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  • Subject Name : Analytics in practice

Visualisation and Storytelling

Table of Contents


Bad visualisation.

Ideal visualisation of business information.

Kellogg’s products’ information.

Bad business visualisation (example)



Introduction to The Effects of Visualization and Interaction Techniques

Visualisation of data is considered as the visual representation study of business data sets. The process can be termed as information visualisation. Through this, the management of the company represent their business information to the wide range of stakeholders. The style is effective for the business entities to maintain business transparency and motivate stakeholders to contribute towards business. 

Bad Visualisation

After going through the attached visualisation of information, it can be considered that the pictorial representation fails to evaluate necessary elements of an information visualisation with respect to the business requirements. Contextually, the figure overall fails to represent the business related factors. In more detailed manner, a good information visualisation has certain characteristics like,

  • It’s needed to be visually appealing for the outsiders. According to Knerr & Selva, (2016), this can help the viewers to decode the business related information more likely and can motivate them to be a part of the company in the future
  • Representation needed to be easily accessible in nature for the viewers and it represents only the true facts about the company or the products of the company. As opined by Asadi et al. (2016), this can enhance the transparency of business operations amongst the customers and can improve business profile
  • Moreover, the data visualisation needs to allow deployment and rapid development rate within the company as well. Through these information sets, the management of the companies like Kellogg’s can attract more number of customers and external shareholders towards their business process

However, the attached visualisation is not up to the mark with respect to the above-stated categories. Hence, that can be considered as the bad visualisation process. The aspects are not clear in the representation, thus; the viewers cannot understand the company factors. In-depth analysis of the factor also evaluates that the information sets are represented in a scattered and unorganised manner, which enhance the complexity of the business reports to the external stakeholders. Hence, it’s required to be restructured for the company’s accountability amongst the viewers. As opined by Jeong, Park & Yoon, (2019), the visualisation in business needed to be done by maintaining transparency, especially regarding the components of the products of the company. The factors can be offered by clarified visualisation styles like KPI indicators for the company, business trends representations by line charts, column charts comparing values of products and other significant business aspects for better understanding the factors (Josefsson & Apentis Emriksson, 2019).

Ideal Visualisation of Business Information

Based on the given information sets about the Kellogg’s Company products, it can be considered that the management would like to represent their products’ aspects to their wide customer range by using column chart. This is effective for the concerned management, as this can represent all the relevant information regarding the product in a vivid manner.

Based on the former representation, it can be identified clearly that the management has been managing to progress in their business process for some financial years. The concerned visualisation hence proved to be ideal for the management to show the business information amongst a large share of external stakeholders in real-time. Supports this view, the company’s other visualisations can be attached in this discussion.

The attached visualisation is proved to be vivid and premium in nature, as this represents the progress rate of the company in yearly basis. The shareholders will motivated to make investments in the company after seeing their yearly progress. The trust worthiness of the company can be enhanced through this representation as well.

Kellogg’s Products’ Information

Moreover, the concerned management also classified their products’ details in a vivid and accountable tabular representation as well. This classified the products specifically with respect to their potential characteristics. Management also guides the serving process of those products as well in that table.

[Note: The various columns are self-explanatory except for Manufacturer, where the codes are as follows: G = General Mills, K = Kelloggs, N = Nabisco, P = Post, Q = Quaker Oats and R = Ralston Purina.

The Type column here refers to whether the product is served hot or cold (H/C)]

After analysing the attached figure, one can easily decode the components of various products and the customers can even be guided by the management regarding the serving process of the products (either in hot or in cold) priory. This can help the individual users to gain relevant knowledge about specific products and this can improve the company’s accountability amongst the customer base.

Bad Business Visualisation (Example)

On the contrary of the mentioned factors, it can be identified that some of the companies are using some irregular representation style in their business visualisation, which makes the consumers and the shareholders confused about the company’s business representations and this makes them defocused from the company’s aspects.

In this representation, the management has failed to evaluate all the required factors transparently before their customer range. The factors like range of progress, vivid information, accessibility of presented information are missing. Hence, this fails to attract the customers’ interaction towards the company information.

Conclusion on The Effects of Visualization and Interaction Techniques

After accumulating all the information from the above presentation, it can be sensed that the transparent and accessible data visualisation is important for the business management team to enhance their company’s accountability. The discussion not only highlights the characteristics of good visualisation, but also attaches bad business visualisation representation for better understanding.

References for The Effects of Visualization and Interaction Techniques

Asadi, M., Soltani, S., Gašević, D., & Hatala, M. (2016). The effects of visualization and interaction techniques on feature model configuration. Empirical Software Engineering, 21(4), 1706-1743. Retrieved on: 5th September 2020 from: (2020) Design Errors Retrieved on: 5th September 2020 from

Jeong, Y., Park, I., & Yoon, B. (2019). Identifying emerging Research and Business Development (R&BD) areas based on topic modeling and visualization with intellectual property right data. Technological Forecasting and Social Change, 146, 655-672. Retrieved on: 5th September 2020 from:

Josefsson, L., & Apentis Emriksson, F. (2019). Graph Visualization of Legal Business Structures. Retrieved on: 6th September 2020 from: (2020) products Retrieved on: 6th September 2020 from: 

Knerr, N., & Selva, D. (2016). Cityplot: visualization of high-dimensional design spaces with multiple criteria. Journal of Mechanical Design, 138(9). Retrieved on: 5th September 2020 from:

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