Data visualizations serve as powerful business tools that engage diverse audiences with ideas and information.
To create effective visualizations, it's essential to adapt the visual quality of the data according to the audience and business goals.
Is the audience knowledgeable or intimidated by the information?
Are they new to these concepts or are they practitioners?
Scott McCloud's "The Big Triangle," from Understanding Comics, provides a valuable framework for data visualization, consisting of three factors: Reality, The Picture Plane, and Meaning.
- Reality: This factor refers to a visual representation that closely mimics reality. In data visualization, this may manifest as accurate and detailed representations of real-world objects, such as maps, 3D models, photos, or presenters. Visualizations with a realistic focus engage mass audiences by providing a recognizable visual hook that leads them to the story or deeper data.
- The Picture Plane: This component is about simplifying and distilling the essence of the subject matter into visually appealing images. Typically, these are illustrations that may be powered by data, alluding to meaning while mainly providing an artistic interpretation of an idea, using data as a texture. The Picture Plane visualizations engage both B2B and B2C audiences as viewers of art or illustration, with minimal risk of confusion.
- Meaning: This factor involves reducing a concept to its simplest form, much like TinTin being a simple render of a young man. In data visualization, this means breaking down complex ideas into numeric diagrams or visualizations, such as graphs or visual frameworks. Meaning-focused visualizations are more common in B2B software, where the audience has an interest in conducting analytical visual reasoning to understand the message.
None of these factors exist in isolation.
Striking a balance between Reality, The Picture Plane, and Meaning ensures that the visualization is both comprehensible and visually appealing.
By leveraging McCloud's triangle, businesses can create more effective data visualizations that cater to various audiences and contexts.
Max Gadney creates product, design and comms strategies for data-rich companies. Get in touch.
