Do Not Start From The Charts
5 correct steps for effective data visualizations.
We all know the importance of data visualization when presenting trends, patterns or outliers to the audience. Data visualization gives us a clear idea of what the information means by giving it visual context, which is more natural for the human mind to comprehend.
Here is the situation: we are asked to present some findings from the data collected and here we are with our favorite visualization tool ready to drag and drop some charts. Isn’t it the right thing to do? I’m sorry, it’s not.
After reading cover-to-cover Cole Nussbaumer Knaflic’s expertise in her first 2 books published and practicing her guidance, I realized that starting from an empty canvas and wondering what chart to use isn’t the right way to do it.
I wasn’t focused on my audience or on the message I wanted to deliver. I was prioritizing the selection of a fancy chart and how the viz could look. And I was so wrong.
From all my notes collected in the last few months, I’ve gathered the steps for the best process to create effective data visualizations.
The correct steps
1. Start with understanding the context
To make a clear and effective visualization, the first step to take is to figure out what might be noteworthy or interesting to highlight to others.
Plan in advance what you want to communicate and make sure to deliver that message. You need to understand A. what the purpose of your dataviz is and B. what you want your audience to take away from it.
Think about what question you are trying to answer with it. Answer yourself “what am I trying to achieve with the visualization?”.
The purpose of your viz needs to be clear before even starting to manipulate the data.
1st takeaway: before starting to build a visualization, understand the context and be clear on the message.
2. Get to know your audience and choose the right chart accordingly
Secondly, is important to have a good understanding of who your audience is and how they perceive you. What competency do they possess in interpreting your chart? Are they experts on this topic?
If your audience doesn’t have technical knowledge, for example, do not use a complicated chart, you don’t want your audience to think too hard for too long and lose their attention.
2nd takeaway: create different communications for different audiences, to ensure they understand your message.
3. Hands on data
Now that you know your audience and what they want to see in your viz, let’s have a look at the dataset you have. Understand your data and decide what won’t be useful for your viz.
Spend time to make yourself familiar with the variables available, what each variable represents, and the significance of the variable in the dataset. What variables will you use to answer your questions?
3rd takeaway: filter out the columns you will need for your visualization and manipulate them to have the data ready for your viz.
4. The visualization
It’s time to develop your visualization! At this point, you should have a clear picture of the visualization you are about to create so it’s time to get your hands dirty with the visualization itself!
You can finally have fun with the charts because you know what you want to show and how to pass the correct message.
Think about the audience and the questions you’re going to answer to choose the right type of visualization. With this in mind, you have saved yourself time!
If you have a specific thing you want to explain, or a story you want to communicate, show only the info the audience needs to know, don’t let them do your analysis again.
4th takeaway: choose the right type of visualization, you don’t want your audience to make an excessive effort to understand what they’re looking at.
5. Decluttering
Look at your final piece, do you find the viz interesting and eyes catching? If you have the chance, ask for feedback and try to improve the results, as others might read the story in a different way.
Highlight only what your audience should look at, get rid of visuals and additional data that distract from your message.
Remove anything that is not adding informative value, clutter is your enemy!
5th takeaway: remove the clutter and focus your audience’s attention. Then ask for feedback.
Conclusion
Make sense, no? So, what are you going to do next time you have to build a dataviz?
You do not start plotting your data.
You make yourself familiar with the problem you are about to solve first, understand what your audience wants to hear from you and define the correct chart to use based on your audience’s technical knowledge. You then inspect and manipulate the data available based on the variables you need to answer your questions.
Only at this point you can develop your visualization: you know what to create so you can choose the right type of visualization for the dataset and start creating, keeping your message clear.
Much better than starting from an empty canvas and wondering what chart you need for a massage yet to define, isn’t it?
