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Stephen Tracy
COMMUNICATINGWITH DATA
An Introduction to DataVisualization
linkedin.com/in/tracystephen
@stephen_tracy
analythical.com
AN INTRODUCTION
“You can have piles of facts
and still fail to resonate. It’s
not the information itself
that’s important but the
emotional impact of that
information.”
“[few] grasp how to use data
to tell a meaningful story that
resonates both intellectually
and emotionally with an
audience”
Nancy Duarte – Writer, Speaker, CEO Daniel Waisberg - Analytics Advocate,
Google
when most people think about dataviz, they think about this
5
AN INTRODUCTION
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but data visualization starts with the basics
6
AN INTRODUCTION
a primary goal of data visualization is to communicate information clearly and
efficiently to users via the statistical graphics, plots, information graphics, tables,
and charts selected
data visualization
the visual representation of data
“the purpose of visualization is insight, not pictures”
- Ben Shneiderman, computer scientist
7
IMAGE CREDIT: JEFFVICTOR -WWW.JEFFVICTOR.COM
THE GOOD
9
SOME HISTORY
charles joseph minard
Napoleon’s Russian campaign of 1812
Produced in 1869
10
Minard’s map is notable for plotting 6 different data points on a single graphic
11
LOCATION
&
DIRECTION
SIZE OF ARMY
DISTANCE
TEMPERATURE
ADVANCE
RETREAT
12
SOME HISTORY
charles joseph minard
Cattle distribution and consumption in France
Produced in 1858
13
Although this wasn’t the first use of the pie chart, Minard popularized it’s use with his
graphic depiction of cattle volumes and distribution throughout France. Remember, this
was hand drawn!
14
VOLUME OF
CATTLE
LOCATION
TYPE OF
MEAT
15
A BayArea (Redwood CityWharf) tide prediction diagram for each 24-hour day in the
Month of June 2013
Source: http://www.informationisbeautifulawards.com/showcase/150-tide-predictions
16
Thematic map that shows the distribution and biodiversity of NewYork City’s street trees
based on the last tree census.
Source: http://jillhubley.com/project/nyctrees/
17
THE BAD
18
what’s wrong with it?
No Y axis
Multi-axis not declared and labelled
what is it?
Chart shown by Rep Jason Chaffetz
during Planned Parenthood hearing
Watch it here - http://bit.ly/1UhTYoU
X-axis spans 8 years, but chart only
includes 2 years (2006 and 2013)
Example 1 – Lying with data
19
Example 1 – Lying with data
Planned Parenthood – Abortions vs Cancer Screening Services
Bar Chart | Single Axis | Vertical
how to fix it?
if you are comparing data between 2 non-
adjacent years a bar chart would be a
better choice
here’s the same data in a bar chart, and
on a single axis
20
Example 1 – Lying with data
Planned Parenthood – Abortions vs Cancer Screening Services
how to fix it?
Line Chart | Single Axis
Better yet, if you retrieve the data for the
missing years you can use a line chart to
show the change over time
here’s the same data in a line chart with
the missing years (2007 – 2012) included.
*Note, 2008 is missing as I couldn’t find the report for that year
21
Example 1 – Lying with data
Planned Parenthood – Abortions vs Cancer Screening Services
how to fix it?
And for good measure, here’s the same
data represented using a multi axis chart,
and with the axis’ properly labelled
Line Chart | Multi Axis
22
Example 1 – Lying with data
Stacked Bar Chart |
Horizontal
Here’s a slightly different way to look at this data. The above is a stacked bar chart, which shows the % share of all services
PP offers, not just Abortions and Cancer Screening. Notice that, as a % of total services, Abortions is constant at 3% every
year. Read more about this chart on my blog - http://bit.ly/1nrbi0x
how to fix it?
23
Example 2 – Lying with data
Line Chart | Single Axis
what’s wrong with it?
Y axis inflated, removes reader’s ability to
see meaningful change in data
what is it?
national review (@NRO) chart depicting
change in global average temperature
over time
See it here - http://bit.ly/23klTus
Chart does not convey context. The
increase in global average temp of just 2
degrees can have significant effects on
our planet, so using 120 point scale
removes important context and makes
this chart impossible to read
Average Global Temperature (Fahrenheit)
24
Example 2 – Lying with data
Figure 5. Average Global Temperature (Fahrenheit) - relative scale
Line Chart | Single Axis
how to fix it?
Adjust the y-axis so it shows the full
context of the data.
25
what’s wrong with it?
Too much non-data ink
Poor chart labeling
what is it?
Chart shown by Fox News that shows
Average Annual economic growth in the
USA.
Unequal time intervals
Example 3 – Deceptive
Visualization
26
Example 3 – Deceptive
Visualization
how to fix it?
Strip away all unnecessary formatting (e.g.
data ink)
See more here - http://bit.ly/2eIpC18
27
Example 3 – Deceptive
Visualization
28
Example 3 – Deceptive
Visualization
29
THE UGLY
30
Example 4 – The parts don’t add up to a whole
Pie Chart
what’s wrong with it
charted values different from actual
values
data labels in legend instead of on chart
what is it?
Infographic about U.S. lifestyle trends
31
Example 4 – The parts don’t add up to a whole
Pie Chart
what’s wrong with it
charted values different from actual
values
data labels in legend instead of on chart
what is it?
Infographic about U.S. lifestyle trends
32
Example 4 – The parts don’t add up to a whole
Pie Chart
how to fix it?
The reason this happened was because
the author didn’t have a firm grasp of the
dataset and how it was structured. For
example, a pie chart would actually work
here if the data series was inverted so
each chart represents a year and is broken
down by the desire states, instead of the
other way around.
33
Example 5 – Wrong chart
Tree Map
what is it?
what’s wrong with it
infographic about millennials and brunch
box proportions aren’t accurate
wrong choice of chart, data isn’t
hierarchical
box proportions aren’t accurate
34
Example 5 – Wrong chart
Tree Map
how to fix it?
Always ensure you choose the right chart
that enables you to accurately and
meaningfully present your data. Here’s a
hand resource which helps you select the
right chart based on what you’re
attempting to show (i.e. distribution,
composition, comparison, etc).
Also, when constructing your charts don’t
ever eyeball scale, proportion or distance.
If you create charts manually by hand you
run the risk of misrepresenting the data
35
Example 6 – Confusing chart
Radial Bar Chart
what is it?
what’s wrong with it
Infographic on JD.com sales and growth
missing important visual cues
rings shouldn’t go 360 degrees
36
Example 6 – Confusing chart
Radial Bar Chart
how to fix it?
Make sure you chart is intuitive and easy
to read, and never sacrifice readability for
creative flare. For radial bar charts follow
the basic formatting rules; don’t design
the chart so the rings go a full 360
degrees and clearly label your data.
37
Example 7 – Charts within charts
Pie Chart
what’s wrong with it
how to fix it?
charts within charts
convoluted datapoints and interpretation
don’t embed charts within charts
don’t make data needlessly confusing. If
it’s difficult to interpret your not finished
Read more about how to fix this chart:
http://bit.ly/1nxbZ8t
38
Example 8 – Meaningless visualization
what’s wrong with it
how to fix it?
bubble size has no relation to value
inside
unintentional Venn diagram gives data
new meaning
Always think about how your design
choices impact the interpretation of your
data and design with purpose
Read more about how to fix this chart:
http://bit.ly/1nxbZ8t
39
Example 8 – Meaningless visualization
what’s wrong with it
Too many variables on a single chart (e.g.
year, response state, % of respondents)
DATAVIZ PRINCIPLES
41
choose the
right charts
one
42
43
follow basic
chart
formatting
rules
two
44
bad
45
good
46
good
always include axis
titles
add figure labels and use a descriptive
title
always include a legend
Use colours effectively
start with zero axis baseline and only adjust if it helps to provide useful context, and so long as it’s
truthful
47
make your
charts
intuitive
three
48
conduct a readability test
Find some people to look at your chart or infographic
Let them look at it for 10 seconds
Ask them 2 questions
“What was the underlying dataset about?”
“What conclusion or conclusion(s) did you take away from it?”
1.
2.
3.
If anyone didn’t understand what the data was about, you need to rethink your design. If
their conclusions are not aligned with your intended message or their conclusions are wildly
different across your test audience, you’ve got more work to do.
49
context is
everythingfour
50
would you buy
this stock?
51
Blackberry (BBRY) Stock – 5 Year Performance
how about
now?
52
design with
purposefive
53
Don’t just fill a
dashboard or report
with meaningless
charts. Every chart
and graphic should
have a specific
purpose… and should
be formatted
correctly
54
make the
complex
simple
six
55
When it comes to
visualizing data, your
goal should always
be to make the
complex simple. If
your chart looks like
this, you have failed
56
don’t use
too much
non-data
ink
seven
57
58
make it
beautifuleight
59
make it
beautifulseven
PRACTICAL STEPS
61
LESSONS
some resources
Flowing Data – Basic Rules for Making Charts - http://bit.ly/1nqd3v7
Visage: Data Viz 101 - http://bit.ly/1ncO4dK
National Geographic – Spotting Charts that Lie - http://bit.ly/1Guozac
Analythical - My Blog! – analythical.com
linkedin.com/in/tracystephen
@stephen_tracy
analythical.com
THANKYOU

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Introduction to Data Visualization

  • 1. Stephen Tracy COMMUNICATINGWITH DATA An Introduction to DataVisualization linkedin.com/in/tracystephen @stephen_tracy analythical.com
  • 3. “You can have piles of facts and still fail to resonate. It’s not the information itself that’s important but the emotional impact of that information.” “[few] grasp how to use data to tell a meaningful story that resonates both intellectually and emotionally with an audience” Nancy Duarte – Writer, Speaker, CEO Daniel Waisberg - Analytics Advocate, Google
  • 4. when most people think about dataviz, they think about this
  • 5. 5 AN INTRODUCTION 4.3 2.5 3.5 4.5 2.4 4.4 1.8 2.8 2 2 3 5 0 2 4 6 Singapore Hong Kong Indonesia Philippines Volume 2013 2014 2015 58%23% 10% 9% 1st Qtr 2nd Qtr 3rd Qtr 4th Qtr 0 2 4 6 8 Category 1 Category 2 Category 3 Category 4 Category 5 Category 6 Category 7 Category 8 Category 9 Category 10 Volume Series 1 Series 2 Series 3 0 10 20 30 40 0 5 10 15 20 25 Time Occurrence but data visualization starts with the basics
  • 6. 6 AN INTRODUCTION a primary goal of data visualization is to communicate information clearly and efficiently to users via the statistical graphics, plots, information graphics, tables, and charts selected data visualization the visual representation of data “the purpose of visualization is insight, not pictures” - Ben Shneiderman, computer scientist
  • 7. 7 IMAGE CREDIT: JEFFVICTOR -WWW.JEFFVICTOR.COM
  • 9. 9 SOME HISTORY charles joseph minard Napoleon’s Russian campaign of 1812 Produced in 1869
  • 10. 10 Minard’s map is notable for plotting 6 different data points on a single graphic
  • 12. 12 SOME HISTORY charles joseph minard Cattle distribution and consumption in France Produced in 1858
  • 13. 13 Although this wasn’t the first use of the pie chart, Minard popularized it’s use with his graphic depiction of cattle volumes and distribution throughout France. Remember, this was hand drawn!
  • 15. 15 A BayArea (Redwood CityWharf) tide prediction diagram for each 24-hour day in the Month of June 2013 Source: http://www.informationisbeautifulawards.com/showcase/150-tide-predictions
  • 16. 16 Thematic map that shows the distribution and biodiversity of NewYork City’s street trees based on the last tree census. Source: http://jillhubley.com/project/nyctrees/
  • 18. 18 what’s wrong with it? No Y axis Multi-axis not declared and labelled what is it? Chart shown by Rep Jason Chaffetz during Planned Parenthood hearing Watch it here - http://bit.ly/1UhTYoU X-axis spans 8 years, but chart only includes 2 years (2006 and 2013) Example 1 – Lying with data
  • 19. 19 Example 1 – Lying with data Planned Parenthood – Abortions vs Cancer Screening Services Bar Chart | Single Axis | Vertical how to fix it? if you are comparing data between 2 non- adjacent years a bar chart would be a better choice here’s the same data in a bar chart, and on a single axis
  • 20. 20 Example 1 – Lying with data Planned Parenthood – Abortions vs Cancer Screening Services how to fix it? Line Chart | Single Axis Better yet, if you retrieve the data for the missing years you can use a line chart to show the change over time here’s the same data in a line chart with the missing years (2007 – 2012) included. *Note, 2008 is missing as I couldn’t find the report for that year
  • 21. 21 Example 1 – Lying with data Planned Parenthood – Abortions vs Cancer Screening Services how to fix it? And for good measure, here’s the same data represented using a multi axis chart, and with the axis’ properly labelled Line Chart | Multi Axis
  • 22. 22 Example 1 – Lying with data Stacked Bar Chart | Horizontal Here’s a slightly different way to look at this data. The above is a stacked bar chart, which shows the % share of all services PP offers, not just Abortions and Cancer Screening. Notice that, as a % of total services, Abortions is constant at 3% every year. Read more about this chart on my blog - http://bit.ly/1nrbi0x how to fix it?
  • 23. 23 Example 2 – Lying with data Line Chart | Single Axis what’s wrong with it? Y axis inflated, removes reader’s ability to see meaningful change in data what is it? national review (@NRO) chart depicting change in global average temperature over time See it here - http://bit.ly/23klTus Chart does not convey context. The increase in global average temp of just 2 degrees can have significant effects on our planet, so using 120 point scale removes important context and makes this chart impossible to read Average Global Temperature (Fahrenheit)
  • 24. 24 Example 2 – Lying with data Figure 5. Average Global Temperature (Fahrenheit) - relative scale Line Chart | Single Axis how to fix it? Adjust the y-axis so it shows the full context of the data.
  • 25. 25 what’s wrong with it? Too much non-data ink Poor chart labeling what is it? Chart shown by Fox News that shows Average Annual economic growth in the USA. Unequal time intervals Example 3 – Deceptive Visualization
  • 26. 26 Example 3 – Deceptive Visualization how to fix it? Strip away all unnecessary formatting (e.g. data ink) See more here - http://bit.ly/2eIpC18
  • 27. 27 Example 3 – Deceptive Visualization
  • 28. 28 Example 3 – Deceptive Visualization
  • 30. 30 Example 4 – The parts don’t add up to a whole Pie Chart what’s wrong with it charted values different from actual values data labels in legend instead of on chart what is it? Infographic about U.S. lifestyle trends
  • 31. 31 Example 4 – The parts don’t add up to a whole Pie Chart what’s wrong with it charted values different from actual values data labels in legend instead of on chart what is it? Infographic about U.S. lifestyle trends
  • 32. 32 Example 4 – The parts don’t add up to a whole Pie Chart how to fix it? The reason this happened was because the author didn’t have a firm grasp of the dataset and how it was structured. For example, a pie chart would actually work here if the data series was inverted so each chart represents a year and is broken down by the desire states, instead of the other way around.
  • 33. 33 Example 5 – Wrong chart Tree Map what is it? what’s wrong with it infographic about millennials and brunch box proportions aren’t accurate wrong choice of chart, data isn’t hierarchical box proportions aren’t accurate
  • 34. 34 Example 5 – Wrong chart Tree Map how to fix it? Always ensure you choose the right chart that enables you to accurately and meaningfully present your data. Here’s a hand resource which helps you select the right chart based on what you’re attempting to show (i.e. distribution, composition, comparison, etc). Also, when constructing your charts don’t ever eyeball scale, proportion or distance. If you create charts manually by hand you run the risk of misrepresenting the data
  • 35. 35 Example 6 – Confusing chart Radial Bar Chart what is it? what’s wrong with it Infographic on JD.com sales and growth missing important visual cues rings shouldn’t go 360 degrees
  • 36. 36 Example 6 – Confusing chart Radial Bar Chart how to fix it? Make sure you chart is intuitive and easy to read, and never sacrifice readability for creative flare. For radial bar charts follow the basic formatting rules; don’t design the chart so the rings go a full 360 degrees and clearly label your data.
  • 37. 37 Example 7 – Charts within charts Pie Chart what’s wrong with it how to fix it? charts within charts convoluted datapoints and interpretation don’t embed charts within charts don’t make data needlessly confusing. If it’s difficult to interpret your not finished Read more about how to fix this chart: http://bit.ly/1nxbZ8t
  • 38. 38 Example 8 – Meaningless visualization what’s wrong with it how to fix it? bubble size has no relation to value inside unintentional Venn diagram gives data new meaning Always think about how your design choices impact the interpretation of your data and design with purpose Read more about how to fix this chart: http://bit.ly/1nxbZ8t
  • 39. 39 Example 8 – Meaningless visualization what’s wrong with it Too many variables on a single chart (e.g. year, response state, % of respondents)
  • 42. 42
  • 46. 46 good always include axis titles add figure labels and use a descriptive title always include a legend Use colours effectively start with zero axis baseline and only adjust if it helps to provide useful context, and so long as it’s truthful
  • 48. 48 conduct a readability test Find some people to look at your chart or infographic Let them look at it for 10 seconds Ask them 2 questions “What was the underlying dataset about?” “What conclusion or conclusion(s) did you take away from it?” 1. 2. 3. If anyone didn’t understand what the data was about, you need to rethink your design. If their conclusions are not aligned with your intended message or their conclusions are wildly different across your test audience, you’ve got more work to do.
  • 51. 51 Blackberry (BBRY) Stock – 5 Year Performance how about now?
  • 53. 53 Don’t just fill a dashboard or report with meaningless charts. Every chart and graphic should have a specific purpose… and should be formatted correctly
  • 55. 55 When it comes to visualizing data, your goal should always be to make the complex simple. If your chart looks like this, you have failed
  • 57. 57
  • 61. 61 LESSONS some resources Flowing Data – Basic Rules for Making Charts - http://bit.ly/1nqd3v7 Visage: Data Viz 101 - http://bit.ly/1ncO4dK National Geographic – Spotting Charts that Lie - http://bit.ly/1Guozac Analythical - My Blog! – analythical.com

Editor's Notes

  1. Sources: Left by Pedro Monteiro: https://whatype.wordpress.com/2008/10/12/what-type-of-events-affects-oil-prices/ Right by Kir Khachaturov: http://www.informationisbeautifulawards.com/showcase/113-arab-spring
  2. Sources: Left by Pedro Monteiro: https://whatype.wordpress.com/2008/10/12/what-type-of-events-affects-oil-prices/ Right by Kir Khachaturov: http://www.informationisbeautifulawards.com/showcase/113-arab-spring
  3. Source: http://www.informationisbeautifulawards.com/showcase/150-tide-predictions Full - http://iibawards-prod.s3.amazonaws.com/projects/images/000/000/150/large.jpg?1403718826
  4. Source: http://jillhubley.com/project/nyctrees/