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Your evaluation criteria need to be objective, in that they stipulate the rules you would use in establishing whether a Chart, Table or Graph utilised in your selected Report, is appropriate for the data being presented. You need to make sure that each of your criterion is written in such a manner that a reasonable person can readily understand, or appreciate, the message being conveyed. You are expected to address approximately 20 criteria.

You should also group your criteria by visualisation type. For example, you might choose “Common”,“Chart”, “Table” and “Graph”, or some other suitable grouping. You are not restricted to these specific headings. It’s also important that you number each separate criterion as you will need to refer to its specific number when undertaking Task 2.
An example of an appropriate criterion:

Line Charts should be used when analysing trends over time. To be effective, the time series should be placed on the x-axis with the measure on the y-axis. An example of an unacceptable criterion Line Charts should have nice colours.
This last example fails on two counts: it has an inadequate description (or explanation); and, it is subjective (i.e. the authors opinion) – your criteria need to be objective.

Select 12 to 15 diverse Charts, Tables or Graphs from your chosen Report (but not including any “Infographics”) and evaluate these visualisations using your criterion developed in Part A. It would not be unusual for an individual visualisation from your report to refer to multiple criteria. Further, any given visualisation you select may conform to some of your criterion but be in contravention of others, and this would need to be reported.

It is expected that each of your criterion would be used at least once when evaluating your chosen Charts, Tables or Graphs.Note: When evaluating the report, include an image of the Charts, Tables and Graphs you have selected and make sure you associate them back to a specific criterion by using the criterion number you utilised in Part A.

Development of Criteria of Evaluation

In this study, it can be hereby said that a proper technical report can be considered to be indispensable without the use of graphical presentation that can properly support the entire text. Nevertheless, together with the rapid movement of the digitalization, the specific reports published can be made both attractive as well as easily comprehensible only with the usage of graphical presentation. In essence, it can be said that graphical presentation can help in the process of proper reflection of text using chart, graphs, diverse pictures as well as tables.

In this context, it can be said that evaluation criteria can also be designed in numerous ways depending on the ways of comprehension. Consequently, this particular report can be properly assessed based on valid images at the time of constructing or else developing diverse visualization founded on annual declarations of the company Wesfarmers, a diversified company. 

Part A: Development of Criteria of evaluation
    As such, the content as well as format of the current report can be decided based on the needs as well as abilities to comprehend by different audiences. Again, particular visual demonstration assists in the process of appraising the financial circumstances, diverse strategic preferences along with the overall performance of the corporation as this graphical representation such as tables, graphs as well as charts can assist in the process of simplification of the entire data. Contrariwise, the following criteria can be regarded as the benchmarks for assessment:

1.Use of specific numbers: Different graphical presentation tools such as the pie charts, bar charts as well as line graphs can be considered to be effective ways for presentation of statistical data (Sundaresanet al.  2017). 
2.Use of graphics in this case: As such, use of graphics mainly refers to the utilization of pie charts, bar charts, diverse column charts, numerous types of graphs, scatter diagram as well as surface charts. In essence, the primary thought or notion is to gain a clear understanding along with clear representation of the identified purpose. In this case, let us consider the instance of using a pictograph. Essentially, a pictograph can help in communicating in different languages by means of depiction(Rollinson 2014). 

3.Presentation of layout: In particular, the assimilation using different types of graphs, effective pictures, charts, different colours as well as diverse types of design components can help in establishing a significant facet for generation of information that is essentially appealing along with comprehensible for all the readers(Greenfield and Greener 2016). 

4.Utilization of labelling: In particular, this specific criteria can help in delivering inference of different pointers such as the titles of different types of charts, axes present in the chart, presence of different words as well as phrases along with use of different trend lines in the graphical presentations (for example, graphs, different types charts, graphs, attractive pictures along with tables) (Rollinson 2014). The labelling in the graphical reflections can be carried out as per the suitability of particular audience of the graphical presentations. 

5.Presence of specific references in the graphical reflections: It can be hereby mentioned in this connection that graphs have the need to be properly referenced along with the plot area, diverse positions, different axes (such as the x-axis and the y-axis), and specific titles along with grid lines(Greenfield and Greener 2016). This can essentially help in the process of distinguishing between the particular information that is to be presented graphically and can help in the appropriateness. 

Use of Specific Numbers

6.Effectual usage of variables: In essence, the graphical representation need to have requisite variables at each and every axes in a bid to assess the essence of the particular information that can be implemented in the declaration further(Greenfield and Greener 2016). 

7.Particular range of particular information: Essentially, the data included need to have a specific range of important information that can help in defining all the years, both lower as well as upper required limits in addition to cross sectional or else longitudinal nature of the given data(Sundaresanet al.  2017). 
8.Presentation of the design as well as background: Fundamentally, the design adopted need to embrace lucidity in the structure that is both attractive as well as soothing for all the readers (Alvarado et al. 2013). This in turn can help in maintaining the interest by means of maintenance of consistency and significance. 

9.Line Graphs- This can help in examination of trends of same intervals whilst carrying out comparative study. 
10.Important key: Depictions convey specific information to refer to distinctive meaning (Sundaresanet al.  2017). It is supposed to be present at the right or middle of different charts. 
11.Positioning: The presentations utilized in the declarations need to be cross references with adequate discussion (Wang 2014). For example, for understanding graph and supporting texts in different pages there needs to be proper numbering.

12.Use of scaling: Graphs provide the facility to segregate both the quantitative as well as qualitative data and both in a very prudent way. This helps in carrying out comparisons. 
13.Proper presentation: Fonts as well as presentation need to be the basic characteristics of the corporation (Greenfield and Greener 2016). Fonts need to be colourful, attractive, presentable as well as bold to help in relating with the corporation. 

14.Procedure of encoding data: The procedure of particularly long figure as well as short data can be reflected through numbers, diverse codes for maintaining simplicity of the graph(Keller 2014).
15.Customization- Here, data can be customized founded on the declaration published for highlighting significant data and at gain satisfaction (Andersonet al. 2014). 

16.Both financial as well as non-financial evaluation- The evaluation founded on visualizations need to assist in the process of delivering assistance to any kind of background of reader in order to augment the overall value of demonstration (Cressie2015). 
17.Data Assimilation: Data assimilated in diverse graphs as well as charts have the need to somewhat identical yet very much interactive for reflecting the data presented through tables and charts (Rollinson 2014).
18.Appropriateness of specific presentation: The overall characteristics of the data or else intricate data need to be diverse in different projects. For instance, diverse phases in a specific project can be reflected by means of Gantt chart, conversely, segmentation of entire population by means of pie chart (Meeker and Escobar 2014). 

19.Association of proper information: Graphs or else charts can have different styles in a single reflection since it assists in assessment of the nuances of the data utilized (Rollinson 2014).
20. Geometric Dimensions: Different observers are essentially driven by specific curvature features for instance, contour structure as well as the way the segregation of intricate shapes can be allocatedin diverse smaller sections by means of particular visual features such as location, orientation as well as size among many others (Rudzkiet al. 2017). 

Use of Graphics

Part B: Evaluation of annual report, 2016 of Wesfarmers
One of the most diversified organizations of Australia, Wesfarmers carries on different operation of business. To begin with, the different operations are hotels, supermarkets, office supplies, convenience stores in association with industrial operations like coal, chemical, fertilizers and energy. The main objective of the company is to provide their stakeholders with satisfactory return.

However, to fulfil these needs, it is required to visually analyse their annual report.The annual report of the company reveals that the company is sophisticated in their background, design and styles (criteria 8), for instance, it generates the prevailing effect on the shareholders and external as well as internal users of the financial statement. However, the cover page of the report reveals an interesting fact that shows the employee’s nature to support the goals of the organization.

It is also identified from the annual report of the company that the edgy and sharp contours (criteria 20) states acceptability and efficiency. It is further recognized from the report that sense of humour is sharp as the cover page colourful yet simple along with the smiles of various employees those are working in the organization.

The 2nd and 3rd figure of doughnut chart is prepared on the basis of the performance review that is the creation of wealth as well as the value. The fonts, colours, layout and graphics (criteria 2, 3 and 13) that are utilized in doughnut chart are combined with the various colours. The outside of the chart is in the hue of white and black colours that illustrates the major segments of creation of wealth and it is followed by the 2nd doughnut coloured with hue of green for the further sub-division of the year 2016 (Malamed 2015).

The doughnut charts are also regarded as symbolic of scaling (criteria 12) and it differentiated the quantitative numerical data with the qualitative segment that are achieved for each of the segments. Therefore, in case of Wesfarmers the wealth percentage that have gained by the shareholders during 2016 is represented through the
The report assures that it will provide a particular range of information (criteria 7) with customization of non-financial data (criteria 15 and 16). The hues of the green represent one of the yardstick properties for the eco-friendly nature of organization. 

The reports of the company are the storytelling machine for the functions and origin of the the operations of the company. However, the proper communication is only possible through the visual representation of the required data. Above shown figures state the significance of green colour (linked with the nature) for the organization (criteria 13). Figure 5 that is shown above reveals the importance of the numbers (criteria 1) with the graphics (criteria 2) and the used layout is loaded yet representative (criteria 3). The effective variables used to reveal the shareholder’s view (criteria 6). On the other hand, the proper positioning of tables in association with column and bar charts (criteria 11 and 17) to analyse the figures from the table. 

Presentation of Layout

On the other hand, figure 8 examines the key variables through the table for the year 2015-16 with appropriate changes and the numbers (criteria 1). The efficiencies of the variables in association with the numbers has shown through the proper layout (criteria 6 and 3). above revealed the combination of numbers and graphics that is the doughnut charts, tables, line charts, bar charts and association of various charts through two ways of explanation (criteria 1 and 2) (Ferres et al. 2013). However, it is found that the x axis and y axis has not been labelled and it will create vagueness in the mind of users of the reports (criteria 4 not met) (Kasyanov and Kasyanova 2013). On the contrary, bar charts and graphs have proper colour like grey, green and have proper keys like profile for debt maturity (criteria 5 and 10). The line charts with the markets stated the trends for yearly listing of stock prices (2012-2016) on ASX (criteria 9).

On the contrary, figure 10 is the symbolic of keys and scaling and each colour revealed different label (criteria 12, 10 and 4). Figure 11 is focussed the associated information with various labels and keys through the charts and graphs that portrayed the generation of cash flows. The association of the information stated the appropriateness (criteria 18) in the single chart. 


From the above discussion, it is concluded that the annual report of the company represented and evaluated on the basis of various criteria set. The criteria established through various graphs, tables, pictures and charts to present the key components of the company and to study the skills of foundation. However, the skills could have been further empowered through further investigation with the updated conditions and norms.


 Alvarado, B., Ariel, I. and Van Gent, R.P., Seven Networks, Inc., 2013. Context aware data presentation. U.S. Patent 8,412,675.

Anderson, D.R., Sweeney, D.J., Williams, T.A., Camm, J.D. and Cochran, J.J., 2014. Statistics for business & economics, revised. Cengage Learning.

Cairo, A., 2016. The truthful art: Data, charts, and maps for communication. New Riders.Cressie, N., 2015. Statistics for spatial data. John Wiley & Sons.

Ferres, L., Lindgaard, G., Sumegi, L. and Tsuji, B., 2013. Evaluating a tool for improving accessibility to charts and graphs. ACM Transactions on Computer-Human Interaction (TOCHI), 20(5), p.28.

Greenfield, T. and Greener, S. eds., 2016. Research methods for postgraduates. John Wiley & Sons.
Kasyanov, V.N. and Kasyanova, E.V., 2013. Information visualisation based on graph models. Enterprise Information Systems, 7(2), pp.187-197.

Keller, G., 2014. Statistics for management and economics. Nelson Education.Malamed, C., 2015. Visual Design Solutions: Principles and Creative Inspiration for Learning Professionals. John Wiley & Sons..

Meeker, W.Q. and Escobar, L.A., 2014. Statistical methods for reliability data. John Wiley & Sons.Rollinson, H.R., 2014. Using geochemical data: evaluation, presentation, interpretation. Routledge.

Rudzki, P.J., Biecek, P. and Kaza, M., 2017. Comprehensive graphical presentation of data from incurred sample reanalysis.

Sundaresan, N. and Parikh, N., Paypal, Inc., 2017. Presentation of query with event-related information. U.S. Patent 9,652,535.Wang, P.C. ed., 2014. Graphical representation of multivariate data. Elsevier.

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