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10 Steps to Data Vizardry

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Best practices for creating data visualizations and communicating with data. Includes sections on knowing your audience, choosing the right chart, advanced data visualizations, simplifying your content, and telling a story with data.

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10 Steps to Data Vizardry

  1. 1. 10 Steps toData VizardryZach GemignaniCEO + founderJuice Inc.zach@juiceanalytics.com
  2. 2. What is a Data Vizard?How do I become one?
  3. 3. What is a Data Vizard?Someone with the abilityto tell clear, compellingstories with data.How do I become one?
  4. 4. What is a Data Vizard?Someone with the abilityto tell clear, compellingstories with data.How do I become one?By consistently applying aset of straightforwardskills and principles
  5. 5. What level are you?
  6. 6. What level are you?beginner
  7. 7. What level are you?beginner intermediate
  8. 8. What level are you?beginner intermediate advanced
  9. 9. ACHIEVE THE RIGHT CHARTCHOOSE SIMPLICITYGO A DATA GOURMETBE BEYOND THE BASICSCHOOSE THEAUDIENCEKNOW YOUR RIGHT CHARTLEARN YOUR TOOLSBE A DATA GOURMETLEARN FROM THE BESTKNOW YOUR AUDIENCEDATALEARN YOUR TOOLSVIZARDS...LEARN FROM THE BEST
  10. 10. TELL A STORYGO BEYOND THE BASICSACT LIKE THE RIGHT CHART A DESIGNERCHOOSE SIMPLICITYACHIEVE GOURMETBE A DATA THE BASICSGO BEYOND AUDIENCEKNOW YOUR RIGHT CHARTCHOOSE THE TOOLSLEARN YOURBE A DATA GOURMETLEARNYOUR AUDIENCEDATA FROM THE BESTKNOWVIZARDS...LEARN YOUR TOOLSLEARN FROM THE BEST
  11. 11. morewhat’s right less
  12. 12. morewhat’s right less status quo inspiring what’s possible
  13. 13. more Stephen Few New York Timeswhat’s right Jonathan Harris less status quo inspiring what’s possible
  14. 14. “eloquence through simplicity” “ Business Objects is a leading business intelligence vendor (based on sales), but its products consistently demonstrate that they don’t understand analytics and haven’t a clue about data visualization. A vendor that claims to be the best, which Business Objects unabashedly claims (just like every other major BI vendor), should be ashamed of selling such moronic products. Don’t reward them for ” irresponsible work—products that assume their customers are halfwits...Stephen Fewwww.perceptualedge.com/blog
  15. 15. data visualization as artJonathan Harriswww.wefeelfine.org www.number27.org
  16. 16. New York Times
  17. 17. New York Times
  18. 18. New York Times
  19. 19. New York Times
  20. 20. New York Times www.smallmeans.com/new-york-times-infographics/
  21. 21. TELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNERCHOOSE THE RIGHT CHARTACHIEVE SIMPLICITYBE A DATA GOURMETGO BEYOND THE BASICSKNOW YOUR AUDIENCECHOOSE THE RIGHT CHARTLEARN YOUR TOOLSBE A DATA GOURMETLEARNYOUR AUDIENCEDATA FROM THE BESTKNOWVIZARDS...LEARN YOUR TOOLSLEARN FROM THE BEST
  22. 22. FORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNERCHOOSE THE RIGHT CHARTACHIEVE SIMPLICITYBE A DATA GOURMETGO BEYOND THE BASICSKNOW YOUR AUDIENCECHOOSE THE RIGHT CHARTLEARN YOUR TOOLSDATADATA GOURMETBE ALEARNYOUR AUDIENCE FROM THE BESTVIZARDS...KNOWLEARN YOUR TOOLSLEARN FROM THE BEST
  23. 23. “ The more technique you have, the less ” you have to worry about it. » Pablo Picasso
  24. 24. “ I am always doing that which I cannot do, in order that I ” may learn how to do it.Pablo Picasso »
  25. 25. New York Times (Flash)
  26. 26. New York Times (Flash)Juice Analytics (Excel)
  27. 27. FORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNERCHOOSE THE RIGHT CHARTACHIEVE SIMPLICITYBE A DATA GOURMETGO BEYOND THE BASICSKNOW YOUR AUDIENCECHOOSE THE RIGHT CHARTLEARN FROM THE BESTDATADATA GOURMETBE AVIZARDS... AUDIENCEKNOW YOURLEARN YOUR TOOLS
  28. 28. ACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNERCHOOSE THE RIGHT CHARTACHIEVE SIMPLICITYBE A DATA GOURMETGO BEYOND THE BASICSKNOW YOUR AUDIENCEDATACHOOSE THE RIGHT CHARTLEARN FROM THE BESTVIZARDS... GOURMETBE A DATAKNOW YOUR AUDIENCELEARN YOUR TOOLS
  29. 29. Chief Marketing Officer Marketing Analyst
  30. 30. goingtorain.com
  31. 31. ACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNERCHOOSE THE RIGHT CHARTACHIEVE SIMPLICITYBE A DATA GOURMETGO BEYOND THE BASICSLEARN FROM RIGHT CHARTDATACHOOSE THE THE BESTVIZARDS... GOURMETBE A DATAKNOW YOUR AUDIENCE
  32. 32. TELL A STORYACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNERCHOOSE THE RIGHT CHARTACHIEVE SIMPLICITYBE A DATA GOURMETDATAGO BEYOND THE BASICSLEARN FROM RIGHT CHARTVIZARDS...CHOOSE THE THE BESTBE A DATA GOURMETKNOW YOUR AUDIENCE
  33. 33. http://www.youtube.com/watch?v=zSoHkadTAxc
  34. 34. Data Gourmet Data Gourmand
  35. 35. Data Gourmet Data Gourmand “ Data isn’t like your kids. You don’t ” have to pretend to love them equally. » Amanda Cox, New York Times
  36. 36. Interesting < Useful < Actionable
  37. 37. Interesting < Useful < Actionable
  38. 38. Interesting < Useful < Actionable
  39. 39. Interesting < Useful < Actionable
  40. 40. TELL A STORYACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNERCHOOSE THE RIGHT CHARTACHIEVE SIMPLICITYLEARN FROM THE BESTDATAGO BEYOND THE BASICSVIZARDS...CHOOSE THE RIGHT CHARTBE A DATA GOURMET
  41. 41. FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNERCHOOSE THE RIGHT CHARTDATAACHIEVE SIMPLICITYLEARN FROM THE BESTVIZARDS... THE BASICSGO BEYONDCHOOSE THE RIGHT CHARTBE A DATA GOURMET
  42. 42. QuestionData parametersChart categoryMapping of datato chart elements
  43. 43. How do my sales breakdown by visitor type?
  44. 44. How do mysales break salesdown by visitor type? value/ metric
  45. 45. How do mysales break sales visitor type down by visitor type?attribute/ value/dimension metric
  46. 46. How do mysales break down sales break visitor type down by visitor type?attribute/ value/ chartdimension metric category
  47. 47. How do mysales break down sales break visitor type down by visitor type?attribute/ value/ chartdimension metric category What is the trend in visitors across time?
  48. 48. How do mysales break down sales break visitor type down by visitor type?attribute/ value/ chartdimension metric category visitors What is the trend in visitors across time?
  49. 49. How do mysales break down sales break visitor type down by visitor type?attribute/ value/ chartdimension metric category visitors What is the trend in visitors across time time?
  50. 50. How do mysales break down sales break visitor type down by visitor type?attribute/ value/ chartdimension metric category What is thetrend in visitors trend visitors across time time?
  51. 51. Chart categoriesDistributionComparisonComposition www.extremepresentation.com/ design/charts/RelationshipTrend www.chartchooser.com
  52. 52. People perceive...
  53. 53. People perceive... Accurately Length of a line Position in 2D space Semi-accurately Area Color intensity Radial distance Position in 3D space Not accurately at all Odds of winning in Vegas
  54. 54. People perceive... Accurately Length of a line Position in 2D space Semi-accurately Area Color intensity Radial distance Position in 3D space Not accurately at all Odds of winning in Vegas
  55. 55. People perceive... Accurately Length of a line Position in 2D space Semi-accurately Area Color intensity Radial distance Position in 3D space Not accurately at all Odds of winning in Vegas
  56. 56. Back Palin 70%Back Huckabee 63% Back Romney 60%
  57. 57. IntelMicrosoftSamsung Mercury Zeus Reebok Adidas LG Nike Apple Google
  58. 58. FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSACT LIKE A DESIGNEREARN FROM THE BESTDATAACHIEVE SIMPLICITYVIZARDS... THE BASICSGO BEYONDCHOOSE THE RIGHT CHART
  59. 59. FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYGO BEYOND THE BASICSDATAACT LIKE A DESIGNEREARN FROM THE BESTVIZARDS...ACHIEVE SIMPLICITYGO BEYOND THE BASICSCHOOSE THE RIGHT CHART
  60. 60. Good visualizationtechniques...
  61. 61. Good visualizationtechniques... easy to understand solve common problems reproducable
  62. 62. small multiplesffctn.com/a/expensevisualizer/
  63. 63. treemap www.juiceanalytics.com/demos/airline/
  64. 64. unit chart visualization.geblogs.com/visualization/health_visualizer/
  65. 65. animated bubble chart www.gapminder.org/world
  66. 66. lava lamp chart www.juiceanalytics.com/gallery/tv-top-earner/
  67. 67. FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYTELL A STORYRN FROM A DESIGNERDATAACT LIKE THE BESTVIZARDS...ACHIEVE SIMPLICITYGO BEYOND THE BASICS
  68. 68. FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONACHIEVE SIMPLICITYDATA A STORYTELLRN FROM A DESIGNER THE BESTVIZARDS...ACT LIKEACHIEVE SIMPLICITYGO BEYOND THE BASICS
  69. 69. “ A wealth of information creates a ” poverty of attention. » Herbert Simon, Nobel Laureate Economist
  70. 70. Distracting graphical elements
  71. 71. Distracting graphical elements Complex, jargon-y labels
  72. 72. Distracting graphical elements Complex, jargon-y labelsChart deciphering
  73. 73. Distracting elements
  74. 74. Distracting elements
  75. 75. Distracting elements
  76. 76. Fundamental rules of chart design Reduce chartjunk Increase data-ink ratio (remove chart elements that are (make every pixel tell a story about your data) decorative or ornamental)
  77. 77. Images courtesy of Tim Bray: http://www.tbray.org/ongoing/When/200x/2003/03/13/Data-Ink
  78. 78. Reduce tablejunk
  79. 79. Increase data-ink ratio
  80. 80. FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERFORM FOLLOWS FUNCTIONTHE BESTDATA A STORYTELLVIZARDS... DESIGNERACT LIKE AACHIEVE SIMPLICITY
  81. 81. FORM FOLLOWS FUNCTIONTELL A STORYACT LIKE A DESIGNERDATA FOLLOWS FUNCTIONFORMTHE BESTVIZARDS...TELL A STORYACT LIKE A DESIGNERACHIEVE SIMPLICITY
  82. 82. looks matter
  83. 83. Data + Design data junkies designers
  84. 84. Color
  85. 85. Color
  86. 86. http://www.fusion41.com/visuals/
  87. 87. WebTrends 10restrainedmeaningful
  88. 88. Color schemes for data
  89. 89. Color schemes for dataSequentialColors can be ordered from low to high Low High
  90. 90. Color schemes for dataSequentialColors can be ordered from low to high Low HighDivergingTwo sequential schemes extended outfrom a critical midpoint value Low Critical High midpoint
  91. 91. Color schemes for data Sequential Colors can be ordered from low to high Low High Diverging Two sequential schemes extended out from a critical midpoint value Low Critical High midpoint Categorical Lots of contrast between each adjacent colorcolorbrewer2.org
  92. 92. Use contrast to supportyour message 80 70 80 Region 1 Region 2 55 58 60 60 Region 3 43 40 40 20 20 0 0 North South East West 2007 2008 2009 2010
  93. 93. Use contrast to supportyour message 80 70 80 Region 1 Region 2 55 58 60 60 Region 3 43 40 40 20 20 0 0 North South East West 2007 2008 2009 2010 80 70 55 58 60 43 40 20 0 North South East West
  94. 94. Use contrast to supportyour message 80 70 80 Region 1 Region 2 55 58 60 60 Region 3 43 40 40 20 20 0 0 North South East West 2007 2008 2009 2010 80 70 80 Region 1 58 Region 2 60 55 60 Region 3 43 40 40 20 20 0 0 North South East West 2007 2008 2009 2010
  95. 95. Fonts - Juice’s Simple FontFramework History of Medicine Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  96. 96. History of MedicineLorem ipsum dolor sit amet, consectetur adipisicing elit, sed doeiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim adminim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip exea commodo consequat. Duis aute irure dolor in reprehenderit involuptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sintoccaecat cupidatat non proident, sunt in culpa qui officia deserunt mollitanim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  97. 97. History of Medicine Body TextLorem ipsum dolor sit amet, consectetur adipisicing elit, sed do Clean readable text,eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad 50-80% of your textminim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex will look like this.ea commodo consequat. Duis aute irure dolor in reprehenderit involuptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint •10-16ptoccaecat cupidatat non proident, sunt in culpa qui officia deserunt mollitanim id est laborum. •Arial or Georgia Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  98. 98. History of MedicineLorem ipsum dolor sit amet, consectetur adipisicing elit, sed doeiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim adminim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip exea commodo consequat. Duis aute irure dolor in reprehenderit involuptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sintoccaecat cupidatat non proident, sunt in culpa qui officia deserunt mollitanim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  99. 99. History of MedicineHeader dolor sit amet, consectetur adipisicing elit, sed do Lorem ipsumUse toveniam, quis nostrudut labore et dolore magna aliqua.ut aliquipad eiusmod tempor incididunt minim separate and exercitation ullamco laboris nisi Ut enim exname sections ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non of body sunt in culpa qui officia deserunt mollit •150%-200% proident, anim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  100. 100. History of MedicineLorem ipsum dolor sit amet, consectetur adipisicing elit, sed doeiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim adminim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip exea commodo consequat. Duis aute irure dolor in reprehenderit involuptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sintoccaecat cupidatat non proident, sunt in culpa qui officia deserunt mollitanim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  101. 101. History of MedicineLorem ipsum dolor sit amet, consectetur adipisicing elit, sed doeiusmod tempor incididunt85% of body • ut labore et dolore magna aliqua. Ut enim ad •Lower contrastminim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex Notesea commodo consequat. Duis aute irure dolor in reprehenderit involuptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint Additional thingsoccaecat cupidatat non proident, sunt in culpa qui officia deserunt mollitanim id est user should be a laborum. aware of Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  102. 102. History of MedicineLorem ipsum dolor sit amet, consectetur adipisicing elit, sed doeiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim adminim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip exea commodo consequat. Duis aute irure dolor in reprehenderit involuptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sintoccaecat cupidatat non proident, sunt in culpa qui officia deserunt mollitanim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  103. 103. History of MedicineLorem ipsum dolor sit amet, consectetur adipisicing elit, sed doeiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad Emphasisminim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip exea commodo consequat. Duis aute irure dolor in reprehenderit in Draw the eyevoluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint to key pointsoccaecat cupidatat non proident, sunt in culpa qui officia deserunt mollitanim id est laborum. •Same size as body •High-impact color/bold/italic consectetur Lorem ipsum dolor sit amet, adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  104. 104. History of MedicineLorem ipsum dolor sit amet, consectetur adipisicing elit, sed doeiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim adminim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip exea commodo consequat. Duis aute irure dolor in reprehenderit involuptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sintoccaecat cupidatat non proident, sunt in culpa qui officia deserunt mollitanim id est laborum. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam,
  105. 105. FORM FOLLOWS FUNCTIONTELL A STORYBEST FOLLOWS FUNCTIONDATAFORMVIZARDS...TELL A STORYACT LIKE A DESIGNER
  106. 106. FORM FOLLOWS FUNCTIONTELL A STORYDATABEST FOLLOWS FUNCTIONVIZARDS...FORMTELL A STORYACT LIKE A DESIGNER
  107. 107. setting scope of analysisexposition backgroundcharacters point of viewsequence flow conflict questionsresolution answers
  108. 108. Be a salesmanhttp://www.youtube.com/watch?feature=player_embedded&v=wVQPY4LlbJ4
  109. 109. What does this tell me?
  110. 110. Process
  111. 111. Drill-down workflow
  112. 112. FORM FOLLOWS FUNCTIONDATAVIZARDS...FORM FOLLOWS FUNCTIONTELL A STORY
  113. 113. FORM FOLLOWS FUNCTIONDATAVIZARDS...FORM FOLLOWS FUNCTIONTELL A STORY
  114. 114. form paper Excel online app e-mail large screen
  115. 115. form paper Excel online app e-mail largefunction screentimelinessaestheticmobilityconnectivitydata detaildata densityinteractivitycollaboration
  116. 116. form paper Excel online app e-mail largefunction screentimelinessaestheticmobilityconnectivitydata detaildata densityinteractivitycollaboration
  117. 117. LEARN FROM THE BESTLEARN YOUR TOOLSKNOW YOUR AUDIENCEBE A DATA GOURMETCHOOSE THE RIGHT CHARTGO BEYOND THE BASICSACHIEVE SIMPLICITYACT LIKE A DESIGNERTELL A STORYFORM FOLLOWS FUNCTION
  118. 118. List of resourcesSkill Resources www.smallmeans.com/new-york-times-infographics/Learn from the best www.perceptualedge.com/blog infographics.alltop.comLearn your tools www.juiceanalytics.com/writing/excel-training-worksheet/Know your audienceBe a data gourmet www.juiceanalytics.com/writing/being-a-data-gourmet/ www.chartchooser.comChoose the right chart www.extremepresentation.com/design/charts/ www.juiceanalytics.com/writing/chart-selection-art-and-science/Go beyond the basics A Tour of the Visualization Zoo (queue.acm.org/detail.cfm?id=1805128)Achieve simplicity Edward Tufte Q&A (www.edwardtufte.com/bboard/q-and-a?topic_id=1) colorbrewer2.orgAct like a designer www.juiceanalytics.com/writing/simple-font-framework/Tell a story www.duarte.com/books/resonate/www/Form follow function
  119. 119. we craft applications that make using data enjoyable and rewarding

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