Data Visualization Primer

Transcription

1 Data Visualization Primer By Judy D Ammasso Tarbox Today, most people are both producers and consumers of images image prosumers, if you will who act as sender as well as receiver of images. It is this development, in particular, that warrants the notion of a visual culture. The concept mainly refers to the fact that great relevance is attributed to the visual and that images are of rising significance on all levels of society (Schroer, 2014). This poignant statement by Markus Schroer describes the situation we find ourselves in today regarding developing, writing and using texts. The world has become accustomed to the visual and the importance of visual components to enhance the usability of textual artifacts. As such, we have experienced the rise in visualization as a normal, and expected, part of development. This is true in academic, business, and professional writing. Indeed, it has resulted in the emergence of data visualization as an important area of writing, design and research so much so that it has become critical for writers of texts whether an academic piece, a business white paper, or a professional report to understand some basic concepts in working with visuals: First, understanding what data visualization is and what three areas intersect to create this concept as a whole. Second, being able to determine what type of visual is appropriate to achieve a specific objective. And third, how to effectively place and reference visuals in the document.

2 Defining Data Visualization A formal definition of data visualization is the intersection of communication, data, and design. Specifically, it is the graphical representation of data and it is important because it allows for greater understanding of the data therefore creating a more usable artifact for the reader. It does so by taking into account important communication concepts of purpose, audience, and context of the final text, what data is necessary to incorporate into the text, and then applying design concepts to the data in order to help users comprehend information more quickly and accurately. These design concepts can be as simple as color coding or as complex as extensive infographics. In short, data visualization helps writers communicate data more easily, effectively, and quickly.. (WMATA, 2017) For instance, the Washington Metropolitan Area Transit Authority map for the metro system is an excellent example of data visualization. The purpose of this piece is to provide easy access to information about the system for a wide audience demographic. As such, anyone who is familiar with taking mass transit understands the context in which this data must be available warrants the information to be readily understood by diverse populations, quickly, and in sometimes high stress situations! Therefore, the piece uses a type of universal design that works with color coding, and simple geometric shapes to help users visualize the data very

3 easily. In addition, it not only shows rail routes and stops, but indicates important landmarks and the overall geographic landscapes (Bill Cannen & Company Design Consultants) of the area. Along with recognizing the purpose, audience and context of the piece, another key to effective use of data visualization is to understand that there are certain visual formats that can be used in order to match specific objectives. Determining Data Formats There are a limited number of visual data formats that can actually be used to create effective texts. However, there are an almost infinite number of variations that can be used within each format and by combining elements from different formats. The key then is to determine the most important objective that needs to be achieved by the data in question. Some basic rules of thumb are as follows: Tables To show exact figures and values Bar Charts To compare one item with others Line Charts To demonstrate changes in quantitative data over time Pie Charts To visualize a whole unit and the proportions of its components Flow Charts To display a process or procedure Organization Charts To define a hierarchy of elements or a set of relationships These types of visualization formats are very easy to create with commonly used software such as Excel Spreadsheets. They are used for depicting raw data in a variety of reports, websites, and other professional documents. For example:

4 Figure 1: A simple compare line graph from a USDA Report This is an excellent example of a USDA chart (Figure 1) that visualizes the costs of child-rearing in 1960 compared to 2012 (USDA, 2015). There is a clear compare and contrast between two sets of data. It is simple yet very effective. Other visual data formats are more complex and harder to create. These include: Photographs: To achieve authenticity To draw readers into the text Maps: To spotlight a location Illustrations: To show an item in use To visually explain how to do something The same USDA Report on childcare expenditures that contained the bar chart has a variety of visuals throughout. For example, this photograph (Figure 2) was used as a visual marker of a specific section of the report (USDA, 2015). In other words, the main objective of this image in the report document was to highlight the specific section on Food. The text itself carried the message based on the purpose and audience of this piece.

5 Figure 2: The simple photo was used to visualize a specific section of the full report. However, the report was also turned into a blog (Lino, 2017). The blog site worked with combining data and images in a more creative way by adding data and a caption as illustrated by the following example (Figure 3): Figure 3: A more complex visual combining raw data, image and text. In this case, the objective became to pull out data and represent the overall report in a different way that warranted a different approach based on the platform (a blog versus a printed text) and the audience. Someone can simply scan the blog and pull out key statistics without drilling down into the more detailed text.

6 This illustrates what was stated earlier that there are limitless variations of visual data representations that can take place within each data format and by combining various elements of the different formats. Configuring Data Placement Finally, it is not important enough to simply create data visualization elements. They must be referenced and placed effectively within the text pieces. Therefore, there are some basic tips to follow so this can be accomplished: First, locate the visual aid close to its reference in the text (see Figure 2). Second, label and reference the item within the text itself, pointing the reader to the visual. Third, give an appropriate caption to the visual so the reader has an understanding of what it represents and how it fits into the text. Finally, give credit to the source if appropriate. Visuals must be cited in text and on a Works Cited list. By working with these simple rules of configuration and placement, readers will be able to understand the purpose of the data and see how it clarifies and enhances the message of the text. Today s personal and workplace environments have become wholly visual spaces. Understanding the importance and power of data visualization along with how to use it to enhance a piece is a critical skill set that should be developed by writers. Thinking about the overall objective of the piece its purpose, audience and context as well as what the data needs to accomplish, will help writers determine what data formats are appropriate and how and where to display them in the text itself. This will help them use data visualization to effectively communicate the message of the piece and improve its usability with readers.

7 Works Cited Bill Cannen & Company Design Consultants. (n.d.). Washington Metro/Washington D.C. Retrieved from BC&C Design: Lino, M. (2017, January 13). USDA Media. Retrieved from US Department of Agriculture: Schroer, M. (2014). Visual Culture and the Fight for Visibility. Journal for the Theory of Social Behaviour, USDA. (2015). Expenditures on Children by Famlies Washington D.C.: USDA. WMATA. (2017). WMATA Maps. Retrieved from Washington Metropolitan Area Transit Authority: