The Art of Data Visualization

Visual communication is perhaps the most important form of communication that takes place while users are surfing the Internet. The term ‘visual presentation’ is used to refer to the actual presentation of information through a visible medium such as text or images. Visual aids are often used to help audiences of informative and persuasive speeches understand the topic being presented. Visual aids can play a large role in how the audience understands and takes in information that is presented. Data visualization is viewed by many disciplines as a modern equivalent of visual communication.

It is not owned by any one field, but rather finds interpretation across many (e.g. it is viewed as a modern branch of descriptive statistics by some, but also as a grounded theory development tool by others). Data visualization involves the creation and study of the visual representation of data, meaning “information that has been abstracted in some schematic form, including attributes or variables for the units of information. The evaluation of a good visual communication design is mainly based on measuring comprehension by the audience

A primary goal of visualization is to communicate information clearly and efficiently to users via the information graphics selected, such as tables and charts. Effective visualization helps users in analysing and reasoning about data and evidence. It makes complex data more accessible, understandable and usable. One good example is business infographics. Users find it easier to show company performances. It also simplifies particular analytical tasks, such as making comparisons or understanding causality, and the design principle of the graphic (i.e., showing comparisons or showing causality) follows the task.

There are a lot of tools and web articles out there that claim that making an infographic is easy and that almost anyone can do it. The only problem is that not everyone is a gifted designer. If an infographic is visually chaotic, most people aren’t going to take the time to read through it. The effort has been waste of time. A successful infographic will tell a story or contain a narrative. There may be graphs and pie charts in a successful infographic, but they are part of the narrative rather than standalone pieces of information. This is where an infographic design company steps in. It makes sure that information in the infographic is comprehensible and also that it is germane to the narrative and veritable.

To sum it up, endless rows and columns on spreadsheets are far too difficult to grasp for normal human beings. Text explaining data is often messy, unclear and usually boring. Creating visuals to depict data helps an audience understand the numbers faster and better. Data visualization tools can help professionals communicate data more clearly and effectively. With well-designed visuals, the audience can grasp insights that were not obvious to them before and incorporate those insights in their decision-making.

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