Data visualisation is the use of graphical representations to convey information and data. There are some conflicting opinions and practices in the field of data visualization. Some experts and researchers advocate for a minimalist and simple approach to visualization, while others argue that readers prefer visual displays with more components and embellishments. The standard approaches for the examined components are generic titles, displaying the entire vertical axis starting from zero, using standard nonmeaningful colours, and presenting data without displaying uncertainty. The alternative modern approaches used in the study were informative titles, truncated vertical axes, alternative colour schemes, and displaying data with confidence intervals.
The purpose of this master’s thesis was to improve the displays of the Chamber of Commerce of Slovenia (TZS) using modern data visualization approaches. In the first study, I examined the understanding of charts and preferences regarding component usage among members of the TZS. I created two similar survey questionnaires, in which all participants answered questions about their understanding of charts, as well as the clarity, attractiveness, and simplicity of charts. The questionnaires differed in how they utilized components. I compared the responses in both questionnaires. Based on the theory review and both studies, I formulated recommendations for data visualization at TZS. I recommend adapting diagrams to the audience: if they are more specialized, as in the case of TZS, simple charts without embellishments are more suitable. While participants understood confidence intervals, they needed more time to answer the questions about them and found them somewhat more complicated and less clear, which calls for caution when designing such charts. Truncating the axis slightly improved accuracy but also resulted in more frequent large errors in estimation, so I do not recommend its use. Regarding the use of titles and colours, there were no statistically significant differences. In the second study, I conducted a review of modern data visualization practices used by the Statistical Office of the Republic of Slovenia (Surs), Eurostat, and the TZS. I found that official statistics are generally reserved towards alternative component usage, but their charts differ among different communication media.
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