A good dashboard answers questions at a glance. A bad dashboard raises more questions than it answers. Here are 5 principles for effective design:

1. Put the Most Important Info at the Top Left

Why: Eyes scan top-left to bottom-right (in Western cultures)

Dashboard hierarchy:

┌─────────────────────────────────┐
│ KEY METRICS (Top left)          │
│ Revenue, Conversion, Critical KPI│
├──────────────┬──────────────────┤
│ Detail Chart │ Detail Chart     │
│ Supporting   │ Supporting       │
│ Context      │ Context          │
└──────────────┴──────────────────┘

Top Left Should Show:

• Primary KPIs (1-4 numbers)
• Biggest changes or alerts
• What decision-makers check first

2. Use Big Numbers for Key Metrics

Make KPIs scannable in 2 seconds:

✅ Good:
    $1.2M
    Revenue (This Month)
    ▲ 15% vs Last Month

❌ Bad:
    Small text buried in a table
    Multiple fonts, unclear time period
    No comparison or context

Include context:

• Comparison (vs goal, vs last period)
• Trend indicator (▲ up, ▼ down)
• Time period clearly labeled

3. Limit to 5-7 Visuals Per Page

Why: Cognitive overload hurts comprehension

Number of Charts	Result
3-5 charts	✅ Clear focus, easy to understand
6-8 charts	⚠️ Acceptable but getting busy
10+ charts	❌ Visual clutter, nothing stands out

If you need more: Create multiple dashboard pages or tabs for different audiences/purposes

4. Design for Your Audience's Questions

Executive dashboard:

• High-level KPIs only
• Big numbers, simple trend lines
• Red/green status indicators
• Answers: "Are we on track?"

Operational dashboard:

• More detailed breakdowns
• Drill-down capabilities
• Real-time or near-real-time data
• Answers: "What needs attention now?"

Analytical dashboard:

• Comparison charts, scatter plots
• Historical trends
• Segmentation views
• Answers: "Why is this happening?"

5. Make It Actionable

Every dashboard should drive action:

Bad Dashboard:

"Website Traffic: 10,000 visits"

→ So what? What do I do with this?

Good Dashboard:

"Website Traffic: 10,000 visits
▼ 20% below goal (12,500)
Bounce rate increased to 65%

→ Action: Check landing page performance"

Include:

• Alerts when metrics are off-target
• Comparison to goals/benchmarks
• Clear labels explaining what metric means
• Filters to let users explore

Additional Best Practices

White Space is Good

Don't cram charts together. Space improves readability.

Consistent Color Scheme

Use same colors for same metrics across all charts:

Revenue = Blue (everywhere)
Costs = Orange (everywhere)
Profit = Green (everywhere)

Clear Titles and Labels

Every chart needs:

• Descriptive title (not just "Sales")
• Y-axis label with units ($, %, count)
• Time period clearly shown

Remove Chart Junk

Eliminate:

• ❌ 3D effects
• ❌ Unnecessary gridlines
• ❌ Decorative borders
• ❌ Background images

Common Dashboard Mistakes

• ❌ Too many metrics → Pick the vital few
• ❌ No comparison context → Add goals, trends, benchmarks
• ❌ Unclear time periods → Label everything clearly
• ❌ Wrong chart types → Use appropriate visualizations
• ❌ No clear purpose → Know what decision this dashboard supports
• ❌ Stale data → Show last updated timestamp

The 10-Second Test

Show your dashboard to someone unfamiliar with it. After 10 seconds, ask:

1. What is the main message?
2. What action should be taken?
3. Is performance good or bad?

If they can't answer, redesign for clarity.

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