10 Steps to Data Vizardry
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Transcript of 10 Steps to Data Vizardry
Zach GemignaniCEO + founderJuice [email protected]
10 Steps toData Vizardry
What is a Data Vizard?
How do I become one?
What is a Data Vizard?Someone with the ability to tell clear, compelling stories with data.
How do I become one?
What is a Data Vizard?Someone with the ability to tell clear, compelling stories with data.
How do I become one?By consistently applying a set of straightforward skills and principles
What level are you?
What level are you?
beginner
What level are you?
beginner intermediate
What level are you?
beginner intermediate advanced
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLSLEARN FROM THE BEST
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLSLEARN FROM THE BESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLSLEARN FROM THE BEST
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLSLEARN FROM THE BESTDATA VIZARDS...
what’s right
less
more
what’s right
less
more
what’s possiblestatus quo inspiring
what’s right
less
more
what’s possiblestatus quo inspiring
Jonathan Harris
New York TimesStephen Few
“eloquence through simplicity”
www.perceptualedge.com/blogStephen Few
Business Objects is a leading business intelligence vendor (based on sales), but its products consistently demonstrate that they don’t understand analytics and haven’t a clue about data visualization. A vendor that claims to be the best, which Business Objects unabashedly claims (just like every other major BI vendor), should be ashamed of selling such moronic products. Don’t reward them for irresponsible work—products that assume their customers are halfwits...
“
”
data visualization as artJonathan Harris
www.number27.orgwww.wefeelfine.org
New York Times
New York Times
New York Times
New York Times
New York Timeswww.smallmeans.com/new-york-times-infographics/
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLSLEARN FROM THE BEST
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLSLEARN FROM THE BESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLSLEARN FROM THE BEST
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLSLEARN FROM THE BESTDATA VIZARDS...
The more technique you have, the less you have to worry about it.
“”» Pablo Picasso
I am always doing that which I cannot do, in order that I may learn how to do it.
“”» Pablo Picasso
New York Times (Flash)
Juice Analytics (Excel)
New York Times (Flash)
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLS
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN FROM THE BESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN YOUR TOOLS
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCELEARN FROM THE BESTDATA VIZARDS...
Chief Marketing OfficerMarketing Analyst
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCE
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETLEARN FROM THE BESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETKNOW YOUR AUDIENCE
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMETLEARN FROM THE BESTDATA VIZARDS...
http://www.youtube.com/watch?v=zSoHkadTAxc
Data Gourmet Data Gourmand
Data isn’t like your kids. You don’t have to pretend to love them equally.
“ ”» Amanda Cox, New York Times
Data Gourmet Data Gourmand
Interesting < Useful < Actionable
Interesting < Useful < Actionable
Interesting < Useful < Actionable
Interesting < Useful < Actionable
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMET
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTLEARN FROM THE BESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTBE A DATA GOURMET
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHARTLEARN FROM THE BESTDATA VIZARDS...
Question
Data parametersChart category
Mapping of data to chart elements
How do my sales break down by visitor type?
How do my sales break down by visitor type?
value/metric
sales
How do my sales break down by visitor type?
value/metric
sales
attribute/ dimension
visitor type
How do my sales break down by visitor type?
value/metric
sales
chart category
break down
attribute/ dimension
visitor type
How do my sales break down by visitor type?
value/metric
sales
chart category
break down
attribute/ dimension
visitor type
What is the trend in visitors across time?
How do my sales break down by visitor type?
value/metric
sales
chart category
break down
attribute/ dimension
visitor type
What is the trend in visitors across time?
visitors
How do my sales break down by visitor type?
value/metric
sales
chart category
break down
attribute/ dimension
visitor type
What is the trend in visitors across time?time
visitors
How do my sales break down by visitor type?
value/metric
sales
chart category
break down
attribute/ dimension
visitor type
What is the trend in visitors across time?time
visitorstrend
Chart categoriesDistribution
Comparison
Composition
Relationship
Trend
www.chartchooser.com
www.extremepresentation.com/design/charts/
People perceive...
People perceive...Accurately Length of a line
Position in 2D space
Semi-accurately AreaColor intensityRadial distancePosition in 3D space
Not accurately at all Odds of winning in Vegas
People perceive...Accurately Length of a line
Position in 2D space
Semi-accurately AreaColor intensityRadial distancePosition in 3D space
Not accurately at all Odds of winning in Vegas
People perceive...Accurately Length of a line
Position in 2D space
Semi-accurately AreaColor intensityRadial distancePosition in 3D space
Not accurately at all Odds of winning in Vegas
Back Palin
Back Huckabee
Back Romney 60%
63%
70%
IntelMicrosoftSamsung
MercuryZeus
ReebokAdidas
LGNike
AppleGoogle
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHART
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSEARN FROM THE BESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHART
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICSEARN FROM THE BESTDATA VIZARDS...
Good visualization techniques...
easy to understand
solve common problems
reproducable
Good visualization techniques...
small multiples
ffctn.com/a/expensevisualizer/
treemap
www.juiceanalytics.com/demos/airline/
unit chart
visualization.geblogs.com/visualization/health_visualizer/
animated bubble chart
www.gapminder.org/world
lava lamp chart
www.juiceanalytics.com/gallery/tv-top-earner/
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICS
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYRN FROM THE BESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYGO BEYOND THE BASICS
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITYRN FROM THE BESTDATA VIZARDS...
A wealth of information creates a poverty of attention.
“”» Herbert Simon, Nobel
Laureate Economist
Distracting graphical elements
Distracting graphical elements
Complex, jargon-y labels
Distracting graphical elements
Complex, jargon-y labels
Chart deciphering
Distracting elements
Distracting elements
Distracting elements
Fundamental rules of chart design
Reduce chartjunk(remove chart elements that are decorative or ornamental)
Increase data-ink ratio(make every pixel tell a story about your data)
Images courtesy of Tim Bray: http://www.tbray.org/ongoing/When/200x/2003/03/13/Data-Ink
Reduce tablejunk
Increase data-ink ratio
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITY
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERTHE BESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITY
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERTHE BESTDATA VIZARDS...
looks matter
Data + Design
data junkies designers
Color
Color
http://www.fusion41.com/visuals/
WebTrends 10
restrained
meaningful
Color schemes for data
SequentialColors can be ordered from low to high
Low High
Color schemes for data
SequentialColors can be ordered from low to high
Low High
DivergingTwo sequential schemes extended out from a critical midpoint value
Low HighCritical midpoint
Color schemes for data
CategoricalLots of contrast between each adjacent color
SequentialColors can be ordered from low to high
Low High
DivergingTwo sequential schemes extended out from a critical midpoint value
Low HighCritical midpoint
colorbrewer2.org
Color schemes for data
Use contrast to support your message
0
20
40
60
80
North South East West
5870
4355
0
20
40
60
80
2007 2008 2009 2010
Region 1Region 2Region 3
Use contrast to support your message
0
20
40
60
80
North South East West
5870
4355
0
20
40
60
80
2007 2008 2009 2010
0
20
40
60
80
North South East West
5870
4355
70
Region 1Region 2Region 3
Use contrast to support your message
0
20
40
60
80
North South East West
5870
4355
0
20
40
60
80
2007 2008 2009 2010
0
20
40
60
80
North South East West
5870
4355
70
Region 1Region 2Region 3
0
20
40
60
80
2007 2008 2009 2010
Region 1Region 2Region 3
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History of Medicine
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Fonts - Juice’s Simple Font Framework
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History of Medicine
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
History of Medicine
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Body TextClean readable text, 50-80% of your text will look like this.
•10-16pt•Arial or Georgia
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History of Medicine
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
History of Medicine
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HeaderUse to separate and name sections
•150%-200% of body
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History of Medicine
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
History of Medicine
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NotesAdditional things a user should be aware of
•85% of body•Lower contrast
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History of Medicine
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Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.
History of Medicine
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EmphasisDraw the eye to key points
•Same size as body•High-impact color/bold/italic
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History of Medicine
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FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNER
FORM FOLLOWS FUNCTIONTELL A STORYBESTDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNER
FORM FOLLOWS FUNCTIONTELL A STORYBESTDATA VIZARDS...
settingexpositioncharacterssequence
conflictresolution
scope of analysisbackgroundpoint of viewflowquestionsanswers
Be a salesman
http://www.youtube.com/watch?feature=player_embedded&v=wVQPY4LlbJ4
What does this tell me?
Process
Drill-down workflow
FORM FOLLOWS FUNCTIONTELL A STORY
FORM FOLLOWS FUNCTIONDATA VIZARDS...
FORM FOLLOWS FUNCTIONTELL A STORY
FORM FOLLOWS FUNCTIONDATA VIZARDS...
form paper Excel online app e-mail large screen
timeliness
aesthetic
mobility
connectivity
data detail
data density
interactivity
collaboration
functionform paper Excel online app e-mail large
screen
timeliness
aesthetic
mobility
connectivity
data detail
data density
interactivity
collaboration
functionform paper Excel online app e-mail large
screen
LEARN FROM THE BESTLEARN YOUR TOOLSKNOW YOUR AUDIENCEBE A DATA GOURMETCHOOSE THE RIGHT CHARTGO BEYOND THE BASICSACHIEVE SIMPLICITYACT LIKE A DESIGNERTELL A STORYFORM FOLLOWS FUNCTION
List of resourcesSkill Resources
Learn from the bestwww.smallmeans.com/new-york-times-infographics/www.perceptualedge.com/bloginfographics.alltop.com
Learn your tools www.juiceanalytics.com/writing/excel-training-worksheet/
Know your audience
Be a data gourmet www.juiceanalytics.com/writing/being-a-data-gourmet/
Choose the right chartwww.chartchooser.comwww.extremepresentation.com/design/charts/www.juiceanalytics.com/writing/chart-selection-art-and-science/
Go beyond the basics A Tour of the Visualization Zoo (queue.acm.org/detail.cfm?id=1805128)
Achieve simplicity Edward Tufte Q&A (www.edwardtufte.com/bboard/q-and-a?topic_id=1)
Act like a designer colorbrewer2.orgwww.juiceanalytics.com/writing/simple-font-framework/
Tell a story www.duarte.com/books/resonate/www/
Form follow function
we craft applications that make using data enjoyable and rewarding