This document summarizes the benefits of data visualization and provides examples of bad visualization practices to avoid. It discusses how visualization can help summarize data, detect patterns and trends, explore data interactively, and tell stories. However, it also shows examples of misleading visualizations that misuse axes, scales, colors, maps and imply false correlations. The document encourages developing a critical eye to evaluate visualizations based on usability, first impressions, return on effort, self-sufficiency, and removing unnecessary elements.

2. Lies, Damned Lies & Dataviz
Bad visualization, and how to avoid it
Dr. Andrew Clegg
Director, Learner Analytics & Data Science
Pearson
@andrew_clegg

3. Part I — Why Visualize?
What are the benefits — when it’s done right?
Part II — Bad Dataviz
How to spot the failures — and how to avoid them yourself
Warning: Contains Opinion!
Introduction

4. Part I — Why Visualize?

5. ● Summarizing and communicating numbers
● Drawing attention to trends and patterns
● Exploring data interactively
● Capturing attention
● Telling stories
What is the goal?

6. Playing to your neural hardware’s strengths
Your visual system excels at pattern detection & parallel processing.
Representing data graphically means you can leverage this “for free”.
How does visualization help?

7. Challenge: estimate x when y = 0
x y x y x y
27.38 24.05 32.31 31.61 75.67 14.83
62.64 7.31 51.84 28.61 34.23 31.65
50.76 16.30 59.04 18.29 51.21 7.69
42.94 26.78 74.63 1.15 47.26 22.90
8.72 42.35 56.15 11.37 66.60 3.21
30.62 30.87 47.23 19.49 17.46 40.31
62.63 9.14 59.36 8.82 65.70 12.79
63.21 18.66 44.58 19.12 52.24 12.92
40.49 23.29 47.85 20.55 62.56 14.17
22.07 41.46 68.21 11.99 40.43 19.77

8. Challenge: estimate x when y = 0

9. Challenge: estimate x when y = 0

10. Challenge: find most similar data point
x y x y x y
54.88 71.52 97.86 79.92 35.95 43.70
60.28 54.49 46.15 78.05 69.76 6.02
42.37 64.59 11.83 63.99 66.68 67.06
43.76 89.18 14.34 94.47 21.04 12.89
96.37 38.34 52.18 41.47 31.54 36.37
79.17 52.89 26.46 77.42 57.02 43.86
56.80 92.56 45.62 56.84 98.84 10.20
7.10 8.71 1.88 61.76 20.89 16.13
2.02 83.26 61.21 61.69 65.31 25.33
77.82 87.00 94.37 68.18 46.63 24.44

11. Challenge: find most similar data point

12. Challenge: find the outlier
x y x y x y
54.88 71.52 97.86 79.92 35.95 43.70
60.28 54.49 46.15 78.05 69.76 6.02
42.37 64.59 11.83 63.99 66.68 67.06
43.76 89.18 14.34 94.47 21.04 12.89
96.37 38.34 52.18 41.47 31.54 36.37
79.17 52.89 26.46 77.42 57.02 43.86
56.80 92.56 45.62 56.84 98.84 10.20
7.10 8.71 1.88 61.76 20.89 16.13
2.02 83.26 61.21 61.69 65.31 25.33
77.82 87.00 94.37 68.18 46.63 24.44

13. Challenge: find the outlier

14. Avoiding limitations of statistics
Showing patterns in large data sets with minimal information loss.
Revealing structure of “tricky” data sets where typical summary
statistics do a poor job.
How does visualization help?

15. Showing patterns in large data sets
https://www.facebook.com/notes/facebook-engineering/visualizing-friendships/469716398919

16. Describing statistically tricky data
http://www.stanford.edu/~mwaskom/software/seaborn/examples/anscombes_quartet.html
All four have the
same:
mean(x)
variance(x)
mean(y)
variance(y)
correlation coefficient
regression coefficients
Anscombe’s Quartet
(Francis Anscombe, 1973)

17. Describing statistically tricky data
Much web data,
especially involving
human preferences or
choices, looks like this.
There is no “central
tendency” so typical
descriptive statistics are
useless.
Zipfian distribution,
an example of a
power law.

18. How does visualization help?
Illustrating a story
Visualizations are often used simply to clarify or reinforce the main
points of a story, narrative or message.
This process fails when the conclusions suggested by the graphic are
irrelevant to the narrative, or even contradict it.
It can also fail when the graphic has no clear message or multiple
conflicting interpretations, or is largely incomprehensible.
Many of the following examples illustrate these mistakes.

19. Part II — Bad Dataviz

20. 1. Axes of evil
Bad dataviz
http://fluffware.tumblr.com/post/4580822773/axes

21. http://www.google.co.uk/trends/explore#q=%22data science%22
Unlabelled axes

22. Firearms (skjutvapen) seizures report: http://bit.ly/1dHnFzC (PDF) via Junk Charts
Axis scale manipulation

23. https://twitter.com/jk_keller/status/410498080765919232/photo/1
Axis scale manipulation (totally shameless version)
Version published by Reuters Version “fixed” by @jk_keller

24. Example from Stephen Few (PDF)
Dual axes: caution
Natural interpretation:
Units sold “dipped below”
revenue (A) and is now
“catching up” (B).
But these impressions are
meaningless.
They are just artefacts of the
chosen axis scales.
A
B

25. Proportionality errors
From an Australian document found at The Guardian
1 row of people = roughly 43,000 nurses.
10 rows = roughly 48,000 nurses.
?!?

26. Cheating outright?
All found via The Guardian

27. Quick quiz: what happened in 2005?

28. Axis inversion: when “down” means “up”?!?
From Thomson Reuters via Business Insider
Version published by Reuters Version “fixed” by @PFedewa

29. Bad dataviz
2. Distance vs. area vs. volume
http://muhammadfamizwanabdullah.blogspot.co.uk/2010/11/10-introduction-of-teaching-volume-of.html

30. Pie charts: avoid
Bad
Colours used for separating slices, so can’t
easily be put to another use.
No way to show time dimension statically.
Comparing relative sizes of slices is hard.
Doing it in 3D is harder. Perspective inflates
nearer slices, and the similar volume of the
objects is a red herring.
Doing it with deep, discontinuous 3D objects
is even harder.
Worse
Worst

31. Perhaps justifiable (in 2D) if numbers are sufficiently different.
Otherwise, use a much simpler design and avoid all those problems.
Pie charts: avoid

32. Pie chart horrors
http://junkcharts.typepad.com/junk_charts/2014/03/two-charts-that-fail-self-sufficiency.html
Pie charts are
supposed to show
proportions of a
whole.
People expect the %s
to add up to 100%.
This one shows
proportions of
separate quantities.

33. Pie chart horrors
From a World Bank report (PDF) found at The Guardian
These ones show 96%
and 40% as full circles.
This one is falling apart.
This one thinks 76% is
less than three quarters.

34. Even worse uses of 3D
https://www.tableausoftware.com/public/blog/2011/01/viz-wiz-1-11
and http://www.simplexnumerica.com/Gallery/gallery_pyramid.html
Cones, pyramids, spheres etc…
Are we comparing width, height,
area or volume? Nobody knows!
26.76% = tiny peak
23.32% = massive slab
?!?

35. Stacked charts: caution
Stacked charts show how
a data series breaks
down by another
attribute of the data.
But people often misread
these as two distinct data
series, reading off a
separate y-axis value for
each one.

36. Bubble charts: avoid
http://commons.wikimedia.org/wiki/File:Bubble_Chart_Chicago_Deposit_Market.jpg

37. Bubble charts: avoid
http://bit.ly/1okS3nE and http://bit.ly/1hdZQtO

38. Bad dataviz
3. Bad maps
http://xkcd.com/1138/

39. Non-normalized quantities are useless
http://personal.frostburg.edu/jibandy0/starbucks%20map.jpg
Don’t use absolute
values without a very
good reason.
Normalize appropriately:
per capita, per adult, per
student, per household,
per square km, per
journey, per voter …

40. Remember: geopolitical boundaries are artificial
This map shows all the
countries I’ve visited.
The relative size of USA
makes me seem much
more widely travelled
than I really am.
Is “country” the right
level of aggregation?

41. Remember: map projections lie
http://en.wikipedia.org/wiki/File:Hobo%E2%80%93Dyer_projection_SW.jpg

42. http://en.wikipedia.org/wiki/File:Choropleth-density.png

43. Consider using fixed-size bins
http://bit.ly/O9EPta

44. Drawbacks of maps
● Can’t easily show time dimension, without animation
● Hard to show multiple attributes of data at once
● Physical proximity can obscure demographic/cultural differences,
and vice versa
Just because you can map the data, doesn’t mean you should.
Save maps for when geographical trends are the key focus.

45. 4. Colour choice
Bad dataviz
Good colour palettes from RColorBrewer

46. Sequential data
http://mapsdeguap.blogspot.co.uk/2012/04/choropleth-map.html
Use a smooth transition
from min to max.
Don’t “cycle” more than
once.
This map goes purple-
green twice.
A better choice would be:

47. Diverging data
http://www-03.ibm.com/press/us/en/pressrelease/35359.wss
Here the yellow section indicates the median.
Red/green = above/below median.
However, the red and green ranges are not scaled
well. 75 (close to median) is almost the same
colour as 108 (max).
Sequential data, but with a
well-defined midpoint.
Two directions from this
midpoint -- two poles:
above/below average,
positive/negative, female/male,
Democrat/Republican etc.

48. Categorical data
Also known as nominal or qualitative.
Colours should not form a pattern, as this
can imply a false relationship.
The ethnicity colours here are reasonable,
although quite close in colour space.
The location colours are badly chosen.
They suggest a linear progression, which
is meaningless.
http://www.visualizing.org/full-screen/10886

49. Consistency
Don’t do this.
http://www.raterush.com/pages/digg-reddit

50. Other considerations
● Colour blindness -- nearly 10% of men -- rare in women
● Print and photocopy friendliness
● Characteristics of different screens, esp. projectors
ColorBrewer is a great help:
See also…
● brewer2mpl (Python)
● RColorBrewer (R)
● ColorBrewer (Matlab)
http://colorbrewer2.org/

51. Bad dataviz
5. Correlation vs. causation
http://xkcd.com/552/

52. Beware of bogus correlations
http://gizmodo.com/5977989/internet-explorer-vs-murder-rate-will-be-your-favorite-chart-today/
and http://pubs.acs.org/doi/abs/10.1021/ci700332k
Correlation does not prove causation, even with a good R2
score.

53. Beware of bogus correlations
Even respectable journals
sometimes get carried away.
Ask yourself:
Are these both effects of a
common cause?
Or just sheer chance?
(Multiple comparisons)
http://www.nejm.org/doi/full/10.1056/NEJMon1211064

54. Bad dataviz
6. Trying to say too much
Each visualization needs a clear purpose. But some designers and
analysts try to include every possible piece of information.
This is not a good idea.
Unnecessary detail and ostentatiously “clever” presentation can
obscure the real message.

55. http://bit.ly/1gVzeUe
Don’t do this.

56. 7. Tips for developing a critical eye
Here are some techniques you can use for critical analysis.
They are often subjective, debatable, context-dependent and partly
based on aesthetics… So don’t expect absolute rules.
Bad dataviz

57. Usability
Does the chart need detailed instructions in order for it to be
comprehensible and usable?
● Acceptable if this is a standard visualization method used in a
particular domain
● Less acceptable if this is a one-off for general consumption

58. First impressions test
What is the first thing you infer from looking at the visualization?
(Don’t stop to read every detail -- see what you get from a glance.)
Does this impression prove to be accurate,
on closer inspection?
If not, then there may be a problem.
Many people will only glance and never
perform the close inspection.

59. Return on effort (Kaiser Fung)
http://bit.ly/1dKewGo

60. Self-sufficiency test (Kaiser Fung)
Would the chart make sense without the numbers printed on each
data point?
If not, the chart has failed
the self-sufficiency test.
http://junkcharts.typepad.com/junk_charts/2013/03/blowing-the-whistle-at-bubble-charts.html

61. Trifecta checkup (Kaiser Fung)
Ask the following:
● What practical question does the graphic
attempt to address?
● What answer does the data imply?
● What answer does the graphic imply?
Can you answer these clearly?
Do the three answers align?
If not, there is something wrong.
http://junkcharts.typepad.com/junk_charts/2014/02/pets-may-need-shelter-from-this-terrible-chart.html

62. Data-ink score (Edward Tufte)
Main principle: Remove redundant or uninformative elements from
the design, to reduce distraction. High data-ink ratio = clarity.
http://www.infovis-wiki.net/index.php/Data-Ink_Ratio

63. And finally…
Ask yourself how much you trust the data.
Professional presentation does not imply reliable numbers.
Is there enough data to be sure of statistical significance?
What are the margins of error?
Is there a plausible mechanism of action?
What about sources of bias (accidental or intentional), confounding
factors, missing data, or measurement error (noise)?

64. Thank you!
http://www.makefive.com/categories/entertainment/other/pie-charts-that-explain-simple-material/percentage-of-chart-which-resembles-pac-man