Data Visualisation
Some of the following information is taken from:
Nediger, M. (2025) What is data visualization?. [Link]. [Link]
Data visualization is the visual presentation of data
or information in the form of a bar chart, line graph,
infographic, diagram or map. The goal of data
visualization is to compare values, spot patterns
and communicate data or information clearly and
effectively to the readers.
Data visualization sits at the intersection of art and
data science. A good visual can look polished and
engaging, but it also needs to be effective.
Data visualization is used everywhere. Businesses
use data it for reporting, forecasting, and marketing.
Why do people use data visualizations, and how?
• Nonprofits use data visualizations to put stories and faces to numbers.
• Scholars and scientists use data visualization to illustrate concepts and reinforce their arguments.
• Reporters use data visualization to show trends and contextualize stories.
Data visualization examples:
Bar chart to compare marketing trends
This bar chart from HubSpot’s State of Marketing Report
2025 is a clear example of how data visualization helps
summarize survey findings quickly.
It shows the top five ways the marketing industry has
changed in the past year, using horizontal bars to
compare responses by percentage.
Instead of reading a long list of survey results, viewers can
instantly understand which trends matter most to
marketers and how they rank against each other.
Infographic to show emerging industry trends
This infographic from Venngage’s Design and Marketing
Trends 2026 Report highlights emerging trends using
percentages and simple icons to show adoption signals
at a glance.
Instead of listing trends in text, it visually ranks what
marketers expect to grow next, from AI-generated video
and hyper-personalized visuals to interactive data
storytelling. Grouping major and emerging shifts
separately helps readers quickly understand both the
biggest bets and early signals shaping marketing in 2026.
Types of Visualizations
• Infographics: An infographic is a collection of imagery, charts, and minimal text that gives an easy-to-understand
overview of a topic.
• Charts: In the simplest terms, a chart is a graphical representation of data. Charts use visual symbols like line,
bars, dots, slices, and icons to represent data points. Choosing a type of chart that doesn’t work with your data can
end up misrepresenting and skewing your data. The type of chart you use DOES matter!
• Diagrams: Similar to a chart, a diagram is a visual representation of information. Diagrams can be both two-
dimensional and three-dimensional. Diagrams are used for mapping out processes, helping with decision making,
identifying root causes, connecting ideas, and planning out projects.
• Maps: A map is a visual representation of an area of land. Maps show physical features of land like regions,
landscapes, cities, roads, and bodies of water.
Other examples:
What is data visualization used for?
• Data, especially a lot of data, can be difficult to wrap your head around. Data visualization can help both you and
your audience interpret and understand data.
• Data visualizations often use elements of visual storytelling to communicate a message supported by the data.
• There are many situations where you would want to present data visually.
• Data visualization can be used for:
o Making data engaging and easily digestible
o Identifying trends and outliers within a set of data
o Telling a story found within the data
o Reinforcing an argument or opinion
o Highlighting the important parts of a set of data
• Data visualization allows us to frame the data differently by using illustrations, charts, descriptive text, and
engaging design. Visualization also allows us to group and organize data based on categories and themes, which
can make it easier to break down into understandable chunks.