

Rencontrer les enseignants

Govind Acharya
Principal Analyst
Budget and Institutional Analysis
Hunter Whitney
Sr. Consultant, Author, Instructor
Design Strategy and Data Visualization

[MUSIC]

Welcome back.

In this lesson, we're going to explore the intersection of two fascinating topics,

storytelling and neuroscience.

As noted in previous lessons,

well-executed stories can be powerful tools for conveying the meaning and data.

Stories can provide context and meaning that can't be matched by a list of facts.

They can also boost comprehension and recall.

Why do you think that is?

Well, the short answer is that stories engage more of your brain than simply

absorbing a list of facts.

After this lesson, you will be able to discuss how neuroscience explains

the power of stories to bring facts to life.

You will also be able to describe the influence of emotion

in decision-making and how to evoke it in telling data stories.

Let's get started.

Hi and welcome back.

Neuroscience reveals that different cognitive tasks involve different

parts of the brain.

For example, there are specialized regions for

processing language, including something called Wernicke's area for

comprehending language and Broca's area for speaking.

Right now, your own Wernicke's area is actively processing these words.

Now these systems have their own tasks, but can also work together

in many circumstances, such as speaking and listening during a conversation.

Your tableau data stories will engage different parts of the brains of your

audience, including visual and language processing.

In addition, your stories will also trigger memories and

associations based on their own life experiences.

Some brain imaging research suggests that certain words,

such as those describing odors or textures

activate parts of the brain beyond what is involved in verbal processing.

For example, you may read the word coffee or hear the phrase a scratchy throat.

These words and phrases can tap into our experiences, and evoke thoughts and

feelings that bring a verbal description alive.

Other words that don't have a strong sensory or

emotional component don't activate these same brain regions in the same way.

Think about it.

The more areas of the brain you can meaningfully activate and

focus on something specific, the more complete and impactful the story can be.

The connections and interactions between different parts of the brain can be

strengthened in response to what we encounter.

In an earlier course, we learned about the idea of systems 1 and

2 of the brain as described by Daniel Kahneman and others.

Recall that system 1 is fast and seemingly automatic,

while system 2 is more deliberative.

We learned that data visualizations involve the visual processing of basic

design elements, such as color and shape used as the building blocks for

tapping into system 1, which then feeds into thinking,

deliberation and interpretation of system 2.

Data stories build on that kind of foundation.

Consider it this way.

You learn the alphabet, then words and grammar, and then the structure

of language and you turn that into narratives and stories of various kinds.

Now we may like to think that decision-making is generally based on

logic and rationality, but the truth is that

human judgement can often be based on unconscious and emotional drivers.

For better or worse, emotions play essential role in our choices.

And to greater or lesser degrees, this is always the case.

It turns out that some neuroscience research backs up this idea.

Researches observed that with damage to parts of the brain that control emotion,

people struggled with even the most simple decision-making.

When an article by Antoine Bechara in the Department of Neurology at the University

of Iowa summarized the research this way.

Quote, at some point of decision, emotions are very important for choosing.

In fact, even with what we believe are logical decisions,

the very point of choice is arguably always based on emotion.

The reality is that when it comes to designing for

people, emotions really matter.

Think about it.

It can be a lot easier and you are much more likely to take action about

something if you actually care about it in some way.

On the other hand, if you care about something deeply,

it might be hard to change your mind or get you to see things in a different way,

if the counter argument is completely devoid of emotional residence to you.

This is just a reality of designing for people.

The better you become at working with data visualizations,

the more power you will have to purposely work with emotions for good and

be aware of how it might be misused or create unintended and harmful reactions.

Putting yourself in the mindset of the audience as much as you can is useful for

this type of data storytelling.

In the next lesson, we will dive deeper into some ideas about emotion and

storytelling through the medium of data visualization.

Thanks for listening and see you again soon.

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