Principles of Data

Visualizations
Goal of Data Visualization

Communicate complex Reveal insights, trends, and Support decision-making with

information clearly and efficiently. patterns in data. empirical evidence.
Principle 1 - Clarity and Simplicity

Use simple chart types before Avoid clutter and excessive The data-ink ratio: Maximize the
complex ones. decorative elements. data-ink and minimize non-essential
ink.
Principle 2 - Choose the Right Chart Type

Overview of chart types and their uses (e.g., bar Data stories and the best chart types to tell
charts for categories, line graphs for trends). those stories.
Principle 3 - Color and Contrast

Use color to highlight important Contrast to direct viewers’ Colorblind-friendly palettes and
data points or categories. attention. consistency in color usage.
Principle 4 - Accessibility

Descriptive titles,
Ensuring text is Considerations for
labels, and
readable (size, font, colorblindness and
annotations to guide
color). visual impairments.
interpretation.
Principle 5 - Accuracy and Integrity

Avoid misleading scales or truncating axes that can distort the data
story.

Use appropriate data representations that reflect the true nature of

the data.

Ethical considerations in visualization: avoiding visualization that

misleads or misrepresents the data.
Principle 6 - Engagement and Storytelling

STORYTELLING WITH DATA: USING VISUALS TO SUPPORT A STORY, NOT TECHNIQUES TO ENGAGE THE AUDIENCE:
CONSTRUCTING A NARRATIVE AROUND REPLACE IT. INTERACTIVITY, ANNOTATIONS, AND
THE DATA. FOCUSING ON KEY INSIGHTS.
Principle 7 - Iteration and Feedback

THE IMPORTANCE OF REVISING AND ENCOURAGE SEEKING FEEDBACK FROM

REFINING VISUALIZATIONS BASED ON DIVERSE AUDIENCES TO ENSURE CLARITY AND
FEEDBACK. EFFECTIVENESS.
Bad Examples - Using incorrect axis ranges

1. Start y-axis at 0.
2. Keep the interval between coordinates the same.
Bad Examples - Trying to be extra-creative

1. Know the use of graphs before implementing.

2. Avoid pie charts if the total isn’t coming up to 100
and the parameters used aren’t related.
Bad Examples - Not using labels

1. Using the graph’s title as a suitable title gives an

instant gist of the data.
2. Use labels that are clearly visible and easy to
understand.
Bad Examples - Too many colors, shapes, and texts

1. Use striking colors only to highlight critical data.

2. Colors have the power to evoke a host of emotions – from positivity, trust,
strength, confidence, and friendliness to fear, doubt, concern, and boredom.
So, while displaying sensitive information with colors, study the cultural
background of your audience.

3. Keep the colors in sync with the company’s brand image.

4. Use images scarcely and when there’s sufficient white space on the
dashboard.

5. Specific colors have psychological associations. For instance, green gives

the impression of positivity like profits, and red is related to losses or KPI
miss outs.

6. Standardize colors. If you are showing the USA in blue in one graph, keep
it persistent throughout the dashboard.
Bad Examples - Information congestion

1. Instead of cluttering all information in one chart, it’s

best to divide it into multiple charts, which together
will tell the story to the viewer.