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The power of data visualisation

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So, what is data visualisation?

To put it simply, data visualisation is the representation of information and data using visual tools like charts, graphs and maps. It provides an accessible way to communicate general trends and patterns in data and can help specific audiences understand data without needing the technical knowledge.

Read Time
3 mins
Lydia Willcox

What does data visualisation really do?

Tells a story

Visualisation removes the noise from data and tells a story by highlighting the useful information which, in turn, improves comprehension, communication and decision making. It incorporates all angles of data and forms a complete picture that tells a story with a strong narrative and message.


Simplifies information

Some forms of data may be hard to interpret and important information could be missed. That’s where data visualisation comes in! It allows the audience to focus on the information that’s deemed more important and portrays the patterns and connections that shouldn’t go unnoticed. Colours, shapes and patterns are examples of visual cues that allow the brain to absorb information quickly. This means that looking at a visualisation, instead of a table of numbers, avoids confusion and holds people’s attention. It makes the important bits digestible.


Now, it wouldn’t be a Sustainit blog without some data to back it up! Brain Info


Data visualisation really does play to our brains’ strengths.

London underground system map.

I’m sure when you think of data vis your first thought is just charts and graphs. It doesn’t have to be though! Illustrations and graphics can also be a good way to communicate your data. Take the London Underground map for example. Colours and labels are used to differentiate the different tube lines and unnecessary detail, such as geographical accuracy, is avoided to ensure simplicity.

Throughout all of this, accessibility is a really important factor to incorporate. Using colour in data visualisation is a great way to portray an important pattern or trend, but it’s important to be mindful of using colour combinations that people with colour-blindness can interpret and use patterns or labels to distinguish different categories alongside this.

How can we help you?

Data is one of the most powerful tools for communication. But numbers alone won’t necessarily make the desired impact if your audience doesn’t understand them. That’s why data visualisation is key and should be incorporated into your sustainability strategy at the outset. Get in touch with our in-house creative team today for more info.