“If history were taught in the form of stories, it would never be forgotten.” The same applies to data. A simple analogy for why stories to be told with data.
In her “Persuasion and the Power of Story” video, Stanford University Professor of Marketing Jennifer L. Aaker explains that stories are meaningful when they are memorable, impactful and personal. Through the use of interesting visuals and examples, she details the way people respond to messaging when it’s delivered either with statistics or through story. Although she says engagement is quite different from messaging, she does not suggest one over the other. Instead, Aaker surmises that the future of storytelling incorporates both, stating, “When data and stories are used together, they resonate with audiences on both an intellectual and emotional level.”