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Julie Rodriguez
Expanding
Our Visual
Literacy
@juliargentinaG
External
Communications
Explain Visually
Individual
Displays
Internal
Presentations
Collected
Information
4. Show then tell
3. Easy to navigate
1. Relevant
2. Scan & scrutinize
Desperately Seeking
Graphical perception 

Relative ranking
Figure 1.
Elementary perceptual tasks, William S. Cleveland;
Robert McGill
Journal of the American Statistical Association,
September 1984
Relative accuracy of various graphical forms that
convey quantitative information
POSITION
COMMON
SCALE
10
5
0
POSITION
NON-
ALIGNED
SCALES
1
0
0
10
0
LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR
SATURATION
VOLUME
1 2 3 4 5 6 7 8 9 10
Alignment &
sort order
Why Is This Method Effective
Accuracy & 

Perception
Design
Elements
Foreground/
background
Color pallet w/
associations
POSITION
COMMON
SCALE
1
0
5
0
POSITION
NON-
ALIGNED
SCALES
1
0
0
1
0
0
LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR
SATURATIO
N
VOLUME
1 2 3 4 5 6 7 8 9 10
Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill
Journal of the American Statistical Association, September 1984
Why Is This Method Effective
Accuracy & 

Perception
Design
Elements
Foreground/
background
Color pallet w/
associations
POSITION
COMMON
SCALE
1
0
5
0
POSITION
NON-
ALIGNED
SCALES
1
0
0
1
0
0
LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR
SATURATIO
N
VOLUME
1 2 3 4 5 6 7 8 9 10
Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill
Journal of the American Statistical Association, September 1984
Embed context into
your data displays
Why Is This Method Effective
Accuracy & 

Perception
Design
Elements
Color pallet w/
associations
POSITION
COMMON
SCALE
1
0
5
0
POSITION
NON-
ALIGNED
SCALES
1
0
0
1
0
0
LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR
SATURATIO
N
VOLUME
1 2 3 4 5 6 7 8 9 10
Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill
Journal of the American Statistical Association, September 1984
Alignment &
sort order
Proximity/
comparison
Details on
demand
Grouping Foreground/
background
Aggregation enables
better data navigation
Statements of Cash Flows
Why Is This Method Effective
Design
Elements
Limited color pallet
w/ associations
Connectedness Grouping Foreground/
background
Accuracy & 

Perception
POSITION
COMMON
SCALE
1
0
5
0
POSITION
NON-
ALIGNED
SCALES
1
0
0
1
0
0
LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR
SATURATIO
N
VOLUME
1 2 3 4 5 6 7 8 9 10
Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill
Journal of the American Statistical Association, September 1984
Lead with

visuals, then

layer in the text
Easy to navigate
Scan & scrutinize
Relevant
Show then tell
2.
1.
3.
4.
SUMMARY
Structured/Unstructured,
Time, Coordinates, String, Numbers,
Nominal, Ordinal, Interval
DATA
Structured/Unstructured,
Time, Coordinates, String, Numbers,
Nominal, Ordinal, Interval
DATA
Structured/Unstructured,
Time, Coordinates, String, Numbers,
Nominal, Ordinal, Interval
Industry
Clients
Firm
DATA
DRIVERS
Structured/Unstructured,
Time, Coordinates, String, Numbers,
Nominal, Ordinal, Interval
Industry
Clients
Firm
DATA
DRIVERS
Structured/Unstructured,
Time, Coordinates, String, Numbers,
Nominal, Ordinal, Interval
Industry
Clients
Firm
User Centered
Approach
Information Design
Multi-channel
Experience
DATA
DRIVERSDELIVERY
40+ use cases
100+ new visualization methods
250+ illustrations
450 pages
Explore... Expand...
Questions?
Thank You…
Visualization Tools (spectrum)
CUSTOM SOLUTIONSPREBUILT SOLUTIONS
RAW
Spreadsheet to
vector graphics
built on D3.JS
Plotly
JavaScripting
graphing library
SandDance
Collaborative app
for visualizing data
IBM Watson
Analytics
Discovery
delivered on the
cloud
Online Web
Apps
Tableau
BI software
QlikView
BI software
Tibco Spotfire
Data viz and
analytics software
SAS Visual
Analytics
BI, Data exploration
& analytics
Trifacta
Explore and
transform data
sources
Generalized
Software
Highcharts
JavaScript
library
D3
Opensource
JavaScript
library
Google Charts
Ready to use
chart types
R
Software for
statistical
computing and
graphics
Processing
IDE for visual
communication
Open Source
Programing Languages
Charting
Packages
MATLAB
Multi-paradigm
numerical
computing
environment
Mathematica
A computation
platform
Technical
Computing
Gephi
Exploration for
graphs and
networks
ArcGIS
Mapping
software
QGIS
Mapping
software
Excel/ Adobe/
HTML5
Separate tools
for data,
visualizations,
and interactivity
Mix of
Tools
Specialized Skillset: Domain Expertise, Data Science, Stats, Programming, Visual Design
No Specialized Skillset Required
Specialized
Software
Graphical perception (relative ranking)
Journal of the American Statistical Association,
September 1984
William S. Cleveland; Robert McGill
Relative accuracy of various
graphical forms that convey
quantitative information

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Data Visualizations That Expand Your Visual Literacy

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  • 5. 4. Show then tell 3. Easy to navigate 1. Relevant 2. Scan & scrutinize Desperately Seeking
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  • 14. Graphical perception 
 Relative ranking Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill Journal of the American Statistical Association, September 1984 Relative accuracy of various graphical forms that convey quantitative information POSITION COMMON SCALE 10 5 0 POSITION NON- ALIGNED SCALES 1 0 0 10 0 LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR SATURATION VOLUME 1 2 3 4 5 6 7 8 9 10
  • 15. Alignment & sort order Why Is This Method Effective Accuracy & 
 Perception Design Elements Foreground/ background Color pallet w/ associations POSITION COMMON SCALE 1 0 5 0 POSITION NON- ALIGNED SCALES 1 0 0 1 0 0 LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR SATURATIO N VOLUME 1 2 3 4 5 6 7 8 9 10 Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill Journal of the American Statistical Association, September 1984
  • 16.
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  • 20. Why Is This Method Effective Accuracy & 
 Perception Design Elements Foreground/ background Color pallet w/ associations POSITION COMMON SCALE 1 0 5 0 POSITION NON- ALIGNED SCALES 1 0 0 1 0 0 LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR SATURATIO N VOLUME 1 2 3 4 5 6 7 8 9 10 Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill Journal of the American Statistical Association, September 1984
  • 21. Embed context into your data displays
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  • 35. Why Is This Method Effective Accuracy & 
 Perception Design Elements Color pallet w/ associations POSITION COMMON SCALE 1 0 5 0 POSITION NON- ALIGNED SCALES 1 0 0 1 0 0 LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR SATURATIO N VOLUME 1 2 3 4 5 6 7 8 9 10 Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill Journal of the American Statistical Association, September 1984 Alignment & sort order Proximity/ comparison Details on demand Grouping Foreground/ background
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  • 50. Why Is This Method Effective Design Elements Limited color pallet w/ associations Connectedness Grouping Foreground/ background Accuracy & 
 Perception POSITION COMMON SCALE 1 0 5 0 POSITION NON- ALIGNED SCALES 1 0 0 1 0 0 LENGTH DIRECTION ANGLE AREA CURVATURE SHADING COLOR SATURATIO N VOLUME 1 2 3 4 5 6 7 8 9 10 Figure 1. Elementary perceptual tasks, William S. Cleveland; Robert McGill Journal of the American Statistical Association, September 1984
  • 52. Easy to navigate Scan & scrutinize Relevant Show then tell 2. 1. 3. 4. SUMMARY
  • 53.
  • 54. Structured/Unstructured, Time, Coordinates, String, Numbers, Nominal, Ordinal, Interval DATA Structured/Unstructured, Time, Coordinates, String, Numbers, Nominal, Ordinal, Interval DATA Structured/Unstructured, Time, Coordinates, String, Numbers, Nominal, Ordinal, Interval Industry Clients Firm DATA DRIVERS Structured/Unstructured, Time, Coordinates, String, Numbers, Nominal, Ordinal, Interval Industry Clients Firm DATA DRIVERS Structured/Unstructured, Time, Coordinates, String, Numbers, Nominal, Ordinal, Interval Industry Clients Firm User Centered Approach Information Design Multi-channel Experience DATA DRIVERSDELIVERY
  • 55. 40+ use cases 100+ new visualization methods 250+ illustrations 450 pages
  • 59. Visualization Tools (spectrum) CUSTOM SOLUTIONSPREBUILT SOLUTIONS RAW Spreadsheet to vector graphics built on D3.JS Plotly JavaScripting graphing library SandDance Collaborative app for visualizing data IBM Watson Analytics Discovery delivered on the cloud Online Web Apps Tableau BI software QlikView BI software Tibco Spotfire Data viz and analytics software SAS Visual Analytics BI, Data exploration & analytics Trifacta Explore and transform data sources Generalized Software Highcharts JavaScript library D3 Opensource JavaScript library Google Charts Ready to use chart types R Software for statistical computing and graphics Processing IDE for visual communication Open Source Programing Languages Charting Packages MATLAB Multi-paradigm numerical computing environment Mathematica A computation platform Technical Computing Gephi Exploration for graphs and networks ArcGIS Mapping software QGIS Mapping software Excel/ Adobe/ HTML5 Separate tools for data, visualizations, and interactivity Mix of Tools Specialized Skillset: Domain Expertise, Data Science, Stats, Programming, Visual Design No Specialized Skillset Required Specialized Software
  • 60. Graphical perception (relative ranking) Journal of the American Statistical Association, September 1984 William S. Cleveland; Robert McGill Relative accuracy of various graphical forms that convey quantitative information