INFS5700 Introduction to Business Analytics
Week 3: Data Visualization & Communication 2
• Recap on Week 2 topic
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• Continue with discussion on “A simple approach to build a Good Chart”
• Walkthrough – Designing Report with SAS VA
Recap: Anscombe’s Quartet example (1)
Recap: Anscombe’s Quartet example (2)
An simple approach to build a Good Chart
Understand
Present Create Refine and
Understand the Science of How We See
1. We don’t go in order
2. We see first what stands out
3. We see only a few things at once
4. We seek meaning and make connections 5. We rely on conventions and metaphors
What are the two questions we should consider before create visualization…
A Typology for Chart Making
An simple approach to build a Good Chart
Understand
Present Create Refine and
The “Feeling Behind Our Eyes”
The “Feeling Behind Our Eyes”
The “Feeling Behind Our Eyes”
How to Create the “Good Feeling Behind Our Eyes”
• Refine to Impress
• Refine to Persuade
Refine to Impress
1. To make charts feel neat or clean, focus on design structure and hierarchy
2. For charts that just make sense or feel instantly understood, focus on design clarity
3. To make charts that look elegant or beautiful, focus on design simplicity
Achieve Neatness (1): Use Consistent Structure
• Subtitle
• Visual field (visuals, axes, labels, captions, legend)
• Source line
Achieve Neatness (1): Use Consistent Structure
Use Consistent Structure: Examples
Achieve Neatness (2): Keep Elements Aligned
Achieve Clarity
Achieve Clarity (1):
Each element is unique and supports the visual
Achieve Clarity (2): Remove ambiguity
• Each element in your visualization has a single purpose that can’t be misinterpreted
Achieve Simplicity
• Clarity concerns effective communication: Does the idea come through?
• Simplicity focuses on effective presentation: Are you showing only what’s necessary for the idea to come through?
Achieve Simplicity (1): Minimize the number of color use
Achieve Simplicity (2): Limits eye travel
Refine to Persuade
Refine to Persuade
1. Hone the main idea
2. Make it stand out
3. Adjust what’s around it
Hone the main idea
Make it stand out: Emphasize
Make it stand out: Isolate
Make it stand out: Isolate
Adjust what’s around it: Remove reference points
Adjust what’s around it: Remove reference points
Adjust what’s around it: Add reference points
Adjust what’s around it: Add reference points
Adjust what’s around it: Shift reference points
Adjust what’s around it: Shift reference points
Persuasion or Manipulation
The Truncated Y-axis
The Double Y-axis
Persuasion or Manipulation ?
• Does my chart make it easier to see the idea, or is it actively changing the idea?
• Ifit’schangingtheidea,doesthenewidea contradict or fight with the one in the less persuasive chart?
• Doeseliminatinginformationhidesomethingthat would rightfully challenge the idea I’m showing?
• Would I feel duped if someone else presented me with a chart like this?
An simple approach to build a Good Chart
Understand
Present Create Refine and
Presentation tips (1): Show the chart and stop talking
Presentation tips (2): When it’s time to talk, don’t read the picture
Presentation tips (3): Use reference charts
Presentation tips (3): Use reference charts
Engagement tips (1): Create tension
[Wait 5 beats] There’s not a college major charted here in which women earn fewer than 40% of the degrees given out. This shows great progress. But we haven’t yet added computer science and engineering to the chart. [Pause]
Engagement tips (1): Create tension
[Wait 5 beats] There’s not a college major charted here in which women earn fewer than 40% of the degrees given out. This shows great progress. But we haven’t yet added computer science and engineering to the chart. [Pause]
Engagement tips (2): Tell Stories • Setup: Here is some reality
• Conflict: Here is new information that complicates or changes reality
• Resolution: Here is the new reality
Engagement tips (2): Tell Stories
Putting it all Together
Walkthrough – Designing Report with SAS VA
Questions?
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