Dashboards and reports communicate analysed data, but the most suitable format depends on what the audience needs to understand and do. A dashboard usually provides a concise and regularly updated view of measures, trends or performance. It may allow users to filter information and explore different aspects of the data. A report provides greater space for explanation, interpretation and recommendations. It can guide the reader through the findings when the subject is complex, sensitive or requires important context. Government Analysis Function (2026a) advises considering alternatives before building a dashboard, particularly when users need commentary rather than independent exploration.
Understanding the audience is central to this decision. Different users have varying levels of technical knowledge, data literacy, available time, and decision-making authority. Senior leaders may need a high-level view of performance and risk, while operational colleagues may require detailed information to investigate specific issues. Sarikaya et al. (2019) found that dashboards support different analytical goals and audiences, meaning that one design will not suit every situation. The language, measures, visual complexity, and level of detail should therefore reflect the intended user and the decisions they need to make.
Once the purpose is clear, content can be selected according to its relevance. A dashboard or report should focus on measures that answer the business question, rather than displaying all available data. Key performance indicators should have clear definitions and meaningful comparisons, such as a target, previous period, or organisational benchmark. Few (2004) argues that tables and graphs should communicate information clearly and efficiently, without unnecessary decoration. Giving the most important findings greater prominence and grouping related information helps users recognise what deserves their attention.
The visual format should match the message within the data. Bar charts support comparisons between categories, line charts show change over time, scatter plots display relationships between variables, and tables are useful when exact values are needed. Government Analysis Function (2022) recommends identifying the intended message and statistical relationship before selecting a chart. Clear titles, labels, units, and annotations then help users understand what the visual shows and why it matters.
Research indicates that visualisation can improve the speed and quality of decision-making, although its effectiveness depends on the task, design, and characteristics of the audience (Eberhard, 2023). Colour, size, and position can direct attention towards significant findings, but excessive colour, decorative effects, and crowded layouts can compete with the data. Knaflic (2015) recommends using visual cues deliberately and removing elements that do not support the message. Tufte (2001) similarly emphasises presenting information clearly while avoiding graphical distortion or features that imply more than the data demonstrates.
Context is also essential to accurate interpretation. Users should be able to identify the data source, period covered, update date, definitions and filters applied. Scales and comparison points should be appropriate and consistent, while missing data, unusual results and changes in methodology should be explained. Calculations, totals, filters and labels should be checked before publication. The Government Analysis Function (2026b) recommends including relevant metadata, methodology and quality information so users can assess the reliability and limitations of the findings.
Finally, dashboards and reports should be accessible to people with different needs and ways of accessing information. Plain language, readable text, logical layouts and consistent navigation improve usability. Meaning should not depend on colour alone, and important findings should be available through written descriptions or accessible tables (Government Analysis Function, 2026b). Testing with representative users can reveal whether they can locate information, use interactive features and interpret findings correctly. Regular review is equally important because data, organisational priorities and audience needs can change (Government Analysis Function, 2026a). An effective dashboard or report is therefore not simply visually appealing; it remains accurate, accessible and useful for the decisions it was created to support.
Action Point
Identify a recurring data request within your workplace and speak to someone who uses the information. Ask what they need to understand, how often the data changes and what decision or action it supports. Based on their response, decide whether a dashboard, report or another format would be most appropriate, and briefly justify your choice.