“As You Can See... (Spoiler: No, We Can’t)”
There’s a moment in the world of data storytelling that fills me with a mixture of exasperation and quiet despair. It’s when someone, with the confidence of someone about to unveil the next Mona Lisa, plonks an impossibly dense table of numbers into a presentation or email and says, “As you can see…”
The reality? We cannot see.
What we can do, however, is squint at the screen, desperately trying to decipher what on earth we’re meant to glean from this chaotic mess. Is it the totals? The percentages? The oddly bolded cell in column J?
As you can see? No, no—I, like everyone, am peering into a visual abyss, squinting at rows of decimals and columns labeled “Q4 Adj. Rev. Var.” in font size 8, desperately hoping for some guiding light. It’s like being handed a treasure map with no landmarks, no compass, and most devastatingly — no actual treasure.
Why We Can’t See
The problem isn’t the data itself, it’s the lack of effort to make it remotely comprehensible. Data storytelling isn’t about throwing information at people and hoping something sticks. It’s about guiding them, gently and clearly, to a specific story. It’s the difference between saying, “There’s a museum somewhere in town” and, say, giving them turn-by-turn directions that not only save them from wandering into traffic but also tells them which floor the Mona Lisa is actually on (and, for the sake of being a good person, I’ll just share that you might want to actually skip the Mona Lisa should you have the chance).
When you say, “As you can see,” you’re assuming your audience will instantly know what to look for. But here's the truth: they won’t. They’re just as lost as you would be trying to read a map with no “You Are Here” dot.
The Ten Commandments of Drawing Attention to Data
Thou Shalt Use Color With Purpose
Color is your beacon in the fog. Use it sparingly to highlight the key point. One color for the important part, maybe two if you’re feeling adventurous, but never more. We don’t need a technicolor explosion—we need focus.Thou Shalt Make Fonts Do the Heavy Lifting
Don’t make people hunt for the important numbers. Make the critical data stand out by increasing its font size or making it bold. The bigger the font, the harder it is to ignore.Thou Shalt Enclose the Important Stuff
We’re all visual creatures, and there’s something wonderfully satisfying about a box around important information. It’s like telling your audience, “Look here—this is what matters.”Thou Shalt Declutter Ruthlessly
If your chart looks like a 3D-rendered version of a jigsaw puzzle, something is very wrong. Remove gridlines, excess text, and unnecessary labels. What’s left? That’s your message.Thou Shalt Use One Message Per Slide
Don’t overwhelm people with everything you know. Focus on one key point per slide. If you try to squeeze five messages into one slide, you end up with zero takeaways.Thou Shalt Label Thoughtfully
A chart without clear labels is like a novel without a plot. Tell people exactly what they’re looking at. Don’t assume they know—be specific and provide context.Thou Shalt Order Data Intuitively
If your data has a natural order (like months or sizes), let it follow that order. Don’t randomly shuffle it into a disorderly heap—it’s like making someone walk backward through a museum exhibit.Thou Shalt Provide Context
Numbers are just numbers without context. A 15% growth might sound impressive—unless last quarter was a disaster. Always provide the background that makes the data meaningful.Thou Shalt Harness the Power of Contrast
Contrast isn’t just about making things different; it’s about making the right things stand out. Use a dark background with light data points to make the important details pop.Thou Shalt End With a Punchline
Every slide should lead to a conclusion. When the chart fades out, your audience should know exactly what to think. No one wants to leave a presentation thinking, “That was interesting, but what do I do with this now?”
A Tale of Two Presenters
Let’s look at two different approaches:
Presenter A shows a vast table of sales data, filled with endless rows and columns, and says, “As you can see, the Northeast is doing well.” But the “Northeast” row is buried under six other columns, three of which are only relevant to the accounting department. Half the room has no idea where to look.
Presenter B, however, presents a clean, easy-to-read bar chart. The Northeast bar is brightly colored, with the text, “+15% Growth” above it. The other regions are in muted tones. The title reads, “Northeast Region Leads Q4 Sales Growth.” Immediately, it’s clear: The Northeast is the star.
The Bottom Line
When you say, “As you can see,” it should be because your audience can see. You are the guide, leading them through the data landscape, not simply presenting them with a jumble of numbers and hoping they’ll find the way.
So, next time you sit down to share data, remember: it’s not about overwhelming your audience with everything you know. It’s about telling them a story they can follow easily, with a beginning, middle, and end. You’re not just showing the data—you’re making it visible. And with that, you’ll turn every “as you can see” into a moment of clarity instead of confusion.