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Data visualisation principles

We build charts that are clear, engaging and fit for purpose.

Our charts illustrate a clear point, and help our audience understand an argument and react to it. We are competing for space and attention, so every decision we make must be justified. Simplicity and accuracy are important, but engagement is just as important, so we balance perceptual accuracy and engagement based on our goals.

  • Clear single objective

    A chart should have one single clear objective. Charts with a single focus are easy to understand; those with multiple or unclear goals are often confusing.

  • Tell a story

    Add context to guide the viewer—use headings, annotations, and explanations to highlight key insights and make your chart clearer and more engaging.

  • High data-to-ink ratio

    Maximise information while minimising non-data elements. Remove clutter—like unnecessary labels, decorations, or even axes—while keeping the chart clear and visually appealing. Design choices should enhance, not hinder, understanding.

  • Use colour purposefully

    Colour affects clarity, credibility, and engagement—don’t use it randomly. Start with muted tones to test your message, then add colour purposefully, using few hues and more shades of similar colours.

  • Balance Simplicity and Detail

    Visualising complex issues requires careful judgment. Show the right amount of data to support your story: sometimes simple charts with totals or averages work best; other times, detailed data reveals important nuances, outliers, or hidden trends.