Data visualization: explanation and examples
Data visualization transforms numbers, tables, and complex processes into clear images. This allows you to see in seconds what is happening, where opportunities lie, and what action is needed. On this page, you will find a practical explanation, concrete examples, handy tools, and tips. You will also discover how interactive dashboards and animated infographics help your story resonate better with your target audience. New to infographics? What is an infographic? (data visualization explained).
Why data visualization works
Your brain processes images faster than text or raw numbers. Strong visualization compresses information, reveals connections, and makes trends visible without the need for calculations. That is precisely why organizations in high-tech, healthcare, finance, and retail use data visualization for reporting, decision support, and communication.
- Faster insight – you recognize patterns, outliers, and trends at a glance.
- Better decisions – clear visualizations reduce noise and increase support.
- Shared language – charts and icons make complex material accessible to every level.
- Action-oriented – color coding, annotations, and benchmarks drive what really matters.
Pay attention to the context: choose a visualization that suits your question. Do you want to compare, divide, show relationships, or development over time? That determines the best format.
What is data visualization?
Data visualization is the translation of data into graphical forms—from simple bar charts and line graphs to maps, treemaps, and interactive dashboards. The goal is always the same: to make information understandable and interpret it faster. Visualizations can be static (report, slide), interactive (dashboard with filters), or animated (video or motion graphic) to clearly show sequence, direction, and change.
Good data visualization combines an appropriate chart with a clear design: consistent scaling, logical use of color, clear titles and labels, and sufficient white space. This prevents misinterpretation and keeps the focus on the core.
Make complex information clear, understandable, and convincing
Examples of data visualizations
Choose the visualization based on your question. The examples below will help you quickly decide which form you need.
| Goal | Best visualization | Practical example |
|---|---|---|
| To compare | Bar chart | Revenue by product category in Q1 |
| Distribution | Pie chart or 100% stacked bar | Market share per brand |
| Development over time | Line graph | Website visitors per week |
| Relationship between variables | Scatter plot | Advertising budget vs. conversion rate |
| Geographic distribution | Card/choropleth | Sales by province |
| Flows and processes | Sankey diagram | Customer inflow - throughput - outflow |
| Hierarchy and parts of the whole | Treemap | Cost breakdown per department |
| Intensity/patterns | Heatmap | Hourly and daily patterns in support tickets |
If you are unsure about which format to choose, start with the simplest option that answers your question. Less is more: simplicity almost always trumps visual spectacle. For inspiration: Examples of data visualizations (portfolio).
Interactive and animated data visualization
Interaction and animation make data even more understandable. With interactive dashboards, you can filter, zoom in, and compare segments without new slides or exports. Animation adds sequence and emphasis: you guide the viewer through the story and make change literally move. Unsure when to use them? Use interactivity for exploration and animation for sequence and emphasis.
- Infographic animation – the ideal format for combining figures, processes, and highlights in a short video. Read: Infographic animation: bringing data to life.
- Motion graphics - animated typography, icons, and graphic elements that clarify complex subject matter for onboarding, product launches, and social ads.
- Explainer animation - from technical processes to a logical story with visuals and voice-over.
Animated data visualizations work particularly well in presentations, sales pitches, and internal communication, where you want to maximize attention and understanding in a short amount of time.
Data visualization tools
The best tool depends on your use case, data sources, and team. Some commonly used options:
- Tableau - powerful analytics and visualizations, excellent for interactive dashboards with large amounts of data and complex calculations.
- Microsoft Power BI - strong integration with Excel and Azure, suitable for organization-wide reporting and governance.
- Looker Studio - free and flexible for marketing and web data, fast connections with the Google ecosystem.
- Datawrapper - quickly publishable, accessible charts and maps for web and media.
- Google Charts - lightweight, embeddable visualizations for websites with limited setup.
Choose based on: available data sources, desired interactivity, rights management, publication channel, and skills in your team. For video and animation, export core visuals or datasets and translate them into a storyboard and motion design for maximum impact.
Frequently asked questions about data visualization
Is your question not listed? Feel free to ask.
Ask your questionA commonly used example is a line graph showing the trend of sales per month. You can see seasonal peaks, dips, and the trend at a glance. Other examples include a map showing sales by province or a bar chart comparing product categories.
Data visualization is the conversion of raw data into visual forms—graphs, maps, infographics, or animations—so that you can draw conclusions faster. The goal is to give meaning to numbers, make connections visible, and accelerate decision-making.
Looker Studio and Datawrapper are user-friendly and ideal for quick web and marketing reports. If you work in Microsoft environments, Power BI is the logical choice. Google Charts is useful for publications on websites, while Tableau offers more possibilities as soon as you want more complex analyses.
Ready to bring your data to life with animation or a clear visual? We are happy to help you think about the best format – from storyboard and script to design and delivery for all your channels. Consider having an infographic created for a powerful summary of your story.
Practical tips for clear visualizations
- Choose the right chart for your question - comparison, distribution, relationship, time.
- Keep scales fair and start axes where logical to avoid distortion.
- Use a limited color palette with sufficient contrast and consider colorblind-friendly combinations.
- Include informative titles, labels, and optionally a brief explanation or benchmark.
- Be consistent with units, decimals, and notation.
- Test with your target audience: do they understand the message within 5 seconds?
Want to get started yourself? Begin with a clear step-by-step plan, create a rough sketch, and test early with stakeholders. To ensure an inclusive design, consult the Guidelines for Accessible Data Visualizations.
Applications by sector
- Marketing and e-commerce - cohort analysis, ROAS per channel, funnel drop-offs and customer segments.
- Care - turnaround times, occupancy, outcomes per treatment pathway and early detection with heatmaps.
- Finance - liquidity over time, risk clusters, cost-benefit per product or region.
- Retail - inventory turnover, store performance by location and seasonal demand forecast.
You can find more context and use cases in Applications of data visualization.
Ready to take your A to AA?
Whether it concerns an ambition, product, process, technology, or idea: we make visible what makes it special and translate it into imagery that is clear, convincing, and impossible to ignore.