BITS Pilani

Pilani Campus

Course No: S2-23_DSECLZG555

Data Visualization and Interpretation

 Session 4: CH 7 – 8
Data Visualization and Interpretation
(Course : S2-23_DSECLZG555)

BITS Pilani Jaideep Butta, Guest Faculty

Pilani Campus BITS Pilani, Pilani Campus
Agenda
1
Recap Session#3
2
Storytelling Framework #1 (Setup, Conflict, Resolution)
3
Data Storytelling – Video & Exercise
4

Storytelling Framework #2 (‘Who’, ‘What’, ‘How’)

5

6
Video – Tips to Improve Charts/Graphs

7 Gestalt Principles of Visual Perception

Pre-attentive Attributes Vs Gestalt Principles

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Course - Module Summary
No. Module Content of Module (Contact Hours) No. Module Content of Module (Contact Hours)
Name Name
 Introduction, Exploratory vs. explanatory Merits of Matplotlib
Data •
analysis Matplotlib visuals basics
M1 Visualizations  Cluttering, Pre-attentive Attributes Data •
and Practices • Getting Started with Matplotlib
• Taxonomy of Data Visualization Methods Visualization
(CS 1-5) • Decorate Graphs with Plot Styles and Types
• Data Visualization Tools with Python
• Advanced Matplotlib
M4 –1
• Creating Visual Analytics with Tableau • Plotting data from a database, CSV file, the
(Matplotlib)
Desktop Web
Data • Connecting to Your Data (CS 12-13) • Plotting extrapolated data using curve
Visualization • Building Your Visualizations fitting
M2 • Plotting geographical data
with Tableau • Creating Calculations to Enhance Your Data
(CS 6-8) • Using Maps to Improve Insight • Discussion Visual Analysis for Everyone
• Developing an Ad Hoc Analysis • Data Preparation with Tableau Desktop
Environment Data
features
Visualization
• Dashboard-Introduction with Python • Exploring Cards , Shelves on Visual Interface
• Variations in Dashboard Uses and Data –2 • Data Exploration with Tableau Features
• Common Mistakes in Dashboard Design M5 • Exploring Filtering, Groups, Hierarchies in
Effective (Seaborn
• Power of Visual Perception detail
Dashboard and Bokeh)
• Characteristics of a Well‐Designed • Exploring Tableau Built-in Functions
M3 Design • Story-boarding data story
Dashboard (CS 14-16)
(CS 9-11) • Putting Compelling Data Visualizations into
• Effective Dashboard Display Media
• Dashboards design for Usability Persuasive Business Presentations
• Building Your First Advanced Dashboard
• Tableau Stories

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Announcement

 Install Tableau Desktop in coming days

 Next class onwards, we will gradually start Tableau

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Recap
 Lessons in Storytelling

 Taxonomy of Data Visualization Methods

 Visual Types (Textual Visuals, Axis Based)

 Comparing Categories of Plots – Bar Chart

 Visuals to be avoided (or be careful)

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 BITS Pilani
Pilani Campus

Recap – Pie Vs Donut

BITS Pilani, Pilani Campus
Pie & Donut Chart - Appearance

Donut Chart:

• Similar to a pie chart but with a blank

center, creating a “donut” shape.
Pie Chart:
• The hole in the middle can be used
• for additional data or labeling.
A circular chart divided into slices,
each representing a proportion of the
whole.

• Each slice’s size (arc length) is

proportional to its percentage of the
• Provides a more modern and visually
total.
appealing look.
• Often used to show the parts-to-whole
relationship.
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Pie & Donut Chart - Advantages
Donut Chart:

• Center space can be used for important

information or additional data points.

• Better for displaying multiple series of

data (can layer multiple donuts).

Pie Chart:

• Simplicity: Straightforward and

familiar to most people.
• Can handle more slices without
becoming too cluttered, as the central
• Effective for small data sets with
area gives some visual breathing room.
distinct differences.
• Aesthetically pleasing and modern,
• Easy to understand the overall
often preferred in reports and
proportions at a glance.
dashboards.

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Pie & Donut Chart - Disadvantages

Pie Chart: Donut Chart:

• Can become cluttered and hard to • Can be less intuitive for people used to
read with too many slices or close pie charts.
values.
• The absence of a center might make it
• Hard to compare sizes of slices, harder to perceive the full circle and
especially when there are many understand the parts-to-whole
small segments. relationship.

• Not ideal for data sets with many • The inner hole can sometimes make it
categories. more difficult to judge the size of slices
accurately.
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Pie & Donut Chart – Use cases

Pie Chart: Donut Chart:

• Best for simple data sets with a • Suitable for modern dashboards and
few categories. reports where aesthetics are important.

• Effective when the goal is to show • Excellent for data sets where you want
clear, distinct differences between to include additional information in the
proportions. center.

• Useful in presentations where • Good for comparing multiple data

traditional, easy-to-understand series by layering multiple donuts.
visuals are needed.
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Pie & Donut Chart – When to use

Pie Chart: Donut Chart:

• The data set is simple and has a • You have more categories, and the
limited number of categories. aesthetic appeal is important.

• You want to show the proportions • You want to display additional

of parts to a whole clearly. information in the center (like totals or
key metrics).
• The audience is more familiar with
traditional chart types. • The focus is on the comparison of slices
rather than the overall whole.
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Pie & Donut Chart – Conclude
• Choose the chart type based on the audience and the data
complexity. Pie charts are better for simple, clear data
representations, while donut charts can handle more complexity
and provide additional design options.

• Focus on clarity and readability. Avoid using either chart type

if the data set has too many small segments or if the relative
differences are subtle and hard to distinguish.

• Utilize the donut chart’s center space for added context.

This can make the visualization more informative and visually
appealing.

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 BITS Pilani
Pilani Campus

Recap – 3D Graphs
BITS Pilani, Pilani Campus
3D – Graphs – Where to use

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3D – Graphs – Where to use
• Visualizing Spatial Data (Geographic and Architectural Data or
Urban Planning)

• Scientific and Engineering Applications:(Molecular and

Chemical Structures or Physics and Astronomy)

• Multivariate Data with Three Key Variables:( When all three

dimensions are important or Surface Plots)

• Gaming and Virtual Reality: Simulation and Gaming

• Specialized Business Applications: Financial Data or

Marketing and Sale

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3D – Graphs – Examples

3D Spatial Data

Molecular Data

Multi variate Data

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3D Graphs – Key Tips
• Clarity over complexity: Only use 3D if it genuinely adds value and clarifies your
data compared to a 2D alternative. If it makes things more confusing, ditch the 3D.

• Focus on the data, not the effect: Resist the urge to add fancy 3D effects like
lighting or textures. These can distract from the information you're trying to
convey.

• Use clear labels and axes: Make sure all axes are clearly labeled with units, and
any additional elements like legends are easy to understand.

• Allow rotation (carefully): Some tools allow rotating the 3D graph. This can be
helpful for viewers to explore the data from different angles, but use it sparingly to
avoid disorientation.

• Consider your audience: If your audience isn't familiar with 3D graphs, it might
be a bad choice.

• Test it out: Before using your 3D graph in a presentation or report, get feedback
from others. See if they can easily understand the information you're trying to
show.
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3D - As Pre-Attentive Attribute?

Yes/No?

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3D - As Pre-Attentive Attribute?
• The brain's pre-attentive processing is optimized for
flat, 2D representations where differences in attributes
like color, shape, or size are easily and immediately
discernible.

• Adding a third dimension can slow down this rapid,

automatic processing.

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 BITS Pilani
Pilani Campus

Recap – Storytelling Framework #1

(Setup, Conflict, Resolution )
BITS Pilani, Pilani Campus
Data Storytelling - Approach
Every story, including those told using data, follows below structure:

1. Setup (Before State): Establishes the characters, their

personalities, and the initial situation.

2. Conflict (How data changes): Creates a problem or obstacle

for the characters to overcome.

3. Resolution (After State): Shows how the characters deal with

the conflict and the outcome of the story.

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Data Storytelling - Example

Setup:

Susan, a passionate baker, has been selling her delicious

sourdough bread at a local farmer's market for the past year.
Business is good, with consistent sales and a growing customer
base. Sarah's dream is to open her own bakery, but she's worried
about the financial risk. Looking at her sales data, she sees an
average monthly revenue of $5,000 with a profit margin of 30%.

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Data Storytelling - Example
Conflict:

Sarah starts researching the costs of opening a bakery. Rent for a

suitable location is $2,000 per month, and equipment costs are
estimated at $10,000. She also needs to factor in ongoing
expenses like ingredients, utilities, and potential employee salaries.
Faced with these significant upfront costs and ongoing expenses,
Sarah starts to doubt if her business can be profitable.

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Data Storytelling - Example
Resolution:

Sarah decides to create a financial plan using her sales and cost
data. She forecasts future sales based on potential bakery traffic
and adjusts her profit margin for higher volume production. She
explores alternative financing options like small business loans with
lower initial investment requirements. By analyzing her data and
taking calculated risks, Sarah develops a plan that balances her
initial investment with projected profits. Feeling confident, Sarah
secures a loan, finds a suitable location, and opens her bakery.

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Data Storytelling - Example
Data Used:
• Setup: Highlighting
• Sales data: Average Sarah's success creates a
monthly revenue of desire to see her dream
$5,000 realized.

• Profit margin: 30% • Conflict: Financial data

showcases the real
• Rental costs: $2,000 per challenge of opening a
month bakery.
• Equipment costs:
$10,000
• Resolution: Using data
• Financial plan: in a financial plan allows
Forecasting future sales, Sarah to overcome the
adjusting profit margins, obstacle.
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Data Storytelling - Video

https://www.youtube.com/watch?
v=r5_34YnCmMY

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 BITS Pilani
Pilani Campus

Storytelling - Exercise
BITS Pilani, Pilani Campus
Data Storytelling - Exercise
Scenario:
You are part of a consulting team hired by AlphaTech, a mid-sized
tech company specializing in consumer electronics. AlphaTech has
experienced significant revenue growth, but its profitability is
declining. Your task is to analyze the financial data, identify the root
causes of this issue, and present your findings and
recommendations to the top management.
Data:

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Data Storytelling - Exercise
Setup: Conflict: Resolution:

Try………………… Try………………… Try…………………

…………………… …………………… ……………………
…………………… …………………… ……………………
…………………… …………………… ……………………
…………………… …………………… ……………………
…………………… …………………… ……………………
…………………… …………………… ……………………
……. ……. …….

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Data Storytelling – Potential Answer

Setup:

AlphaTech's quarterly revenue has grown by 33% from Q1 to Q4 2023,

reaching a peak of $160 million. However, despite this growth, the net
profit has halved from $12 million to $8 million.

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Data Storytelling – Potential Answer
Conflict: Our analysis reveals three key issues driving this decline in
profitability:

• Rising Operational Costs: Operational costs have increased by 30%,

outpacing revenue growth and squeezing profit margins.

• Increased Marketing Expenses: Marketing costs have risen sharply,

now accounting for 22% of revenue compared to 17% in Q1.

• Shrinking Gross Margin: Gross margins have declined from 40% to

34%, driven by aggressive pricing strategies and higher cost of goods
sold.

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Data Storytelling – Potential Answer
Resolution: To address these challenges, we recommend the following:

• Cost Efficiency Measures: Implement operational cost-saving initiatives, such

as supply chain optimization and automation, aiming to reduce operational costs
by 10% over the next two quarters.

• Marketing Spend Optimization: Re-evaluate marketing strategies to focus on

higher ROI channels and campaigns, targeting a 20% reduction in marketing
spend without compromising customer acquisition.

• Margin Improvement Plan: Adjust pricing strategies to improve gross margins.

This could include premium pricing for high-demand products and reducing
discounting on lower-margin items. Our goal is to restore gross margins to at least
38% within six months."
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 BITS Pilani
Pilani Campus

Storytelling Framework #2
(‘Who’, ‘What’, ‘How’) BITS Pilani, Pilani Campus
Storytelling – Who, What, How
Who:
 Purpose: Identify the main characters or stakeholders involved in the
story. This provides context about who is affected by or involved in the
data being analyzed.

 Elements:
• Stakeholders: Define who the key players are (e.g., customers,
employees, departments).
• Audience: Consider who the story is being told to and tailor the
message to their needs and interests.
• Perspectives: Offer insights into different perspectives, such as how
various stakeholders experience or are impacted by the issue.

 Example: "Our story centers on two main groups: our customers who
use our new smartwatch and the product development team who
designed it. Each group has unique insights and stakes in the outcome.

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Storytelling – Who, What, How
What:
 Purpose: Describe the main issue or situation that the story is about.
This includes the key data insights or findings that need to be
communicated.

 Elements:
• Main Problem or Opportunity: Clearly state the central issue or
opportunity that the data reveals.
• Data Insights: Provide specific data points and analysis that highlight
the "what" of the story.
• Impact: Explain why this issue or opportunity is significant and what
impact it has on the stakeholders identified.

 Example: "The core issue we're facing is the high volume of customer
feedback highlighting connectivity problems with our smartwatch. This
problem is not only causing user frustration but also leading to an
increase in product returns."
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Storytelling – Who, What, How
How:
 Purpose: Explain the steps or actions that will address the issue or
capitalize on the opportunity. This part focuses on solutions and the way
forward.

 Elements:
• Actions and Recommendations: Outline the specific steps that
should be taken to resolve the issue or exploit the opportunity.
• Implementation Plan: Provide a high-level plan for how these actions
will be executed.
• Expected Outcomes: Describe the anticipated results and how they
will be measured.

 Example: "To address these connectivity issues, we recommend a series

of software updates to enhance compatibility with more smartphone
models. We also propose improving our customer support with detailed
troubleshooting guides. These actions are expected to reduce
37 connectivity complaints by 50% over the next quarter."
DSECLZG555 - Data Visualization and Interpretation BITS Pilani, Pilani Campus
Framework#1 Vs Framework#2
Similarities:
 Structure and Clarity: Both frameworks provide a clear structure to
organize the narrative, making it easier to present and understand.

 Focus on Stakeholders and Actions: Both approaches emphasize the

importance of considering stakeholders (Who) and proposing actionable
solutions (Resolution/How).

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Framework#1 Vs Framework#2
Differences: Focus and Perspective
 The "Setup, Conflict, Resolution" approach is more traditional in its
narrative arc, focusing on building a story with a beginning (setup),
middle (conflict), and end (resolution). It is particularly effective for
creating a sense of journey and transformation.

 The "Who, What, How" approach is more analytical and direct, focusing
on identifying the key stakeholders (Who), defining the main issue
(What), and explaining the solution (How). It is effective for business
contexts where clarity and actionability are prioritized.

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Framework#1 Vs Framework#2
Differences: Depth of Conflict Exploration
 In "Setup, Conflict, Resolution," there is a significant emphasis on the
conflict or tension, exploring it in depth to build engagement and
highlight challenges.

 In "Who, What, How," the conflict is addressed under "What," but the
approach quickly moves towards identifying solutions.

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Framework#1 Vs Framework#2
Differences: Audience Engagement
 The "Setup, Conflict, Resolution" approach often starts with a hook to
grab the audience’s attention and build suspense, making it more
engaging for stories that need to capture and hold interest.

 The "Who, What, How" approach is more straightforward and is typically

used when the audience needs to quickly understand the stakeholders,
the issue, and the recommended actions without delving deeply into a
narrative arc.

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Framework#1 Vs Framework#2
Choosing right framework
 "Setup, Conflict, Resolution" is ideal when you need to tell a story
that engages and captivates the audience, particularly when the
narrative journey and transformation are important.

 "Who, What, How" is best suited for scenarios where the focus is on
providing clear, actionable insights and directly addressing business
problems with stakeholder-oriented solutions.

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 BITS Pilani
Pilani Campus

Video – Tips to Improve Charts/Graphs

BITS Pilani, Pilani Campus
Tips to Improve Your Charts & Graphs

https://www.youtube.com/watch?v=4pymfPHQ6SA

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 BITS Pilani
Pilani Campus

Gestalt Principles of Visual Perception

BITS Pilani, Pilani Campus
 BITS Pilani
Pilani Campus

Example#1
BITS Pilani, Pilani Campus
Example…

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 BITS Pilani
Pilani Campus

Example#2
BITS Pilani, Pilani Campus
Example…

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Gestalt Principles of Visual Perception
• Explores how humans naturally perceive and organize
visual elements.

• These principles explain how we see patterns, group

objects, and interpret complex scenes in a way that is
more meaningful than just the sum of individual parts.

• In data visualization, applying these principles helps

create clear, intuitive, and aesthetically pleasing
designs

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Gestalt Principles - General Rules
• Object will be perceived in their simplest form

• Human naturally follows lines or curves

• The mind will attempt to fill in detail that isn’t actually there

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Gestalt Principles of Visual Perception
There are more but we will discuss below principles
here:

1. Law of Prägnanz
2. Law of Similarity
3. Law of Continuity
4. Law of Focal Point
5. Law of Proximity
6. Law of Figure/Ground

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1. Prägnanz (Simplicity)
The law of prägnanz is
sometimes referred to as the
law of good figure or the law
of simplicity

In this picture, we will probably notice a

square, a triangle and a circle, even though
they are rather trickily blended together

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1. Prägnanz (Simplicity)
• Human brains likes simplicity – simpler things are grasped easily than the
complex ones

• Central law of Gestalt

• Prägnanz = pithiness, act of being concise and full of meaning/substance

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2. Similarity
Similarity occurs when
object looks the same
(similar) to each other. The
viewer perceives them as a
group or pattern We naturally associate the blue circles
together on the left or the grey squares
together on the right.

These can be similarities in

colour, shape, texture, or
any other design element
The similarity of colour is a
cue for our eyes to read
across the rows

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2. Similarity
• Example: In a pie chart, segments with the same color are understood to
represent related data categories.

• Benefit: Using similarity helps in quickly grouping and differentiating data

categories without the need for extensive legends or explanations.

• In below chart, why we need colored bars when we are talking about “Sales”

Regional sales
East

North

West

South
0 10 20 30 40 50 60

South West North East

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3. Continuity

Continuation occurs when the eye is

compelled to move through one object
and continue to another object

Continuity is that our brains tend to

see objects as continuous or smooth
rather than disjointed or
discontinuous

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3. Continuity
• Human eyes tries to find out the things aligned with each other in some order

• Align elements linearly to facilitate comparison of different items that are in a

related grouping

• When things are in increasing/decreasing patterns, it is easy to see the trend

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4. Focal Point

Source: Smashing Magazine

The focal point principle states that
whatever stands out visually will
capture and hold the viewer’s
attention first.

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4. Focal Point
• Distinctive objects create a focal point

• Inverse of the law of Similarity

• Stands apart from other objects, drawing users attention

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5. Proximity
Proximity occurs when
objects are placed close to
each other

We naturally see the dots as three

distinct groups because of their
relative proximity to each other

The position of these

elements helps to portray a simply by virtue of differentiating the spacing
between the dots, your eyes are drawn either down
relationship between the the columns in the first case or across the rows in
separate parts the second case

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5. Proximity
• Objects placed close to one another are perceived as a group.

• Objects that are further apart are seen as unrelated or less related

• In below example, if you see carefully, there is no difference in data. How we

group data (proximity) helps up interpret data better

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6. Figure/Ground
The figure-ground principle states
that people instinctively perceive
objects as either being in the
foreground or the background.
They either stand out prominently
in the front (the figure) or recede
into the back (the ground).

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6. Figure/Ground
• Objects of a graphic are figures (distinct elements of focus) or ground (the
background on which the figures rest).

• Foreground objects are important. Background objects are less important.

• The more the contrast between the figure and the ground, the easier it will be to
distinguish between the two types of objects.

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 BITS Pilani
Pilani Campus

Pre-attentive Attributes Vs Gestalt Principles

BITS Pilani, Pilani Campus
Pre-attentive Attributes Vs Gestalt Principles

 Gestalt principles help us understand how we perceive visual

elements as organized patterns or structures, aiding in the design of
visualizations that are intuitive and easy to interpret.

 Pre-attentive attributes facilitate the rapid recognition of key

elements within those structures, helping us to quickly focus on
important information.

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Pre-attentive Attributes Vs Gestalt Principles

 Integration for Effective Visualization: Both Gestalt principles and

pre-attentive attributes are crucial for designing visualizations that are
both quickly comprehensible and intuitively structured.

 Gestalt Principles ensure the overall structure and grouping of visual

elements make sense and are perceived as a unified whole.

 Pre-attentive Attributes help highlight the most important data

points within that structure, allowing for immediate recognition and
understanding without the need for detailed analysis.

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Pre-attentive Attributes Vs Gestalt Principles
Example 1: Bar Charts

Using Gestalt Principles:

 Proximity: Bars that are close together are perceived as related or part
of the same category.
 Similarity: Bars with the same color or pattern are seen as part of the
same group.
 Continuity: Bars are arranged in a way that suggests a continuous flow
or pattern, such as increasing or decreasing values.

Using Pre-attentive Attributes:

 Color: Highlighting a specific bar with a different color immediately

draws attention to it.
 Size: Varying the height of bars makes it easy to compare quantities at a
glance.

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 BITS Pilani
Pilani Campus

Data Visualization Tools

BITS Pilani, Pilani Campus
Gartner Magic Quadrant for Data Visualization Tools (2023)

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Next Class
 Data Visualization Tools

 Desktop based tools

 Online visualization tools
 Visualization libraries
 Open source vs Proprietary tools

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 BITS Pilani
Pilani Campus

Appendix
BITS Pilani, Pilani Campus
Pre-attentive Attributes Vs Gestalt Principles
Example 2: Line Graphs

Using Gestalt Principles:

• Continuity: Lines that follow a smooth, continuous path are perceived as

representing trends over time.
• Connectedness: Points connected by a line are seen as part of a
continuous dataset.
• Figure/Ground: Differentiating the line (figure) from the background
(ground) helps to focus attention on the data.

Using Pre-attentive Attributes:

• Shape: Different shapes for data points can indicate different categories
or events.
• Color: Using distinct colors for different lines helps to differentiate
multiple trends.

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 BITS Pilani
Pilani Campus

Data Visualization Tools

BITS Pilani, Pilani Campus
Most popular data visualization tools

A powerful and versatile tool for

creating a wide range of
visualizations, from simple charts
to complex dashboards. Tableau
is known for its drag-and-drop
interface and ease of use,
making it a popular choice for
both beginners and experienced
data analysts. It offers a free
personal edition and paid plans
for individuals and teams.

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Most popular data visualization tools

Another popular option, Power BI

integrates seamlessly with
Microsoft products and services,
making it a good choice for
organizations already using the
Microsoft ecosystem. It offers a
free individual version and paid
plans with more features.

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Most popular data visualization tools

Looker Studio (formerly Google

Data Studio): A free and easy-to-
use tool from Google for creating
basic reports and dashboards. It's a
good option for quick data
exploration and visualization, but it
may not be as powerful as some
other options for complex needs.

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Most popular data visualization tools

Grafana: An open-source platform

popular for visualizing time-series
data, often used in DevOps and
infrastructure monitoring. It offers
a variety of chart types and can be
customized with plugins.

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 BITS Pilani
Pilani Campus

Business intelligence (BI) and data analytics platforms

BITS Pilani, Pilani Campus
Business intelligence (BI) and data analytics platforms

https://www.qlik.com/us
A self-service BI platform that
allows users to explore and analyze
data without needing technical
expertise. It offers a drag-and-drop
interface and a variety of pre-built
visualizations.

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Business intelligence (BI) and data analytics platforms

https://www.sisense.com/
Another BI platform known for its
in-memory analytics capabilities
and ability to handle large
datasets. It offers a user-friendly
interface and a variety of data
connectors.

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Business intelligence (BI) and data analytics platforms

https://www.domo.com/

Domo: A cloud-based BI platform

that provides a unified view of all
your data. It offers a wide range of
visualizations, dashboards, and
reports.

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 BITS Pilani
Pilani Campus

Specialized data visualization tools

BITS Pilani, Pilani Campus
Specialized data visualization tools

https://infogram.com/
Infogram: A tool for creating
infographics and other visually
appealing data visualizations. It
offers a large library of templates
and icons, making it easy to create
professional-looking visuals.

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Specialized data visualization tools

Chartblocks: A tool for creating

https://www.chartblocks.io/
interactive charts and graphs. It
offers a variety of customization
options and allows you to embed
your charts in websites and other
applications.

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Specialized data visualization tools

https://flourish.studio/ Flourish: A tool for creating

interactive data stories. It offers a
variety of templates and tools to
help you tell your data story in a
visually engaging way.

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Data Visualization Tools – Wrap Up

The best data visualization tool for you will

depend on your specific needs and budget.
Consider factors such as the type of data you
want to visualize, your technical expertise, and
the features you need.

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