Startupfest 2016: NOAH ILIINSKY (Amazon Web Services) - How to
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The document outlines the four pillars of effective visualization communication design: purpose, content, structure, and formatting. It emphasizes the importance of defining a clear purpose for visualizations, selecting relevant content, choosing appropriate structures for data representation, and using formatting to enhance focus. Overall, it highlights that a successful visualization must clearly communicate key messages while maintaining audience engagement.
Startupfest 2016: NOAH ILIINSKY (Amazon Web Services) - How to
- 1. Four Pillars of Effective Visualization Communication Design Noah Iliinsky ComplexDiagrams.com @noahi
- 4. http://en.wikipedia.org/wiki/Anscombe%27s_quartet Visualization makes data accessible.
- 5. We’re extremely good at detecting patterns and pattern violations: • trends • gaps • outliers Your brain is a pattern-detecting machine.
- 6. Why Stories?
- 7. Stories make data relevant. Free material from gapminder.org
- 9. The Four Pillars of Visualization This is the design process! 1. purpose – why this visualization 2. content – what to visualize 3. structure – how to visualize it 4. formatting – appeal and focus http://complexdiagrams.com/4pillars
- 11. Defining your purpose • Why am I creating this visualization? • Who is it for? • What do they need to understand? • What actions do I need to enable? • How will it be consumed? • What is the most important take-away message?
- 12. Your purpose should be specific Show our data Show our revenue and customer base improvements over the last three years to potential investors *yawn*
- 14. Success requires providing answers Revenues The state of Washington shows the most improved revenues by percentage of all states from 2012-2015
- 15. •What data matters? •What relationships matter? •Informed by purpose! •What’s excluded is as important as what’s included. Content
- 17. Content: less is more, guided by purpose http://demographics.coopercenter.org/DotMap/index.html
- 18. Content selection focuses attention http://demographics.coopercenter.org/DotMap/index.html
- 20. • Comparison: rank airports by the number of weather-delayed departures • Change: show rates of malaria, over the last 10 years for these countries • Composition: show relative contribution to revenue by product line • Correlation: show how free school lunches affect graduation rates • Geography: show population density per country Example purposes
- 21. Different structures reveal different data, serve different purposes
- 22. Structure: bars support comparison • Value vs. category (count, region) • Value vs. multiple categories (count, region, age)
- 23. Structure: lines imply time, continuity • Line graphs are the standard for change over time • Too many lines look like spaghetti
- 24. Structure: pies represent composition • Few relevant slices • Not much precision required • Slices ordered by size
- 25. Structure: Scatter plots show correlation. Free material from gapminder.org • Compares relationship of data on major axes • Room for 3-5 more encodings • Don’t get too crazy…
- 26. Avoid these graphs http://en.wikipedia.org/wiki/File:Spider_Chart.jpg http://www.presentation-process.com/doughnut-chart.html http://www.socialmediaexaminer.com/SocialMediaMarketingIn dustryReport2013.pdf • Radar graphs • Non-100% pies • Circular graphs • 3D anything These distort data
- 28. Formatting highlights what’s important Bad & distracting! Much clearer! Focus on the data, remove the distractions.
- 29. http://www.economist.com/blogs/graphicdetail/2013/04/mapping-britain Highlight what matters, remove the rest • Geography is modified to show logical meaning • Colors encode party. • Saturation encodes turnout. • Outlines group regions. • All other details removed.
- 31. Summary • Clear purpose, accounting for who and why, is crucial. • Edit down content to only what’s necessary. • Select a structure that supports your purpose and reveals your content. • Use formatting to focus, not to distract.
- 32. Thank you! Reference & Resources • @noahi Twitter is the best way to get in touch • http://complexdiagrams.com/4pillars • http://complexdiagrams.com/properties • More on designing visualizations (1h 50m) • My favorite talk: When Not to Use Maps (11m) • Cole Nussbaumer’s Excel template • QuickSight annoucement