How do you choose the best data and visuals for your business correspondence?

1 Know your data

Before you decide what data and visuals to use, you need to understand your data. What is the source, quality, and relevance of your data? How does it relate to your main point or question? What are the key facts, trends, or patterns that you want to highlight or explain? You should also consider the ethical and legal implications of using data, especially if it involves sensitive or personal information. Always cite your data sources and respect copyright and privacy laws.

2 Know your audience

Another factor to consider is your audience. Who are they, what do they know, and what do they need or want to know? How will they use or respond to your data and visuals? You should tailor your data and visuals to match your audience's level of interest, expertise, and expectations. For example, if your audience is familiar with your topic, you can use more technical or detailed data and visuals. If your audience is new or skeptical, you can use simpler or more appealing data and visuals.

3 Know your purpose

Your purpose is the reason why you are writing or presenting your data and visuals. What are you trying to achieve, inform, persuade, or inspire? How do you want your audience to think, feel, or act after reading or viewing your data and visuals? You should align your data and visuals with your purpose and tone. For example, if your purpose is to inform, you can use factual or neutral data and visuals. If your purpose is to persuade, you can use emotional or persuasive data and visuals.

4 Choose the best type of visual

There are many types of visuals that you can use to display your data, such as charts, graphs, tables, maps, images, icons, or infographics. Each type of visual has its own advantages and disadvantages, depending on the type, amount, and complexity of your data. You should choose the type of visual that best suits your data and message. For example, if you want to show a comparison, you can use a bar chart or a pie chart. If you want to show a trend, you can use a line graph or a scatter plot.

5 Design your visual effectively

Once you have chosen the type of visual, you need to design it effectively. This means making sure that your visual is clear, accurate, consistent, and attractive. You should follow some basic design principles, such as using appropriate colors, fonts, labels, legends, titles, and captions. You should also avoid clutter, distortion, or misleading elements that might confuse or misinform your audience. You should test your visual to see if it conveys your message and data correctly and convincingly.

6 Integrate your visual with your text

The final step is to integrate your visual with your text. This means making sure that your visual supports and complements your text, and vice versa. You should refer to your visual in your text, explain its main features and findings, and link it to your argument or goal. You should also place your visual near the text that relates to it, and use appropriate transitions and connectors to guide your audience. You should also check your visual for errors, consistency, and readability.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?