All of us present numbers in our reports, presentations, memoranda. The way we do it can have enormous impact on their understanding and, in consequence, on decisions we make. Our mind is the core of the cognitive process and therefore we should use its potential to the fullest when communicating numbers. Although our brain is governed by very simple principles, the degree to which they are known, even by report designers and analysts, is very low. Learning those principles is the foundation of communication with the use of numbers, choosing correct charts and builiding dashboards.