Good data deserves great design

When everyone and everything has, uses, and makes decisions based on data, what matters most is how it’s visualized. 

For the University of Minnesota, data and how it’s interpreted is not just important, it’s absolutely critical. What and how we choose to highlight data to faculty, students, staff, alumni, the state government, and the press, could mean the difference between securing grants, more alumni donations, and much more.

Design can tell the story behind a mountain of data—helping people notice patterns, uncover insights, and form meaningful connections. 

Five tips to create high-quality and engaging data visualization

Use the right combination tools with people who know how to use them

Use the following tools to meet various needs:

• Design tools (Illustrator, InDesign, After Effects)
• Visualization platforms (Flourish, Tableau Public)
• Data preparation (Excel, Google Sheets)

Know your audience and keep your design simple

Knowing your audience in any communication is vital and design is no exception. If you create a visualization too simple for an audience expecting more in-depth information, the conclusion you want them to draw may be lost. If you create a visualization too complex with too much technical information, the message may become lost or the audience loses interest.

Keep the design accurate to the data and the story you want to tell

Choosing the correct type of visualization, whether it’s a pie chart, a line graph, or something else is the first step. Then, ensuring accuracy through correct use of scales and the visual representation of data points is key.

Provide context

Providing as much supporting context and information as possible while not overly distracting from the visual hierarchy is just as important as creating a visually beautiful design.

Ensure accessibility, especially for interactive visualizations

Video-based visualizations make this part far simpler than interactive or web-based designs.

• For interactive visualizations, ensure alt-text is created and accessible for all elements.
• Use text effectively by providing visualization summaries, introductory elements.
• Ensure designs can be presented in multiple formats so all users can read the data. Provide simple data tables with tabular layouts and proper hierarchy.

For more information: Harvard University and Smashing Magazine.

Incorporating interactive or motion graphics

While static graphics have the potential to tell your data’s story, it’s not just static graphics that generate interest. Interactive or motion graphics are the standard everywhere from short form media to entire websites. The synergy of motion, compelling design, text, and supporting information can leave a lasting impression and spark new ideas. 

Kurzgesagt, (meaning ‘In a nutshell’) a well-known German design agency creates custom animations and illustrations with a science focus in order to make sometimes extraordinarily complicated topics digestible for everyone. They have a library of topics (in English and German) ranging from genetic engineering to the merits and shortcomings of the European Union. Their approach demonstrates how clear design and motion can make even complex academic topics accessible.

If you have questions about design, reach out to the University Marketing Communications Creative Services team at [email protected].