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Designing Creative Content: How visualising data helps us see

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The feeling you get from finally coming up with a workable idea is one of lightness and relief. That is, until you realise that’s just half the battle; the arduous journey of deciding on an execution still lies ahead. This is as much about what story you want to tell, as it is about visual design.

This presentation delves behind the scenes of actual case studies and projects with a particular focus on answering the why, what, and how of data visualisation.

Published in: Design, Data & Analytics
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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
  8. concerthotels.com/100-years-of-rock
  9. wikipedia.org
  10. wikipedia.org
  11. We took a complex dataset
  12. …and simplified it
  13. concerthotels.com/100-years-of-rock shortlisted for_______________________________________ featured in ___________________________________________   122,708     8,366    558 
  14. Simplifying things makes it easier to consume and draw insight
  15. Putting things into context Visualising data provides insight by
  16. We aren’t good at wrapping our heads around big numbers :(
  17. On average, there are 60 million photos uploaded to Instagram each day
  18. Impressive stat, but pretty meaningless by itself
  19. Let’s make it concrete!
  20. photoworld.com/photos-on-the-web
  21. Physical frames of reference allow us to “see” the size of Instagram in a new way
  22. hereistoday.com Monday 19, October
  23. Give insight by putting things into context
  24. Fear not: Putting things into context isn’t about fancy animations
  25. Simple static images can do the job just as well [more on this later…]
  26. bbc.co.uk/news/uk-14975549
  27. howithappened.com
  28. howithappened.com
  29. Revealing patterns Visualising data provides insight by
  30. Can money buy happiness?
  31. Data taken from Cabinet Office Wellbeing & Policy Report 2014
  32. bbc.co.uk/news/magazine-26671221 The BBC wrote an article about this
  33. This was their insight bbc.co.uk/news/magazine-26671221
  34. It’s hard to draw insight from this
  35. We wanted to do more with it
  36. michaelpage.co.uk/minisite/salary-vs-happiness
  37. Curve of best fit
  38. Plotting the data and the curve allowed us to identify outliers
  39. Outlying occupations
  40. Outlying sectors
  41. The interest is in the outliers, which were only identifiable through visualisation
  42. Another great example of revealing patterns and clusters…
  43. nytimes.com/interactive/2011/05/03/us/20110503-osama-response.html
  44. Visualising the data brought the hidden patterns and relationships to light
  45. One big caveat
  46. Any data can be visualised
  47. But not all data should be!
  48. You need to know where you’re adding value
  49. Wow  vs.  Aha
  50. You just listened to Wikipedia!
  51. Listen to Wikipedia listen.hatnote.com
  52. The value is not to learn about Wikipedia
  53. The value lies in the novelty of the execution and experience
  54. This is “Wow” listen.hatnote.com
  55. “Isn’t this just lovely?”
  56. “Well, this is mesmerising”
  57. shows you something you’ve literally never seen before Wow
  58. Moving on to “Aha”
  59. Data is easy to come by, but insight is not
  60. priceonomics.com/the-hipster-music-index
  61. It shares insight by applying a new meaning to the two sets of data
  62. huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html
  63. huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html overrated
  64. huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html underrated
  65. It’s about what they mean, not how they look
  66. This is “Aha”
  67. shows you something in a new light Aha
  68. “Wow” and “Aha” are not often as clear-cut
  69. The Wow & Aha Spectrum Wow Aha
  70. Listen to Wikipedia The Wow & Aha Spectrum Wow Aha
  71. Hipster Music IndexListen to Wikipedia The Wow & Aha Spectrum Wow Aha
  72. 100 Years of Rock Listen to Wikipedia Hipster Music Index The Wow & Aha Spectrum Wow Aha
  73. If you printed all the Instagram photos… Listen to Wikipedia Hipster Music Index 100 Years of Rock The Wow & Aha Spectrum Wow Aha
  74. 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
  75. 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
  76. Regardless of what value you choose to offer
  77. Don’t make your audience work for it
  78. findproperly.co.uk/tube-map.php
  79. Where’s the data?
  80. Oh, didn’t even see that…
  81. Still no actual prices!
  82. …until you hover again
  83. Don’t make your audience work!
  84. thrillist.com/lifestyle/london/london-underground-rent-map Thrillist made their own version
  85. It’s a big hit
  86. It succeeded where the other failed
  87. Unnecessary friction
  88. Reward doesn’t match the effort required
  89. Tried to do too much: option- overload
  90. Overcooked execution
  91. Allows for quick scanning and locating data points of interest
  92. No learning curve
  93. Reward surpasses effort required
  94. Simple and intuitive
  95. It can be tempting to try to do too much at once
  96. What’s the one thing you want to show?
  97. Gender pay gap
  98. V1.
  99. V1. Not showing the one thing we want it to
  100. V2.
  101. Better, but could still be improved
  102. Pay gap made more obvious
  103. Introduced visual metaphor
  104. Ask yourself: What’s the one thing I want to show?
  105. And follow up with: Am I really showing this?
  106. Sometimes you need to show people how to see it
  107. “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
  108. Annotation layer = labels, introductions, explanatory text, captions
  109. Surely the visualisation itself is more important than the annotations anonymous sceptic
  110. Indecipherable without annotations
  111. nytimes.com/interactive/2014/06/05/upshot/how-the-recession-reshaped-the-economy-in-255-charts.html?_r=0
  112. Annotations can help you deliver insight without making your audience work for it
  113. Recap
  114. The value in visual content is in helping people see things they couldn’t previously see by…
  115. Simplifying the complex
  116. Putting things in context
  117. Revealing patterns
  118. 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
  119. Don’t make your audience do the work That’s your job! But above all else…
  120. Vicke Cheung, Distilled Thank you! vicke.cheung@distilled.net / @VickeKaravan

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