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Chapter12 StoryTellingWithData

The document discusses the importance of context in data visualization, emphasizing the need to understand the audience and the message to be conveyed. It introduces Gestalt principles of visual perception, which help in focusing attention and organizing visual elements effectively. Additionally, it highlights the use of preattentive attributes to guide audience focus and the narrative aspect of data storytelling.

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Tuấn Đỗ Anh
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24 views41 pages

Chapter12 StoryTellingWithData

The document discusses the importance of context in data visualization, emphasizing the need to understand the audience and the message to be conveyed. It introduces Gestalt principles of visual perception, which help in focusing attention and organizing visual elements effectively. Additionally, it highlights the use of preattentive attributes to guide audience focus and the narrative aspect of data storytelling.

Uploaded by

Tuấn Đỗ Anh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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DATA PREPARATION AND

VISUALIZATION
Mathematical Economics Faculty

National Economics University


https://www.neu.edu.vn/ 1
Chapter 12: Plotting and
Visualization
3

Introduction
4

The importance of context

When it comes to explanatory analysis, there are a few things to think about and be

extremely clear on before visualizing any data

1. To whom are you communicating?

2. What do you want your audience to know or do?

3. How can you use data to help make your point?


5

The importance of context


Example
6

The importance of context


Example

• Who: The budget committee that can approve funding for continuation of the summer
learning program
• What: The summer learning program on science was a success; please approve budget of
$X to continue
• How: Illustrate success with data collected through the survey conducted before and after
the pilot program
7

Choosing an effective visual


8

Choosing an effective visual


example
9

Choosing an effective visual


example
10

Choosing an effective visual


example
11

Focus your audience’s attention


Gestalt principles of visual perception
• Gestalt Principles help you identify which elements in our visuals are signals, which
might be noise
• The six principles: proximity, similarity, enclosure, closure, continuity and connection
12

Focus your audience’s attention


Gestalt principles of visual perception
• Gestalt Principles help you identify which elements in our visuals are signals, which
might be noise
• The six principles: proximity, similarity, enclosure, closure, continuity and connection
13

Gestalt principles of visual perception


Proximity

• We can leverage this way that people see in table design


• In figure 3.2, your eyes are drawn either down the columns in the first case or across
the rows in the second case
14

Gestalt principles of visual perception


Proximity

• We can leverage this way that people see in table design


15

Gestalt principles of visual perception


Similarity

• Objects that are of similar color, shape, size or orientation are perceived as related or belonging
to part of a group
16

Gestalt principles of visual perception


Similarity
17

Gestalt principles of visual perception


Enclosure

• We think of objects that are physically enclosed together as belonging to part of a


group
18

Gestalt principles of visual perception


Enclosure

• Enclosure comes in handy when we want to separate or draw attention to certain portions of a graph
• Ex: figure 3.6
19

Gestalt principles of visual perception


Connection

• The connective property typically has a stronger associative value than similar color, size or shape
20

Gestalt principles of visual perception


Connection - example
One way that we frequently leverage the connection principle is in line graphs, to help our eyes see
order in the data
21

Gestalt principles of visual perception


Closure
The elements in Figure 3.7 will tend to be The closure principle tells us that these are unnecessary-we
perceived as a circle first and only after can remove them and our graph still appears as cohesive
that as individual elements entity
22

Gestalt principles of visual perception


Continuity

• The principle of continuity is similar to closure: when looking at objects, our eyes seek the smoothest
path and naturally create continuity in what we see even where it may not explicitly exist
23

Gestalt principles of visual perception


Continuity

• In the application of this principle: We can remove the vertical y-axis line from the graph in the Figure
3.10 altogether
24

Focus your audience’s attention


Preattentive attributes

• Preattentive attributes like size, color,


position can be leveraged to help direct
your audience’s attention to where you
want them to focus it
• They can used to create a visual
hierarchy of elements to lead your
audience through the information you
want to communicate in the way you
want them to process it
25

Preattentive attributes
26

Focus your audience’s attention


Preattentive attributes
27

Focus your audience’s attention


Preattentive attributes
28

Focus your audience’s attention


Preattentive attributes

Pre-attentive attributes can become


inefficient if we overuse them, so we must
be very selective about what we make
different. Below, for instance, nothing
stands out.
29

Example
30

Example

Remove some of the x-tick


labels
31

Example
• People usually start from top left and follow a zigzag pattern until they reach bottom right.

Move the tick labels at the top of


the graph
32

Example
• People usually start from top left and follow a zigzag pattern until they reach bottom right.

Move the tick labels at the top of


the graph
33

Example
• Instead of adding an x-axis label, we'll use the title and subtitle area to give the readers the
necessary details
34

Tell a story
35

Tell a story
36

Tell a story

After the launch of Product


C in 2010, the average
retail price of existing
products declined
37

Tell a story
38

Tell a story

With the launch a new product


in this space, it is typical to see
an initial average retail price
increase, followed by a decline
39

Tell a story

As of 2014, retail prices have


converged, with an average
retail price of $223, ranging
from a low of $180 © to a high
of $260 (A)
40

Tell a story
41

References

Source: https://www.dataquest.io/course/storytelling-data-visualization/
https://matplotlib.org/stable/api/axes_api.html#matplotlib.axes.Axes

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