Make an insights graphic in under 5 minutes

Rapid-fire data, built for the masses

First two posts in this nascent newsletter have been at the 30,000-foot level. Why companies should invest in Insights and a potential framework for thinking about the right talent.

Let’s get in the weeds.

Tutorial video of me creating a new insights graphic in 5 minutes flat

What does building a single insights graphic look like?

1. Collect, clean, model, and pipe data into your visualization tool of choice.

   1. So clearly not actually one step. In many companies this will not be the exclusive role of the Insights team. The broader Data team will have a lot of input into where your data is stored, the level of aggregation needed to make it usable, and the frequency with which it is updated. Become friends!

2. Build your viz (I use Tableau, will do a future post breaking down BI tools)

   1. Make strong choices about design, in particular font and color, before building any visual. At Carta, we work primarily in a two-tone color scheme (Hex #FCF9F4 and Hex #000000) where either could be the background or foreground colors. Pick a font where numbers are easy to read and condensed.

   2. Reminder - there’s absolutely nothing wrong with the humble bar chart! In fact, I’d say 75% of the graphics I create for Carta use some form of bar or line chart. Simple, clear, compelling.

   3. It’s good to come into the creation process with a hypothesis around what the data will show (something like, “I bet the median number of sales for this month was about 14”). However - be willing to scrap your initial idea if the data reveals something else.

   4. Try. Multiple. Charts. Before. Publishing.

      1. Many people will default to whatever Edward Tufte said was the best chart type back in the day. And hey, that’s great, Tufte is the man. But you are building a graphic to attract attention online, not to follow all best practices in data visualization.

      2. Building multiple charts with the same data over time will sharpen your sense of data viz aesthetics and allow you to create better stuff faster.

   5. Pay attention to the small stuff.

      1. Does your chart need axis values and labels? Is it clear that the reader should sum percentages across a row or a column? Should every data point have a label or just the first and last? Good data viz is all about the details.

      2. My current template size in Tableau is 1100 x 760 pixels.

3. Add polish by exporting your chart into a design tool (I use Figma)

   1. You can use BI tools to add things like headlines, subheads, captions, etc. But why not just export a clean graphic into a design program where all that stuff is way easier?

   2. Building standard templates in Figma gives your graphics a sense of consistency - you want your audience to understand at a glance, “oh that’s a Carta data graphic”.

   3. Be sure to direct attention to the web URL you care about within the graphic itself, so if other people share it you still have the potential to add subscribers to your newsletter or traffic to the correct landing page.

4. Write your captivating text in LinkedIn

   1. Writing a quality post is equally important to building a worthwhile graphic. Take the time to make your writing clear, concise, and authentic.

   2. Shorter paragraphs around the hook, slightly longer ones in the middle of the post tend to create ideal conditions for reading.

   3. Don’t hide the ball - put some key takeaways from the chart near the top of the text.

   4. Generally, avoid linking out of LinkedIn in the main post (the algo doesn’t love that and will limit your reach). You can link out in the first comment or trust that your link in the graphic (not clickable, I know) will do the trick. Experiment to see what makes sense for you!

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Best practice? Just get started

You don’t need to be a data viz expert to create useful charts - you just need to understand the audience for whom you’re building.

And not all charts need be public! It can be useful to just start making graphics as a training exercise before you begin showing them to the world.

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If you’d like to begin an Insights practice at your company, shoot me a note. I’ve coached more than a dozen marketers over the past 6 months on the right way to get started.

Share this article with 1 marketer who you think would benefit - until next week!