BICOL UNIVERSITY POLANGUI CAMPUS

Computer Studies Department

Polangui, Albay

NAME: OMBAO, JOHN PATRICK G. SUBJECT: CS ELECTIVE 3 – VISUALIZATION

COURSE & YEAR: BSCS 3B PROFESSOR: MARY ANTONIETTE S. ARIÑO

CASE STUDY #1 - Marks and Channels in Data Visualization

Case Scenario:

You are a data analyst tasked with creating a visualization to present COVID-19 vaccination rates in different
countries over time. You have access to a dataset that includes vaccination percentages for various countries and
dates.

Discussion Questions:

1. What are "marks" and "channels" in data visualization, and why are they important for creating effective
visualizations?

2. As you begin creating the COVID-19 vaccination visualization, what types of marks (e.g., points, bars, lines) and
channels (e.g., color, size, position) can you use to represent vaccination data effectively? Explain your choices.

3. Discuss the importance of choosing appropriate colors in data visualization. How can color be used as a channel
to enhance the understanding of vaccination data?

4. Now, imagine you want to add a secondary dataset to the visualization, such as daily new COVID-19 cases. How
can you use additional marks and channels to represent this data alongside the vaccination data effectively?

5. Discuss potential challenges or pitfalls in the use of marks and channels in data visualization. How can you avoid
misinterpretations or misleading visualizations?

ANSWERS:

1. Marks and channels play a crucial role in the design of data visualizations, and their selection should be guided
by the principles of expressiveness and effectiveness. These principles can be applied to create a hierarchy of
channels based on the type of data being presented. The key concept is that the attributes considered most
important should be associated with the highest-ranked channels, aligning the attribute's significance with the
channel's noticeability. In essence, the most vital data attributes should be represented using the most impactful
channels to ensure they stand out, while less critical attributes can be associated with less impactful channels.

2. Marks:

• Points: Points are suitable for representing discrete data points such as daily vaccination numbers for a
specific date. You can use points to show individual data points on a chart.
• Lines: Lines are useful for showing trends and connecting data points over time. You can use lines to
represent the cumulative vaccination progress over days or weeks.
 • Areas: Areas can be used to represent accumulated or stacked data, such as the total number of people
vaccinated over time or the breakdown of vaccinations by age group. Stacked area charts or filled line
charts can effectively display this information.

Channels:

• Position (Horizontal and Vertical): Position channels are fundamental for conveying quantitative
information. You can use the horizontal position (x-axis) to represent time (e.g., days, weeks), and the
vertical position (y-axis) can represent the number of vaccinations. This helps viewers easily understand
how vaccination numbers change over time.
• Color: Color can be used to encode categorical information. For example, you can use different colors to
represent different vaccine types (e.g., Pfizer, Moderna, Johnson & Johnson) or to distinguish between
first and second doses. Be cautious with color choices to ensure accessibility and readability for all viewers.
• Charts that represent the marks and channels:
• Line Chart: Use points and lines to create a line chart to show the daily or cumulative vaccination progress
over time (horizontal position for dates, vertical position for vaccination numbers).
• Stacked Area Chart: If you want to display the distribution of vaccinations by age group over time, use
areas to create a stacked area chart. Each color represents a different age group, and the vertical position
shows the total number of vaccinations.
• Bar Chart: If you need to compare vaccination rates across different regions or countries, use bars (length)
to create a bar chart. Each bar can represent a region, and the length of the bar represents the vaccination
rate.
• Scatter Plot: To highlight individual data points, such as the vaccination numbers on specific dates, use
points (size) on a scatter plot. You can use color to distinguish between different vaccine types.

3. Importance of Choosing Appropriate Colors in Data Visualization:

• Differentiation: Color is an excellent tool for distinguishing between different categories or data groups.
It can help viewers identify and differentiate various elements within a visualization. For example, in
vaccination data, you can use different colors to represent different vaccine types (e.g., Pfizer, Moderna,
Johnson & Johnson).
• Highlighting: Colors can be used to draw attention to specific data points or trends. By using contrasting
or vibrant colors for key information, you can make it stand out and capture the viewer's focus. This is
especially useful for emphasizing critical data, such as vaccination milestones or areas with high
vaccination rates.
• Categorical Information: Color can encode categorical information effectively. It allows viewers to
associate specific colors with specific categories or groups, making it easier to understand the data's
grouping or segmentation. For instance, colors can represent different age groups or regions in
vaccination data.
• Sequential Data: Colors can be used in a sequential manner to represent data that follows a specific order
or progression. For example, you can use a gradient of colors to show the vaccination rate increasing over
time, creating a visual narrative.
• Accessibility: While color is a powerful tool, it's crucial to consider color accessibility. Ensure that color
choices are accessible to all viewers, including those with color vision deficiencies. Using colorblind-
friendly palettes and providing alternative methods of conveying information (like patterns or labels) can
enhance accessibility.
Using Color to Enhance Understanding of Vaccination Data:

• Vaccine Types: Assign distinct and easily distinguishable colors to different vaccine types. This helps
viewers quickly recognize which vaccines are being administered and compare their prevalence in the
data.
• Dosage Levels: If the data includes information about first and second vaccine doses, consider using color
to differentiate between them. For example, one color could represent first doses, while another color
represents second doses.
• Geographic Regions: When visualizing vaccination data by region or location, use a color scheme that
represents different regions or countries. This aids in understanding regional disparities in vaccination
rates.
• Vaccination Progress: To illustrate the progress of vaccination over time, use a color gradient or a
sequential color scheme. This allows viewers to see how vaccination rates evolve from a starting point to
the present.
• Highlighting Key Information: Employ bold or contrasting colors to highlight important milestones or
events, such as reaching a specific vaccination coverage percentage or the introduction of a new vaccine.

4. The approach to integrating data into existing datasets for visualization is contingent upon several factors,
primarily the quality and compatibility of the datasets. If the new data shares the same fields and attributes as the
previous datasets and is already clean, manual addition to the existing dataset is a viable option. Alternatively, if
your system utilizes an automated data pipeline, such as ETL or ELT, linked to visualization tools, this can
streamline the integration process.

In cases where the new dataset differs from the previous one but bears relevance, you can opt to create additional
graphs in software like Excel. These graphs can be linked to the dataset and connected to the previous data
through established relationships. To enhance data exploration and visualization, consider incorporating
interactive elements like slicers into your dashboard, allowing for dynamic data filtering and a clearer
understanding of changes and trends.

5. Always make sure that the marks and channels is related to each other to create a proper and valuable graphs
and charts that is appropriate to your dashboard for better data story telling.

Potential challenges or pitfalls in the use of marks and channels in data visualization:

• Overcomplicating Visuals: One challenge is the risk of overcomplicating the visualization by using too
many marks and channels. Excessive use can clutter the visual, making it harder for viewers to discern the
intended message.
• Misleading Use of Channels: Another pitfall is the misuse of channels, where inappropriate attributes are
linked to channels that might confuse viewers or distort the data's representation. For example, using
color to represent a quantitative value without a clear legend can lead to misunderstandings.
• Inconsistent Symbolism: Inconsistent use of marks and channels across different visualizations can create
confusion. Viewers may struggle to correlate the same data attributes presented differently in various
charts or graphs.
 • Color Choice and Accessibility: Poor color choices can hinder understanding, particularly for colorblind
individuals. Neglecting color accessibility guidelines can result in an unintended barrier to data
interpretation.

How to avoid misinterpretations or misleading visualizations:

• Purposeful Selection: Always select marks and channels that align with the data and the message you
want to convey. Ensure that each mark-channel pairing serves a specific purpose in the visualization.
• Consistency: Maintain consistency in how you represent data across your visualization. If you use a
particular color or shape to represent a category, stick with that choice throughout the visualization.
• Clear Legends and Labels: Provide clear legends and labels for your marks and channels. Viewers should
easily understand what each mark and color represent, reducing the potential for misinterpretation.
• Accessibility Considerations: Pay attention to color choices and ensure they are accessible to all viewers.
Use color palettes that are distinguishable by those with color vision deficiencies, and consider using
patterns or textures as additional cues.
• Testing and Feedback: Before finalizing a visualization, seek feedback from colleagues or target audience
members. This can help identify potential misinterpretations or areas where clarity can be improved.
• Data Storytelling: As you noted, ensure that the marks and channels you choose contribute to a coherent
and valuable data story. Each element should support the overall narrative of the dashboard and enhance
data comprehension.

REFERENCES:

Munzner, T. (2014). Visualization Analysis and Design. A K Peters Visualization Series.

Dunne, C. (2020). Marks & Channels, Data Types. In DS 4200, Visualization Analysis and Design. Northeastern
University.