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Four pillars of visualization - by Noah Iliinsky

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IxDA Toronto Information Visualization Talk: Four pillars of visualization, by Noah Iliinsky

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Noah Iliinsky Center for Advanced Visualization, IBM @noahi Four Pillars of Visualization © 2013 IBM Corporation
About the Speaker §  Noah Iliinsky §  Center for Advanced Visualization, IBM §  Noah Iliinsky is the author of Designing Data Visualizations and the technical editor of, and a contributor to, Beautiful Visualizations, both published by O’Reilly Media. §  He has spent the last several years researching effective approaches to creating diagrams and data visualization. §  He has a master’s in Technical Communication from the University of Washington, and a bachelor’s in Physics from Reed College © 2013 IBM Corporation
Why Visualization? © 2013 IBM Corporation
Why visualization? © 2013 IBM Corporation http://en.wikipedia.org/wiki/Anscombe%27s_quartet
Visualization makes data accessible. © 2013 IBM Corporation http://en.wikipedia.org/wiki/Anscombe%27s_quartet
Your brain is a pattern-detecting machine. We’re extremely good at detecting patterns and pattern violations: • trends • gaps • outliers © 2013 IBM Corporation
When are visualizations successful? © 2013 IBM Corporation
A Successful Visualization 1. Has clear purpose 2. Includes (only) the relevant content 3. Uses appropriate structure 4. Has useful formatting © 2013 IBM Corporation
A Successful Visualization 1.  purpose – why this visualization 2.  content – what to visualize 3.  structure – how to visualize it 4.  formatting – everything else © 2013 IBM Corporation
Purpose > Content > Structure > Formatting For creators, do you know: • Why am I creating this visualization? • Who is it for? • What do they need to understand? • What actions do you need to enable? © 2013 IBM Corporation
Purpose > Content > Structure > Formatting How will it be consumed? © 2013 IBM Corporation http://www.apple.com
Purpose > Content > Structure > Formatting Purpose dictates the deliverable. Different destinations require different maps. © 2013 IBM Corporation http://maps.google.com
Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://many-eyes.com/manyeyes/page/Visualization_Options.html
Purpose > Content > Structure > Formatting • What data matters? • What relationships matter? • Informed by purpose! • What’s excluded is as important as what’s included. © 2013 IBM Corporation
Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://demographics.coopercenter.org/DotMap/index.html
Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://demographics.coopercenter.org/DotMap/index.html
Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://demographics.coopercenter.org/DotMap/index.html
Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://www.businessinsider.com/iphone-bigger-than-microsoft-2012-2
Purpose > Content > Structure > Formatting • How do we best reveal the most important data and relationships? (Position!) • Choose meaningful layout and axes! • Use both axes! (Both, not three…) • Informed by purpose and content! © 2013 IBM Corporation
Structure: Position is everything. © 2013 IBM Corporation http://hipmunk.com
Structure: Position is everything. •  •  •  •  •  •  •  http://hipmunk.com absolute & relative departure time (continuous) absolute & relative arrival time (continuous) absolute & relative length of trip (continuous) stopovers (binary) absolute & relative stopover duration (continuous) absolute & relative stopover start & stop time (continuous) © 2013 IBM Corporation sort order (ranked)
Purpose > Content > Structure > Formatting Structure fail. © 2013 IBM Corporation http://ilovecharts.tumblr.com/post/33308788744/from-the-boston-metro-oct-10th-hannabeth-well
Purpose > Content > Structure > Formatting Structure fixed. © 2013 IBM Corporation http://ilovecharts.tumblr.com/post/33308788744/from-the-boston-metro-oct-10th-hannabeth-well
Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://many-eyes.com/manyeyes/page/Visualization_Options.html
Purpose > Content > Structure > Formatting 3D is bad, mmkay? © 2013 IBM Corporation http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf
Purpose > Content > Structure > Formatting • How should it look and feel? • How will it be consumed? • Makes data and relationships accessible. • Makes importance visible. • Informed by purpose, content, and structure! © 2013 IBM Corporation
What does success look like? Formatting Structure Content Purpose © 2013 IBM Corporation http://commons.wikimedia.org/wiki/File:Pound_layer_cake.jpg
Purpose > Content > Structure > Formatting Formatting should be functional. © 2013 IBM Corporation Free material from www.gapminder.org
Purpose > Content > Structure > Formatting •  Structure is geographical map. •  Colored shading encodes category. •  Dot size represents quantity. •  Outlines call attention to interesting areas. © 2013 IBM Corporation http://www.nytimes.com/interactive/2013/01/02/us/chicago-killings.html
Highlight what matters, remove the rest • Geography is modified to show logical meaning • Colors encode party. • Saturation encodes turnout. • Outlines group regions. • All other details removed. © 2013 IBM Corporation http://www.economist.com/blogs/graphicdetail/2013/04/mapping-britain
Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://ComplexDiagrams.com/properties
Checklist • Is the purpose well-defined? • Does the content support the purpose? • Does the structure reveal the content? • Does the formatting facilitate consumption? • Iterate, iterate, iterate… © 2013 IBM Corporation
Creating effective visualizations Choosing the right visual properties Learn how to properly choose the visual property (position, shape, size, color and others) to encode the different types of data that will be presented in a visualization. Download your copy http://bit.ly/successfulvis © 2013 IBM Corporation
Engage IBM Visualization Luminaries IBM Many Eyes: Learn and Create •  Learn visualization best practices, insights and futures from IBM visualization luminaries •  Create a visualization in three steps •  ibm.com/manyeyes •  ComplexDiagrams.com Follow IBM visualization luminaries •  @manyeyes •  @noahi Watch our luminaries •  youtube.com/IBMVisualAnalytics © 2013 IBM Corporation

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Four pillars of visualization - by Noah Iliinsky

  • 1. Noah Iliinsky Center for Advanced Visualization, IBM @noahi Four Pillars of Visualization © 2013 IBM Corporation
  • 2. About the Speaker §  Noah Iliinsky §  Center for Advanced Visualization, IBM §  Noah Iliinsky is the author of Designing Data Visualizations and the technical editor of, and a contributor to, Beautiful Visualizations, both published by O’Reilly Media. §  He has spent the last several years researching effective approaches to creating diagrams and data visualization. §  He has a master’s in Technical Communication from the University of Washington, and a bachelor’s in Physics from Reed College © 2013 IBM Corporation
  • 3. Why Visualization? © 2013 IBM Corporation
  • 4. Why visualization? © 2013 IBM Corporation http://en.wikipedia.org/wiki/Anscombe%27s_quartet
  • 5. Visualization makes data accessible. © 2013 IBM Corporation http://en.wikipedia.org/wiki/Anscombe%27s_quartet
  • 6. Your brain is a pattern-detecting machine. We’re extremely good at detecting patterns and pattern violations: • trends • gaps • outliers © 2013 IBM Corporation
  • 8. A Successful Visualization 1. Has clear purpose 2. Includes (only) the relevant content 3. Uses appropriate structure 4. Has useful formatting © 2013 IBM Corporation
  • 9. A Successful Visualization 1.  purpose – why this visualization 2.  content – what to visualize 3.  structure – how to visualize it 4.  formatting – everything else © 2013 IBM Corporation
  • 10. Purpose > Content > Structure > Formatting For creators, do you know: • Why am I creating this visualization? • Who is it for? • What do they need to understand? • What actions do you need to enable? © 2013 IBM Corporation
  • 11. Purpose > Content > Structure > Formatting How will it be consumed? © 2013 IBM Corporation http://www.apple.com
  • 12. Purpose > Content > Structure > Formatting Purpose dictates the deliverable. Different destinations require different maps. © 2013 IBM Corporation http://maps.google.com
  • 13. Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://many-eyes.com/manyeyes/page/Visualization_Options.html
  • 14. Purpose > Content > Structure > Formatting • What data matters? • What relationships matter? • Informed by purpose! • What’s excluded is as important as what’s included. © 2013 IBM Corporation
  • 15. Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://demographics.coopercenter.org/DotMap/index.html
  • 16. Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://demographics.coopercenter.org/DotMap/index.html
  • 17. Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://demographics.coopercenter.org/DotMap/index.html
  • 18. Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://www.businessinsider.com/iphone-bigger-than-microsoft-2012-2
  • 19. Purpose > Content > Structure > Formatting • How do we best reveal the most important data and relationships? (Position!) • Choose meaningful layout and axes! • Use both axes! (Both, not three…) • Informed by purpose and content! © 2013 IBM Corporation
  • 20. Structure: Position is everything. © 2013 IBM Corporation http://hipmunk.com
  • 21. Structure: Position is everything. •  •  •  •  •  •  •  http://hipmunk.com absolute & relative departure time (continuous) absolute & relative arrival time (continuous) absolute & relative length of trip (continuous) stopovers (binary) absolute & relative stopover duration (continuous) absolute & relative stopover start & stop time (continuous) © 2013 IBM Corporation sort order (ranked)
  • 22. Purpose > Content > Structure > Formatting Structure fail. © 2013 IBM Corporation http://ilovecharts.tumblr.com/post/33308788744/from-the-boston-metro-oct-10th-hannabeth-well
  • 23. Purpose > Content > Structure > Formatting Structure fixed. © 2013 IBM Corporation http://ilovecharts.tumblr.com/post/33308788744/from-the-boston-metro-oct-10th-hannabeth-well
  • 24. Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://many-eyes.com/manyeyes/page/Visualization_Options.html
  • 25. Purpose > Content > Structure > Formatting 3D is bad, mmkay? © 2013 IBM Corporation http://www.socialmediaexaminer.com/SocialMediaMarketingIndustryReport2013.pdf
  • 26. Purpose > Content > Structure > Formatting • How should it look and feel? • How will it be consumed? • Makes data and relationships accessible. • Makes importance visible. • Informed by purpose, content, and structure! © 2013 IBM Corporation
  • 27. What does success look like? Formatting Structure Content Purpose © 2013 IBM Corporation http://commons.wikimedia.org/wiki/File:Pound_layer_cake.jpg
  • 28. Purpose > Content > Structure > Formatting Formatting should be functional. © 2013 IBM Corporation Free material from www.gapminder.org
  • 29. Purpose > Content > Structure > Formatting •  Structure is geographical map. •  Colored shading encodes category. •  Dot size represents quantity. •  Outlines call attention to interesting areas. © 2013 IBM Corporation http://www.nytimes.com/interactive/2013/01/02/us/chicago-killings.html
  • 30. Highlight what matters, remove the rest • Geography is modified to show logical meaning • Colors encode party. • Saturation encodes turnout. • Outlines group regions. • All other details removed. © 2013 IBM Corporation http://www.economist.com/blogs/graphicdetail/2013/04/mapping-britain
  • 31. Purpose > Content > Structure > Formatting © 2013 IBM Corporation http://ComplexDiagrams.com/properties
  • 32. Checklist • Is the purpose well-defined? • Does the content support the purpose? • Does the structure reveal the content? • Does the formatting facilitate consumption? • Iterate, iterate, iterate… © 2013 IBM Corporation
  • 33. Creating effective visualizations Choosing the right visual properties Learn how to properly choose the visual property (position, shape, size, color and others) to encode the different types of data that will be presented in a visualization. Download your copy http://bit.ly/successfulvis © 2013 IBM Corporation
  • 34. Engage IBM Visualization Luminaries IBM Many Eyes: Learn and Create •  Learn visualization best practices, insights and futures from IBM visualization luminaries •  Create a visualization in three steps •  ibm.com/manyeyes •  ComplexDiagrams.com Follow IBM visualization luminaries •  @manyeyes •  @noahi Watch our luminaries •  youtube.com/IBMVisualAnalytics © 2013 IBM Corporation