pie chartsvisualization and data presentation poor choices: •wrong chart type for the data •3d...
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Presented by:
High Visibility: Using Data Visualization to Transform Data into Meaningful Information
Jeffrey A. Shaffer
Vice President, IT and Analytics, Unifund
Adjunct Professor, University of Cincinnati
www.DataPlusScience.com
@HighVizAbility
Welcome to Pie Charts Anonymous
Pie Charts
5 2 8 3 6 1 9 3 6 2 5 3 7 4 3 8 3 8 5 8 9 6 2 1 4 4 3 9 3 6 5 2 4 9 1 0 2 7 5 2 8 3 6 1 6 2 9 3 8 3 8 5 8 4 7 2 0 3 7 3 5 4 7 1 8 2 0 1 2 5 3 6 4 3 9 1 0 8 9 5 7 3 4 5 3 2 7 5 2 8 3 6 1 6 2 9 3 8 3 8 5 8 4 7 2 0 3 7 3 5 4 7 1 8 2 0 1 9 6 2 1 4 4 3 9 3 6 5 2 4 9 1 0 2 7 5 2 8 3 6 1 6 2 9 3 8 3 8 5 8 4 7 2 0 3 7 3 5 4 7 1 8 2 0 1 2 5 3 6 4 3 9 1 0 8 9 5 7 3 4 5 3 2 7 5 2 8 3 6 1 6 2 4 6 2 7 5 9 1 5 2 6 3 6
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 7 7 7 7 7 7 7 77 7 7 7 7 7 7 7 7 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 0 0 0 0 0 0 0 0 0 0
This is how a Pie Chart Represents the Data
Try to quickly compare the totals of the digits.
3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 7 7 7 7 7 7 7 77 7 7 7 7 7 7 7 7 9 9 9 9 9 9 9 9 9 9 9 9 9 9 9 0 0 0 0 0 0 0 0 0 0
This is how a Pie Chart Represents the Data
Baseline moves based on previous # of DigitsRequires color encoding to differentiate
2222222222222222222222222222
55555555555555555555555
8888888888888888888888
6666666666666666666
444444444444444444
111111111111111111
This is how a Bar Chart Represents that Data
Easier comparison even without color encoding!
1. Don’t Use Pie Charts
If you must break Rule #1 then:
2. Make sure it adds up 100%
3. Only a few categories
4. Start at noon and move clockwise
5. Largest to Smallest Values
6. Add Labels for %
7. Avoid 3D
8. Keep it Simple
General Rules for Pie ChartsVisualization and Data Presentation
Show part-to-whole relationship (in lieu of Pie Charts)
100% Stacked Bar Chart
Source: The Wall Street Journal
=110%
Source:
American Collectors
Association
Girl Scout Cookie Sales
Source: www.wired.com/magazine/2011/08/st_datagirlscoutcookies
Photo: Celine Grouard“Save the Pies for Dessert”- Stephen Few
Pie Chart of Japan
Japan
Structure of Ass
Cheeks
Crack
Plumbers
Cheeks
Crack
Typical Structure of Ass
Redesigned Using a Sankey Diagram
A Pie Chart Redesign
Donut Charts
Avoid Donut Charts!
Source: P&G Annual Report 2012
http://annualreport.pg.com/annualreport2012/files/PG_2012_AnnualReport.pdf
• Worse than pie charts• What’s the order? And use of color?
Very Good Visualization
Source:
The Procter & Gamble Company Analyst Meeting
11/15/2013
• Target line• Time Series• Great
Message• Good use of
color
Source: P&G Annual Report 2012
http://annualreport.pg.com/annualreport2012/files/PG_2012_AnnualReport.pdf
• Time series on X-Axis• Use a Line Chart• Gradient color
• Hard to read• Compare 2012
Brazil vs. China• 23% label vs. 17%
• Country shapes• Russia looks like a
shark
• Beautiful Design Elements• Very Clean and Concise• Great Message• Good use of color
How many charts can you name?
Source: http://tinyurl.com/DVperiodictable
Available Visualization tools
Bar Chart - category comparison (with target line)
Line Chart - time series data
Flow Chart – process flow (also Swimlane diagram)
Bullet Graph – actual to target
Dot Plot or Strip Plot
Sparklines
Histogram
100% Stacked Bar Chart (with caution)
Scatter Plot – relationship/correlation
Box Plot – grouping with summaries
Area Chart (with caution)
Control Charts
What’s wrong with this chart?
#AskJPM
#AskJPM
Setting the Stage:
• JP Morgan suffered severe reputational damage from 2008
financial crisis
“When your company spends more money on legal fees and fines
than actual payroll, it's fair to say it's been a rough year.”
- Carreen Winters, Head of Corporate Practice, US Public
Relations Firm MWW
“JPM’s marketing wizards decided to set up a Q&A on Twitter with
superstar banker Jimmy Lee at the same time the bank was being
hit with a $13 billion fine for its transgressions during the financial
crisis. ”
- Paul Argenti, Professor of Corporate Communications, Tuck
School of Business at Dartmouth
#AskJPM
Over 45,000 Tweets in 48 hours
#AskJPM #AskJPM
Data sourceUgly data requiring extensive text cleansing.
“@WaLLzOfGlOrY: Chase is the worst bank ever―Ã- ½Ã±ˆÃ ½Ã±ˆÃ ½Ã±ˆ naw just your account... My shit A-1 à½Ã±•Ã ½Ã±Œ
I put a thousand in my bank account last night. I just looked and it says I have $147 à½Ã±• Don't à½Ã±• play à½Ã±• à½Ã±• with me chaseà½Ã±•Ã ½Ã±•Ã ½Ã±•Ã- ½Ã±•Ã ½Ã±•Ã ½Ã±• don't play.
Not in Bmore “@Quiet_Nature: We do RT @NaomiDimpleS: Setting up an account at M&T bank thanks to Maryland not having Chase banks.―
A Simple Scoring Model Right skewed due to the industry we are studying.
“Lost Luggage” Problem• People don’t Tweet positive sentiment about the
banks (similar to lost luggage)• Dataset is skewed – much more negative• Therefore hard to predict positive sentiment
Scatter Plot with Box Plot Axis
Dot PlotsMeasuring Position Along a Common Axis
“Killing the paired bar chart” by Jon Schwabish
Dot PlotsMeasuring Position Along a Common Axis
“Killing the paired bar chart” by Jon Schwabish
http://policyviz.com/killing-the-paired-bar-chart/
Dot PlotsMeasuring Position Along a Common Axis
“Killing the paired bar chart” by Andy Cotgreave
http://gravyanecdote.com/uncategorized/killing-the-paired-bar-chart/
Dot PlotsMeasuring Position Along a Common Axis
“Killing the paired bar chart” by Andy Cotgreave
http://gravyanecdote.com/uncategorized/killing-the-paired-bar-chart/
Example RedesignBy Cole Nussbaumer
www.StorytellingwithData.com
Example RedesignBy Cole Nussbaumer
www.StorytellingwithData.com
Note: Cole changed the scale
A Redesign of her RedesignHard to distinguish between competitors (color)
A Redesign of her RedesignWho’s the best? Who’s the worst?
A Redesign of her Redesign A Redesign of her Redesign
A Redesign of her Redesign A Redesign of her Redesign
Visualization and Data Presentation
Poor Choices:
• Wrong Chart Type for the data
• 3D chart
• Use of gradient and shadows
• Rotated Text
• Hard to Read
• Over use of gridlines
• Over use of axis and data labels
• Bad Color Choices
This material is proprietary to Unifund Group Debt Investors, LLC
(Unifund). It may not be replicated or transmitted in whole or part
without express consent of Unifund.
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Enhancement
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This material is proprietary to Unifund Group Debt Investors, LLC (Unifund). It may not
be replicated or transmitted in whole or part without express consent of Unifund.
Visualization and Data Presentation
Poor Choice:
Example from iDashboards.com
Visualization and Data Presentation
Poor Choice:
Example from iDashboards.com
Visualization and Data Presentation
Poor Choice:
Visualization and Data Presentation
Even a bad 3D Pie Chart is better:
Visualization and Data Presentation
Better Choice:
Visualization and Data Presentation
Best Approach:
Visualization and Data Presentation
Acceptable use of the Pyramid:
Maslow’s Hierarchy of Needs
Visualization and Data Presentation
Poor Choices:
• Avoid Pyramids, Funnels and Cones
• Cluttered Dashboard
– Too Much Information (Crammed on One Page)
– Lots of Scroll
• Over use of Graphs
• Gauges
• Flashing Cells
• Wrong Message or No Message at all
The Data Visualization Experts
Visualization and Data Presentation
Best Practices:
• Books on Data Visualization
– Jacques Bertin
• Semiology of Graphics
– Edward Tufte
• The Visual Display of Quantitative Information
• Envisioning Information
– Stephen Few
• Information Dashboard Design
• Show Me the Numbers
• Now You See it
20th Century
Jacques Bertin(1918-2010)
• French cartographer and theorist
• Author of many scientific maps, articles, and other papers on semiology, the study of signs, and how we process visual information
• 1967 – Published Sémiologie Graphique(Semiology of Graphics), asserting that our visual perception follows rules that can be followed
Images used under the Wikipedia Creative Commons license. http://www.wikipedia.com
20th Century
John Tukey(1915-2000)
• American statistician
• Introduced the box plot in Exploratory Data Analysis, published in 1977
• Exploratory Data Analysis (EDA) emphasized presentation of the main characteristics of a data set in a visual, easy to understand form, without using a statistical model or hypothesis10
Images used under the Wikipedia Creative Commons license. http://www.wikipedia.com
20th Century
Visualization techniques used in EDA include:
• Box plot
• Histogram
• Pareto chart
• Scatter plot
Images used under the Wikipedia Creative Commons license. http://www.wikipedia.com
Tukey’s advocacy for EDA encouraged the development of software for statistical computing like S, which inspired S-Plus and R.10
Sample box plot.
Sample histogram.
Sample scatter plot.
Contemporary Practitioners
Edward R. Tufte(b. 1942)
• American statistician, sculptor, and Professor Emeritus of Political Science, Statistics, and Computer Science, Yale University
• Widely recognized expert in the fields of information design and visual literacy11
• Credited as a pioneer in teaching the fundamental skills required for visual communication3
Edward Tufte photo from http://www.edwardtufte.com/bboard/images/0003mW-10280.jpg
Contemporary Practitioners
Edward R. Tufte(b. 1942)
Published The Visual Display of Quantitative Information (1983)
• Shows examples of both “glories” and “lapses” in presentation
• Provides “a language for discussing graphics and a practical theory of data graphics”
Tufte also invented sparklines to show trends and variations along a particular
measurement.Example of Tufte’s sparklines,as implemented on Google Analytics.
Visualization and Data Presentation
Visualization Expert:
• Edward Tufte
– Remove Chart Junk (unnecessary or confusing visual elements in charts and graphs)
– Data-Ink Ratio (The non-erasable core of a graphic)
• Data-Ink vs. Total Ink
• Tufte’s Five Laws of Data-Ink:
1. Above all else show the data.
2. Maximize the data-ink ratio
3. Erase non-data-ink.
4. Erase redundant data-ink.
5. Revise and edit.
Visualization and Data Presentation
Tufte Style Chart:
0
2
4
6
8
10
Jan Feb Mar Apr May Jun Jul
Visualization and Data Presentation
In this case a bar chart may actually be better:
Visualization and Data Presentation
Tufte Style Scatterplot:
Contemporary Practitioners
William S. Cleveland
• Professor of Statistics and Courtesy Professor of Computer Science at Purdue University; previously worked at Bell Labs
• Authored over 100 papers/publications including Visualizing Data (1993) andThe Elements of Graphing Data(1994), to enhance awareness and provide examples of effective data presentation
• Initial developer of trellis charts, which make visualization possible in data sets with multiple variables
William S. Cleveland photo from http://www.stat.purdue.edu/~wsc/
Trellis Chart Example
Graphic from http://peltiertech.com/WordPress/trellis-plot-alternative-to-stacked-bar-chart/
Contemporary Practitioners
Stephen FewProlific writer and author with a focus on designing simple information displays that are effective and communicative.
Books include:
• Show Me The Numbers (2004)
• Now You See It (2009)
• Information Dashboard Design, 2nd ed. (2013)
Several of Few’s studiesand examples will be usedin this class.
Few’s biography retrieved from http://www.perceptualedge.com/about.php www.BigBookofDashboards.com
Visualization and Data Presentation
Other Guidelines:
• Gridlines – minimize axis units and mute them
• Remove chart borders
• Extra Labels
• Axis Scale Format
• Text Alignment
– Avoid rotated text
• Tufte – Minimalists
• Few - Fundamentalist
Make sure to connect online and stay in touch:
Follow on Twitter:@HighVizAbility
Connect with us on LinkedIn:www.linkedin.com/in/jeffreyshaffer/
Websites:www.dataplusscience.com/workshop.htmlwww.dataplusscience.com/http://makingdatameaningful.com/
Facebook:https://www.facebook.com/DataPlusScience
Email:JeffreyShaffer@gmail.com
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