ClimateVisInterviews Lay viewers’ interpretations were heavily influenced by titles or subtitles. Unclear titles led to confusion, while sensational ones were sometimes seen as emotionally manipulative. Several participants misunderstood or avoided interpreting charts without clearly framed messages.
SciAmMessageAnalysis Coders struggled with visualizations that were stripped from additional textual elements such as titles or explanations, often relying on minor cues like labels, which led to vague or incorrect perceived messages. The study showed that textual elements, like annotations and titles, notably supported correct interpretation.
VisProducerInterviews Data visualization practitioners emphasized that titles should convey the message of the chart, not just describe its contents. One interviewee put it succinctly: “The title should basically be the thing the reader learns from that chart.”
Clear titles and captions are essential for communicating a visualization’s message and tone. When information density is high, prominently stating the main message(s) can prevent viewers from feeling overwhelmed or misinterpreting the content.
VisProducerInterviews Without being explicitly asked about it, most data visualization practitioners stated the importance of a clear message to make a visualization understandable to lay viewers, which suggests that the visualization’s message should be prioritized in the creation process.
SciAmInterviews At the popular science magazine Scientific American, visualization designers were said to define a clear message early in the design process. A cleare message can anchor collaborative work and guides decisions about chart type, color, and text placement.
Designing around a visualization’s core message, rather than adding it later, can improve coherence and may help audiences more easily grasp what the chart is trying to say.
Pathos Theoretically, Hullman & Diakopoulos (2011) emphasize that framing, emphasis, and design choices inherently shape interpretation, even in “neutral” visualizations. Correll (2019) similarly argues that clarity and accuracy do not guarantee objectivity, and portraying visualizations as neutral may obscure the designer’s role. As Kostelnick (2016) notes, understanding this influence allows designers to make data displays more humane and usable.
No visualization is truly neutral and design choices like framing, emphasis, and layout shape how information is interpreted. Visualizations that appear overly detached may seem irrelevant or fail to resonate, while ignoring the implications of design decisions may obscure their real-world impact. Especially in sensitive topics, it is important to acknowledge the influence of the designer’s choices on the overall framing.
SciAmInterviews To avoid misinterpretation when visualizations are shared out of context, for example on social media, Scientific American embeds explanations directly in charts via annotations, labels, and explanatory boxes. Their internal style guide specifies how to place explanations in charts, depending on chart type and platform.
To reduce misinterpretation when visualizations appear outside their original context, key explanations can be built into the chart using labels, annotations, or brief text. Breaking down complex content across multiple visuals can further support accurate understanding.
ClimateVisInterviews During interviews, interview participants highlighted that visualization framing and format should adapt to the publication medium, for example favoring simpler, emotionally resonant visualizations for social media and more analytical ones for reports or news.
SciAmMessageAnalysis Similarly, producers of the popular science magazine Scientific American reported tailoring visual formats to platform expectations: concise, standalone graphics for mobile and more complex layouts for print.
VisProducerInterviews Data visualization practitioners emphasized designing specifically for social media by simplifying content, limiting visual elements, and focusing on one clear message. Bold visualizations that featured large fonts, bright colors, or fast-paced animations were seen as key to grabbing attention. Many created platform-tailored versions, like Instagram cards or TikToks, often replacing full articles. They also noted audience differences: younger users prefer quick, captioned summaries, while older audiences engage more with full-length articles.
Framing may vary depending on the publication outlet. Spending time to adapt a visualization to its medium, such as bite-sized formats for social media or detailed ones for print, can enhance its resonance with the intended outlet’s audience.