11.15.12 cbig event - dan sweet\'s presentation
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Data Visualization
Cognitive Psychology and Design Principles for Effective Visual Communication
Dan SweetNovember 15, 2012
What is the business question?
Does your solution get used? Why not?
Workplace Challenges
• Communication• Influence others more senior than you• Effectively and persuasively share analysis
However, the bulk of the people we work with are human. Humans are emotional creatures of habit and don’t always listen to reason.
Role of the analyst
• Rational objective analysis• Accurate• Impartial• Dispassionate
ASSUMPTION: Objective Reality Exists
Does it?
Deciding on having surgery…
90% chance of survival
10% chance of death
Will you have the surgery?
Problem with humans
• Action preferred over accuracy• Ambiguity is inherent in life• Ambiguity ≈ Risk• Risk Negative Emotions• Motivation: Pursuing Gains or Avoiding Losses• Avoiding Losses > Pursuing Gains
Result is a tendency to make decisions on feelings instead of knowledge
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
Much Information Processing is:
•Holistic•Low Involvement•Habitual•Affect/Emotion Driven•Driven by past experiences
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
Low Involvement Logic
Benefits of graphics that can be processed at this level:
• Fluent Processing Of Highly Accessible Information• Feelings of Familiarity• Approach Behavior
Key Question: Given the question and the broader communication context, is your graphic “message” intuitive?
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
Tell a Story
• Integrate information presented• Create a more concrete and familiar context • Lead to increased fluency/ease of processing the
information• Create relevant emotions/affect• Help link to existing knowledge
Make your message more memorable and likely to impact behavior
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
Design Principles
Data-Ink Ratio
2D vs. 3D
Why is 3D “harder”?
“Human Based Visual Communication” presentation by Dan Young – Corporate CMK
http://www.slideshare.net/janwillemtulp/data-visualization-5724069
http://www.slideshare.net/janwillemtulp/data-visualization-5724069
http://www.slideshare.net/janwillemtulp/data-visualization-5724069
http://www.slideshare.net/janwillemtulp/data-visualization-5724069
Accessibility
UsingColor
Application
Redesigned credit: www.perpetualedge.com
Credits
Cognitive psychology elements from a Dan Young (Corporate CMK) presentation titled “Human Based Visual Communication” presented at the 2011 Statistics Symposium.
Books written by Edward Tufte and Stephen Few
Stephen Few’s site: perceptualedge.comhttp://www.slideshare.net/janwillemtulp/data-visualization-5724069
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