7 Visual Communication and Data Presentation

Introduction

In both professional and academic settings, the ability to present and explain data effectively is a key communication skill, particularly in fields like natural resources where data is central to decision-making, analysis, and reporting. Data, however, is not inherently easy to understand—especially when presented in raw form. For data to be useful and persuasive, it must be communicated clearly and effectively. This is where visual communication and the interpretation of data play a crucial role.

In this chapter, we will explore the principles of visual communication and data presentation. You’ll learn how to use visuals such as charts, graphs, tables, and infographics to support your data commentary and professional reports. The aim is not just to present the data, but to explain it in a way that makes sense to your audience, engages them, and drives home key insights.

The Role of Visuals in Communication

Visuals are powerful tools in communication because they help simplify complex information, making it more accessible and easier to understand. In the natural resources sector, where data often involves statistics, environmental trends, and geographic information, visuals help to bridge the gap between data and understanding.

When used correctly, visuals can:

• Enhance understanding: Well-designed visuals break down large amounts of data into digestible pieces, allowing the audience to quickly grasp patterns, trends, or outliers.
• Improve retention: Studies show that people are more likely to remember information when it is presented visually compared to text alone.
• Engage the audience: Visual elements draw attention and make your presentation more engaging, holding the audience’s interest.
• Support your argument: Visuals can serve as compelling evidence to back up the claims or conclusions you are making in your communication.

However, to be effective, visuals must be chosen and designed carefully. Poorly constructed visuals can confuse your audience or mislead them, undermining your credibility.

Types of Visuals for Data Presentation

There are several types of visuals commonly used to present data. Each serves a different purpose, and selecting the right type of visual depends on the kind of data you’re presenting and the message you want to convey. Below are some of the most common types of data visuals and their uses.

1. Bar Charts

Bar charts are used to compare quantities across categories. They are effective when you want to show differences between groups or track changes over time.

• When to use: Bar charts are ideal for comparing discrete categories, such as the number of tree species in different regions or the carbon emissions of various forestry operations.
• Best practices: Make sure the bars are evenly spaced and that the colors or shading are used consistently to avoid confusion. The axis should be clearly labeled, and all categories should be listed.

2. Line Graphs

Line graphs are used to show trends over time. They are especially useful for tracking continuous data and changes over a period.

• When to use: Use line graphs when you want to show progress, such as changes in temperature, forest cover, or wildlife populations over a decade.
• Best practices: Avoid clutter by limiting the number of lines on a single graph. Use distinct colors or patterns for each line and ensure that your axis labels are clear and legible.

3. Pie Charts

Pie charts show proportions or percentages of a whole. They are helpful when you want to display how different parts contribute to a whole.

• When to use: Use pie charts to show percentages, such as the distribution of land use in a forest management plan or the share of funding allocated to different conservation efforts.
• Best practices: Limit the number of slices in a pie chart to make it easy to interpret. Use contrasting colors for each section and ensure that percentages or labels are clearly marked.

4. Tables

Tables display data in rows and columns, making it easy to look up specific values or compare multiple variables at once.

• When to use: Tables are best when presenting detailed information, such as numerical data on forest yield, water quality measurements, or wildlife surveys.
• Best practices: Ensure that tables are clean and well-organized, with clear headings and consistent formatting. Use spacing to separate sections and avoid cluttering the table with too much information.

5. Infographics

Infographics combine visuals, icons, and text to communicate data in a more engaging, storytelling format. They are useful when you want to summarize complex information and make it accessible to a general audience.

• When to use: Use infographics when presenting a summary of key findings or trends, such as the impact of sustainable forestry practices on biodiversity or the results of a conservation project.
• Best practices: Keep infographics simple and focused. Use visuals that complement the data, avoid unnecessary text, and ensure that the layout guides the audience through the information logically.

Best Practices for Data Visualization

Effective data visualization is not just about choosing the right type of visual but also about designing it in a way that is clear, accurate, and engaging. Here are some best practices to follow when creating data visuals for communication:

1. Know Your Audience

Consider who your audience is and what level of familiarity they have with the data. If you are presenting to experts, you can use more technical visuals. However, if your audience is made up of non-experts, it’s important to simplify the visualizations and avoid jargon.

2. Keep It Simple

Overly complicated visuals can confuse your audience. Aim for clarity by removing unnecessary details, keeping designs simple, and focusing on the most important information. The simpler the visual, the easier it is for your audience to understand.

3. Ensure Accuracy

Your visual should represent the data accurately. Avoid manipulating scales, axes, or data points to exaggerate trends or distort reality. Always provide a clear source for the data and ensure that visual elements like colors, shapes, and sizes are used consistently.

4. Highlight Key Points

Use design elements like color, size, or labels to highlight key data points or trends. This helps guide your audience’s attention to the most important aspects of the data. For example, in a line graph showing changes in forest cover, you could highlight the year when a major policy was implemented that impacted reforestation.

5. Use Color Wisely

Colors can enhance or detract from a visual. Use color sparingly to highlight key information, ensure high contrast for readability, and choose color schemes that are accessible to all viewers, including those with color blindness.

Explaining Data in Your Writing

While visuals play a central role in data presentation, your writing is equally important in explaining and interpreting the data. A well-crafted visual should always be accompanied by clear, concise text that helps your audience understand what the data shows and why it matters.

When writing about data:

• Provide Context: Explain where the data comes from, why it’s relevant, and any background information the audience needs to understand the data. For example, when presenting a bar chart on tree species, include context about why the species diversity is important for forest health.
• Summarize Key Insights: Use the visual as evidence to support your key points. For instance, after showing a pie chart of land use, you could explain how the current distribution of land use affects sustainability goals.
• Interpret the Data: Go beyond describing the data—interpret what the data means. What trends or patterns are emerging? What conclusions can be drawn? For example, if a line graph shows a decline in water quality, explain what factors may be contributing to this trend and what actions could be taken to address it.

Application: Data Commentary Assignment

In Assignment 2: Data Commentary, you will apply what you’ve learned about visual communication and data presentation. You will be required to select a visual from a reputable source and write a commentary explaining the data. The visual will be central to your commentary, and you’ll need to describe, interpret, and analyze the data presented.

To succeed in this assignment:

• Choose the appropriate visual for the type of data you are presenting.
• Ensure your visual is clear, accurate, and well-designed.
• Provide context for the data and explain its significance.
• Use your commentary to analyze the data, identifying key trends or insights.

Key Takeaways

• Visual communication is essential for presenting complex data. The right visual can simplify information, enhance understanding, and support your message.
• Different types of visuals serve different purposes. Whether it’s bar charts, line graphs, tables, or infographics, choose the right visual for the data you are presenting.
• Design matters. Keep visuals simple, accurate, and focused on the key information.
• Writing complements visuals. A good visual should always be paired with clear, concise text that provides context and interprets the data for your audience.

By mastering visual communication and data presentation, you’ll be well-equipped to present complex information in a way that is clear, engaging, and persuasive, whether in academic reports, professional documents, or presentations.

This chapter will help you apply these techniques in Assignment 2: Data Commentary, where you will summarize and analyze data using visuals to communicate key insights effectively.

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Kwantlen Polytechnic University. (2019). Unit 36: Graphic illustrations and the infographic. In Communication at work. 

Purdue University Global Academic Success Center. (n.d.). Formatting graphics and visuals in APA style.