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Provide Evaluative Meaning and Direct Attention

This chapter, “Provide Evaluative Meaning and Direct Attention,” links earlier chapters about the habits of the highly numerate to evidence-based communication solutions that especially help the less objectively numerate. In particular, Chapter 17 provides techniques to assist decision makers when they are unable to evaluate the good or bad meaning of numeric information. These techniques range from providing numeric comparisons to carefully using evaluative labels and symbols, more imaginable data formats, and emotion. Evidence exists that emotional communications also facilitate communication by grabbing and holding attention. Other methods that allow the less numerate access into these attentional habits of the highly numerate include ordering information based on its importance, highlighting the meaning of only the most important information, and increasing the visual salience of key numbers. The chapter concludes with a brief summary of some of the challenges that communicators face to presenting information well.