





































AMWAJournal.org     17Session Reports

Conclusion
This session covered what 

infographics are, why they 

are used, when they are used, 

and when they shouldn’t be 

used. In general, they may 

help you identify your audi-

ence and goals, communi-

cate data and other health 

information, reinforce your 

message visually, educate 

across barriers, create aware-

ness, and encourage action. 

Sunali Wadehra is a freelance medical writer at Wadehra 

Medical Writing, LLC, in St. Louis, MO. 

Author declaration and disclosures: The author notes no com-
mercial associations that may pose a conflict of interest in rela-
tion to this article.

Author contact: sunali@wadehramedicalwriting.com

Reference
1.  Cox LK. Why are infographics so darn effective? [Infographic]. 

Hubspot website. Updated July 28, 2017. Accessed October 2021. 
https://blog.hubspot.com/marketing/effectiveness-infographics#
sm.0001lqkcekbcccr810862dx9nrvhr

* * *

THE IMPORTANCE OF DATA PRESENTATION
Speaker 
Barry Drees, PhD, Senior Partner, Trilogy Writing & 

Consulting GmbH, Frankfurt, Germany 

By Sampoorna Rappaz, PhD
The effectiveness of medical communication hinges on 
both the text and the accompanying data presentation 
being fit-for-purpose. Dr Barry Drees, in his presentation at 
AMWA’s 2021 Medical Writing & Communication confer-
ence, explained how we can fulfill the ultimate purpose of 
data presentation, which is to tell a story clearly and simply. 
Using examples from the domain of regulatory writing,  
scientific communication, and medical and world history, 
he illustrated how good data presentation can help focus 
the message, correct misperceptions, and even save lives!
 When done well, each element of data presentation 
within a document communicates 1 main message, which 
is determined by the question that the data are answer-
ing. Identifying this question and the message will help us 
decide how to best represent the data (Figure). Distinct data 
presentation types exist, each suited to a unique purpose. 
Once we have made a choice, we can use logical design 
principles to highlight and clarify the message.

Design Considerations for Tables
Dr Drees has the following advice for creating tables:

Resource List
For inspiration

• designspiration.com
• good.is/infographics
• DailyInfographic.com
• abdz.do

For design assistance
• infogr.am
• piktochart.com
• easel.ly
• visual.ly

Figure. How to 
determine the right 
data presentation 
type. The purpose 
and message of the 
data presentation 
and the type of data 
variable will direct 
our choice.

http://www.amwajournal.org
https://blog.hubspot.com/marketing/effectiveness-infographics#sm.0001lqkcekbcccr810862dx9nrvhr
https://blog.hubspot.com/marketing/effectiveness-infographics#sm.0001lqkcekbcccr810862dx9nrvhr
https://blog.hubspot.com/marketing/effectiveness-infographics#sm.0001lqkcekbcccr810862dx9nrvhr
http://designspiration.com
http://good.is/infographics
http://DailyInfographic.com
https://abduzeedo.com/
https://infogram.com/
https://piktochart.com/
https://easel.ly/
https://visual.ly/product/infographic-design


AMWAJournal.org     18Session Reports

• Choose a design that makes comparisons easy and 

keep the key comparators next to each other.

• Ensure column headings accurately describe the data 

within their respective fields.

• Ensure that the “total” presented at the bottom of the 

column is always the sum.

• Be consistent with text and number alignment. For 

easier reading, use the top alignment for column 

headings.
• Keep the table clutter-free. If adjacent data are identi-

cal, use a footnote. Use exponents when appropriate.
• Use an unambiguous footnote-labelling system. If the 

style guide allows it, use the alphabet, as this provides 
enough options and allows for logical organization. 
Avoid using a number-based system when data are 
numerical.

• Double-check for “footnote ghosts.” All footnote sym-
bols and abbreviations listed below the table must 
appear within the table field.

• Avoid empty cells. Blank spaces within a table field 

can confuse the reader (and the layout editor!).

Design Considerations for Graphical Representations
Dr Drees has the following advice for creating graphical rep-
resentations:

• Ensure axis labels are clear, accurate, and legible.

• Ensure final figure is large enough for the details to be 

visible.

• Keep graphs as simple as possible so that differences 

are easily discernible. “Fancy” or “trendy” design prin-

ciples (eg, too much “nondata ink”) can be misleading.

• For line graphs,
– Restrict use to continuous variables.
– Ensure individual lines can be easily followed.
– Use a trend line to improve clarity.

• For bar or column graphs,
– Avoid stacked bar graphs, as they make comparing 

the nonflush variables (ie, those not aligned along 
the axis) difficult. Instead, use a grouped column 
graph and, if required, add a column for total.

– Avoid using different shades of gray or striping to 
distinguish variables or categories, as these are 

affected by print quality.
– Avoid adding numbers to the top of bars. If num-

bers are essential for clarity, then use a table.

• For pie charts,
– Restrict use to instances in which percentage points 

add up to 100%.
– Restrict use to instances in which the main message 

can be illustrated with 1 or 2 clear segment(s).
– Make content user-friendly by starting segmenta-

tion at the 12 o’clock position, using appropriate 
colors or shades, and identifying the segments with 
a clear key or with labels on or next to segments.

• Avoid including many pie charts, as they are difficult 

to compare.

• Avoid three-dimensional graphs. These graphs create 

an optical illusion and can hide data points.

Focus on the Essential
Data presentation is a tool that should be used only when 
required, and each representation must be integral to the 
document. Good data presentation will make the accompa-
nying text obvious and easy to write. We must not use data 
presentation for “data storage” or as means to show off the 
amount of data collected. We need to balance the quantity 
of information against the clarity of the message. Our focus 
should be on the story being told and on the impact of the 
data presentation.

Sampoorna Rappaz is a freelance medical writer and editor 
based in Switzerland.

Author declaration and disclosures: The author notes no com-
mercial associations that may pose a conflict of interest in rela-
tion to this article.

Author contact: sampoorna.satheesha@gmail.com

 

http://www.amwajournal.org



