Berinato, S. (2016, June). Visualizations That Really Work. Harvard Business Review. https://hbr.org/2016/06/visualizations-that-really-work
Organizational decision-making is increasingly reliant on data, but there’s so much data available now that it can be hard to comprehend. Well-made data visualizations can improve comprehension, and therefore, decision-making. To succeed at data visualization, first determine whether the information to be shared is conceptual (ideas) or data-driven (statistics). Then, determine whether you are declaring something (communicating information) or exploring something (trying to figure something out). Declarative, conceptual information should be visualized with an idea illustration, like an org chart or decision tree, which uses a visual metaphor. Declarative, data-driven information should be visualized with basic charts and graphs. Exploratory, conceptual information should be visualized with idea generation, or using rapidly-sketched metaphorical visualizations to brainstorm new ideas. Exploratory, data-driven information should be visualized through either visual confirmation (prototyping different data visualizations to discover new learnings) or visual exploration (setting up open-ended, often frequently updated, visualizations).
Data visualization is a critical component of modern communication strategies, but not every data visualization is a good one. By understanding the theory behind choosing appropriate visualization methods, I will be able to create more effective data visualizations and be a better communicator.
Learning Outcome 6: Create and deliver elegant messages appropriate to audience, purpose, and context.
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