The secret to successful data storytelling

We've all seen "bad charts". The internet loves to tear them up for abysmal color choices and absurdly complicated visuals. But the internet, as usual, is missing the point. The truly terrible thing about bad charts is that they corrode the audience's trust in data.

If you're taking the time to create a story with data, you'd like people to read it. Ideally, they'll think about it. Absorb its insights. Hopefully even share it or discuss it. But if your audience doesn't trust your data story, they won't do any of that.

I can feel you fretting. How can I build that kind of connection with someone that I've probably never met? Relax: your data story can foster the trust that's needed if you keep a few tips in mind:

• Acknowledge the trust in your brand. Are you a noted expert in this topic? On the flip side, does your organization have an agenda on this topic? Leverage your credentials and address your biases or limitations in your story.

• Build faith in your data. Give your audience access to context about the data. Where does it come from? How was it gathered? Don't hide key details.

• Don't make bad charts. Step one: don't deliberately try to mislead your audience (surely if you're reading this, you're not that type of person.) Step two: don't overcomplicate your visual - if it's too hard to get to the point, you'll confuse your audience.

Just as bad charts erode trust, your data story can help to (re)build it. It's a virtuous circle - the more great data stories that exist, the more audiences will engage with them, and the more impact that data can have. And who doesn't want to be a part of that?