Core Principles of Data Visualization

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Show the data
People read graphs in a research report, article, or blog to 80 80

understand the story being told. The data is the most Country 1
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important part of the graph and should be presented in the Country 2
Country 3
clearest way possible. But that does not mean that all of the 40 40

data must be shown—indeed, many graphs show too much.

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Reduce the clutter 40

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Chart clutter, those unnecessary or distracting visual 30
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elements, will tend to reduce effectiveness. Clutter comes 25

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in the form of dark or heavy gridlines; unnecessary tick 15
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marks, labels, or text; unnecessary icons or pictures; 10
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ornamental shading and gradients; and unnecessary 0 0
Group A Group B Group C Group D Group A Group B Group C Group D
dimensions. Too often graphs use textured or filled gradients.

Integrate the text and the graph Chart Title Here

(Y axis label here)
Standard research reports often suffer from the slideshow
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effect, in which the writer narrates the text elements that
appear in the graph. A better model is one in which Series 1
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visualizations are constructed to complement the text and
at the same time to contain enough information to stand 60
alone. As a simple example, legends that define or explain
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a line, bar, or point are often placed far from the content 40

of the graph—off to the right or below the graph.

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Integrated legends—right below the title, directly on the
chart, or at the end of a line—are more accessible.
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Year

Preattentive Processing Shape Enclosure Line Width Saturation Color

Effective data visualization taps into the brain’s

preattentive visual processing. Because our eyes detect a
limited set of visual characteristics (such as shape and
contrast), we combine various characteristics of an object Size Markings Orientation Position 3D
and unconsciously perceive them as comprising an image.
Preattentive processing refers to the cognitive operations
that can be performed prior to focusing attention on any
particular region of an image. In other words, it’s the stuff
you notice right away. Length Curvature Density Closure Sharpness

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 Core Principles of Data Visualization
Audience
Always consider your audience
—whether they need a short, written
report, a more in-depth paper, or an
online exploratory data tool.
Include annotation
Highest point in Add explanatory text to help
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the reader understand how to
read or use the visualization (if
Policy
Implemented necessary) and also to guide
them through the content.

Use pie charts with care Avoid 3D

We are not very good at discerning Using 3D when you don't have
quantities from the slices of the pie a third variable will usually
chart. Other chart types—for distort the perception of the
example, bars, stacked bars, data and should thus be
treemaps, or slope charts—may avoided.
be a better choice.

Start bar and column charts at zero Make labels easy to read
Bar and column charts that do not When applicable, rotate bar and column
80 80 Washington,DC
start at zero overemphasize the charts to make the labels horizontal. If
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differences between the values. San Francisco
possible, make vertical axis labels
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For small changes in quantities, New York City horizontal, possibly below the title. In
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consider visualizing the difference Chicago general, make labels clear, concise, and
or the change in the values. easy for your reader to understand.

Try small multiples Use maps carefully

Breaking up a complicated
chart into smaller chunks
can be an effective way to
visualize your data.
Use maps carefully, always being sure
it is the geographic point you are trying
? to make. Column and bar charts, for
example, are often better at enabling
comparisons between geographic units.

Color and font considerations Visualization Mapping: Form and Function

Static

Avoid default Consider color Avoid the rainbow Explanatory Exploratory

colors and blindness— color palette—it
fonts—they all about 10% of doesn't map to
look the same people (mostly our number
and don't men) have some system and there
stand out. form of color is no logical Interactive
blindness. ordering.

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