Using design
to better
understand data

How to choose which data visualisation to use?

Before choosing how you want to display your data, it’s important to consider what you want to achieve with the data, how big the data set is and where you will be distributing it.

As with all things in design, the most important factor is your audience. Think about the technology they will be using, where they will be viewing the data, and their knowledge level on your subject. And then create a visualisation which will convey your information in the most simple way. 

How to repurpose data visualisations

Whether originally designed as a supporting image for a blog post or an infographic in an annual report, data visualisations lend themselves to lots of different mediums. And because they take time to research, design and produce, good data visualisation should be shared far and wide! Not only does this mean you get the best bang for your buck from each piece of work, but it’s also a cost-effective way of generating new content.

To increase the reach and exposure of your data visualisations, you could try repurposing them in the following ways:

Animations – Because they can quickly transmit a lot of information, these visualisations lend themselves to social media posts. And a great way to attract attention on users’ feeds is through movement. So a GIF that highlights a particular stat, or an animated chart that subtly supports an argument can be a winner on digital mediums.

Explainer videos – Video is still one of the most used marketing mediums of the moment. Research shows that 86% of businesses use video as a marketing tool, with 94% of people having watched an explainer video to learn more about a product or service.

Short, and focused on educating the viewer, explainer videos can all be enhanced by an animated data visualisation which presents data without taking away from the core messaging.

Presentations – While background slides at a presentation should not detract from the speaker, subtle animations can add visual interest, increasing their impact. And presentations don’t have to be confined to the lecture theatre. They can be utilised on big screens at trade shows, as digital learning aids, or in office foyers. Where background noise may be an issue, these visualisations will cut through and effectively present their message, visually.

Reports – As we explore in our blog, ‘Choosing the right channel for your annual report’, reporting documents can take many formats. Static visualisations used in printed reports can be animated when displaying on a microsite or interactive pdf. However, it may be harder to convert an animated asset for print, so it’s important to consider your medium before starting the design process.

In summary…

Data visualisations are a great way of portraying complex information in an easy-to-digest and often beautiful format. Once created they can be rolled out far and wide to maximise their reach. Just remember to make them as simple to understand as possible, and you’ll have a visual asset that looks great across platforms and different media.