We have developed a consistent, specific methodology towards design that helps us develop the highest quality dashboards. This book exemplifies our method, which leverages our 5 Elements of Dashboard Design: Integrity, Flow, Color, Typeface and Charm. These elements are critical in assuring that a data story is told in a compelling, accurate and attractive way.

Use this book and the dashboard examples inside to learn the 5 Elements and consider how they might apply in your industry. We’re also offering a special workshop based on the concepts in the book.

Imagine the possibilities for beautifully displaying your data story!

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The 5 Elements of Dashboard Design


If visualization is a car, data integrity is its engine.

“...any data set can be misconstrued, decontextualized or misused...”

“...dashboards achieve analytical integrity by breaking down complex data sets.”

“This is best accomplished by identifying key metrics, aggregating them correctly, and comparing them in meaningful ways... doing so helps users make and understand their data-driven decisions.”


If visualization is a house, flow is its floor plan.

“Flow uses visual clues, creates momentum, and establishes clear paths for discovery...”

“...users should know where to start and how to move through a dashboard. Each visualization should also inspire users to continue exploring the data...”

“Dashboards that have exceptional flow resonate with users because they offer relevant information in a meaningful sequence.”


If visualization is a stage, color is a spotlight.

“[Dashboard] color should be deliberate, consistent and meaningful to help users form valuable conclusions.”

“’s not enough to simply use certain complementary colors in dashboard design...”

“A custom color palette demonstrates that the designer has invested time to create a higher-end dashboard...”


If visualization is a photo, typeface is a filter.

“...typeface can evoke emotion such as nostalgia, excitement, or urgency... [it] doesn’t change the content, but it does impact the message...”

“...consider what’s appropriate. [Typeface] can be decorative but should always capture the desired tone.”

“...careful attention to style, size and weight will ensure that the typeface will both drive a dashboard’s message and help visually organize information.”


If visualization is a book, charm is its cover.

“...charm not only reinforces a dashboard’s overall narrative... it instantly attracts and engages users.”

“...a company’s or organization’s brand can lend charm to a dashboard... [it’s an] effective way to engage users while also enforcing brand identity.”

“... even the simplest detail can stick with users and make analytics more memorable.”


Learn More About Our Art + Data Workshops

For 10 years, we’ve been developing techniques that will change the way you approach dashboard design in Tableau.

We’re offering a special workshop based on our newly released book, ART + DATA: A Collection of Tableau Dashboards. Learn to build Tableau dashboards that demonstrate excellence in data storytelling, visual analytics, and design. Contact our sales team by using the form below: