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CHAPTER 11 Effective Use of Text

Visual analysis means more than building a number of charts. It involves the use of text in titles, subtitles, labels, annotations, tooltips, footers, and so on to effectively communicate your insights and inform your audience. Text can elicit emotions and help ensure that your readers fully understand the impact and meaning of your findings.

In this chapter, you will learn how to use text elements to more effectively communicate your message by:

• Creating effective titles and subtitles
• Communicating your key message
• Guiding your audience through clear instructions and explanations

Effective Titles and Subtitles

The title of your visualization is typically the first thing your audience notices about your work. This title needs to draw them in and give them a snippet of what is to come, and can be used to inform them of your key message. Different data analyses lend themselves to different types of titles. For some data sets, an intriguing question or a provocative statement can work. Regardless of the type of title you use, it should not mislead your audience or impact your credibility.

This section covers four different types of titles:

• Using questions as titles
• Making definitive statements
• Using descriptive titles
• Working with quirky, funny, or poetic titles

For each of these concepts, you will see examples of how titles work in the real world and in the context of the data analysis supporting them.

Using Questions as Titles

A question ...