How do you design figures and tables for different audiences and purposes?

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Figures and tables are essential tools for communicating scientific data and results. They can help you convey complex information, highlight key findings, and support your arguments. But how do you design them effectively for different audiences and purposes? In this article, you will learn some best practices for creating clear, accurate, and engaging figures and tables that suit your goals and context.

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Audience-tailored design:

Create figures and tables with your audience in mind, adjusting the complexity and detail based on their familiarity with the subject. It ensures your message is clear and engaging for each specific group.
Contextual considerations:

Factor in where your visuals will be viewed. Busy or distracting environments call for simpler, bolder graphics, while different mediums might need unique color schemes or layouts to be effective.

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1 Know your audience

The first step in designing figures and tables is to understand who will see them and what they need to know. Different audiences may have different levels of familiarity, interest, and expectations with your topic, data, and methods. For example, a figure for a peer-reviewed journal article may need to include more details, labels, and references than a figure for a presentation to a general audience. You should also consider the format, medium, and platform of your communication. For example, a table for a printed report may need to fit within a certain page size and layout, while a table for a website may need to be responsive and interactive.

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Pooja Parashar

Scientific Publication writing, CV writing services for doctors and Industry I Medical communication Expert I Entrepreneur I Hatha yoga teacher
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Designing figures and tables for different audiences and purposes is a meticulous process that requires attention to detail and a keen understanding of the message you want to convey. Before even starting to design figures and tables, I immerse myself in understanding who will be viewing them and why. Is it a technical report for experts in the field, a presentation for stakeholders with varying levels of expertise, or an educational material for students? Knowing this helps me tailor the visualizations to their needs and comprehension level.

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2 Choose the right type

The next step is to choose the type of figure or table that best suits your data and message. There are many types of figures and tables, such as bar charts, line graphs, scatter plots, pie charts, histograms, heat maps, flow charts, box plots, tables, matrices, and more. Each type has its own advantages and disadvantages, and some may be more appropriate or effective than others depending on your data and message. For example, a bar chart may be good for comparing categorical data, while a line graph may be good for showing trends over time. You should also avoid using too many types of figures and tables in the same communication, as this may confuse or overwhelm your audience.

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Pooja Parashar

Scientific Publication writing, CV writing services for doctors and Industry I Medical communication Expert I Entrepreneur I Hatha yoga teacher
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Once I grasp the audience and purpose, I select the most appropriate visual representation. For instance, if I'm presenting data on market trends to business executives, I might opt for clear and concise line graphs or pie charts that highlight key insights. However, if I'm creating a scientific paper for researchers, I may lean towards more complex visualizations like heatmaps or scatter plots to convey nuanced relationships in the data.

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3 Follow the guidelines

The third step is to follow the guidelines and standards for creating figures and tables in your field and context. These may include specific rules or recommendations for the size, shape, color, font, style, format, alignment, labels, legends, captions, titles, references, and citations of your figures and tables. You should also check the requirements and expectations of your target journal, publisher, or platform, as they may have their own guidelines or preferences for figures and tables. Following the guidelines and standards can help you ensure the quality, consistency, and credibility of your figures and tables.

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4 Simplify and clarify

The fourth step is to simplify and clarify your figures and tables as much as possible. You should aim to make your figures and tables easy to read, understand, and interpret by your audience. You should avoid unnecessary or distracting elements, such as too many colors, patterns, symbols, lines, or text. You should also use clear and concise labels, legends, captions, titles, and references that explain the purpose, source, and meaning of your figures and tables. You should also use appropriate scales, units, and ranges for your data, and highlight or emphasize the most important or relevant aspects of your figures and tables.

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5 Test and revise

The final step is to test and revise your figures and tables before you finalize them. You should check your figures and tables for accuracy, completeness, and consistency with your data and message. You should also ask for feedback from your colleagues, peers, or mentors, or conduct usability tests with your target audience. You should use their comments and suggestions to improve your figures and tables and address any issues or gaps. You should also review your figures and tables in the context of your overall communication, and make sure they complement and support your text and voice.

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Pooja Parashar

Scientific Publication writing, CV writing services for doctors and Industry I Medical communication Expert I Entrepreneur I Hatha yoga teacher
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Testing and revising are critical steps in the design process. We should meticulously examine each figure and table for accuracy, completeness, and coherence with the overall message. Seeking feedback from colleagues, mentors, or even conducting usability tests with a sample of the target audience helps me identify areas for improvement and refine the visuals accordingly.

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6 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?

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Pooja Parashar

Scientific Publication writing, CV writing services for doctors and Industry I Medical communication Expert I Entrepreneur I Hatha yoga teacher
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Designing figures and tables is like creating maps for different journeys. You need to think about who's traveling and where they're going. If you're showing these maps in a busy place where distractions are everywhere, make the maps big and simple so everyone can easily find their way. Think about whether these maps will be on paper or on screens. Each one needs its own special touches, like choosing colors and making sure everything looks clear. Also, think about how much information you need to include. If these maps are part of a big book or a serious report, you might need lots of details. But if they're for a casual chat, keep things simple and easy to understand.

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Sanaya Kriplani

MS Sustainability Management at Columbia University | ESG Consulting
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Think about the context in which the figures and tables will be presented. If the presentation will be given in a distracting environment, use larger fonts and simpler graphics to ensure that the information can be easily understood. Additionally, consider the medium in which the figures and tables will be presented, such as print or digital. Each medium has its own design considerations, such as color choices, resolution, and layout. Consider the level of detail required. If the figures and tables are part of a larger document, such as a technical report or research paper, the level of detail may be higher than if they are part of a more general presentation.

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How do you design figures and tables for different audiences and purposes?

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1 Know your audience

2 Choose the right type

3 Follow the guidelines

4 Simplify and clarify

5 Test and revise

6 Here’s what else to consider

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