Designing Creative Content: How visualising data helps us see
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The document discusses how visualizing data enhances understanding by simplifying complex information, providing context, and revealing hidden patterns. It emphasizes the importance of creating content that earns audience attention through insights derived from data. Key strategies include avoiding unnecessary friction in data presentation and ensuring the audience can easily grasp the intended message without excessive effort.
![Simple static images can
do the job just as well
[more on this later…]](https://image.slidesharecdn.com/novideos-vickecheung-designingcreativecontent-151020112112-lva1-app6891/85/Designing-Creative-Content-How-visualising-data-helps-us-see-26-320.jpg)
Designing Creative Content: How visualising data helps us see
- 1. / @VickeKaravanVicke Cheung How Visualising Data Helps Us See Designing Creative Content
- 2. We create pieces of content to earn attention for our clients
- 3. Getting coverage requires either: 1. breaking news 2. new insight
- 4. We tend to focus on: 1. breaking news 2. new insight
- 5. New insight means allowing people to see something in a new way
- 6. This is where visualising data comes in
- 7. Simplifying the complex Visualising data provides insight by
- 10. wikipedia.org
- 12. We took a complex dataset
- 14. concerthotels.com/100-years-of-rock shortlisted for_______________________________________ featured in ___________________________________________ 122,708 8,366 558
- 15. Simplifying things makes it easier to consume and draw insight
- 16. Putting things into context Visualising data provides insight by
- 17. We aren’t good at wrapping our heads around big numbers :(
- 18. On average, there are 60 million photos uploaded to Instagram each day
- 19. Impressive stat, but pretty meaningless by itself
- 20. Let’s make it concrete!
- 22. Physical frames of reference allow us to “see” the size of Instagram in a new way
- 24. Give insight by putting things into context
- 25. Fear not: Putting things into context isn’t about fancy animations
- 26. Simple static images can do the job just as well [more on this later…]
- 30. Revealing patterns Visualising data provides insight by
- 31. Can money buy happiness?
- 32. Data taken from Cabinet Office Wellbeing & Policy Report 2014
- 33. bbc.co.uk/news/magazine-26671221 The BBC wrote an article about this
- 34. This was their insight bbc.co.uk/news/magazine-26671221
- 35. It’s hard to draw insight from this
- 36. We wanted to do more with it
- 38. Curve of best fit
- 39. Plotting the data and the curve allowed us to identify outliers
- 41. Outlying sectors
- 42. The interest is in the outliers, which were only identifiable through visualisation
- 43. Another great example of revealing patterns and clusters…
- 47. Visualising the data brought the hidden patterns and relationships to light
- 48. One big caveat
- 49. Any data can be visualised
- 50. But not all data should be!
- 51. You need to know where you’re adding value
- 52. Wow vs. Aha
- 53. You just listened to Wikipedia!
- 55. The value is not to learn about Wikipedia
- 56. The value lies in the novelty of the execution and experience
- 58. “Isn’t this just lovely?”
- 59. “Well, this is mesmerising”
- 60. shows you something you’ve literally never seen before Wow
- 62. Data is easy to come by, but insight is not
- 64. It shares insight by applying a new meaning to the two sets of data
- 68. It’s about what they mean, not how they look
- 69. This is “Aha”
- 70. shows you something in a new light Aha
- 71. “Wow” and “Aha” are not often as clear-cut
- 72. The Wow & Aha Spectrum Wow Aha
- 73. Listen to Wikipedia The Wow & Aha Spectrum Wow Aha
- 74. Hipster Music IndexListen to Wikipedia The Wow & Aha Spectrum Wow Aha
- 75. 100 Years of Rock Listen to Wikipedia Hipster Music Index The Wow & Aha Spectrum Wow Aha
- 76. If you printed all the Instagram photos… Listen to Wikipedia Hipster Music Index 100 Years of Rock The Wow & Aha Spectrum Wow Aha
- 77. Listen to Wikipedia Hipster Music Index 100 Years of Rock If you printed all the Instagram photos… Happiness vs. Salary The Wow & Aha Spectrum Wow Aha
- 78. Listen to Wikipedia Hipster Music Index 100 Years of Rock If you printed all the Instagram photos… Happiness vs. Salary The Wow & Aha Spectrum Wow Aha
- 79. Regardless of what value you choose to offer
- 80. Don’t make your audience work for it
- 83. Oh, didn’t even see that…
- 84. Still no actual prices!
- 85. …until you hover again
- 86. Don’t make your audience work!
- 88. It’s a big hit
- 89. It succeeded where the other failed
- 92. Tried to do too much: option- overload
- 94. Allows for quick scanning and locating data points of interest
- 98. It can be tempting to try to do too much at once
- 99. What’s the one thing you want to show?
- 100. Gender pay gap
- 101. V1.
- 102. V1. Not showing the one thing we want it to
- 103. V2.
- 105. Better, but could still be improved
- 107. Pay gap made more obvious
- 110. Ask yourself: What’s the one thing I want to show?
- 111. And follow up with: Am I really showing this?
- 112. Sometimes you need to show people how to see it
- 113. “The annotation layer is the most important thing we do… otherwise it’s a case of here it is, you go figure it out” Amanda Cox, NYT Graphics Editor
- 114. Annotation layer = labels, introductions, explanatory text, captions
- 115. Surely the visualisation itself is more important than the annotations anonymous sceptic
- 119. Annotations can help you deliver insight without making your audience work for it
- 120. Recap
- 121. The value in visual content is in helping people see things they couldn’t previously see by…
- 123. Putting things in context
- 124. Revealing patterns
- 125. Know where you’re adding value Listen to Wikipedia Hipster Music Index 100 Years of Rock If you printed all the Instagram photos… Happiness vs. Salary Wow Aha
- 126. Don’t make your audience do the work That’s your job! But above all else…
- 127. Vicke Cheung, Distilled Thank you! vicke.cheung@distilled.net / @VickeKaravan