Data-ink encodes values as the share of ink that represents data versus decoration. Edward Tufte, The Visual Display of Quantitative Information, 1983.
In reports, ads and assignments it fits auditing slides, dashboards and science figures. Skip it when a poster that must shout from three metres — ads may keep some junk on purpose.
Use when
- Use when 1 — auditing slides, dashboards and science figures
- Use when 2 — Excel or Google Sheets
- Use when 3 — PowerPoint
- Use when 4 — lab reports and poster boards
- Use when 5 — Meta, Google and retail print
Avoid when
- Avoid when 1 — a poster that must shout from three metres — ads may keep some junk on purpose
- Avoid when 2 — 3-D, dual axes, rainbow scales
- Avoid when 3 — Undated numbers, undated time series
- Avoid when 4 — Four charts on one slide
Audiences
- Work — PowerPoint
- Ads — Meta, Google and retail print
- School — lab reports and poster boards
Data-ink: honour the share of ink that represents data versus decoration, and switch when a poster that must shout from three metres — ads may keep some junk on purpose.