SlideShare a Scribd company logo
/ @VickeKaravanVicke Cheung
How Visualising Data Helps Us See
Designing
Creative Content
We create pieces of
content to earn attention
for our clients
Getting coverage requires either:
1.		 breaking news
2.		 new insight
We tend to focus on:
1.		 breaking news
2.		 new insight
New insight means
allowing people to see
something in a new way
This is where
visualising data comes in
Simplifying the complex
Visualising data provides insight by
concerthotels.com/100-years-of-rock
wikipedia.org
wikipedia.org
Designing Creative Content: How visualising data helps us see
We took a complex dataset
…and simplified it
concerthotels.com/100-years-of-rock
shortlisted for_______________________________________
featured in ___________________________________________
  122,708  	  8,366    558 
Simplifying things makes it easier
to consume and draw insight
Putting things into context
Visualising data provides insight by
We aren’t good at wrapping our
heads around big numbers
:(
On average, there are
60 million photos uploaded
to Instagram each day
Impressive stat,
but pretty meaningless by itself
Let’s make it concrete!
photoworld.com/photos-on-the-web
Physical frames of reference
allow us to “see” the size of
Instagram in a new way
hereistoday.com
Monday 19, October
Give insight by putting
things into context
Fear not:
Putting things into context isn’t
about fancy animations
Simple static images can
do the job just as well
[more on this later…]
bbc.co.uk/news/uk-14975549
howithappened.com
howithappened.com
Revealing patterns
Visualising data provides insight by
Can money buy happiness?
Data taken from Cabinet Office Wellbeing & Policy Report 2014
bbc.co.uk/news/magazine-26671221
The BBC wrote an article about this
This was their insight
bbc.co.uk/news/magazine-26671221
It’s hard to draw
insight from this
We wanted to do
more with it
michaelpage.co.uk/minisite/salary-vs-happiness
Curve of best fit
Plotting the data and the curve
allowed us to identify outliers
Outlying occupations
Outlying sectors
The interest is in the outliers,
which were only identifiable
through visualisation
Another great example of
revealing patterns and clusters…
nytimes.com/interactive/2011/05/03/us/20110503-osama-response.html
Designing Creative Content: How visualising data helps us see
Designing Creative Content: How visualising data helps us see
Visualising the data
brought the hidden patterns
and relationships to light
One big caveat
Any data can be
visualised
But not all data
should be!
You need to know where
you’re adding value
Wow  vs.  Aha
You just listened to Wikipedia!
Listen to Wikipedia
listen.hatnote.com
The value is not to
learn about Wikipedia
The value lies in the novelty of
the execution and experience
This is “Wow”
listen.hatnote.com
“Isn’t this just lovely?”
“Well, this is mesmerising”
shows you something you’ve
literally never seen before
Wow
Moving on to
“Aha”
Data is easy to come by,
but insight is not
priceonomics.com/the-hipster-music-index
It shares insight by
applying a new meaning
to the two sets of data
huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html
huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html
overrated
huffingtonpost.com/benjamin-moore/overrated-underrated-movies_b_5319488.html
underrated
It’s about what they mean,
not how they look
This is “Aha”
shows you something
in a new light
Aha
“Wow” and “Aha” are
not often as clear-cut
The Wow & Aha Spectrum
Wow Aha
Listen to Wikipedia
The Wow & Aha Spectrum
Wow Aha
Hipster Music IndexListen to Wikipedia
The Wow & Aha Spectrum
Wow Aha
100 Years of Rock
Listen to Wikipedia Hipster Music Index
The Wow & Aha Spectrum
Wow Aha
If you printed all the
Instagram photos…
Listen to Wikipedia Hipster Music Index
100 Years of Rock
The Wow & Aha Spectrum
Wow Aha
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
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
Regardless of what value
you choose to offer
Don’t make your audience
work for it
findproperly.co.uk/tube-map.php
Where’s the data?
Oh, didn’t even see that…
Still no actual prices!
…until you hover again
Don’t make your
audience work!
thrillist.com/lifestyle/london/london-underground-rent-map
Thrillist made their own version
It’s a big hit
It succeeded where
the other failed
Unnecessary
friction
Reward
doesn’t match
the effort
required
Tried to do
too much:
option-
overload
Overcooked
execution
Allows for quick
scanning and
locating
data points
of interest
No learning
curve
Reward
surpasses
effort required
Simple and
intuitive
It can be tempting to try to
do too much at once
What’s the one thing
you want to show?
Gender pay gap
V1.
V1.
Not showing the
one thing we want it to
V2.
Designing Creative Content: How visualising data helps us see
Better, but
could still be improved
Designing Creative Content: How visualising data helps us see
Pay gap made more obvious
Introduced visual metaphor
Designing Creative Content: How visualising data helps us see
Ask yourself:
What’s the one thing I
want to show?
And follow up with:
Am I really showing this?
Sometimes you need to
show people how to see it
“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
Annotation layer
=
labels, introductions,
explanatory text, captions
Surely the visualisation
itself is more important
than the annotations
anonymous sceptic
Designing Creative Content: How visualising data helps us see
Indecipherable without annotations
nytimes.com/interactive/2014/06/05/upshot/how-the-recession-reshaped-the-economy-in-255-charts.html?_r=0
Annotations can help you
deliver insight without making
your audience work for it
Recap
The value in visual content is in
helping people see things they
couldn’t previously see by…
Simplifying the complex
Putting things in context
Revealing patterns
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
Don’t make your
audience do the work
That’s your job!
But above all else…
Vicke Cheung, Distilled
Thank you!
vicke.cheung@distilled.net / @VickeKaravan

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