The way data are displayed is as important as the data. The reader's ability to perceive, comprehend, and recall the information contained within the data is affected by how the data are presented. Multiple factors must be considered when designing data displays. Characteristics of the data and the intended use of the data should drive the choice of the display format. Formats for data displays can be words or numbers. Numbers can be displayed as specific values, tables, or graphs. Advantages and limitations of different types of data formats are presented. Techniques for the use of color are also included.