The practice of data visualization helps us communicate a complex dataset in a simple and powerful way. Visualizations bring us understanding quickly and compel us to take action in ways that static numbers on a report can never provide on their own. They compel us to take action in ways that static numbers on a report can never provide on their own.

Over our history, Looker has worked to help hundreds of companies use data visualization to operationalize and take action on their data in new ways. Drawing on this work, this whitepaper synthesizes four rules for creating effective and engaging visualizations. These rules offer food for thought and practical tips, whether you’re a data pro or just starting to work with data.