Data visualization isn't just about making graphs look pretty—it’s about telling a compelling story with data, using psychological and analytical techniques to engage an audience. A great presentation on this topic would explore how human perception influences the way we interpret visual data, revealing cognitive biases, color psychology, and the impact of effective chart design. It would highlight tricks like preattentive processing—our brain’s ability to notice certain visual elements almost instantly—and the way subtle design choices, such as contrast and layout, guide attention and understanding. By weaving in examples of misleading graphs and showing how simple tweaks can transform comprehension, the presenter can make data visualization feel less like a technical skill and more like an essential tool for communication. The second part of the presentation could delve into the analytics side—how to optimize visualizations for deeper insights and decision-making. This section might cover advanced techniques like interactive dashboards, storytelling with data, and predictive visualizations that anticipate trends. A skilled presenter would demonstrate how the placement of information on a chart can subtly influence interpretation, as well as how simplifying complex data can make key insights stand out. By incorporating real-world case studies—perhaps showing how companies have used smart visualization techniques to drive successful strategies—the audience would leave inspired, equipped with practical techniques to craft visuals that don’t just present data, but persuade, inform, and engage on a psychological level.

1. DATA VISUALIZATION
Psychological and Analytics Tricks
Data Visualization & Analytics DV2932

2. Roadmap (Overview)
•The psychology behind effective data visualization
•Cognitive principles in visualization
•Analytics tricks to enhance understanding
•Common pitfalls and how to avoid them
•Practical applications and examples

3. Recommend Reading
Visualizing Data: Psychology and Analytics:
Exploring, Explaining and Storytelling
(Paperback)
WebGPU Data
Visualization
Cookbook (2nd
Edition)
Learn how to develop ‘visualizations’ to communicate information, data,
facts – not just data dumps or ‘charts’ – but bespoke designs that use use
colors, shapes, patterns, to understand.
101 Data
Visualization and
Analytics Projects
(Paperback)

4. Question
Why does data
visualization matter in
decision making?

5. Why does data visualization matter in
decision making?
• Visual processing is 60,000x faster than
text processing
• 90% of information transmitted to the
brain is visual
• Visuals help identify patterns, trends,
and outliers quickly
• Reduces cognitive load compared to
raw data

6. Question
What psychological principles affect data
visualization?

7. What psychological principles affect data
visualization?
•Gestalt Principles: Proximity, Similarity, Continuity
•Preattentive Attributes: Color, Size, Orientation
•Cognitive Load Theory: Working memory limitations
•Visual Perception: How we interpret shapes and colors

8. Did You Know?
The human brain can identify images seen for as little
as 13 milliseconds – research study

9. Question
How does color
psychology impact
data visualization?

10. How does color psychology impact data
visualization?
•Colors evoke emotional responses and associations
•Warm colors (red/orange) attract attention
•Cool colors (blue/green) are calming
•Color blindness affects ~8% of men and 0.5% of
women
•Consistent color coding improves comprehension

11. Try This at Home
Create two versions of a
simple chart - one with
random colors and one with a
thoughtful color scheme.
Show both to friends and ask
which they find easier to
understand.

12. Question
What are preattentive attributes in
visualization?

13. What are preattentive attributes in
visualization?
•Visual properties processed in <200ms without
conscious effort
•Includes: Color hue, intensity, size, orientation, shape
•Can be used to highlight important data points
•Overuse can create visual noise and reduce
effectiveness

14. Question
How does chart type affect data
interpretation?

15. How does chart type affect data
interpretation?
•Bar charts: Best for categorical comparisons
•Line charts: Ideal for trends over time
•Pie charts: Effective for proportional parts of whole
(but limited)
•Scatter plots: Show relationships between variables
•Choosing wrong type can mislead or confuse

16. Did You Know?
3D charts often
distort data
perception by up to
25% compared to 2D
representations

17. Question
What is the 'data-ink ratio' concept?

18. What is the 'data-ink ratio' concept?
•Coined by Edward Tufte
•Ratio of ink used for data vs total ink in graphic
•Maximize data-ink, minimize non-data-ink
•Remove chartjunk: unnecessary borders,
backgrounds, effects
•Improves clarity and reduces distraction

19. Try This at Home
Try at Home: Take an existing chart and remove all non-
essential elements. Compare the before and after
versions for clarity and impact.

20. Question
How does visual hierarchy improve comprehension?

21. How does visual hierarchy improve
comprehension?
•Guides viewer through information in logical order
•Uses size, color, position to indicate importance
•Helps tell a story with the data
•Should align with the message you want to convey
•Poor hierarchy leads to confusion and missed insights

22. Question
What are common data visualization pitfalls?

23. What are common data visualization pitfalls?
•Misleading axes (truncated or not starting at zero)
•Overcomplicating with unnecessary elements
•Using inappropriate chart types
•Ignoring the audience's knowledge level
•Not providing proper context for the data

24. Did You Know?
People remember 65% of visual information even 3
days later, compared to only 10% of written
information

25. Question
How does animation affect data understanding?

26. How does animation affect data
understanding?
•Can help show changes over time effectively
•But may distract from core message if overused
•Adds cognitive load as brain tracks movement
•Best used sparingly for specific purposes
•Static visuals often convey information faster

27. Try This at Home
Try at Home: Create a simple animated chart and a
static version showing the same data. Time how long it
takes people to understand each version.

28. Question
What is the 'magic number 7' in visualization?

29. What is the 'magic number 7' in visualization?
•Miller's Law: Working memory holds 7±2 items
•Applies to categories in legends, pie slices, etc.
•Beyond this, cognitive load increases dramatically
•Group related items to reduce perceived complexity
•Consider progressive disclosure for complex data

30. Question
How does cultural background affect visualization?

31. How does cultural background affect
visualization?
•Color meanings vary by culture (e.g., red=danger/luck)
•Reading direction affects flow interpretation
•Symbol recognition differs across cultures
•Number formatting varies (decimal points, thousands)
•Always consider your audience's background

32. Did You Know?
Western audiences typically scan visuals in a 'Z' pattern,
while Arabic audiences scan in a reverse 'Z'

33. Question
What is the 'visualization funnel' approach?

34. What is the 'visualization funnel' approach?
•Start with broad overview (big picture)
•Then show mid-level patterns and trends
•Finally allow drill-down to details
•Matches how human attention works
•Prevents overwhelming with details too soon

35. Question
How does data visualization affect persuasion?

36. How does data visualization affect
persuasion?
•Well-designed visuals increase credibility
•Can highlight evidence supporting your argument
•Makes abstract concepts concrete
•But unethical if used to manipulate or hide data
•Best practice: Show the truth clearly

37. Try This at Home
Try at Home: Take a dataset and create two
visualizations - one that emphasizes a positive trend
and one that emphasizes a negative trend. Notice how
design choices affect perception.

38. Question
What is the 'lie factor' in visualization?

39. What is the 'lie factor' in visualization?
•Formula: Size of effect in graphic / size of effect in
data
•Should ideally be 1 (accurate representation)
•Common when 3D effects exaggerate differences
•Can occur when aspect ratios distort proportions
•Ethical visualization maintains truthfulness

40. Question
How does dashboard design affect usability?

41. How does dashboard design affect usability?
•Group related metrics together
•Use consistent formatting throughout
•Place most important info top-left (for Western
audiences)
•Provide appropriate interactivity
•Balance density with white space

42. Did You Know?
The average attention span for looking at a data
visualization is only 8-10 seconds before deciding
whether to engage further

43. Question
What are some advanced psychological techniques?

44. What are some advanced psychological
techniques?
•Priming: Showing context before detailed data
•Anchoring: Using reference points for comparison
•Framing: Presenting data in positive/negative context
•Social proof: Showing how others interpreted data
•Use ethically to enhance understanding, not
manipulate

45. Question
How to test visualization effectiveness?

46. How to test visualization effectiveness?
•Eye-tracking studies show where people look
•Comprehension tests after viewing
•Time-to-insight measurement
•A/B testing different versions
•User feedback and interviews

47. Try This at Home
Try at Home: Show a visualization to someone for 10
seconds, then ask them what they remember. This tests
immediate impact and memorability.

48. Question
What are emerging trends in data visualization?

49. What are emerging trends in data
visualization?
•Interactive storytelling with data
•Personalized visualizations
•AR/VR data experiences
•AI-assisted visualization creation
•Real-time data streaming visuals
•Ethical visualization gaining importance

50. Recommend Reading
Visualizing Data: Psychology and Analytics:
Exploring, Explaining and Storytelling
(Paperback)
WebGPU Data
Visualization
Cookbook (2nd
Edition)
Learn how to develop ‘visualizations’ to communicate information, data,
facts – not just data dumps or ‘charts’ – but bespoke designs that use use
colors, shapes, patterns, to understand.
101 Data
Visualization and
Analytics Projects
(Paperback)

51. Summary
• Effective visualization combines art and
science
• Psychological principles guide better design
• Simplicity and clarity trump fancy effects
• Always consider your audience's perspective
• Ethical visualization presents truth clearly
• Test and iterate for maximum impact

52. Thank You