Purpose: The purpose of this paper is to identify strengths and weaknesses in the communication of performance measures and propose guidelines for the visualization of performance measures supporting continuous improvement (CI) in manufacturing small and medium-sized enterprises (SMEs). The goal is to help manufacturing SMEs improve their communication of performance measures, thereby improving performance, and strengthening the company.

Design/methodology/approach: This paper draws on both theoretical and empirical research. It begins with a literature review of theoretical guidelines for the visualization of performance measures. This theoretical information is then supplemented with a case study and a survey, both carried out at the Vara plant, a manufacturing SME with well-developed communication of performance measures. The case study involved all organizational levels in the company and focused on identifying strengths and weaknesses in visual communication of performance measures supporting CI. The information acquired from the literature survey and the case study was then used as the basis for a survey of the employees in one department as regards their perception, understanding and opinion of visual communication of performance measures. The analysis of the results led to the development of guidelines and a substantive proposal improving visualization of performance measures in this specific company, and in manufacturing SMEs in general.

Findings: A model for the visualization of performance measures supporting CI in the company was carried out. The guidelines proposed for all such visualizations are as follows: keep the visualization as simple as possible without compromising understanding, use symbols and colors consistently, use simple words and do not include too much information in the visualization. The study also shows that it is important to support a written visualization with an oral presentation to explain the results.

Originality/value: The originality of this paper lies in its focus on the visualization of performance measures in manufacturing SMEs and the guidelines and proposals developed.