designing great maps for print and image allen carroll and larry orman 2015 esri uc
TRANSCRIPT
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Designing Great Maps for Print and Image
Allen Carroll and Larry Orman
2015 Esri UC
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About this workshop series
#1: Print/image
#2: Web/mobile (next!)
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About Allen
and Larry
Allen Carroll, Esri Online Content Mgr. •Family cartographer and navigator since age 5•27 years at National Geographic, 12 of them as Chief Cartographer•Believer in the power of maps to inform and inspire
Larry Orman, Exec. Dir., GreenInfo Network•Magic marker map maker for years pre-GIS•19 years NGO advocacy and 19 geotech world •Maps are a powerful lens for seeing the world
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Why we’re here
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We’re inundated with
data but starved
for meaning
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This? . . . or this?
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What we’ll cover in this session
Why good map design?
Visual perception
Communication and map design
Design process, before/after
Common pitfalls
What to remember
1
2
3
4
5
6
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1
Good Map Design – why we’re here
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Who are we?
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What do we want?
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But . . .
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Good Design Matters
➔ Maps ARE communication – must persuade, inform
➔ Maps can take big efforts ($, time)
➔ Maps are hard for people to understand
➔ Professional credibility from product quality
➔ Competition for attention – display maps losing out!
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Caveats
Focus = GIS-based display maps
NOT:•Illustration/publication•Web/interactive
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2
How Visual Perception
Works
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2 6 6 9 3 8 7 2 1 4 8 0 9 5 6 7 9 11 5 4 7 8 2 6 0 9 1 2 7 8 9 1 3 4 50 4 1 9 8 7 2 4 5 1 3 9 0 1 6 2 9 2
2 6 6 9 33 8 7 2 1 4 8 0 9 5 6 7 9 11 5 4 7 8 2 6 0 9 1 2 7 8 9 1 33 4 50 4 1 9 8 7 2 4 5 1 33 9 0 1 6 2 9 2
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How your brain perceives
<1 second
PRE-ATTENTION
1-3 seconds
ATTENTION
3-20 seconds +
COGNITION
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3+ secondsengage content
<1 secondColor, shapes, contrast
1-2 secondsresolve objects
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First glimpse is critical for engagement
<1 second 1-2 seconds 3+ seconds
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Field of vision
20’
30’
3’
Page sized map/image Poster sized map
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Eye tracking, movement
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Design for eye movement
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3
Communication and Design
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Is map design just cartography?
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Communication design elements
Intent Audience StrategyFormat
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Who is your audience?
What is your point?
Intent Audience StrategyFormat
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Imagine your audience . . .
Willing to learn, but busy
Intelligent, but maybe not map savvy
i.e., Allen’s mom..
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Your point . . ?
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● A message
● A sequence of telling
● An audience in mind
Make your POINT with storytelling
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From raw data
>
to story
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>
to storyFrom raw data
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What’s the point?
No story, no point
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“A little forest left, one big opportunity”
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Intent Audience StrategyFormat
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Format: Where and how will your map be seen?
Close up working poster
Small publication image
Page size atlas
Media event >
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Intent Audience StrategyFormat
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Strategy for Map Design
What type of product?
What goal?
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Aha!
Inspire
Compel
Persuade
Inform
Adjudicate
Strategy for Map Design
What product?
What goal?
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4
Design Process
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Design gives voice to our information
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DESIGNING a map . . .
(Assume story and audience)
1. Process
2. Concept
3. Composition
4. Layout
5. Branding
6. Cartography
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1. PROCESS of Design
7: Finalize
6: Refine, TEST
5: FULL Draft, Test
4: Draft MAP Content
3: Draft FRAME
2: Composition SKETCH
1: CONCEPT + Data Test
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2. Concept
Sketch main
message and
key elements
using layout
tools
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3. Composition . . .
How visual space works
•overall balance
•rule of thirds
•negative space
•flow/eye movement
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4. Layout
Grids:
•align
•apportion
•balance
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5. Branding
Simple look & feel
Color
Logo
(fonts)
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5. Branding
Organizational branding
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6. Cartography
Design to support
the story!
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6. Cartography
Design to support
the story!
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6. Cartography
Design to support
the story!
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6. CARTOGRAPHY
LABELS
fonts, sizes, colors
Use a systematic
approach for labels
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6. CARTOGRAPHY
Thanks, Gretchen Peterson
and Cindy Brewer!
COLORS:
support message
hierarchy, and
play well together
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TECHNIQUES –
Map in Title Bar
Determine final extent of the map (any changes = new shapefile)
Create a shapefile of title bar (create a graphic of your title bar, convert to shapefile)
Use the Erase tool on title bar, inputting shapefile you want to extend into the title bar
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TECHNIQUES – Map in
Title or Bottom Bar
Determine final extent of the map (any changes = new shapefile)
Create a shapefile of title bar (create a graphic of your title bar, convert to shapefile)
Use the Erase tool on title bar, inputting shapefile you want to extend into the title bar
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TECHNIQUES – Feather Boundary
1. Run Buffer wizard on outline feature – 10+ rings
2. Select options for buffers styles - coastal fades use the “Outside only” option.
3. Add a field for the transparency values – use field calculator to divide or multiply the buffer values, with most transparent as highest number (0-100), least transparent ring as lowest.
4. Use Symbology tab of Layer Properties to select color.
5. Click Advanced Transparency - select transparency values field. Each ring of the buffer will be displayed as the color you selected with that percent of transparency.
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If design doesn’t feel
good in your heart,
what the mind thinks
doesn’t matter
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Extreme Makeover
The GIS Edition
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How do you know a design is good?
• 3 second test
• Formal critiques
• Pay attention over time
• Compare yours to others’
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5
Map DesignPitfalls
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Pitfalls in Map Design
1. Undefined overall message
2. Everything at once - no hierarchy
3. Passive titles
4. Disorganized grid
5. Poor color choices
6. Overdefined elements (boxes..)
7. Element-size relationships
8. Fonts, label hierarchies
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Pitfalls:
Undefined
message
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Pitfalls:
Everything at once
(no hierarchy)
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Pitfalls:
Passive &
extended titles
Hamilton Township WetlandsCape Atlantic Conservation District
e.g.,
What We’ve Accomplished
Areas Needing Protection
etc.
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Pitfalls:
Disorganized
grid
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Pitfalls:
Poor color choices
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Pitfalls:
Overdefined
elements
(esp. boxes)
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Pitfalls:
Confusing font
hierarchies
(and layout)
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Pitfalls:
Element – size
relationships
Legend
Scale
North arrow
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What to Remember
6
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➔ Maps are stories that unfold in layers of perception
➔ See through audience eyes, from the beginning
➔ Direct the eye through your map story
➔ Remove and simplify
➔ Always grow your design skills
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See more on Instagram
instagram.com/greeninfonetwork
and
www.greeninfo.org
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• Please fill out the session survey on your mobile app
• Select [enter session title here] in the Mobile App
• Use the Search Feature to quickly find this title
• Click “Technical Workshop Survey”• Answer a few short questions and
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