The Look n’ Feel
Transforming data into eye-catching graphics and tables is not as intuitive as it may seem. While new software and platforms make the mechanical aspects of data presentation simple to master, everything from choosing the right graphics to the graphical design aspects are a unique set of skills, this chapter refers to look n' feel skills. They include choices related to the look of the presentation and the feel of the presentation (architecture of the graphics and tables, responsiveness, and interactivity). The chapter focuses on the market research findings. The key to a good graphical presentation is to select the method that best fits the data, so the chapter considers a process to choose the best way to communicate quantitative information. This is followed by information on models for presenting qualitative data. The chapter provides an overview of presentation tools that integrate quantitative and qualitative data, such as slideshow tools, the Prezi platform, and the use of infographics.