What this means for your practice
Show the context needed to interpret the comparison and use a visual form that fits the data. Ask the data owner to confirm definitions before polishing the chart.
An example to discuss with your team
Ask a reader to describe the chart's main claim and its limits.
A practical example
For example, “80%” is incomplete without knowing 80% of what, over which period and based on how many responses. Ask the data owner to supply that context before choosing colours or chart style. Then ask an unfamiliar reader to describe the main point and any limit on the comparison. A good chart supports the conversation without making the audience infer a larger or more certain result than the figures establish. Useful context should remain readable when the slide is shown at its intended size.
Keep comparable charts consistent in their definitions and presentation. A change in the group being measured may matter more than the visual difference between bars. Ask the data owner to explain any such change near the chart before asking the designer to emphasise a trend.
Make the design useful in everyday work
Ask the data owner to define the unit, period and population behind the comparison before selecting a chart. Include changes in scope or missing information that affect interpretation. The designer should make the main pattern understandable without removing the context that gives it meaning. Give an unfamiliar reader the finished chart and ask what claim they take from it. Compare that interpretation with the evidence. A dramatic visual difference can overstate an ordinary variation if labels or scales are unclear. Keep the source and relevant qualifications available in the shared version, not only in the presenter's spoken explanation.
How to check the result
Track charts requiring verbal correction during review.
Turn reading into a next step
Your action checklist
Work through these checks with your team or supplier. Tick the ones you have resolved and leave unknowns open.
Record what you know, what is still missing and the answer you need from your team or supplier.
Use project decisions only, without personal, patient or confidential details. Entries stay in this page and are not submitted to Kay & Co. Copy or download before leaving; this page does not save your notes.
Further reading
These sources provide background for the topic. The practice examples and checklist are illustrative planning suggestions from Kay & Co.
Related guides
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