Let’s face it, sometimes data can be dry. As researchers and practitioners, our goal is to collect and publish data, but also to share this information in an accessible and engaging manner. How then do we make numbers or text more intriguing so larger audiences can understand it and possibly apply it?

 Here are 10 strategies to employ:

• Tell a story: Storytelling is a timeless and impactful approach to communicating ideas. By interweaving your data with a story (i.e., about a population, about a problem, etc.), you can take abstract data and use it to draw people in and get your audience invested. 

• Build a narrative: Crafting a narrative around your findings gives data context and continuity. Sharing how the research question emerged, who the findings may impact, or highlighting connection to the real-world can ‘connect the dots’ and keep the audience interested. Incomplete story telling can lead to incorrect assumptions about your data. 

• Use color and font thoughtfully: Simple changes such as a high catching tone or color banding header can do wonders. In a practical sense, color or formatting can emphasize key points, add clarity, and aid in comprehension.  These are powerful steps towards translating your data’s message.

• Use text wisely: The dreaded over texted slide or poster [inset groan here]. We have all seen these. This is where editing, bullets (think rule of 6 to keep bullets about 6 words), and concise writing skills will make a difference in getting your reader to understand your content. We are all guilty of using too much scientific jargon but as a prominent journalist once told me, “If you can’t explain it simply, you don’t know your information that well”. Writing in plain, nonscientific language will make your data more applicable to a wider range of audiences. Having a non-expert review your work can help provide an objective impression of the data being displayed. 

• Include axes and labels on graphs: This may seem obvious, but clear axes and labels help viewers of all levels interpret data, identify patterns, and grasp the data’s main story.  

• Data visualization: Visuals can help make data more memorable and appealing. You can use a variety of visuals such as charts, graphs, maps, images, or icons depending on the type and amount of data. Infographics, or graphical abstracts, can also be used to communicate research through unique and purposeful mechanisms.

• Use predictable patterns: Consistent colors, fonts, and layout can bring clarity and help key points stand out.  Position your main points in memorable locations on the page, just as eating establishments direct your attention to popular or pricey menu items. Keeping to the same font, color, scheme will build repetition and help your reader remember important information. 

• Interactive flowcharts and bubble charts: These can be very helpful for teaching or making data driven decisions. It is essential to know which variables need to be communicated when selecting the chart or graph type that best suits the data at hand. 

• Ask good questions: Approaching data with curiosity and a commitment to integrity fosters more compelling results. By pairing genuine interest with a desire to make your findings meaningful for your audience, your enthusiasm will resonate and bring your work to life.  
  

At the end of the day, what’s the point of presenting data if no one bothers to read it? “The medium is the message” might not be the whole story, but the medium is certainly important. By making your data as transparent and meaningful as possible, you are contributing to the scientific field and reaching individuals and communities in ways that are connected to real-world needs. 

Written by members of the ACSM Science Communication Collective:

Rafeal Alamilla, MS, is a Ph.D. Candidate in the Department of Health Science at Indiana University in Indianapolis. Rafael’s research aims to promote physical activity among racial minority adults using community-based and theory-driven approaches. He currently serves on the ACSM Student Affairs Committee and is a member of the ACSM Science Communication Collective.

Rachelle Reed, PhD, is the Senior Manager of Scientific Research and Science Communication at Therabody. Rachelle also chairs the Continuing Education Committee on ACSM’s CCRB and is the industry representative for the Worldwide Fitness Trends working group.

Laura Young, PhD, is the Scientific Affairs Program Manager at ACSM and adjunct faculty member in the Exercise Science Department at Wenatchee Valley College in Wenatchee, Washington.