Impact of Visualization Techniques on Non-Technical Users' Decision-Making in Business Intelligence

This research paper focuses on the influence of visualization techniques on decision-making amongnon-technical users in the field of Business Intelligence (BI). We explore how these platforms aid datacomprehension and enable a constructive decision-making process by examining various visualizationtools such as Power BI, Looker, and Tableau. The paper also investigates the role of emotionally drivenvisualization, narrative visualizations, and aesthetic preferences in engaging users and enhancing theirunderstanding of complex datasets. Through case studies across multiple sectors like finance, healthcare,education, and manufacturing, this study mainly highlights the significance of instinctive design, usertraining, and the integration of emotional, narrative, and also aesthetic elements in visualizationtechniques.