Data Visualization: Cognitive Psychology and Design Principles
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The document discusses the intersection of data visualization, cognitive psychology, and effective design principles for visual communication in finance and accounting contexts. It highlights the emotional and habitual aspects of human decision-making, emphasizing the importance of creating intuitive graphics that facilitate understanding and memory retention. Key design principles include storytelling, reducing ambiguity, and ensuring graphics enhance the communication message.
Data Visualization: Cognitive Psychology and Design Principles
- 1. Data Visualization Cognitive Psychology and Design Principles for Effective Visual Communication Dan Sweet March 2012
- 2. Finance & Accounting Challenges • Communication • Influence others more senior than you • Effectively and persuasively share analysis However, the bulk of the people we work with are human. Humans are emotional creatures of habit and don’t always listen to reason.
- 3. F&A’s role • Rational objective analysis • Accurate • Impartial • Dispassionate ASSUMPTION: Objective Reality Exists Does it?
- 7. Deciding on having surgery… 90% chance of survival 10% chance of death Will you have the surgery?
- 10. Problem with humans • Action preferred over accuracy • Ambiguity is inherent in life • Ambiguity ≈ Risk • Risk Negative Emotions • Motivation: Pursuing Gains or Avoiding Losses • Avoiding Losses > Pursuing Gains Result is a tendency to make decisions on feelings instead of knowledge “Human Based Visual Communication” presentation by Dan Young – Corporate CMK
- 11. Much Information Processing is: •Holistic •Low Involvement •Habitual •Affect/Emotion Driven •Driven by past experiences “Human Based Visual Communication” presentation by Dan Young – Corporate CMK
- 12. Low Involvement Logic Benefits of graphics that can be processed at this level: • Fluent Processing Of Highly Accessible Information • Feelings of Familiarity • Approach Behavior Key Question: Given the question and the broader communication context, is your graphic “message” intuitive? “Human Based Visual Communication” presentation by Dan Young – Corporate CMK
- 13. Tell a Story • Integrate information presented • Create a more concrete and familiar context • Lead to increased fluency/ease of processing the information • Create relevant emotions/affect • Help link to existing knowledge Make your message more memorable and likely to impact behavior “Human Based Visual Communication” presentation by Dan Young – Corporate CMK
- 15. Data-Ink Ratio
- 17. 2D vs. 3D
- 18. Why is 3D “harder”? “Human Based Visual Communication” presentation by Dan Young – Corporate CMK
- 23. Accessibility
- 24. Using Color
- 25. Application
- 26. Redesigned credit: www.perpetualedge.com
- 27. Credits Cognitive psychology elements from a Dan Young (Corporate CMK) presentation titled “Human Based Visual Communication” presented at the 2011 Statistics Symposium. Books written by Edward Tufte and Stephen Few Stephen Few’s site: perceptualedge.com http://www.slideshare.net/janwillemtulp/data- visualization-5724069