The Library offers data visualisation services in the form of workshops and a consultation service. The workshops provided are Principles of data visualisation, An overview of tools for data analysis and visualisation, Introduction to Microsoft Power BI and Introduction to Tableau Desktop and Flourish for data visualisation. In this blog post, we would like to focus on the principles of data visualisation.
When you build visual representations of your data, there are many factors to take into consideration. Please see below 12 principles for data visualisation, based on an article published in a blog post by Andrew Douglas.
1. Clarity
It is important that the visualisation is clear and can be easily understood by the specific audience it is intended for. You may want to add more text to the labels for easy comprehension. If a chart is difficult to understand, or there are important relationships between variables, do the extra calculation and visualise that as well.
2. Simplicity
Keep the visualisation simple and avoid unnecessary complexity. Chart elements like gridlines, axis labels and colours can all be simplified to highlight what is most important, relevant or interesting. You may want to hide gridlines or highlight only one data series and not differentiate between all the series of your visualisation.
3. Purposeful
Decide which message or insight you want to communicate and design for that specific purpose. Here it will be important to also take your specific audience into account.
4. Consistency
Maintain consistency in the design elements throughout the visualisation. An example of this will be to use the same colours, axes, labels, etc. across the visualisations you use for a specific document/project.
5. Contextualisation
Provide context for the data being presented. This aspect goes hand in hand with the clarity of the visualisation. For the audience to understand your point, you might need to add more context in the form of labelling, more detailed titles, etc. You could also consider to use infographics, which provide more narrative with the visuals.
6. Accuracy
The data that your visualisation represents needs to be accurate.
7. Visuals encoding
Choose appropriate visual encodings for the data types you are visualising.
8. Intuitiveness
Design the visualisation to be intuitive and easy to comprehend.
9. Interactivity
Consider adding interactive elements to the visualisation, such as tooltips, zooming, filtering, or highlighting. This will allow the audience to interact with the data and in this process learn more about what it represents.
10. Aesthetics
Although aesthetics are subjective, a visually appealing design can engage viewers and increase their interest in the data. This is also the whole point of using a visualisation instead of a long description of your data.
11. Accessibility
Make sure the tools you use and the export of data and visualisations are available to your audience.
12. Hierarchy
Work out the hierarchy of information from the start and always remind yourself of the purpose of representing the data.
Design principles play an important role in creating visuals. It is not only about a click of a button to create a graph, but you need to apply these principles carefully to effectively communicate your data story to your audience.
Contact: Marié Roux
Book for the above-mentioned workshops on the Library’s training calendar and look at the section of this Library Guide to get more help.
Read more:
Principles of Effective Data Visualization, article by Stephen Midway
12 Principles of Data Visualization , blog post by Andrew Douglas
Chart Dos and Don’ts, Library Guide by Angela Zoss, Duke University Libraries
Principles and examples to master data visualization, blog post by Justinmind.com
Principles of Data Visualisation, webinar March 2025.
Recent Comments