The document discusses the principles and guidelines for using color in data visualization, emphasizing the importance of color theory, perception, and appropriate color palettes for different types of data such as sequential or categorical. It advises against using the rainbow spectrum and highlights the need for distinct colors to avoid confusion, particularly for viewers with color deficiencies. Resources for selecting color palettes, along with practical examples, are also provided to enhance effective communication of data.

1. COLOR FOR
DATA VISUALIZATION

2. The fundamental uses of color in information
design (are): to label, to measure, to represent
or imitate reality, to enliven or decorate.
COLOR

3. Is this a good or bad use of color?

4. Particularly avoid Roy G. Biv (red, orange,
yellow, green, blue, indigo, violet), the color
spectrum of the rainbow.
THE FIRST RULE

5. BASIC COLOR THEORY
How humans think about color How computers process color

6. COLOR PERCEPTION
A constant increase in brightness is not perceived as linear,
and this response is different for red, green, and blue. Look
for tools and color palettes that describe colors in a
perceptual color space, like CIE L*C*h or Munsell.

7. A color scale should vary consistently across the entire range of values, so
that each step is equivalent, regardless of its position on the scale.
A palette should also minimize errors from the color shifts introduced by
nearby areas of differing color or lightness, a phenomenon known as
simultaneous contrast.

8. Combine a linear, proportional change in lightness with a simultaneous
change in hue and saturation to achieve the perfect palette for
sequential data.
SEQUENTIAL DATA

9. For divergent data, use palettes that are composed of two sequential
palettes merged with a neutral color.
This type of palette works because it takes advantage of pre attentive
processing: our visual systems can discriminate the different colors quickly
and without conscious thought.
DIVERGENT DATA

10. A sequential palette that varies uniformly in lightness will still be readable by
someone with color deficient vision (or a black and white print), regardless
of the hue. But a divergent palette with matched lightness can be difficult or
impossible to parse if the viewer can’t distinguish the hues.
COLOR DEFICIENCY CAUTION

11. Instead of representing proportional relationships, color is used to separate
areas into distinct categories. The palette should consist of colors as distinct
from one another as possible. Due to the limits of perception, especially
simultaneous contrast, the maximum number of categories that can be
displayed is about 12
CATEGORICAL/QUALITATIVE DATA

12. If you need to display double-digit categories, it’s best to group similar
classes together.
>12 CATEGORIES
A grouped color scheme allows the
USGS to simultaneously show 16 different
land cover classes in a single map of the
area surrounding Portland, Oregon.

13. RESOURCES FOR
SELECTING COLORS

14. Pros: Very easy to use, all palettes here are “safe”, available on D3
Cons: Limited color palettes to choose from
COLOR BREWER

15. NASA AMES COLOR TOOL

16. CHROMA.JS

17. HCL PICKER BY TRISTEN BROWN

18. LAB, LCH, RGB, AND HSV COLOR PICKER

19. I WANT HUE
For categorical palettes

20. COLOR GUIDELINES
FROM TUFTE

21. Color spots against a light gray or muted field
highlight and italicize data.
A magnetogram is a map of magnetic
fields, in this case on the surface of the
Sun. A divergent palette suits this data
because the north polarity (red) and
south polarity (blue) are both
measurements of the same quantity
(magnetism), just with opposite signs.
SDO HMI image adapted from the Solar
Data Analysis Center.

22. Use colors found in nature, especially those on the
lighter side.
The subtle colors in this bathymetric map
of Crater Lake are a direct descendent of
the palettes created by Eduard Imhof.
Map courtesy National Park Service
Harper’s Ferry Center.

23. The unnatural colors of the rainbow palette (left) are often difficult for novice viewers to interpret. A
more naturalistic palette for phytoplankton(more or less a type of ocean vegetation) trends from dark
blue for barren ocean, through turquoise, green, and yellow for increasing concentrations of the tiny
plants and algae.

24. Pure, bright or very strong colors have loud, unbearable effects when
they stand unrelieved over large areas adjacent to each other, but
extraordinary effects can be achieved when they are used sparingly on
or between dull background tones.
Screenshot from the BBC’s traffic
accident visualization
http://www.bbc.co.uk/news/
uk-15975724

25. Large area background or base-colors should
do their work most quietly, allowing the smaller,
bright areas to stand out most vividly, if the
former are muted, grayish or neutral.
DO NOT DO THIS

27. LINKS
Slides based on:
http://earthobservatory.nasa.gov/blogs/elegantfigures/2013/08/05/
subtleties-of-color-part-1-of-6/
A case study on color scales:
http://datavisualization.ch/inside/how-we-created-color-scales/