Seven Cardinal Rules for Using Numbers in Data Storytelling

Numbers should be used sparingly in writing, but when they're used, make them count.

Data storytellers like me deal with pesky digits all the time. I've learned that in both numbers and words, LESS IS MORE when it comes to data storytelling and writing in general.

Numbers can suck life from sentences like dehydrated vampires. There are horrible, innumerable examples of how NOT to write about numbers. Most of them involve a writer who decided to type numbers into a paragraph, when a chart or some other data visualization would do.

This blog post isn't a style guide that tells you to spell out numbers less than 10 (oops, it just did). This post is aimed at helping writers and editors avoid often-made pitfalls when attempting to incorporate data into verbiage.

But enough of this preamble: let's give our Six Seven Cardinal Rules for Using Numbers in Data Storytelling.

Edward G. Robinson isn't a number. He's people. Just like Soylent Green.

1) If you're using numbers in data storytelling, don't forget the human element.

If you're writing about a number or statistic that matters, these things often have to do with people. So, if there are real people affected by what you're describing, TRY TO FIND A REAL PERSON. Include them in your content. When my client who builds luxury tiny homes told me about some people who wanted such a home in their backyard, but couldn't because of bureaucratic red tape, what do you think I did? If your answer is, "You interviewed them, Dave, and put their experience in a blog post," you win. Go find someone who will give you a prize.

Keep those numbers in a box and away from Two Ferns.

2) Insert a chart instead of typing numbers into a paragraph.

That’s right – one of the most important rules of thumbs for using numbers in writing is to get numbers out of your writing.

No human wants to read a paragraph of words with numbers swimming in them. It crosses their eyes. When confronted with a chart, pick a few numbers that seem most important and write that into a sentence that bolsters your content best. Number people love charts. Let them have them and you can go back to your anecdotal writing. Even better, you dodged nearly ALL the numbers. Good job. Just make sure that the chart gets into the content, and make sure your anecdote actually agrees with your data.

Data storytelling should fire imaginations, not glaze eyes.

3) When using numbers in data storytelling, choose numbers that are interesting.

Verily I say unto thee, people do write about numbers that mean little. But not your number. No, you've chosen your particular number because it means a lot to the people who will read it. Remember: spell out exactly why that number is so important, in detail. One tip: Relay that number or statistic to someone who you consider intellectually curious and honest. Are they interested in that number? If so, feel free to proceed to write about that number. If it's not too exciting, but it needs to be written about, keep it short. Big changes in numbers often warrant more explanation. Numbers that demonstrate a growing trend – we call that a hockey-stick chart – are often of particular interest. Read more about them here.

DISCLOSURE: I didn't even want to write this blog post because writing about numbers bores me, too. Yet so much numeric malpractice exists in writing, I felt it had to be done.

Don't join the Fail Army and use excessive decimals in data storytelling.

4) Use whole numbers in data storytelling and avoid using decimals and the false precision that comes with them.

Far too many writers LOVE decimals because they think it's more detail for their readers. Please. There are exemptions -- like, for the statistic of the average American house containing 2.5 people. Obviously, there's not a half-body buried in the average American crawlspace. But few people care if something is .01 of anything. It happens in newspapers (remember those?) all the time. So, use whole numbers when you can. Maybe use tenths if necessary. Maybe if we're talking about something highly scientific, I suppose.

5) Go to great lengths to quantify something that's important, even when it seems impossible.

The other day, I was listening to a podcast discuss the Pentagon Pizza Index (PPI), which predicts world conflicts based on orders received by pizzerias near the Pentagon. When conflicts heat up, they get a ton of dinnertime orders.

The PPI beats the heck out of the Bulletin of Atomic Scientist's Doomsday Clock, which uses various metrics to determine how many minutes (or seconds) there are to oblivion. Everyone can relate to working late and eating cold pizza. The point is, if there's no obvious metric for what you're attempting to convey, get somewhat creative (without making things up). For example, I once quantified the competitive nature of a county fair beauty pageant by describing how much hair spray contestants used.

Overall, if something is important, people will track it. Find that number, slap some lipstick on it, and trot it out. And don't stick a decimal point on it, for the love of God.

Speaking of God...

6) If you can't find the number, admit it.

There's a special place in hell for people who use the words "several" or "many" in a sentence that attempts to quantify something.

You could say the same thing about the word "crowd," when attempting to numerically describe a group of people. Science has shown* that people who read words like "several," "many" and "crowds" have fewer brain cells than before they were exposed to the sentence.

* no, it hasn't.

The Washington Post committed the "crowd" party foul recently (below) when describing the turnout to the June 14, 2025, military parade through Washington D.C., and it used the term "crowds." No one had the right crowd size number for June 14. It's OK to say you don't know something. It's better than sticking with the original crowd estimate (that was given before the event even happened). Were there crowds? Looked to me like there were clusters of people attending the parade. Were all the crowds there to observe the parade, or were some of the people there because they were selling souvenirs, shuttling water to attendees, etc.? No one should include the people who are working a parade with actual attendees.

Best to avoid that hot-mess guessing game altogether.

Et tu, WaPo?

Then, there's this example from Microsoft, which paid way too much for this:

Hang your head, Microsoft.

Maybe Microsoft is taking my advice about using numbers in writing sparingly too literally.

Contains no numbers, except the word "ZERO."

7) Don't publish a number alone if it needs context.

If any number is important, it deserves context. If you're bothering to tell people about an increase or decrease of any activity, make sure provide relevant numbers along a continuum.