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Purpose of a data visualisation: informing

A visualisation that shows facts and findings clearly and neutrally, with key numbers up front, so the audience can see what the data says and decide for themselves.

Part of: VCE Applied Computing - U1O1 - Data analysis — Module 71

Understanding Purpose of a data visualisation: informing in VCE Spreadsheets, SQL & Visualisation

What it does: This reports the result as a fact, using numbers and no persuasive wording, which is what an informing visualisation does. The title names the data and time period without any emotional or biased words, so the tone stays neutral. A neutral tone lets the audience read the findings and decide for themselves. Putting key numbers up front helps the audience find the main findings quickly. The first caption states the numbers and the change. The second adds opinion and emotive words. Leaving out data to support one view is a persuading technique. Informing means reporting findings fairly. When the aim is to share results and let the audience decide, the purpose is informing.

Common mistakes: An informing visualisation uses a neutral tone. A persuasive tone tries to push the audience toward an opinion. It should be tone = "neutral". An informing caption reports the finding with a fact. "Shocking rise!" is emotional and has no numbers. It should state the change, such as "Up 8% on Term 1".

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This module's key terms are also in a printable crossword (Modules 71–86) and word search (Modules 55–86).

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Learning
Duo
Which best describes the main aim of an informing visualisation?
Present facts and findings clearly so the audience can see what the data saysConvince the audience to agree with one opinion
Matches
Title: Students Are Sadly Failing to Attend!
↓
The tone is emotional and biased. An informing visualisation should use neutral wording that states the facts, such as 'Student Attendance by Term'.
Applying
Meanings
Term
Informing visualisation
Meaning
A visualisation that shows facts and findings clearly and neutrally, with key numbers up front, so the audience can see what the data says and decide for themselves.
Practice
<h1>Students Who Cycle to School, 2024</h1>
Testing
Gaps
="Average score: "&(B2:B30)
Check Answer
Spots
1purpose = "inform"
2tone = "persuasive"

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Quick Questions

1. Which best describes the main aim of an informing visualisation?
A. Convince the audience to agree with one opinion
B. Present facts and findings clearly so the audience can see what the data says ✓
An informing visualisation reports what the data shows. Convincing people is the purpose of a persuading visualisation.
2. Which title suits an informing visualisation?
A. Year 11 Absences by Term, 2024 ✓
B. Stop the Absence Crisis Now!
A neutral, descriptive title tells the audience what the data is about without pushing an opinion.
3. Which tone should an informing visualisation use?
A. Emotional and urgent
B. Neutral and factual ✓
A neutral tone lets the audience read the findings and decide for themselves.
4. Where should the key numbers go in an informing visualisation?
A. Up front, where the audience sees them first ✓
B. Hidden at the bottom in small text
Putting key numbers up front helps the audience find the main findings quickly.
5. Which caption reports a finding in an informing way?
A. Average daily steps rose from 6,200 to 7,500 between Term 1 and Term 3. ✓
B. Shocking! Students are finally getting off the couch, but it's still not enough!
The first caption states the numbers and the change. The second adds opinion and emotive words.

Match the Pairs

Title: Year 11 Absences by Term, 2024 → A neutral title that states what the data shows, with no opinion or sales pitch, which suits an informing visualisation
Key number: 312 students (78%) attended → A key number placed up front so the audience sees the main finding straight away
Reporting findings: state what the data shows without adding an opinion → Finding: Average attendance rose from 86% to 91%.
Neutral tone: use plain, factual wording so the audience can decide for themselves → Chart title: Bike Rides to School, 2020-2024
Title: Students Are Sadly Failing to Attend! → The tone is emotional and biased. An informing visualisation should use neutral wording that states the facts, such as 'Student Attendance by Term'.
Layout: key numbers hidden in small text at the bottom → The key numbers are buried. An informing visualisation should put the key numbers up front, where they are large and easy to see.

Key Term

Informing visualisation
A visualisation that shows facts and findings clearly and neutrally, with key numbers up front, so the audience can see what the data says and decide for themselves.

Fill in the Blanks

1. ="Average score: "&AVERAGE(B2:B30)
Hint: Type the function that finds the mean, a key number to show up front
2. ="Highest score: "&MAX(B2:B30)
Hint: Type the function that returns the largest value in the range
3. ="Students: "&COUNT(B2:B30)
Hint: Type the function that counts how many numbers are in the range
4. ="Average score: "&ROUND(AVERAGE(B2:B30),1)
Hint: Type the number of decimal places to round the key number to
5. ="Total sales: "&SUM(C2:C30)
Hint: Type the operator that joins a text label to a calculated number

Spot the Error

Question 1
A purpose = "inform"
B tone = "persuasive"
C headline = "Key numbers first"
Line B — An informing visualisation uses a neutral tone. A persuasive tone tries to push the audience toward an opinion. It should be tone = "neutral".
Question 2
A title = "Absences: Term 2"
B key_number = "412 students"
C caption = "Shocking rise!"
Line C — An informing caption reports the finding with a fact. "Shocking rise!" is emotional and has no numbers. It should state the change, such as "Up 8% on Term 1".
Question 3
A title = "Canteen sales, May"
B key_number = "$3,200 total"
C chart = "column"
D note = "Buy more pies!"
Line D — An informing visualisation reports facts and names its source. "Buy more pies!" tells the audience what to do, which is persuading. The note should give the source.
Question 4
A purpose = "entertain"
B audience = "Year 10 students"
C show = "facts and findings"
Line A — The program is about showing facts and findings, so the purpose is to inform. Entertaining is a different purpose. It should be purpose = "inform".
Question 5
A title = "Lunches sold: 1,250"
B order = "key numbers last"
C detail = "chart below"
Line B — An informing visualisation puts the key numbers up front so the audience sees them straight away. Placing them last hides them. It should be "key numbers first".

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