MakingNumbersCount

In "Making Numbers Count," author Chip Heath shares specific principles for translating numbers into a language our brains can understand. With vivid before-and-after examples, this book demonstrates how to take a dry number and present it in a way that resonates with readers.

Some of the principles covered in the book include simple perspective cues, utilizing vividness to help readers imagine the size or scale of something, converting numbers into processes, and framing the number in a way that appeals to readers' emotions.

For example, researchers at Microsoft found that adding one simple comparison sentence can double a user's accuracy in estimating statistics like population and area. Similarly, utilizing analogies or comparisons can help readers better understand the relative size or scale of something, such as imagining a bee in a cathedral to understand the size of a nucleus.

By capitalizing on our intuitive sense of time or framing the number in a way that's already important or emotionally resonant to readers, we can make numbers more understandable and memorable.

作者简介

ChipHeathisaprofessoratStanfordGraduateSchoolofBusiness,teachingcoursesonbusinessstrategyandorganizations.Heistheco-author(alongwithhisbrother,Dan)ofthreebooks.AmemberoftheNationalAssociationofScienceWritersandtherecipientofaBestScience/HealthawardfromtheSocietyofProfessionalJournalists,KarlaStarrhaswrittenforpublication...