DATA
VISUALIZATION
PRINCIPLES
Andrey Hakobyan
@AndreyHakobyan
Andrey Hakobyan
@AndreyHakobyan
WHY VISUALIZE DATA?
Family planning program managers, ministry officials, implementing partners, and other key
stakeholders are often bombarded with information on a daily basis. With the sheer volume,
text- heavy, dense materials are ineffective vehicles for decision-makers. Instead, we must
rethink how we present our information, which is where data visualization plays a key role.
Data visualization packages information into accessible messages that stakeholders are able
to better process, retain, and use to make well-informed decisions.
The data-to-action process, as depicted in the pyramid, involves
analysis and data visualization to transform data elements from
being readable by computers to creating calls to action.
ACTION As discussed in the Excel guide, data
in its rawest form is often easily
understood by computers.
KNOWLEDGE Understandable by
humans Tables and graphs transform that
data into information, easily
INFORMATION understood by humans.
Understandable by Visualization principles, discussed in
computers
the following slides, highlight key
DATA
pieces of that information to create
knowledge and spark action.
In Family Planning program
implementation, there are
multiple stakeholder groups to
consider when transforming data
up the pyramid. To ensure the
appropriate information is being
communicated and acted on,
there are three key questions to
consider. Your information
design should be adapted to
each audience.
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Andrey Hakobyan
@AndreyHakobyan
WHY VISUALIZE DATA?
In order to move up the data-to-action pyramid, we must understand how
we process information. Research shows that visual information is
processed more easily and stays with us longer than text.
Pre-attentive processing is the subconscious accumulation of
information from the environment. Examples of pre-attentive attributes
are listed below. These attributes help us to process and remember
information more quickly and easily.
Pre-attentive
attributes are
the building
blocks of data
visualization.
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Andrey Hakobyan
@AndreyHakobyan
PLANNING FOR DATA VIZ
Data visualizations are any graphic representations
of data. Data visualization can communicate huge Different stakeholders have
amounts of data and help identify trends and areas different data needs.
of interest. Visualizing data is important during new
service delivery innovations to draw attention to
Consider your stakeholders’
areas for improvement and key successes during literacy, visual literacy, and
program implementation. what data they need to
makedecisions.
TYPES OF VISUAL COMMUNICATION
The matrix below plots types of visual communication on two axes: The horizontal axis depicts the
kind of information you are communicating, ranging from concepts and ideas on the left to hard data
on the right. The vertical axis describes the interaction users have with the visual. Declarative visuals
tell a clear story, while exploratory communication allows users to interact with the data to reach their
own interpretations.
Often during new
service delivery
innovation & program
implementation, data
visualizations fall on
the right side of this
matrix in the data-
driven space.
Visualizations for
reports (static),
presentations, or
dashboards (dynamic)
are some of the most
common examples of
these types of data.
The left side of the
matrix can be relevant
during the planning
stages before
implementation.
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Andrey Hakobyan
@AndreyHakobyan
DESIGN BASICS
A FEW DESIGN PRINCIPLES
Typeface Balance
Pick appropriate fonts for your audience. Stick to 2-3 at The eye tends to seek balance and will
the most and be consistent in usage.
notice if your design is unbalanced. Use
Contrast this principle to make your graphic
Use contrast (light/dark, big/small, thick/thin) to visually pleasing and to highlight/
highlight/emphasize. emphasize.
Color Hierarchy
Use color to emphasize or reinforce value. Avoid the Give your audience visual cues of what
“Skittles effect” of using too many different colors and is the most important part of your
drowning out the key piece of information message.
CONTRAST COLOR
Carefully consider Incorporate
contrast and color white space vs.
for accessibility. to give the
eye a break.
HIERARCHY & FONT
Use different sizes and types of font to better organize text. This helps users quickly discern the
information presented and helps support retaining information.
BEFORE AFTER
Facts about Penguins
Penguins are aquatic, flightless birds that are highly adapted to life in the
FACTS ABOUT PENGUINS
Penguins are aquatic, flightless birds that are highly adapted to life in the water.
water. Their distinct tuxedo-like appearance is called countershading, a Their distinct tuxedo-like appearance is called countershading, a form of camouflage
form of camouflage that helps keep them safe in the water. Penguins do that helps keep them safe in the water. Penguins do have wing-bones, though they
have wing-bones, though they are flipper-like and extremely suited to are flipper-like and extremely suited to swimming. Penguins are found almost
swimming. Penguins are found almost exclusively in the southern exclusively in the southern hemisphere, where they catch their food underwater and
raise their young on land.
hemisphere, where they catch their food underwater and raise their
young on land. DIET
Diet Staples: Krill, fish and squid. In general, penguins closer to the Krill, fish and squid. In general, penguins closer to the equator eat more fish and
penguins closer to Antarctica eat more squid and krill.
equator eat more fish and penguins closer to Antarctica eat more squid
and krill. POPULATION
Population: The penguin species with the highest population is the The penguin species with the highest population is the Macaroni penguin with
11,654,000 pairs. The species with the lowest population is the endangered
Macaroni penguin with 11,654,000 pairs. The species with the lowest Galapagos penguin with between 6,000-15,000 individuals.
population is the endangered Galapagos penguin with between 6,000-
15,000 individuals. LOCATION
Location: Penguins can be found on every continent in the Southern Penguins can be found on every continent in the Southern Hemisphere from the
tropical Galapagos Islands (the Galapagos penguin) located near South America to
Hemisphere from the tropical Galapagos Islands (the Galapagos penguin) Antarctica (the emperor penguin).
located near South America to Antarctica (the emperor penguin).
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Andrey Hakobyan
@AndreyHakobyan
SELECTING THE RIGHT
CHART TYPE
When designing effective data visualizations it is important to understand your data
and select the appropriate chart to communicate your message. The first step is to
define your data types then use the decision tree on the next page to see which visual
best fits your data types.
QUANTITATIVE DATA TYPES
Nominal/Categorical
Data that can be sorted Types of family
according to group or planning products
category
Ordinal
Data of selected categories Degrees of client
ordered along a numerical satisfaction in care
scale
Discrete
Numerical data that has a Number of units
finite number of possible dispensed
values/units
Continuous
Numerical data that is Average monthly
measured along a continuum consumption
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Andrey Hakobyan
@AndreyHakobyan
SELECTING THE RIGHT CHART TYPE
COMPOSITION RELATIONSHIP
Shows the makeup of one or more variables Visualization methods that show relationships
usually in absolute numbers and in normalized and connections between the data or show
forms correlations between two or more variables
DISTRIBUTION COMPARISON
Visualization methods that display frequency, Visualization methods that help show the
how data spread out over an interval or is differences or similarities between values.
grouped.
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Andrey Hakobyan
@AndreyHakobyan
COMMUNICATING CLEARLY
WITH CHARTS
In addition to selecting the right chart type, there are a few additional key steps to clearly
communicate your message. These techniques help users interpret and more easily understand key
messages about the data and information that you are presenting.
DECLUTTER YOUR CHART CREATE PURPOSEFUL TITLES & LABELS
Remove default lines, borders, and tick Be clear and succinct in telling the reader the key
marks that distract your audience. Only takeaway with your titles. Consider using data
essential chart components remain in the labels sparingly, reserving them for key data points.
‘after’ chart.
BEFORE
AFTER
Title tells the story &
labels are fully visible
Clean chart area allows you
to concentrate on the
important information
USE COLOR TO ADD IMPACT & ACCESSIBILTY
Using color sparingly makes it more powerful and helps the important points stand out. Consider
black and white printing and accessibility when choosing colors.
Will print clearly in black &
white and visible to colorblind
Highlights the category with audiences.
the value of interest.
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Andrey Hakobyan
@AndreyHakobyan
BEST PRACTICES
Avoid 3D charts. Use a “flat” design BEFORE AFTER
instead. In 3D charts, it is difficult to
discern where the top of the data ends
because the columns become
obscured. When comparing charts, use
the same chart style.
BEFORE
Avoid using pie charts if possible, especially for
[Link] the pie chart is one of the most popular
chart types, visually, information is not easily digested.
Viewers are only able to gauge the size of slices if they are
familiar with percentages (25%, 50%, 75%, 100%) and
positions (common angles). We interpret other angles
inconsistently, making it difficult to compare relative sizes
AFTER and therefore, less effective as a visual representation of
data. Even with data labels, the user needs to work to
understand the data relationships. If using pie charts, sort
the categories in descending order and use less than five
categories.
Use the full axis starting at zero. BEFORE AFTER
Starting a graph at zero avoids any
chance of your graph being
misleading with its data and
misunderstood by your audience. For
example, a bar graph beginning above
zero risks exaggerating the
differences between the data being
compared.
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Andrey Hakobyan
@AndreyHakobyan
PITFALLS TO AVOID
The examples presented on this page need improvements and
include practices that should be avoided.
Percent of providers performing the
NUMBERS THAT MAKE SENSE four critical steps of SI initiation
Parts of a whole should not add up to more than
100% like the graphic on the right. It is also important
to use appropriate shapes to tell your story. A
pictogram may be more appropriate.
ACCURATE SCALES
Make sure your graphs correlate with your data. The graph
images on the left are the same between sectors and
mode of administration, yet the data range from 0% to N/A
to 92%. When comparing shapes, adjust size
appropriately. For example, when comparing circles,
increase the circle size by area instead of diameter.
APPROPRIATE DESIGN FOR USERS
Don’t make the user work by
overwhelming the visualization. The
timeline figure on the right is overly
complicated and not intuitive, as the
dates do not follow a linear timeline.
Plotting fewer points and in a different
shape would help make the timeline
more clear.
Changing the axis placement or order to
go against norms (e.g., axis going from
100-0 instead of 0-100), misconstrue
your data and is not recommended.
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