How do you convey data with visuals?

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Data visualization is the process of transforming numerical or textual information into visual forms, such as charts, graphs, maps, or diagrams. It can help you communicate your research findings, arguments, or recommendations more effectively and persuasively, especially in academic writing. However, not all visuals are equally suitable for every purpose, audience, or data type. In this article, you will learn how to convey data with visuals in four steps: choosing the right visual, designing the visual, integrating the visual, and referencing the visual.

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Select appropriate visuals:

Choose charts or graphs that highlight patterns and relationships in data. This helps simplify complex information, making it easier for your audience to digest and understand key points.
150-word rule:

When the narrative takes over 150 words to explain data, pivot to a visual aid. It’s a clever trick to maintain clarity and keep your readers engaged without overwhelming them with text.

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Amir F.

Research Analyst I Data Analyst I AI…
Dr Tim Jenkins

Independent Culture & Heritage…

1 Choose the right visual

To effectively convey data with visuals, you must first select the most appropriate type of visual for your data and message. Depending on what you are trying to show or compare, you can use bar charts to compare discrete categories or groups of data, line charts to show trends or changes over time, pie charts to show proportions or percentages of a whole, scatter plots to show relationships or correlations between two variables, maps to show spatial or geographical data, and tables to show exact values or detailed data. Additionally, it is important to consider your audience and their level of familiarity with the data and the visual. If writing for a general audience, simple and clear visuals that are easy to understand should be used. For a specialized audience, more complex and sophisticated visuals that convey more information are preferable.

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Amir F.

Research Analyst I Data Analyst I AI and ML Researcher I Technical Writer I IT Support Specialist
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Conveying data through visuals involves selecting appropriate charts, graphs, or diagrams that best represent the data's patterns, trends, and relationships. Simplify complex information, emphasize key points, and ensure clarity by using clear labels, titles, and legends. Choose color schemes that enhance understanding and maintain consistency. Accompany visuals with concise explanations to provide context and insights, making it easier for your audience to grasp the data's significance.

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Dr Tim Jenkins

Independent Culture & Heritage Specialist, Author and Historical Researcher
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I find following this simple, albeit self-imposed rule, helps me to decide when to use visuals from a humanities perspective. If it take more than 150 words to adequately portray data within the narrative it's time to consider a visual!

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Ariha Shahi

Innovating in Sustainable Energy Solutions | Quality Management Expert | Coal & Biomass R&D | International Co-Author of a Springer Review Book on Environmental Research | Committed to Safety Excellence & Sustainability
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When creating data visuals, remember that simplicity and clarity are key. Choose the right visual type, use colors wisely, and add meaningful annotations. Consistency in style and a clear narrative can make your data presentations more impactful.

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Tyler F.

Data Scientist and Developer | Python/R/SQL, C/C++, Web | Active Secret Clearance | Linux Advocate | Advancing the convergence of security and data science.
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Ask yourself 'Who is this for?' before you even start making visuals. You don't need to show everything, and you certainly don't need to try and look smart--you need to be effective. From there you need to understand the data you're trying to visualize. You should need these visualizations less than your audience, so make sure you've done your part. With your goal in mind and understanding achieved, then you can start picking the types of visuals that best suit the data and case.

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2 Design the visual

The second step to convey data with visuals is to design the visual in a way that is accurate, clear, and attractive. To do this, you should adhere to some basic principles of data visualization, such as using consistent and meaningful colors, fonts, and symbols; labels, titles, captions, and legends to explain the data; scales, axes, and grids to show the units and ranges of the data; and avoiding clutter or any effects that might misrepresent the data. Furthermore, it's important to use appropriate formats, sizes, and resolutions for the visual. You can use various tools and software to create and edit your visuals, such as Excel or PowerPoint. However, you should always check the accuracy and quality of your visuals before using them in your academic writing.

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Ariha Shahi

Innovating in Sustainable Energy Solutions | Quality Management Expert | Coal & Biomass R&D | International Co-Author of a Springer Review Book on Environmental Research | Committed to Safety Excellence & Sustainability
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Another essential aspect of designing effective data visuals is considering the context and purpose of your presentation. Ask yourself: What message or insight are you trying to convey? Tailor the design of your visual to align with your communication goals. For example, if you want to emphasize a specific data point, consider using visual cues like highlighting or annotations to draw attention to it. By aligning your design choices with your intended message, you can ensure that your data visuals are not only accurate and clear but also compelling and impactful.

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3 Integrate the visual

The third step to convey data with visuals is to integrate the visual into your text and argument. It is important to not use visuals as standalone elements, but rather as complementary and supportive parts of your academic writing. You should place the visual close to the relevant text or section, number and label it according to the style guide or format of your discipline or publication, refer to it in your text and explain its main point or message, analyze and interpret the data and the visual in relation to your research question or argument, and use transitions and connectors to link the visual and the text. Additionally, you should ensure that your visuals are consistent and coherent with your text and argument, avoiding visuals that contradict, repeat, or distract from your main points or claims.

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4 Reference the visual

In order to effectively and persuasively convey data with visuals in your academic writing, there are four steps to follow. Firstly, provide a source or citation for the data and visual if you obtained them from another source or author. Secondly, use the same citation style or format for all visuals and sources. Thirdly, include a list of references or bibliography at the end of your academic writing. Lastly, respect copyright and ethical issues related to using data and visuals from other sources or authors; do not plagiarize, copy without permission, fabricate or falsify to support arguments, or mislead or deceive your audience. By following these steps, you can use visuals to enhance research findings, arguments, or recommendations, and engage and inform your audience.

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5 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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Dr Tim Jenkins

Independent Culture & Heritage Specialist, Author and Historical Researcher
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From a humanities perspective: Visuals should ultimately assist the author in communicating data more quickly and easily than in text. There is a danger that if your chosen visual is too difficult to understand, it will disrupt the flow of the narrative and potentially detract from your argument. Don't be afraid to use simple user-friendly visuals in favour of more complicated options. Sometimes, the good old bar chart really is the best option.

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How do you convey data with visuals?

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2

3

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1 Choose the right visual

2 Design the visual

3 Integrate the visual

4 Reference the visual

5 Here’s what else to consider

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