This document provides guidance on developing scientific data visualizations for non-specialist audiences. It begins with definitions of key terms like data, visualization, and data visualization. It then offers tips for simple edits like removing jargon, reframing with text for context, and adding annotations. More substantial reworks and custom solutions are also discussed. The document stresses building in time for iterations to customize visualizations for different audiences.

1. Developing scientific data visualizations
for non-specialist audiences
Jen Christiansen
jchristiansen@sciam.com
@ChristiansenJen
www.ScientificAmerican.com

2. Developing scientific data visualizations
for non-specialist audiences
Jen Christiansen
jchristiansen@sciam.com
@ChristiansenJen
www.ScientificAmerican.com

3. 1. As a count noun: an item of information; a datum; a set of data.
2. As a mass noun:
(Oxford English Dictionary)data, n.
b. Computing. Quantities, characters, or symbols on
which operations are performed by a computer,
considered collectively.
Also (in non-technical contexts): information in digital form.
a. Related items of (chiefly numerical) information
considered collectively, typically obtained by scientific work
and used for reference, analysis, or calculation.

4. 1. The action or fact of visualizing; the power or process
of forming a mental picture or vision of something not actually
present to the sight; a picture thus formed.
(Oxford English Dictionary)visualization, n.
2. The action or process of rendering visible.

5. data visualization
Information (chiefly numerical),
made visible.

6. data visualization
Information (chiefly numerical),
made visible.

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8. Information (chiefly numerical),
made visible.
[content]
For whom and why?
[context]

9. data / information
[content]

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11. investigative tool
Graphic by John Snow (~1854)

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20. Developing scientific data visualizations
for non-specialist audiences
[context]
[content]

21. • basic design tips
• choosing the right chart type
• more resources
• simple edits / reframing
• moderate reworks
• custom solutions
organizing your [content]
customizing for a different [context]

22. http://bit.ly/LSU_jc1
design tips

23. NASA's Scientific Visualization Studio
design tips

24. Robert Simmon
design tips

25. design tips

26. design tips
He removed the
frame around the
graph entirely—
it flattens the
graphic lessening
the difference
between
foreground and
background.

27. design tips
He adjusted the
red, neutral, and
blue colors so that
they’d have equal
visual weight.

28. design tips
Moved title to
the upper-left
corner of the
frame: where
most western
viewers will
start reading.

29. design tips
Removed
intermediate
tick marks
and some
labels, making
the remaining
labels easier
to read

30. design tips

31. chart choosers
Andrew Abela
http://bit.ly/LSU_jc4

32. chart choosers
Severino Ribecca and Jonathan Schwabish
http://bit.ly/LSU_jc5

33. chart choosers
Severino Ribecca
http://bit.ly/LSU_jc6

34. chart choosers
Stephanie Evergreen
http://bit.ly/LSU_jc7

35. more resources
Cole Nussbaumer Knaflic http://bit.ly/LSU_jc8
Jorge Camões http://bit.ly/LSU_jc9

36. more resources
Alberto Cairo
http://bit.ly/LSU_jc10

37. more resources
Andy Kirk
http://bit.ly/LSU_jc11

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39. • simple edits / reframing
• shake out label jargon
• add framing text (focus attention)
• add annotations
customizing for a different [context]

40. reframing
By T. I. M. van Werkhoven et al., “Analysis of 1SWASP
J140747.93−394542.6 eclipse fine-structure: hints of exomoons”

41. reframing

42. reframing

43. reframing

44. reframing
By Kimberly G Noble et al., “Family income, parental education
and brain structure in children and adolescents”

45. reframing
By Kimberly G Noble et al., “Family income, parental education
and brain structure in children and adolescents”

46. reframing
By Tami Tolpa (brain illustrations) and Amanda Montañez (graph)

47. 4&-4"*)2>

48. reframing
By F. G. Daura-Jorge et al., “The structure of a bottlenose dolphin society
is coupled to a unique foraging cooperation with artisanal fishermen.”

49. reframing

50. reframing

51. reframing
By Gao Hu et al., “Mass seasonal bioflows of high-flying insect migrants”

52. reframing
Jan Willem
Tulp (charts)
and Jessica
Huppi
(insects)

53. reframing
Jan Willem
Tulp (charts)
and Jessica
Huppi
(insects)

54. 4&-4"*)2>

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56. By Erich D. Jarvis et al.,
“Whole-genome
analyses resolve early
branches in the tree of
life of modern birds”
rework

57. rework
Bradley C. Livezey and
Richard L. Zusi, “Higher-
order phylogeny of modern
birds (Theropoda, Aves:
Neornithes) based on
comparative anatomy. II.
Analysis and discussion”

58. rework

59. rework

60. rework

61. rework
By Benjamin T. Montet and Joshua D. Simon, “KIC
8462852 Faded Throughout the Kepler Mission”

62. rework
By Tiffany Farrant-Gonzalez, In “Strange News From
Another Star,” By Kimberly Cartier and Jason T. Wright

63. rework
By Tiffany Farrant-Gonzalez, In “Strange News From
Another Star,” By Kimberly Cartier and Jason T. Wright

64. rework
By Tiffany Farrant-Gonzalez, In “Strange News From
Another Star,” By Kimberly Cartier and Jason T. Wright

65. rework

66. rework
By Daphna Joel et al., “Sex beyond the genitalia: The human brain mosaic”

67. rework

68. 4&9,4:

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70. custom
By Amy T Wang et al., “Association between industry affiliation and position on
cardiovascular risk with rosiglitazone: cross sectional systematic review”

71. custom
By Amy T Wang et al., “Association between industry affiliation and position on
cardiovascular risk with rosiglitazone: cross sectional systematic review”

72. custom

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75. custom
Jan Willem Tulp

76. /3+#,*

77. customizing for a different [context]
How to proceed?

78. customizing for a different [context]
How to proceed?
• build in time for many iterations

79. rework
By Elizabeth J. Cassel et al., “Profile of a paleo-
orogen: High topography across the present-day
Basin and Range from 40 to 23 Ma” Tiffany Farrant-Gonzalez

80. Tiffany Farrant-Gonzalez

81. By Mary Anne Limbach and
Edwin L. Turner, “Exoplanet
Orbital Eccentricity: Multiplicity
Relation and the Solar System” Tiffany Farrant-Gonzalez

82. Tiffany Farrant-Gonzalez
http://bit.ly/LSU_jc2

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84. By Yu Cheng et al., “Distinct Urinary Metabolic Profile of Human Colorectal Cancer”

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87. Jen Christiansen
jchristiansen@sciam.com
@ChristiansenJen
www.ScientificAmerican.com
more resources
http://bit.ly/LSU_jc1
design-related SA blog posts
http://bit.ly/LSU_jc2
http://bit.ly/LSU_jc3
http://bit.ly/LSU_jc4
chart choosers
http://bit.ly/LSU_jc5
http://bit.ly/LSU_jc6
http://bit.ly/LSU_jc7
http://bit.ly/LSU_jc8
Excel-centric books
http://bit.ly/LSU_jc9
http://bit.ly/LSU_jc10
other great books/websites
http://bit.ly/LSU_jc11
https://blogs.scientificamerican.com/sa-visual/data-
visualization-advice-for-scientists/
https://blogs.scientificamerican.com/sa-visual/how-to-
choose-the-form-of-an-infographic-it-s-all-about-
context/
https://blogs.scientificamerican.com/sa-visual/
https://extremepresentation.com/design/7-charts/
https://policyviz.com/2014/11/11/graphic-
continuum-desktop-version/
http://www.datavizcatalogue.com/index.html
http://stephanieevergreen.com/
http://www.storytellingwithdata.com/book/
https://excelcharts.com/
http://www.thefunctionalart.com/
http://www.visualisingdata.com/