Data is increasingly important in our society and plays a critical role in making informed decisions. In this context, data visualization emerges as an essential tool to transform raw data into knowledge.
What is data visualization?
Data visualization involves representing information through graphics such as charts, diagrams, and infographics to clearly and understandably communicate complex relationships and data-driven insights. Its application is not limited to data teams, as management uses it to convey organizational structure, while analysts and data scientists use it to discover and explain patterns and trends. The Harvard Business Review classifies data visualization into four key purposes: idea generation, idea illustration, visual discovery, and everyday data visualization.
The benefits of data visualization
Data visualization offers the following advantages:
1.- Improve the interpretation of information
Since most people learn best visually, visually representing information makes it easier to understand and retain data.
In addition, it improves the understanding of complex information. In this sense, it can be very beneficial for presenting financial data to people who are not experts in statistics.
2.- Increase traffic and connection with clients
Visual content, such as images and graphics, attracts more attention and generates 116% more organic traffic compared to content without images.
This is especially relevant for connecting with customers and audiences.
3.- Accelerates decision making
Humans' innate preference for the visual is based on the fact that our brains process images significantly faster than text, up to 60,000 times faster. When viewing graphs or tables, information is processed more efficiently than when reading and then mentally converting the text into a visual representation. We retain 80% of what we see and only 20% of what we read.
Visualization tools not only streamline the organization of information, highlighting what is mst relevant, but also allow it to be presented in a digestible way for various recipients, simplifying the process of understanding and extracting key data, which, ultimately, improves the decision making.
What should you take into account when choosing data visualization?
It is very important to follow these practices to ensure an effective approach:
1.- Select the most appropriate format according to the nature and purpose of your data
The choice of format must be in tune with the information you want to communicate and the objectives you pursue when presenting the data.
2.- Make sure your data is visible and easily understandable for your audience
This involves using contrasting colors, legible font sizes, and an orderly layout to avoid confusion. Additionally, it provides clear, contextual labels for each element in the visualization, ensuring that even those unfamiliar with the specific details of the data can understand the information presented quickly and accurately.
3.- Provides the necessary context for the audience to understand the visualization
Include explanatory information that highlights key points, makes relevant connections, and clarifies any technical or specific aspects of the data presented.
4.- Keep the visualization as simple and direct as possible
Avoid overloading unnecessary information that may hinder general understanding.
5.- Educate your audience using visualization as an informational tool
Don't limit visualization to simply presenting data. Explore opportunities to tell stories and highlight meaningful insights.
There are various options to choose from depending on your needs, including tables, graphs, maps or infographics. These practices and options will help you optimize data presentation effectively.
Do you want to take advantage of data visualization? At PGR Marketing & Technology we help you achieve it.
