Paul joyce, Founder & CEO at Geckoboard: "Brain Hacking: Designing Data for Rapid Understanding"
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This document discusses how to design data visualizations to optimize human understanding. It notes that visual displays complement human capabilities when they are designed optimally. It introduces concepts like the data visualization spectrum, pre-attentive processing which allows humans to perceive some visual attributes in under 250ms, and short term memory which can hold 3-7 chunks of information. The document provides guidance on using these concepts to design visualizations that highlight important information and can be understood with a glance.
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Paul joyce, Founder & CEO at Geckoboard: "Brain Hacking: Designing Data for Rapid Understanding"
- 1. Brain Hacking Designing Data for Rapid Understanding Data Summit 2014 @paulmjoyce
- 4. “Visual displays rich with data are not only an appropriate and proper complement to human capabilities, but also such designs are frequently optimal.” Edward Tufte, Envisioning Information
- 5. Data Viz Spectrum simple complex
- 6. Source: http://youtu.be/wnvoZxe95bo Find the red circle
- 8. Source: http://youtu.be/wnvoZxe95bo Find the red circle
- 12. Pre-attentive processing Takes less than 250ms
- 13. Source: http://youtu.be/wnvoZxe95bo Find the red circle Part II
- 15. Source: http://youtu.be/wnvoZxe95bo Find the red circle Part II
- 16. Source: http://youtu.be/wnvoZxe95bo Find the red circle Part III
- 18. Source: http://youtu.be/wnvoZxe95bo Find the red circle Part III
- 23. 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% 30.0% 35.0% 40.0% 45.0% Nokia Motorola Palm Apple Other RIM U.S. Smartphone Market Share
- 24. Memory iconic short term long term
- 25. Memory iconic short term long term
- 33. 3-7 chunks of information (ideally < 5) short term
- 34. Recap
- 35. Recap • Where in the data viz spectrum are you?
- 36. Recap • Where in the data viz spectrum are you? • Glanceability? • Design for how we process information
- 37. Recap • Where in the data viz spectrum are you? • Glanceability? • Design for how we process information • Pre-attentive processing • Decide what do you want to highlight • Choose the right attribute
- 38. Recap • Where in the data viz spectrum are you? • Glanceability? • Design for how we process information • Pre-attentive processing • Decide what do you want to highlight • Choose the right attribute • Optimise for short term memory • 3-7 chunks of information
- 39. Brain Hacking Designing Data for Rapid Understanding Data Summit 2014 @paulmjoyce
Editor's Notes
- Retina -> Thalamus -> Primary visual cortex -> Visual association cortex
- Brain filters & processes what's important for attentive processing Does is stand out the most (salient)? Is it relevant to what I'm thinking about? (pertinent) If yes, then information is selected for more complete analysis by conscious processing
- All information is pre-attentively processed Limited set of visual properties that are detected very rapidly and accurately by the low-level visual system These properties were initially called preattentive, since their detection seemed to precede focused attention We now know that attention plays a critical role in what we see, even at this early stage of vision. The term preattentive continues to be used, however, since it conveys an intuitive notion of the speed and ease with which these properties are identified
- Eye movements take > 200ms to start Preattentive = tasks that can be performed on multi-element displays in < 200-250ms (we're capable of seeing up to 625 separate data points in one square inch area) Elements are randomly placed meaning pre-focusing on a location is not viable Yet completing these tasks is relatively straightforward Mean certain properties are processed in parallel very early on
- Shape is also pre-attentively processed
- Can we combine shape and colour? Find the red circle in a sea of blue circles and red squares
- Impossible – we have to process it serially
- Not all are created equally Only two of the preattentive attributes can be accurately used to encode quantitative values 2-D location (for example, the location of data points in a scatter plot) Line length (for example, the length of a bar in a bar graph) e.g. Colour intensity is not great a communicating quantative values Size (2d area, width and length) make it easy to determine there *is* a difference but difficult to distinguish the magnitude of the difference
- We have different types of memory functioning in different ways Iconic - briefly stores what the eye sees Short term/working memory - great for high speed processing by has limited capacity Long term memory - greater capacity, very flexible where information goes for later retrieval
- We have different types of memory functioning in different ways Iconic - briefly stores what the eye sees Short term/working memory - great for high speed processing by has limited capacity Long term memory - greater capacity, very flexible where information goes for later retrieval
- We have different types of memory functioning in different ways Iconic - briefly stores what the eye sees Short term/working memory - great for high speed processing by has limited capacity Long term memory - greater capacity, very flexible where information goes for later retrieval