How to Use Data Visualizations Effectively
- Scriptorium Team
- 5 days ago
- 3 min read
Updated: 4 days ago
A great pie chart might just win over the client or change your boss’s mind—because data visualizations are powerful tools for making numbers make sense.
Charts and graphs, or data visualizations, make data more accessible by turning it visual. They reduce the cognitive load of sifting through dense information, enabling readers to see trends, patterns, and outliers at a glance. For example, numbers in a list are slower to parse than the same numbers as a visual:
Helpful as they are, data visualizations are only beneficial when they’re designed with care. The wrong kind of chart, a cluttered design, or missing context will confuse rather than clarify. The following are tips for designing data visualizations with impact.
Pick the Right Kind of Chart for the Job
Different kinds of charts and graphs have specific functions, where some compare amounts, others show change. Consider what you want people to take away: Should they be noticing a high volume of something? An unusual pattern? The takeaway will determine which chart is best. These are four common types of data visualizations, and what kind of information they’re meant for:
Line graphs—change over time
Bar graphs—comparison of amounts
Pie charts—comparison of amounts, but you want to show them as parts of a whole rather than discrete categories
Scatter plots—relationships or correlations
Keep the Visuals Simple
A busy-looking graph works against the goal of reducing cognitive load with visuals.
Start by limiting colours to a consistent palette. One trick is to use your organization’s brand colours, which will help your visuals align with other company materials. In any case, too many colours create visual chaos.
Also avoid using unnecessary gridlines, 3D effects, or decorative icons. These elements can seem impressive, but they create extra detail to process. Your audience will thank you for making the information clear and simple!
Here’s an example, where minimal colours and elements create a polished look:
Provide Context
These details can be easy to forget but are crucial to conveying the purpose of the graph. Visualizations should include:
A title, which provides the big picture
X- and Y-axis labels, for graphs
Category labels or a legend
Less critical, but very helpful for laypeople (and salesmanship) are annotations and callouts that highlight particularly important data. This example shows the use of a title, axis labels, legend, and callouts.
Design for Your Audience
Is the visual in a report for a technical team or used in a marketing slide deck for executives? Keep the audience in mind when you’re deciding how much data needs to be included. You may need to adjust your message to encompass a bigger picture or reach a non-specialist audience.
Consider the presentation, too. For example, detailed data might work nicely on a page in a report, especially if people can absorb it at their own pace. However, if the visual is for a PowerPoint slide deck, your audience won’t have the time or attention span to absorb a dense chart.
Tell a Story
Incorporate the visualization as part of the overall story you’re telling: Is it evidence of a problem? Is it revealing a trend or proof of success? Spell out the key takeaways and recommendations. The visualization should ultimately help lead to a decision or an action.
Going back to our vegetable column graph, we can use formatting to tell a clearer story:
The version on the left presents the info without comment. The version on the right highlights the key takeaway using the title, order of columns, and colour.
When used thoughtfully, data visualizations transform raw numbers into clear insights. The goal is to make information easier to understand, and better yet, actionable.
If charts and graphs are not your forte, Scriptorium can translate your data into effective, professional visuals that tell the right story for you.
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