This guide is for a fixed report that explains findings and context. A dashboard is designed for scanning ongoing metrics; see the dashboard layout guide for that format.
1. State the question and scope
Begin with the question the report is meant to answer. Define the period, population, data sources, and terms used. A clear scope helps readers understand what the findings can—and cannot—say.
Identify the audience and what decision or understanding the report should support. Explain any important context before presenting a result, especially when the numbers could be interpreted in different ways.
Create a short outline of the findings and supporting evidence. Decide which details belong in the main narrative and which can sit in a supplementary section.
A report about a survey should explain who was surveyed, when, and how responses were collected. A report about performance might define the metrics and comparison period. These details help readers judge how broadly the findings apply.
2. Present findings with context
Use a chart or table when it helps readers compare values or see a trend. Label axes, units, and time periods, and choose a visual form that represents the data accurately. Do not use visual effects that exaggerate a difference.
Write a plain-language explanation beside each important finding. State what the data shows, avoid claiming causes the data does not establish, and note relevant limitations or missing information.
Keep sources, definitions, and methodology easy to find. If the report uses estimates, samples, or revised figures, explain those points where they affect interpretation.
Prefer a direct chart title that states what is being compared. Use consistent scales where comparisons require them, and avoid mixing unrelated measures in a single visual just to save space.
3. Arrange the report as a narrative
A report often moves from an executive summary to context, findings, interpretation, and implications. Adjust the order to the audience, but make the logic between sections clear.
Use Pages Spatial to arrange and resize sections around the report’s argument. Use Section Spatial to refine charts, headings, explanatory notes, and callouts within each group.
Give key findings visual emphasis without making every statistic appear equally important. Use descriptive headings so readers can scan the document and understand its main progression.
Distinguish the observation from the recommendation. Explain what the evidence indicates, then state which proposed action is an interpretation or decision rather than a measured fact.
4. Verify the report before sharing
Recheck calculations and compare figures with the source data. Confirm that the written conclusions match the charts, that labels and units are consistent, and that no data is presented without needed context.
Review the report on desktop and mobile sizes. Make sure chart labels are readable and that explanations remain close to the visuals they describe. Provide written context for information that a chart alone cannot communicate.
Ask a colleague to trace one conclusion back to its source. This can reveal missing definitions, unclear assumptions, or a visual that suggests a stronger conclusion than the evidence supports.
Keep a source note close to the relevant data and include a date for time-sensitive evidence. If a figure was supplied by another party, identify that source accurately.
