"In many presentations it is not a question of saving time to the reader
but a question of placing the arguments in such form that results may surely
be obtained. For matters affecting public welfare, it is hard to estimate
the benefits which may accrue if a little care be used in presenting data so
that they will be convincing to the reader." (Willard C Brinton, "Graphic
Methods for Presenting Facts", 1919)
"There is a magic in graphs. The profile of a curve reveals in a flash a
whole situation - the life history of an epidemic, a panic, or an era of
prosperity. The curve informs the mind, awakens the imagination, convinces."
(Henry D Hubbard [in William Brinton's "Graphic Presentation", 1939])
"Charts and graphs are a method of organizing information for a unique
purpose. The purpose may be to inform, to persuade, to obtain a clear
understanding of certain facts, or to focus information and attention on a
particular problem. The information contained in charts and graphs must,
obviously, be relevant to the purpose. For decision-making purposes.
information must be focused clearly on the issue or issues requiring
attention. The need is not simply for 'information', but for structured
information, clearly presented and narrowed to fit a distinctive
decision-making context. An advantage of having a 'formula' or 'model'
appropriate to a given situation is that the formula indicates what kind of
information is needed to obtain a solution or answer to a specific problem."
(Cecil H Meyers, "Handbook of Basic Graphs: A modern approach", 1970)
"The more complex the shape of any object. the more difficult it is to
perceive it. The nature of thought based on the visual apprehension of
objective forms suggests, therefore, the necessity to keep all graphics as
simple as possible. Otherwise, their meaning will be lost or ambiguous,
and the ability to convey the intended information and to persuade will be
inhibited." (Robert Lefferts, "Elements of Graphics: How to prepare charts
and graphs for effective reports", 1981)
"To see is to reason. Thus, the use of visual forms of communication has
great potential for influencing what a person thinks. Graphic presentation
is always much more than a way to present just facts or information.
Rather, it is a way to influence thought, and, as such, graphics can be a
powerful mode of persuasion." (Robert Lefferts, "Elements of Graphics: How
to prepare charts and graphs for effective reports", 1981)
"Always bear in mind that the purposes of any chart are (1) to help
gather, organize or visualize the facts; (2) to aid in analyzing them; (3)
to help in developing the better method and evaluating it; (4) to assist
in convincing management of the improvement’s value." (Ben B Graham,
"Detail Process Charting: Speaking the Language of Process", 2004)
"We need [graphic] techniques because figures do not speak for them.
selves. Numbers alone seldom make a convincing case or polish their
author's image - the twin goals of that other great mind bender,
rhetoric. While rhetoric deals in qualitative argument, its quantitative
equivalent is graphics. As rhetoric has declined in popularity, so
graphics have risen along with our acceptance of quantitative arguments.
In graphics, figures finally find their own means of expression."
(Nicholas Strange, "Smoke and Mirrors: How to bend facts and figures to
your advantage", 2007)
"Oftentimes a statistical graphic provides the evidence for a plausible
story, and the evidence, though perhaps only circumstantial, can be
quite convincing. […] But such graphical arguments are not always valid.
Knowledge of the underlying phenomena and additional facts may be
required." (Howard Wainer, "Graphic Discovery: A trout in the milk and
other visuals" 2nd, 2008)
"A persuasive visualization primarily serves the relationship between
the designer and the reader. It is useful when the designer wishes to
change the reader’s mind about something. It represents a very specific
point of view, and advocates a change of opinion or action on the part
of the reader. In this category of visualization, the data represented
is specifically chosen for the purpose of supporting the designer’s
point of view, and is presented carefully so as to convince the reader
of same." (Noah Iliinsky & Julie Steel, "Designing Data
Visualizations", 2011)
"An informative visualization primarily serves the relationship between
the reader and the data. It aims for a neutral presentation of the facts
in such a way that will educate the reader (though not necessarily
persuade him). Informative visualizations are often associated with
broad data sets, and seek to distill the content into a manageably
consumable form." (Noah Iliinsky & Julie Steel, "Designing Data
Visualizations", 2011)
"If you do succeed in persuading them, you’ve only done so on an
intellectual basis. That’s not good enough, because people are not
inspired to act by reason alone." (Cole N Knaflic, "Storytelling with
Data: A Data Visualization Guide for Business Professionals", 2015)
"First, from an ethos perspective, the success of your data story will be
shaped by your own credibility and the trustworthiness of your data.
Second, because your data story is based on facts and figures, the logos
appeal will be integral to your message. Third, as you weave the data into
a convincing narrative, the pathos or emotional appeal makes your message
more engaging. Fourth, having a visualized insight at the core of your
message adds the telos appeal, as it sharpens the focus and purpose of
your communication. Fifth, when you share a relevant data story with the
right audience at the right time (kairos), your message can be a powerful
catalyst for change." (Brent Dykes, "Effective Data Storytelling: How to
Drive Change with Data, Narrative and Visuals", 2019)
"The second rule of communication is to know what you want to achieve.
Hopefully the aim is to encourage open debate, and informed
decision-making. But there seems no harm in repeating yet again that
numbers do not speak for themselves; the context, language and graphic
design all contribute to the way the communication is received. We have to
acknowledge we are telling a story, and it is inevitable that people will
make comparisons and judgements, no matter how much we only want to inform
and not persuade. All we can do is try to pre-empt inappropriate gut
reactions by design or warning." (David Spiegelhalter, "The Art of
Statistics: Learning from Data", 2019)
"Data visualization isn’t just about informing, it’s also about
persuading." (Steve Wexler, "The Big Picture: How to use data
visualization to make better decisions - faster", 2021)
"The lack of focus and commitment to color is a perplexing thing. When
used correctly, color has no equal as a visualization tool - in
advertising, in branding, in getting the message across to any audience
you seek. Data analysts can make numbers dance and sing on command, but
they sometimes struggle to create visually stimulating environments that
convince the intended audience to tap their feet in time." (Kate
Strachnyi, "ColorWise: A Data Storyteller’s Guide to the Intentional Use
of Color", 2023)
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