Light guidance for data and stats in video compositions. The house style handles aesthetics — this just addresses data-specific pitfalls.
When successive stats belong to the same concept (Q1 → Q2 → Q3 → Q4, or three metrics for the same product), keep them in the same visual space with the same aesthetic. Only the VALUE changes. An aesthetic change should signal a new concept, not just a new number.
A number on its own floats in empty space. Pair every metric with a visual element that gives it presence — a proportional fill bar, a background color shift, a shape that represents the value, a progress ring. The visual doesn't need to be a chart — it just needs to fill the frame and make the data feel tangible rather than just text on a background.
- No pie charts — hard to compare, looks like PowerPoint
- No multi-axis charts — viewer can't study intersections in a 3-second window
- No 6-panel dashboards — 2-3 related metrics side-by-side is fine, 6+ is a web pattern
- No gridlines, tick marks, or legends — visual noise that adds nothing in motion
- No chart library output — build with GSAP + SVG/CSS, not D3 or Chart.js