Data visualization principles
Gain insight into the data visualization principles that help create insightful and accessible data experiences.
Learn about the five principles we use to provide effective data experiences for our users. They provide a consistent way to measure strengths and weaknesses in the design of Visa’s data products.
Principle #1: Findable
Findable data experiences help users navigate the experience, locate information, and understand how to interact with your data.
Questions to explore
- Does your data experience use effective information architecture to help users navigate and identify what information is or isn’t available?
- Does the visual hierarchy of your experience support the key business question(s) by drawing attention to the most important elements?
- How might the data representation or chart selection help users locate information and find insights?
- Can users easily discover and understand the interactivity of your experience?
Principle #2: Learnable
Learnable data experiences help users predict how the experience works by using consistent design and functionality, providing feedback and help options, and matching common mental models.
Questions to explore
- Do elements with a similar level of importance use the same visual hierarchy?
- Can users accurately predict the behavior of interactive elements within the experience?
- Does the data representation and visual encoding help users understand how to read and interpret the chart?
- How could additional context like metaphors or annotations be used to make the numbers more memorable or understandable?
Principle #3: Focused and clear
Focused and clear data experiences help users focus on what’s most important by limiting distraction and directing attention.
Questions to explore
- Does your data experience use effective information architecture to provide navigation and flexibility that fits the user’s mental model?
- How can visual hierarchy be used to emphasize key data and differentiate between items with different levels of importance?
- How might interactive features be used to make it easier to identify specific data points, trends, or relationships?
- How might we spark users’ curiosity with additional context or visual encoding without adding unnecessary detail?
Principle #4: Trusted
Trustworthy data experiences increase user engagement by incorporating predictable patterns, providing sources to verify the credibility of the data, and helping users interpret data accurately.
Questions to explore
- Is information about the data source, accuracy, and scope communicated with transparency?
- Does the data representation, including visual styling and color encoding, enhance the meaning of the chart without changing the accuracy of the data?
- Do interactive elements behave predictably and make data easier to interpret?
- Is there meaningful context provided for accurate interpretation of the key insights of the chart?
Principle #5: Valuable
Valuable data experiences empower users by clearly communicating the chart’s purpose, delivering actionable insights, and enabling them to answer key business questions.
Questions to explore
- Does the chart provide actionable insights relevant to the user’s business needs?
- Does the information structure and visual hierarchy support the user’s main goal?
- How could labels or data representation be used to add more meaning and emphasize the key purpose of the experience?
- How might interactive features help users customize the display for more tailored analysis?