Here we are in the Information Age, and the amount of information available to you, to substantiate just about any point you might want to make, is potentially limitless. But more information does not mean more action.
The amount of time you have to present information isn’t limitless and, in fact, is a key factor limiting what information you present and how. Information must pair with the recipient’s available time and be at the level of the recipient’s ability to find meaning. Visual tools can help us do this, with data visualization as the method. To effectively convey meaning, the data visualization method must be properly matched to the target recipient.
In our latest report, Data Visualization and the Human Factor, Joe DeSalvo, our head of Marketing Analytics, lays out three key aspects affecting visualization selection and style:
- Information Scale
- Presentation Context
- Storytelling Model